You’re watching your waistline, lifting weights and maybe even counting every step, but when was the last time you did something for your brain?

A supplement is making waves in the wellness world for its ability to boost cognitive function — and potentially help keep it sharp as you age.

For women, there’s an added bonus: It might make the so-called “change of life” a little easier, too.

What is Cognizin?

It’s the branded dietary supplement made from citicoline, a natural compound your body produces that’s vital for brain health and function, according to Healthline.

Citicoline helps form the membranes around brain cells and supports brain metabolism. It also boosts neurotransmitter levels in the central nervous system, protecting and powering your brain.

What are the benefits of Cognizin?

The supplement is part of a broad group of substances called nootropics, which some people use to sharpen thinking, memory and overall brain function.

Cognizin was a “game-changer” for Emma Heming Willis, co-founder of Make Time Wellness, who told The Post: “It’s science-backed support for your brain.”

In a study of healthy, middle-aged women, those taking the daily supplement experienced clear improvements in focus and cognitive control. They also performed better on mental tests and made fewer mistakes than those on a placebo.

“Women in the study saw a difference in just under a month, and I have had a similar experience,” said Heming Willis, whose husband is actor Bruce Willis. 

“What really stood out to me is how it helps with the issues many of us face as we age — brain fog, forgetfulness and feeling mentally drained,” she added.

Studies have also found that regularly consuming Cognizin may help protect against memory loss due to aging, as well as improve recall in older adults.

That’s especially important for women, who are at a greater risk of developing Alzheimer’s disease and other forms of dementia during their lifetime.

Who should be taking Cognizin?

“Cognizin is great for any woman who wants to stay sharp, focused, and mentally energized especially during super busy times in life — which, for me, is every day,” Helen Christioni, co-founder of Make Time Wellness, told The Post.

It can also potentially help with some of the cognitive symptoms associated with the menopause transition.

“When hormones start to shift, it can mess with how our brains work,” Christioni explained, noting that brain fog, mood swings, forgetfulness and mental fatigue tend become more common.

“It’s like giving your brain a little backup during a time when everything else feels out of balance,” she added.

But women aren’t the only ones who could gain from taking the supplement. 

“Anyone that is dealing with burnout, wants to support brain health or just wants a little extra clarity can benefit from Cognizin,” Christioni said. 

Where can you get Cognizin?

You can buy Cognizin on its own online and in stores, but it’s also a key ingredient in Make Time Wellness’s Make Time for Brain and Beauty gummy and their Make Time for Brain, Body & Beauty powder.

These supplements also pack in biotin, which supports hair, nails and skin, along with curcumin, the active compound in turmeric.

“Curcumin is one of my favorite ingredients in the Brain, Body & Beauty formula,” Heming Willis said. “But what really makes this formula stand out is that it combines everything I was tired of taking separately.”

Think: choking down a handful of pills every morning, from brain boosting supplements to multivitamins.

“That’s why we created this as a delicious daily drink that covers all your bases,” Heming Willis said. “It’s kind of like a grown-up version of a natural Tang, made just for women.”

Pre-workout powders and pills are meant to be used before exercising to boost your energy and performance. They often contain caffeine, creatine, glucose, and amino acids. The result: a highly stimulating concoction that may impact your heart, especially if you already take certain medications or have underlying conditions.

What Gives You Energy in Pre-Workout?

“Pre-workout supplements include a mix of different ingredients that each claim to improve exercise performance,” said Jessica Garay, PhD, RDN, assistant professor in the Department of Nutrition and Food Studies at Syracuse University.

“One of the most common ingredients is some form of caffeine, which is a stimulant,” she added. 

It’s usually not a trivial amount. Some products contain as much as 300 milligrams of caffeine per serving (that’s the equivalent of about three cups of coffee).

How Does Pre-Workout Affect Your Heart?

Elevated heart rate

“A pre-workout supplement often leads individuals to feel more alert because of the caffeine, but for some people, this could lead to an increased heart rate even before they start exercising,” Garay said.

That’s because caffeine stimulates your central nervous system, which can cause your heart to race.

Increased blood pressure

Stimulants can also temporarily raise blood pressure, said C. Vivek Lal, MD, FAAP, a physician at the University of Alabama at Birmingham and founder and CEO of Resbiotic. As a result, pre-workout can be risky for people with hypertension or other cardiovascular conditions.

Heart palpitations

Some people experience heart palpitations and chest pain after taking pre-workout. However, research shows these cases typically only occur when other factors are at play.

The adverse effects found in the analyzed studies include a small amount of evidence from case studies, where the patients already had factors that may aggravate cardiovascular complications, such as sensitivity to caffeine, a sedentary lifestyle, a family history of cardiac complications, and a history of smoking and/or alcoholism.

Caffeine sensitivity reactions

Not everyone processes caffeine the same way. “We now know there is a genetic component to how fast or slow we metabolize caffeine,” said Garay. This means that even low doses may trigger strong reactions in some people.

Should You Take Pre-Workout?

Though it isn’t inherently dangerous, pre-workout is not safe for everyone. Certain people should check with their doctor before trying it, or avoid it altogether:

• Those taking prescription medications: Caffeine interacts with a number of prescription medications, so people who take blood thinners, blood pressure medication, or other stimulants should proceed with caution, Garay said.
• People with heart or blood pressure issues: Be cautious with pre-workout supplements, especially those that contain high levels of caffeine or other stimulants. The stimulant effects can pose potential risks, including arrhythmias, chest discomfort, or elevated cardiovascular strain.
• Caffeine-sensitive individuals: Some people can drink multiple espressos a day and not feel cardiac effects. In contrast, others can have a single cup of coffee and feel their heart racing, said Garay. A pre-workout may do more harm than good if you’re in the latter group.
• Athletes subject to drug testing: Pre-workout supplements aren’t always tested for banned substances, said Garay. To avoid contamination risks, athletes should check for NSF Certified for Sport or Informed Choice labels.

Other Safety Considerations

“In general, the entire category of pre-workout supplements is among the least likely to have third-party testing from a reputable company,” said Garay.

Without third-party testing, there’s no guarantee that the label reflects what’s inside. Relying on pre-workout for every gym session may build tolerance or lead to dependency on high doses of caffeine to feel energized.

Instead of reaching for a pre-workout, Garay often recommends a simpler option: coffee or tea for caffeine. “I am often hesitant to recommend a pre-workout to my clients because of the risk of contamination, depending on the brand.”

It is now “a cultural touchpoint in the Western world”, found everywhere, from ice-cream flavour boards to Starbucks.

This has caused the market for matcha to nearly double over a year, Mangan said.

“No matter what we try, there’s just not more to buy.”

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Thousands of miles away in Sayama, a city about 40km (25 miles) northwest of the Japanese capital, Tokyo, Masahiro Okutomi – the 15th generation to run his family’s tea business – is overwhelmed by demand.

“I had to put on our website that we are not accepting any more matcha orders,” he said.

Producing the powder is an intensive process: the leaves, called tencha, are shaded for several weeks before harvest to concentrate the taste and nutrients.

They are then carefully deveined by hand, dried and finely ground in a machine.

It takes years of training to make matcha properly, Okutomi said.

Masahiro Okutomi at his farm in Sayama, Japan. Photo: AFP

“It’s a long-term endeavour requiring equipment, labour and investment … I’m glad the world is taking an interest in our matcha … but in the short term, it’s almost a threat – we just can’t keep up.”

The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and has started her own brand of matcha products.

At the pastel-pink pop-up shop she opened in Tokyo’s hip Harajuku district, dozens of fans excitedly waited to take a photo with the 23-year-old Frenchwoman or buy cans of strawberry or white chocolate flavoured matcha.

“Matcha is visually very appealing,” Ella said.

To date, her matcha brand, produced in Japan’s rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees.

“Demand has not stopped growing,” she said.

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In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to data from the agriculture ministry. That is twice as much as a decade ago.

Tokyo tea shop Jugetsudo, located in the touristy former fish market area of Tsukiji, is attempting to manage its stock levels amid escalating demand.

“We don’t strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling,” said store manager Shigehito Nishikida.

“In the past two or three years, the craze has intensified: customers now want to make matcha themselves, like they see on social media,” he added.

Matcha is added to drinks at Kettl Tea in Los Angeles, California. Photo: AFP

Anita Jordan, a 49-year-old Australian tourist in Japan, said her “kids are obsessed with matcha”.

“They sent me on a mission to find the best one,” she said with a laugh.

The global matcha market might falter if United States President Donald Trump’s tariffs on Japanese products – currently 10 per cent – rise to a threatened 24 per cent.

Shortages and tariffs mean “we do have to raise prices. We don’t take it lightly,” said Mangan at Kettl Tea, though it has not dampened demand so far.

“Customers are saying: ‘I want matcha before it runs out.’”

Japan’s government is encouraging tea producers to scale up their farming operations to reduce costs. But that risks sacrificing quality, and “in small rural areas, it’s almost impossible”, grower Okutomi said.

The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago as farmers age and struggle to secure successors, he added.

“Training a new generation takes time … it can’t be improvised.”