Applied Biological Laboratories Inc. (ABL) is a New York-based biotechnology company focused on healthcare remedies. Rob Keen—an executive with experience in natural, eco-conscious beauty, personal care, wellness and home care—has been tapped to lead the charge as the firm expands its Biovanta brand in the OTC marketplace.

Keen has led brands on the leading edge of environmental and social responsibility that are part of what’s become today’s ever-expanding wellness category.

His appointment comes as more consumers view “natural” as a preferred first-line remedy for all kinds of ailments–those that arise inside their own bodies and inside their homes, too.

Keen will leverage a 20-year career that includes growing sales and profits in the CPG, beauty, personal care and beverage categories in North America and globally. Most recently, he was CEO, North America, at Norwex. 

Prior to that, he spent more than seven years as CEO for Weleda, North America. His Weleda post came after he spent six years as senior global brand director at Unilever, working with its iced tea and TreSemme hair care brands. Keen has also held positions at Alberto Culver and SC Johnson.

“I’ve always been drawn to companies and brands that are genuinely trying to use their platform to positively impact the world in some way,” Keen told Happi in an interview shortly after his appointment was announced in April. “Biovanta exists to help people live healthier lives, which immediately captured my attention.”

Applied Biological Laboratories was co-founded in 2016 by Nazlie Latefi, PhD, who serves as chief scientific officer. Its consumer brand, Biovanta, targets the root cause of cold-like symptoms through what it calls an “unique approach to respiratory immunity.” The 100% natural ingredient formula is said to strengthen mucosal immunity and lower inflammation. Key ingredients include components such as lactoferrin, lysozyme, aloe vera, acetylsalicylic acid and menthol that are incorporated in sprays and supplements.

According to officials, Biovanta has been scientifically proven to modify inflammatory pathways underlying all major cold symptoms, strengthening the respiratory lining at key viral entry points which strengthens barrier or mucosal immunity.

“I’m in awe of what founder Nazlie Latefi and her team developed …. the first scientifically and clinically proven solution to colds and inflammation by using ingredients already found in nature. It’s the first of its kind,” Keen said. “Plus, it builds immunity if people continue to take it as part of their daily health routine—all while helping to avoid the negative side effects of most existing OTC products on shelves today…and with higher effectiveness than regular homeopathic products.  What’s not to love about that?” 

[Interested in wellness? Join us in New York City on Sept. 12 @ the Happi + Nutraceuticals World Health & Longevity Conference and Showcase]

Natural isn’t new in OTC consumer healthcare, but ABL’s approach is novel, insists Keen.

“There are a handful of companies using biotechnology in the wellness sphere and Applied Bio is proud to be one of them. We are definitely a pioneer in respiratory disease using the latest science while also using natural molecules,” he said.

Inflammation & Health

Keen called natural molecules an “especially interesting” area for biotechnology when it comes to inflammation.

“For example, we now know that inflammation is what actually underlies respiratory symptoms. Biovanta is the only product on the market that addresses respiratory inflammation and which is clinically proven,” he noted.

Keen says the Biovanta brand is just at the “ground floor” of its journey, with great opportunity ahead. But this seasoned executive knows the challenges new brands face.

“The lack of awareness of a new brand launch is our biggest challenge,” Keen said. “We’ve been humbled by the outpouring of consumer, media and retail support for this breakthrough launch.  But we also know how to build awareness, so more and more people will be exposed to Biovanta over time.” 

Keen is ready to apply his past experiences at ABL.

He continued, “I’ve been incredibly fortunate to work for companies that have similar aspirations as I do to positively impact the world. I’ve been part of that mission at big and small companies and even today have so much respect for their leaders and continued commitment toward people and planet. And it’s at those companies where I learned how to leverage that mission to drive explosive growth. With Applied Bio and the Biovanta brand, the sky is the limit!”