Curcumin is a powerful free radical neutralizer that is known to support balanced immune function, but is also known to have poor bioavailability. NOW CurcuBrain™ features Longvida® Optimized Curcumin, which in studies exhibits up to 65 times the bioavailability of free curcuminoids compared with generic 95% curcumin. Based on AUC measures (Area Under the Curve, which measures retention) Longvida® is up to 285x better absorbed and retained than generic 95% curcumin. Longvida® is absorbed by the GI tract and delivered to the rest of the body as free curcumin, the active form in the body. Many brands measure total curcumin in their absorption studies, which includes inactive curcumin components. Unique to Longvida®, it is shown to penetrate the blood-brain barrier for the support of healthy nerve tissues. Our NOW natural and organic Supplements are an effective way to ensure you and your loved ones are getting essential vitamins, minerals and nutrients for daily optimal health. Since 2000, the NOW brand has been supporting Canadians with a mission to provide products that empower people to lead healthier lives. 70% of the NOW products in Canada are made or packaged in Guelph, Ontario, employing hundreds of Canadians from coast to coast. NOW performs 31,000 quality tests every month to ensure you get the highest quality supplements at the best price possible. Our promise - what is on the label, is precisely what is in the bottle.