Having led several of Europe’s top healthcare brands, Isabelle Ducellier was first intrigued by LiveSpo’s bold mission: “A Future Without Antibiotics.” What began as curiosity soon turned into conviction after she met the people behind LiveSpo. The company’s internationally published clinical trials and its outstanding R&D team won her trust, inspiring her to join LiveSpo. With her expertise, she aims to help bring spore-based probiotics — for a “Future Without Antibiotics, Made by Vietnam” — to global markets sooner.
From her years of leading BioGaia AB, Isabelle Ducellier recognized in LiveSpo a distinctive and promising direction: exploring the application of spore probiotics in fields that remain untapped. With the perspective of a leader who has taken brands global, she believes LiveSpo holds the “key” to entering billion-dollar markets – provided it stays the course.
What led you to join LiveSpo?
I first learned about LiveSpo when I had just founded my own consulting firm, and the company’s leadership reached out to invite me to support the development of their international strategy. At that time, I did not fully grasp LiveSpo’s scale or mission. But after a trip to Hanoi to visit the factory, the office, and to meet the team in person, I was completely surprised.
The most important reason I chose LiveSpo is the science and the people here. I greatly value their scientific team, especially LiveSpo’s R&D Director – an exceptional female scientist with the ability to explain highly complex topics in an accessible way. Her work has been validated through research conducted with collaborators and successfully published in prestigious journals such as Nature Scientific Reports.
Why choose to work with a probiotic brand in Vietnam when you could have many potential opportunities in Europe or the US?
This decision was not about “choosing Vietnam instead of Europe or the US,” but stemmed from my passion for finding more challenging paths to deliver effective healthcare solutions to the community.
We live in a society where people have traditionally sought treatment only after illness strikes, but that mindset is changing prevention is better than cure. I believe probiotics will become a global trend, and that vision is exactly what drew me to LiveSpo.
I still serve on the boards of several listed companies in Sweden, explore opportunities in the U.S., and I also want to establish a presence in Asia – a region at the forefront of innovation in consumer healthcare , including probiotics.
In China, Vietnam, and many other Asian markets, natural medicine has been practiced for centuries, and probiotics are the most scientifically grounded element of that tradition. I believe LiveSpo is on the right track, especially with its respiratory probiotic nasal spray, LiveSpo NAVAX. My goal is to bring a global perspective – connecting experience from Europe, applying it in Vietnam, and then expanding from Vietnam into more demanding markets like the U.S.
LiveSpo has made respiratory probiotics a key strategic focus – a field that is still new both in Vietnam and globally. Why do you believe LiveSpo NAVAX can succeed commercially and make a real healthcare impact?
Respiratory tract infections are rarely life-threatening but occur frequently, especially in young children.
Today’s market offers many nasal sprays, but none contain probiotics. When I reviewed the scientific data developed by LiveSpo’s R&D team, I was genuinely impressed by the robust evidence of efficacy – developed methodically, tested rigorously, and published in respected scientific journals.
What I admire most is that LiveSpo didn’t stop at an idea. They were determined to conduct full-scale clinical trials – a standard many companies claim to pursue but few actually achieve.
In the past, I took part in several projects to develop probiotic-based nasal sprays, but they failed because most conventional probiotics are live bacteria that die quickly when exposed to oxygen or moisture. LiveSpo is different: they use spore-form probiotics – “relatives” of conventional beneficial bacteria – that can survive exposure to moisture and oxygen. This is a breakthrough in global research, and LiveSpo NAVAX is the clearest proof that LiveSpo in Vietnam is truly doing something different.
I believe LiveSpo already has exceptionally strong products for respiratory and gastrointestinal conditions. Providing children with prevention and treatment options that reduce antibiotic use is essential – and this is a direction with huge potential for LiveSpo in the future.
Vietnam is a fast-growing emerging market, quite different from the established European brands you’ve worked with. What opportunities and challenges do you see?
In reality, when I mention a product from Sweden, people almost automatically trust its quality. But if I say “Made by Vietnam,” there is still skepticism. This is unfair to a Vietnamese brand like LiveSpo.
When I visited LiveSpo’s factory and research center in Hanoi, I saw laboratories and production lines meeting the highest international standards. There is no reason for Vietnamese companies to hesitate in standing proudly behind their products – but they must actively demonstrate serious investment and strict compliance with global norms.
In consumer healthcare, especially for children’s and women’s health, quality is absolute and non-negotiable. LiveSpo’s challenge is to maintain these exceptional standards while patiently building global trust in a Vietnamese science and healthcare brand.
With your experience leading global brands, where do you think LiveSpo stands now in its growth journey?
LiveSpo’s story reminds me of the early days of a leading global probiotics brand I worked with from the very start. Back then, the market barely knew what “probiotics” were, and the idea of “giving bacteria to newborns” was met with skepticism from parents and medical professionals alike. But the founder stayed committed, conducted clinical trials to pharmaceutical standards, and ultimately succeeded – creating an entirely new product category.
For LiveSpo, it is still early days. But Dr. Nguyen Hoa Anh, LiveSpo’s founder, shares the same qualities: a clear vision, a strong scientific foundation, and unwavering determination.
A good idea is not enough – financial resources are also crucial. LiveSpo has the support of Mekong Capital, a strategic partner with a long-term vision and deep belief in the company’s potential.
As a Board member, in which areas – R&D, market development, or strategic governance – do you expect to make the biggest impact?
In this industry, most companies operate within a single region, such as Asia or the U.S. From my own experience across multiple markets, I’ve learned that to truly understand consumer needs, you must be physically present where your products are sold. That approach once led me to discover that in Japan, probiotics were being used in oral care – something few had considered before.
For LiveSpo, the greatest value I can bring is global experience and perspective. My focus will be on shaping an international strategy – from identifying target markets based on regulations, size, and consumer purchasing power, to choosing the right distribution channels, whether OTC pharmacies or online platforms.
I will also advise on expansion priorities. For example, right now LiveSpo should focus on developing in nearby Asian countries, where the conditions are more favorable, before tackling more complex markets like the U.S.
What is the biggest barrier for a company like LiveSpo to go global?
In my view, the biggest challenge for LiveSpo – and for the probiotics industry as a whole – is regulatory. For many countries, the legal framework for probiotics is inconsistent, leading some to deny approval altogether to avoid risk.
I’ve faced this before when developing products for sensitive consumer groups. While regulators’ caution is understandable, it can unintentionally block innovative solutions.
With LiveSpo NAVAX, this is an entirely new category, requiring separate registrations in each country – each with its own set of rules. Regulators will naturally ask: What bacteria is this? Is it a supplement or a drug?
I believe NAVAX deserves to be in many markets and can succeed globally, but LiveSpo must approach this with persistence and rigor – ensuring every strain and every product is legally registered in each market, in full compliance with local standards and laws.
Based on your past experience, which international markets are most promising for LiveSpo right now?
LiveSpo should start in Asia, then expand to Europe, the Middle East, and eventually the U.S. While the U.S. offers great potential, it is complex in terms of regulation and tariffs, so the initial focus should be on markets that are easier to navigate.
Within Asia, China stands out – challenging yet vast, with the advantage of a robust online business model that fits LiveSpo’s proven e-commerce capabilities. Moreover, respiratory infections and environmental pollution are major health concerns there, driving demand for solutions like NAVAX.
Indonesia and Malaysia are also attractive due to their large populations, strong purchasing power, and growing awareness of specialized probiotics for respiratory infections.
“A Future Without Antibiotics” is a bold statement. What concrete steps in science, management, and communication are needed to make it a global reality?
A: LiveSpo’s message deeply resonates with me. I believe probiotics can help build a strong immune system and reduce dependency on antibiotics. The real challenge today is the overuse of antibiotics, which fuels antimicrobial resistance.
The World Health Organization (WHO) has identified antimicrobial resistance as one of the top ten threats to global health. Major organizations such as the Bill & Melinda Gates Foundation continue to fund research into probiotics and other antibiotic alternatives – making this a priority in global healthcare. LiveSpo can contribute by delivering scientifically proven, internationally standardized products with broad applicability.
The goal is to prioritize safe alternatives that are equally effective, thereby reducing overuse and the risk of resistance. If LiveSpo stays committed to this mission, it can not only help millions access safer prevention and treatment options, but also elevate Vietnam’s standing in global science.
Thank you for your insights.
With a solid scientific foundation, a well-planned growth strategy, and the backing of experienced international partners, LiveSpo is steadily working to accelerate solutions that reduce antibiotic dependence. The appointment of Isabelle Ducellier – former CEO of BioGaia AB – to the Board of Directors not only brings global expertise and perspective, but also opens doors to international networks, markets, and standards. This will be a powerful lever for bringing safe, effective Vietnamese healthcare innovations to both domestic and global communities – and for affirming Vietnam’s position on the world scientific map.
(Theo CafeF)
