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of3o took seriously. Yetwhile still in his teens he inventeda herbal supplement that became one ofthe fastest selling/pills of his generation and it made him a multimillionairt(before he reached his 18th birthday.

lmost two decades ago, when he had waist-lengthhair and an untrimmed beard. Shaahin Chevene

cut the kind offigure that few people over the age

But rather than sit back on his laurels and bask in the

profits of the US$35o million dollar company he hadfounded, Cheyene continued to push his own boundariesand is now on the brink ofspearheading a whole new wave

of alternative medicine, which, he claims, will improve the

functions ofthe brain.Using only natural ingredients and relying on the

knowledge of15 years ofresearch in the field ofherbalmedicine, Cheyene has created two new pills, Excelerol and

Neurodrin, which have been produced under the guidance

of a leading pharmaceutical company and will be on themarket in less than three months.

. Born in Tehran in 1975, the herbalist, naturopath and

entrepreneur, is confident this will be the 'next revolution'of medical care.

'People think that the brain we are born with is all we

have to work with, but this is not the case. The brain isplastic, by that I mean it is malleable, and we can improve

it with herbal supplementation.'Excelerol and Neurodrin contain precise formulas of

Omega 3 fatty acids and vitamins Brz and 86 as well as

extracts ofa Chinese plant called Huperzia Serrata and asmall, creeping herb with light purple flowers called Bacopa

Monniera. They help improve short and long-term memoryas well as boosting concentration.

There is no secret into what goes into them, he tells us,

it is just a matter of presentation. 'We list all of ouringredients; we're required to have full disclosure, by law,

so there is no magic or hidden recipes. It is more the process

and the quality ofthe product.''We all know that if we get a burger at McDonalds or at

the finest organic restaurant with prime beef, we will still

ol Cheyene divides histime between New Yorl2

and Los Angeles where hehas a private clinic to treatterminally 1ll patients

be eating meat. What makes the difference is the quality ofthe ingredients, the way they put it together and how it has

been presentated.'Cheyene says he has been working on this product for

the last five years, but credits his knowledge and in part his

success, to the five generations oflranian herbalists whopreceded him.

'I'm a fifth generation herbalist, all my grandfathers were

medicine men and I am incredibiy fortunate to have been

born into such a rich cultural heritage that has so much tooffer as far as traditional medicines go.

'In Iran, and across the Middle East, we have a treasure

trove ofknowledge about these things'Not many people talk about the fact that the Canon of

modern Western medicine was brought to the west by anArab. From a Middle Eastern perspective I want to encourage

people to come forward and share this knowledge. Itwouldbenefit all of humanity.'

Cheyene left Iran in rg8o and settled in the United Stares,

where he now divides his time between his home in Venice,

California and New York City. He has written numerousbooks, including 'Salvia Divinorum'. which is about a

powerful shamanic plant traditionally used in Mexico forancient healing practices.

In zooo he invented, patented and developed a newmedicine delivery machine called the Vapir Vaporizer, whichfacilitates the inhalation ofpure plant extracts.

He published a book called 'Vapor: The Art and Science

oflnhaling Pure Plant Essences' and sold the company to a

private investment group in Silicon Valley in zoo6.Most ofhis work has centred on using new technologies

to extract the essence offresh herbs to create the most potent

and effective formulas, as well as the best methodsofdeliveryin the name of moving alternative medicine forward. +

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126 BROWNBOOK " ISSUE 27

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'For our new products we are using liquid suspenston

technology, where there are two or three stages ofdeliverywithin each capsule,' he explains. 'This is the most effectiveway ofgetting the most from each ingredient.'

Whilst there are many sceptical arguments surroundingthe efficacy ofusing herbs - or neutraceuticals - instead ofpharmaceuticals, Cheyene says there is clear evidence thatthey work.

'We have tested these pills in clinical trials and they are

being launched under the guidance ofone ofthe world's leadingpharmaceutical companies. I do believe there is a place forWestern medicine but Eastern medicine has also been

scienti6cally proven and I really think you have to explore what

works best for you.'

In addition to his neutraceutical work, Cheyene runs his

own private practice where patients come for treatment ofterminal diseases.

'I have spent a lot of time with terminally ill cancer patients

working on a one-on-one basis and I have seen a number ofcases go into full remission,' he says. 'It has gone both ways

but the very least we can do is improve someone's qualitl' oflife. It all goes back to treating it on a holistic level, we take a

very different approach to Western medicine.'Cheyene says he looks at the patient as an entire being and

tries to find the cause of the illness rather than treatingsymptoms. He focuses on a person's diet, exercise, level ofstress and emotional well-being. From a scientific stand point,

he says, it is impossible to blame someone's illness on theiremotions, but they can play a vital role.

'Maybe emotions don't affect your health but they do affectyour brain,' he tells us. 'Our brains consume zo per cent oftheoxygen we breathe and it is well known that brains are affected

by emotions so therefore they also affect your health. This is

why I have concentrated all my recent work on the brain.'

128 BROWNBOOI( - ISSUE 27

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I don't worh for mone$ I worh tosreate produsts that I hope willrevolutionise peoples lives

The goal ofhis new company, Accelerated Intelligence,is to help people stabilise and regulate the hormones thatenter your brain during times ofstress - namely cortisol, a

steroid hormone produced by the adrenal gland. Whilstcortisol, or hydrocortisone, is essential to the body's wellbeing, it also suppresses the immune system and decreases

bone formation.'We don't know yet the affect of being able to regulate

the cortisol levels but we do know that distress meanspromoting a state away from health, balance, and ease.'

He has ambitious plans for the future, hoping to floatthe company on the stock market within the next five years

and continue to create a global conversation among others

in his field.Despite all the wealth Cheyene's products have brought

him, he insists he is not driven by financial gain. 'I love whatI do and I am driven every day by the work that I do. I feel

like I am contributing to people's overall health and well-being. Yes, sure you can rest once you've made some money

but ultimately if you want to be fulfilled in life then you have

to give back. I don't work for money, I work to create and Iwork to bring about products that I hope will revolutionisepeople's lives.'B

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