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Coenzyme Q10 exists primarily in two forms in the human body. Reduced coenzyme Q10 (Ubiquinol) and Oxidized coenzyme Q10 (Ubiquinone).

Ubiquinone was first used as a pharmaceutical and later formed a large supplement market. Ubiquinol was introduced over a decade later. The primary reason for this delay was that ubiquinol is prone to oxidation, which makes it difficult to manufacture and handle.

Since ubiquinol entered the market, there has been ongoing debate about which is more effective, ubiquinol or ubiquinone. There was once a misconception that ubiquinone is converted to ubiquinol before being absorbed in the small intestine, but it has been demonstrated that it is absorbed in its ingested form, making the choice between the two a matter of personal preference.

Both are involved in ATP production through the “Q cycle” in the mitochondrial electron transport chain. This reaction is essential for mitochondrial energy (ATP) production and oxidative-reductive balance. This important reaction has been shown to proceed effectively in the presence of ubiquinol. Therefore, ubiquinol is recommended when a choice must be made.

Both ubiquinol and ubiquinone are liposoluble and insoluble in water, with low absorption rates, limiting to soft capsules. However, the water-solubilization has improved its absorption rate, expanding its application range to beverages and other products.

The significant growth in CoQ10 in the U.S. 0.35 billion dollars in 2024 and projected to reach 0.64 billion by 2033 with a CAGR of 8.3% from 2026 to 2033. market value was $785.9 million in 2025 and is expected to reach $2.13 billion by 2035 with a CAGR of 10.5%. 

Clearly we have a growth potential with ShiroQ.