Intravenous therapy has taken off via social media after star names led the way. But its effects are unknown, doctors warn

Madonna does it. Rihanna’s done it. Katy Perry, Rita Ora and Gwyneth Paltrow have been known to dabble and while there are no clinical studies to prove the benefits of intravenous vitamin therapy, the celebrity wellness trend appears to have gone fully mass market.

In a gleaming west London clinic, with plump leather recliners and a TV tuned to Netflix, Yassine Bendiabdallah explains the benefits of his IV treatments. Customers, mostly wealthy and mostly women, visit him for courses of injections promising an array of anti-ageing, anti-stress, brain-boosting, energy-restoring properties. His most popular is the NAD (nicotinamide adenine dinucleotide), which costs £500 and can take up to three hours to administer. “It causes an uncomfortable tightening in your head and chest,” he explains, “but that’s normal”.

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