#$%^&*AU2018100110A420180301.pdf#####ABSTRACT The present invention provides an advantageous formulation of ubiquinone (CoQ1o) and/or ubiquinol with greater bioavailability, thereby allowing for high concentrations of CoQ1o and/or ubiquinol to be absorbed with lesser volumes of the desired lipophilic substance in the composition. The present invention provides this through a watersoluble composition comprising at least one bioactive lipophilic substance selected from one or more of ubiquinone, ubiquinol and semi-ubiquinone and micelle-promoting agents comprising one or more of carrier oils, solvents, emulsifiers, antioxidants and excipients.