We promise to be honest with you. It's simple and may even sound mundane. But in an industry overrun with false labels, magic pills, and asterisks, we're here to deliver it to you straight.

We promise to be transparent

You deserve to know what’s in the vitamins and supplements you’re taking. We promise to be transparent about our sourcing practices and our supply chain. And we promise that what’s printed on our labels is what is in our product.

We promise to choose wisely

We will never claim to have the widest assortment; others can stock thousands of products. Starting with a focused selection of thirty products affords us the ability to be deliberate with respect to both efficacy and ingredient supply chain. It allows us to ensure all of our products are properly tested and verified.

We promise to give honest guidance

Honesty is the foundation of our recommendations. There are no commissioned store clerks with quotas or revolving promotions to push. We don't pretend all supplements have equal levels of scientific evidence or traditional history - because that isn't the truth. Our ethics drive our recommendations, not our bottom line.

How we evaluate products

Scientific research is nuanced and dynamic. We recognize this by classifying each product based upon a review of existing research. Our evaluation criteria includes the number of studies, consistency of results, magnitude of results, and methodology characteristics.

Mixed Research

Some studies with positive results, but others that have been less conclusive

Emerging Research

Most research is relatively recent, but promising

Strong Research

High quality studies performed with positive results

Very Strong Research

Near scientific consensus based upon high quality studies

Traditionally Used

These products have been trusted across cultures for centuries

Backed by Science

Our Scientific Advisory Board is comprised of leading doctors, scientists, and nutrition experts. We work with them closely on our product development, recommendation logic, and to stay on top of the latest research findings.

Joel B. Mason, M.D.

Tufts USDA Human Nutrition Research Center on Aging

As a Senior Scientist and Director of the Vitamins and Carcinogenesis Laboratory in the Human Nutrition Research Center on Aging at Tufts University, Dr. Mason has extensively studied human nutrition and vitamins, including the role of folic acid in our bodies.

Christina Economos, Ph.D.

Tufts University, Friedman School of Nutrition Science and Policy

Dr. Economos has focused her research on domestic nutrition issues, studying the link between gaps in childhood nutrition and osteoporosis and obesity. Her research has inspired health interventions funded by the CDC, NIH, and other public health institutions.

Eric B. Rimm, Sc.D.

Harvard T.H. Chan School of Public Health

As a Professor of Epidemiology and Nutrition, Dr. Rimm served on the scientific advisory committee for the 2010 U.S. Dietary Guidelines for Americans and has extensively studied the link between diet and cardiovascular disease, translating his findings into effective public health interventions.

Maura Henninger, N.D.

Naturopathic Physician

Dr. Henninger is a practicing naturopathic physician with a doctoral degree in Naturopathic Medicine. As a naturopathic doctor, she collaborates with conventional doctors to treat her patients, with the philosophy that wellness can be achieved through a blend of conventional intervention and natural and holistic therapies.

Jeffrey Gladd, M.D.

Integrative Physician

Dr. Gladd is a practicing physician with over 10 years of experience who has studied integrative medicine at the University of Arizona under the direction of Dr. Andrew Weil. As an integrative doctor, Dr. Gladd employs an approach to wellness that takes into consideration a patient’s physical, mental, and emotional health and prioritizes the use of natural interventions when possible.