The Supplement Industry Is Broken. This Is How We’re Fixing It

Introduction

When I first began my healing journey, I quickly learned what most consumers don’t: the supplement industry is deeply flawed. Despite being a $60+ billion dollar market in the U.S. alone, the industry is loosely regulated, flooded with misleading claims and products, and often driven (very often…) more by marketing than science. This is what triggered my “why” behind Nu Pursuit: to create the kind of brand I wish had existed when I began my health journey.

Here, we discuss what’s broken in our supplement world and what we’re doing to fix it.

The Problem

1. Supplements aren’t regulated the way you think

One of the most common misconceptions about supplements is that they go through rigorous testing before they hit the market.

The truth? In the U.S., the FDA doesn’t approve dietary supplements for safety or efficacy before they’re sold. Manufacturers don’t need to prove that a supplement works, or even that it contains what it says it does.

That means you could be buying a product with the wrong dose, the wrong forms of nutrients, or even a product with contaminated ingredients.

2. Proprietary blends = hidden information

Companies love to hide behind the term “proprietary blend,” which is essentially a vague way of listing multiple ingredients without disclosing their individual amounts. This lets brands list trendy ingredients (think ashwagandha or turmeric) without including anywhere near the amount shown to be effective in clinical studies.

While the product may look impressive, the doses usually aren’t. If it’s not the right amount, it won’t work. Period.

3. Cheap, ineffective forms of nutrients

Not all nutrients are created equal. There are significant differences in how well your body absorbs and uses certain forms of vitamins and minerals. Yet, many companies still opt to use cheaper, poorly absorbed versions such as:

Cyanocobalamin instead of methylcobalamin (active B12)

Magnesium oxide instead of magnesium bisglycinate

Iron sulfate instead of iron bisglycinate (easier on the stomach, better absorbed)

4. Outdated or non-evidence-based formulas

You’d be surprised by how many supplements on the market are based on outdated science or built solely around trends. Some formulas haven’t been updated in years, while others were never rooted in solid evidence to begin with.

5. No testing, no accountability

Testing isn’t legally required for most supplements. That means many companies skip third-party testing entirely.

This is a serious problem.

Independent analyses have found some supplements are contaminated with heavy metals, prescription drug analogs, and even banned substances. Without third-party testing, you can’t really trust what’s in the bottle.

The Solution: What We’re Doing Differently

Nu Pursuit began when we were tired of seeing underwhelming and overhyped supplements dominate the shelves.

Here’s how we’re fixing what’s broken:

We’re scientist-founded and science-driven

Our formulas are developed by a team of research scientists with years of experience in this field. Our ingredients are chosen based on the science, NOT on marketing trends.

Questions we ask include:

What form of this nutrient is best absorbed in humans?

What dose was used in peer-reviewed literature?

Does this ingredient solve the problem we’re looking to solve?

We use evidence-backed doses and bioavailable forms

We do not "fairy dust" amounts of trendy ingredients here. Each nutrient is selected with a purpose using the most absorbable and well-tolerated forms available.

Examples:

Methylcobalamin, the active form of B12, instead of cyanocobalamin

Iron bisglycinate for superior absorption without stomach upset

Vegan DHA from algae oil to support omega-3 levels

We are radically transparent

We disclose everything: the exact ingredient, the specific form, and the dose.

No proprietary blends, ever.

You deserve to know what you’re putting in your body and why it’s there.

We build products that can make a difference

The plant-based essentials targets one of the most at-risk populations for nutrient deficiencies: people on plant-based diets. Research shows that vegans and vegetarians are often low in B12, iron, zinc, and DHA, because these nutrients are hard to get from plants alone.

We formulated the plant-based essentials to fill those gaps so you can thrive in your plant-based lifestyle. We did this with science, transparency, and intention.

Next Steps: An Industry With New Standards

It’s time for the supplement industry to do better. Consumers are savvier and smarter than ever, and they deserve products that match their awareness. Science, transparency, and quality should be the baseline, not the exception.

We truly believe in the power of supplementation. We also believe you should never have to wonder whether your supplement is actually helping you.

The industry is broken. We’re rebuilding it.