How we choose

Every product earns its place.

Evidence

Is there a legitimate, scientifically supported reason to use it?

We look at the research on the ingredient and whether the actual product contains meaningful amounts.

Can the quality of the actual product be independently substantiated?

We ask for proof about the finished product on our shelf — not only the manufacturer's word.

Does it provide genuine value for the customer?

A product has to be worth what you pay for it, and worth the space it takes on our shelf.