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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.

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.