1. Truthful and non-misleading
Would a careful reader come away with an accurate impression of what the product is and does?
Claims policy
What we will and won't say.
Supplement marketing has an honesty problem. Our answer is a public claims policy: conservative language by default, reviewed before launch, with hard lines we don't cross.
All pre-launch copy on this site is a working draft subject to regulatory and legal review. Nothing here is final label copy, reviewed legal copy, or approved advertising copy.
Language we use
Conservative, review-ready phrasing.
- supports focus
- supports mental clarity
- supports cognitive performance
- supports stress-resilient productivity
- supports antioxidant protection
- supports healthy circulation
- clean cognitive support
- stimulant-free concept
- designed for deep work and high-output days
Hard lines
Language we never use.
- treats ADHD, anxiety, or depression
- prevents cognitive decline or treats brain fog
- comparisons to Adderall or prescription drugs
- guaranteed intelligence or performance improvement
- final formula, certification, COA, NPN, or FDA-review claims before review
- invented third-party testing or lab results
The gate
Every claim passes three filters.
One gate for all public language — labels, pages, emails, and ads alike. If a statement fails a filter, it doesn't ship.
2. Substantiated by evidence
Is the statement supported by ingredient and product evidence at realistic doses?
3. Not a disease or drug claim
Could it be read as treating a condition, comparing to a drug, or implying an unapproved medical benefit? If so, it does not ship.