Product Design

When designing new products, we’re looking to create something that makes a real, positive difference for our customers.

Here are the three key philosophies that guide our product design:

Customer-centered product design

We listen closely to what our customers ask for in support calls, comments on our website, social media and other shout outs to us. For example, we created Luna Kids because parents who were getting good sleep from Luna, our natural sleep aid for adults, asked us to help their children sleep better.

Were you that kid at the birthday party who couldn’t partake of cake because you had an allergy? We don’t want sad faces, so when formulating our products, we make a conscious effort to avoid common allergens: gluten, dairy, soy, egg, nuts and corn.

We also work hard to be as inclusive as possible with our ingredient choices. For example, expecting moms need a boost of folates. Many prenatal multivitamins deliver this boost via folic acid, but a whopping third of the population has a genetic mutation that can’t convert folic acid. We didn’t think it was right for so many expecting moms to miss out, so we added L-methylfolate to our prenatal formula just for them. Folates for everybody!

Every detail has to be great for our customers. We take great care in designing our capsules—making sure they are sized just right—so that you aren’t choking down a horse pill and so that you have maximum control over the dose. Even our labels are crafted with love.

Natural first, scientific formulation

Hippocrates said, “Let food be thy medicine and medicine be thy food.” We couldn’t agree more! When formulating our supplements, we look first to food-based nutrition as medicine and then look for natural ways to improve bioavailability and potency.

For example, turmeric is a powerful anti-inflammatory, but taken on its own, it isn’t very bioavailable. Just like peanut butter works better with jelly and Batman works better with Robin, turmeric works better with black pepper. Some sources note that black pepper may boost bioavailability of turmeric by 2,000%. We make the most of nature by pairing these two in our Turmeric Curcumin product.

While there’s a great deal of wisdom that comes from generations of traditional knowledge, we look to modern science to help us create the best formulation possible. Each product we develop has to have strong, peer-reviewed scientific research from credible sources to back up its efficacy.

The scientists on our team are quick to evaluate and dismiss research that is inconclusive due to weak methodology or small sample sizes. Promising sounding formulas that lack scientific evidence get deep-sixed. No science, no supplement.

Cruelty-free and sustainability matter

We are unabashed tree-hugging, nature lovers with a deep concern about the future of our planet. We look for sustainable, ethically produced sources. Every one of our products is non-GMO. We never add preservatives.

The vast majority of our products are vegan because we care about our animal friends. There’s no gelatin produced from animal bones or marrow in our capsules—they are made entirely from vegetable-based materials.

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