Beyond the jar: What you’re really buying when you choose Ancient + Brave

When someone asks, “Why Ancient + Brave?” there’s no quick answer.

Sure, we could simply share our exceptional ingredients - carefully sourced to work in harmony with your body. But choosing Ancient + Brave means buying more than what’s in the bottle.

• You’re buying the curiosity of our experts, the hours spent crafting with purpose, and a ritual of self-care that honours real life.

• You’re buying clinical trials we fund and run, because science matters.

• You’re buying values - biodynamic farms, reusable glass, FSC packaging, and a genuine commitment to the planet and community.

• You’re buying creativity - hand-drawn goddesses and thoughtful designs that inspire joy.

• And you’re buying a brand that believes true health is holistic - rooted in ancient wisdom, supported by modern science.

So when someone asks, “Why Ancient + Brave?” you’ll know - what’s inside is just the beginning.

The people behind the potion: in-house expertise

Our commitment to excellence starts with the incredible minds shaping every product. Dr. Jenna Macciochi, our Director of Science & Innovation, and Jo Woodhurst, our Director of Nutrition & Education, lead a team of experts who dig deep into the science behind each ingredient.

They don’t just pick what’s trendy or popular. They research, debate, and test to ensure each component truly supports your whole-body health. They consider bioavailability, synergy between ingredients, and real-world effectiveness, always grounding their decisions in evidence - but never losing sight of the human story behind the science.

Alongside them is a team of in-house nutritionists - trusted voices who educate, support and empower our community. Whether through personalised advice for our customers or expert resources, they’re here to walk beside you on your journey. 

This level of dedication means you’re getting supplements formulated with integrity.

Science meets real life: clinical trials & the inner circle

At Ancient + Brave, we believe innovation happens at the intersection of lab science and lived experience. That’s why we invest in independent clinical trials - like our landmark study on True Collagen, which scientifically validates its benefits for whole-body health.

But science alone isn’t enough. Through our pioneering Inner Circle - a vibrant community of customers who share honest feedback and insights - we bring real-world data into product development. These voices shape formulations and rituals, ensuring our products don’t just work on paper, but in your day-to-day life.

We call this Brave Research - a three-layered approach combining controlled trials, consumer studies, and citizen science, all working together to bring you products that truly make a difference.

The Brave Standard: testing that goes further

We don’t just make claims - we prove them. Every batch, from raw ingredient to finished product, undergoes our independent Brave Standard testing. This rigorous process verifies purity, potency, and safety through detailed lab analysis, going far beyond basic quality control.

We partner with trusted third-party laboratories to ensure every product is free from contaminants and exactly as labeled. Plus, with full traceability from sustainable farms or ethical wild harvests right to your hands, you can trust exactly what you’re putting into your body.

This is our promise: no shortcuts, no compromises - just transparency and trust.

Learn more about our testing process here: Our Brave Standards - Testing Process.

Sourcing with soul: meticulous & sustainable

The journey of every ingredient matters deeply to us. We carefully seek out the highest quality, sourcing each one as close to its natural origin as possible -  whether its herbs grown on biodynamic farms in the UK, handpicked organic Ashwagandha from India, or sustainably harvested MSC-certified marine collagen. Every choice reflects our commitment to authenticity, sustainability, and respect for nature’s wisdom.

But sourcing isn’t just about quality - it’s about responsibility. We partner only with suppliers who share our commitment to sustainability and ethical practices. This means supporting ecosystems, protecting biodiversity, and respecting the communities involved in harvest and production.

Because true wellness includes caring for the planet that nourishes us.

Giving back: more than just 1% for the planet

Since 2021, we’ve pledged 1% of our sales to environmental causes through 1% for the Planet. In 2024, we doubled that pledge and backdated it, meaning to date, we’ve donated nearly £650,000 to charities aligned with our values.

But we don’t just donate money - we build relationships with the organisations we support, like Rainforest Concern, Ouse and Adur Rivers Trust, Lotus Flower, and Love Mercy. Together, we focus on forest preservation, water conservation, sustainable community development, and empowering women and entrepreneurs around the world.

Our giving is an extension of the care and responsibility we embed in every part of Ancient + Brave.

Conscious packaging: protecting your health and the planet

We choose our packaging with the same care as our ingredients. Our products come in dark glass jars - shielding contents from harmful light and avoiding plastic contamination that can interfere with health.

Our pouches are recyclable, our cardboard FSC certified, and we’re continuously exploring innovations to reduce plastic use and waste. Minimising microplastics and carbon emissions is a daily priority, woven into our production, packing, and shipping processes.

It’s all part of our commitment to making wellness sustainable - for you and the Earth.

A movement, not just a product: The Brave Lifestyle

Ancient + Brave isn’t just about supplements. It’s about inviting you into a way of living - brave, intentional, and connected.

Our Brave Lifestyle is built on six pillars blending timeless wisdom with modern insights. It’s about small rituals that nourish your body and soul daily, honouring cycles - from the seasons to your hormones - and embracing imperfection as part of growth.

Beauty and creativity: wellness that feels special

Wellness is more than function - it’s an experience.

That’s why all Ancient + Brave artwork is designed by our in-house creative team, featuring art that celebrates nature and the divine feminine. These designs aren’t just decoration - they’re invitations. To slow down. To reconnect. To remember that looking after yourself can feel beautiful and inspiring.

When you reach for an Ancient + Brave jar, you’re not just taking a supplement - you’re choosing a moment of joy. 

Final thought

So, when you ask, “Why Ancient + Brave?” know that what’s in the bottle is just the beginning.

It’s the people, the science, the rituals, the values, and the deep respect for nature and community that make us who we are.

Choosing Ancient + Brave means choosing a brand that honours your whole journey - rooted in wisdom, driven by evidence, and crafted with heart.