So much of the supplement world is built on trust, products taken daily to support health and wellbeing.  But can consumers trust that what is written on the label accurately reflects what is inside the product? 

At Ancient + Brave, we believe trust should be earned through transparency, rigorous testing and meaningful scientific validation.  This philosophy sits at the heart of The Brave Standard, our consumer promise to go beyond baseline regulatory requirements

Find out what the Brave Standard is and how it compares to basic supplement quality control checks as we reveal how we ensure every product we create meets the highest standards of integrity, safety and effectiveness.

Supplement safety: Why regulation is no longer enough

We all want to feel confident that our supplements are safe and effective, but the truth is, what’s on the label can be deceiving.

Across the global supplement industry, studies and regulatory investigations have repeatedly found products that do not contain the ingredients or amounts stated on the label, or that are contaminated with unwanted substances. 

Analytical investigations over the past two decades have shown that some supplements may contain inaccurate ingredient levels, undeclared substances, or environmental contaminants.¹–⁴ Reviews of supplement testing studies have reported contamination or adulteration rates ranging between 12% and 58% across analysed products, depending on category and methodology.²

This does not mean supplements are unsafe. In the UK and EU, there are strict rules around ingredient safety, manufacturing practices and labelling. However, regulation often sets a baseline, not a proof-of-excellence standard. That’s why we chose to go beyond standard safety testing and created the Brave Standard.

What is The Brave Standard?

At Ancient + Brave, we believe consumers deserve more than the minimum pass standard.

In addition to meeting regulatory standards, every product we create must meet The Brave Standard, the internal system we use to guide how we design, source, test and validate every formulation we make.

If regulatory standards set the floor, The Brave Standard sets the ceiling. From ingredient selection and formulation design to independent testing and scientific validation, it centres around four core pillars that shape the decisions we make long before a product ever reaches your cupboard.

• Thoughtful formulation

• Independent testing

• Scientific validation

• Responsible sourcing

We’ll dive into each pillar in the next section. Before then, here’s a quick look at how the Brave Standard compares to standard regulatory checks.

The Brave Standard defined

Thoughtful formulation

We believe formulation should be guided by evidence, not trends. Each ingredient must earn its place based on scientific rationale, quality of sourcing and the role it plays within the overall formulation.

This process is led by our in-house team of nutritional scientists, who review the evidence, assess ingredient quality and consider how compounds interact within the body. Their role is to ensure every formulation reflects both scientific integrity and practical relevance for human health.

We focus on meaningful doses and purposeful combinations, rather than decorative ingredients added purely for marketing appeal.

At the same time, responsible formulation extends beyond efficacy. We carefully consider how ingredients are sourced, the resilience of the supply chain and the wider impact on planetary health. This means working with trusted partners who share our commitment to quality, traceability and responsible production.

By combining scientific rigour with responsible sourcing, our aim is to create formulations that support both human health and the health of the ecosystems that sustain it.

Independent testing that goes further

Quality assurance is one of the most important aspects of supplement manufacturing.

Under the Brave Standard, we verify purity, potency and safety. This includes screening for contaminants that can occasionally occur in natural ingredients, such as heavy metals, microbial contamination and other environmental impurities.³–⁵

Scientific validation

The supplement industry often focuses heavily on ingredients, but the most important question is ultimately: Does the product actually work as intended?

Scientific validation is therefore a core pillar of The Brave Standard.

We collaborate with academic institutions, research partners and independent laboratories to explore how ingredients and formulations behave within the body. This may include clinical research, laboratory studies and applied research projects that help deepen understanding of how our formulations support health.

But we also recognise that health is lived in the real world, not only in laboratories.

Through our Inner Circle, our citizen science community, we gather insights from real people using our products in everyday life. This helps us understand how formulations perform across diverse lifestyles and experiences, complementing the findings of formal research.

Together, these layers of evidence help us continually refine our products and strengthen the scientific foundation behind them.

Responsible sourcing

Ancient + Brave believes that the quality of a supplement begins with the quality of its ingredients.

Natural ingredients can vary significantly depending on where and how they are produced. Under The Brave Standard, we therefore work closely with trusted suppliers who share our commitment to traceability, sustainability and integrity.

Where possible, ingredients are sourced close to their natural origin and from partners who prioritise responsible environmental and agricultural practices. Mention CITES list of endangered

This ensures that quality is not only about purity and potency, but also about respect for ecosystems, supply chains and the people involved in producing these ingredients.

Final thought: From compliance to confidence

Food supplements occupy a unique space within health and nutrition. While regulatory frameworks ensure products meet safety and manufacturing requirements, when choosing the best supplement for you,  that’s not the only trustmark to check for.

Supplements should do more than simply meet regulatory requirements, and the Brave Standard exists to give consumers confidence that what they are taking has been developed with integrity from beginning to end.

Because in a category built on trust, proof matters. And trust should never be assumed. It should be earned. 

Are you looking for supplements you can trust? Our friendly UK customer care team is happy to answer any questions you may have about our Brave Standards and can be contacted here.

References

1. Crawford C, et al. Label accuracy of weight-loss dietary supplements sold online. JAMA Network Open. 2024.
   

2. Jagim AR, et al. Prevalence of adulteration in dietary supplements and recommendations for safe supplement practices in sport. Frontiers in Sports and Active Living. 2023.
   

3. Costa JG, et al. Contaminants: a dark side of food supplements? Free Radical Research. 2019.
   

4. Jairoun AA, et al. Analysis of heavy metal contamination in dietary supplements. Journal of Pharmaceutical Health Services Research. 2020.
   

5. Naz M, et al. Contamination of trace and heavy metals in nutraceutical supplements. Food and Chemical Toxicology. 2024.

6. Ćwieląg-Drabek M, et al. Health risks from consumption of medicinal plant dietary supplements. Food Science & Nutrition. 2020.