About What's In It?
We read the Supplement Facts panel. Then we read the studies. Then we tell you what the math actually says.
Why this site exists
The supplement industry is a $60+ billion market with minimal regulatory oversight on what goes inside the bottle. Brands can — and do — hide behind proprietary blends, pixie-dust dosing, and marketing claims that sound scientific but aren't supported by clinical evidence.
Most supplement "review" sites are affiliate-driven. Their revenue depends on you clicking through and buying the product, not on whether the product actually works. We built What's In It? because that business model is incompatible with telling people the truth.
What we actually do
Every product we cover gets the same treatment:
- Ingredient-by-ingredient breakdown. Every active compound, its form, and the amount per serving.
- Dose-to-evidence comparison. We check each ingredient's dose against the doses used in published human clinical trials. Under-dosed ingredients are flagged.
- Proprietary blend audit. Blends that hide individual doses are penalized. You should know what you're paying for.
- Formulation logic. Do the ingredients make sense together? Are they in bioavailable forms? Are any fighting each other for absorption?
- Independent score, 0 to 10. Applied the same way to every product. Full methodology on the Editorial Standards page.
What we don't do
No affiliate links
We don't earn commissions on anything we review. Our revenue is not tied to whether you buy or skip any specific product.
No sponsored content
Brands cannot pay to be covered, featured, or scored. No exceptions.
No pay-to-play rankings
Our category rankings cannot be purchased, negotiated, or influenced by advertisers.
No brand veto
No brand sees, reviews, or approves our coverage in advance of publication.
This is unusual for a supplement review site. Most operate on affiliate revenue, which creates pressure to recommend whatever pays the highest commission, not whatever works best. We made the call early to build differently.
Who reviews our content
Every review on this site is medically reviewed by a credentialed dietitian before publication.
Brian is a Registered Dietitian and the Chief Medical Reviewer at What's In It? He signs off on every supplement analysis, ingredient assessment, and product score published on this site. Read his full bio.
Alongside Brian, a small editorial team of researchers, nutrition analysts, and writers drafts and fact-checks every article. Every piece is drafted by an analyst, verified against primary sources, and reviewed by Brian before it is published.
How we pick what to review
We prioritize products based on three signals: consumer demand (what real people are searching for and asking about), category coverage (making sure every major supplement category is represented), and reader requests.
If there's a product you want us to cover, email us and ask. We review all requests.
Corrections
When we get something wrong, we fix it — and we tell you what changed. Every article displays its publish date and last-updated date. Major revisions include a short changelog at the top of the page.
Spot an error? Email us with the URL and the specific issue. We respond within five business days.
Contact
Editorial & press: hello@whatsinit.co
Corrections: hello@whatsinit.co
We are not a medical practice. Nothing on this site is medical advice. See our Disclaimer for full terms.