About What's In It?
We exist for one reason: to help you understand exactly what's inside the supplements you're putting in your body — and whether the doses actually work.
Our Mission
The supplement industry is a $60+ billion market with minimal regulatory oversight. Brands can (and do) hide behind proprietary blends, pixie-dust dosing, and marketing claims that sound scientific but aren't backed by evidence. Most "review" sites are affiliate-driven — their revenue depends on you buying the product, not on telling you the truth about it.
What's In It? takes a different approach. We conduct independent, ingredient-level analysis of dietary supplements. We break down every formula — ingredient by ingredient, dose by dose — and compare what's in the bottle to what the clinical research actually supports. No affiliate links. No sponsored content. No brand partnerships. Just analysis.
What Makes Us Different
Zero Affiliate Links
We don't earn commissions from product sales. Our revenue model has no connection to whether you buy or skip a product we review. This eliminates the incentive to inflate ratings.
Dose-Level Analysis
We don't just list ingredients — we evaluate whether each ingredient is dosed at clinically effective levels. A formula with 15 "good" ingredients at 10% of their effective dose isn't a good formula.
No Sponsored Content
Brands cannot pay for reviews, influence ratings, or sponsor content on this site. Every review is initiated independently and funded by us.
Transparent Methodology
Our scoring criteria and methodology are published openly. You can see exactly how we arrive at every rating, and you're free to disagree with our weighting.
What We Cover
We currently focus on beef organ supplements — a rapidly growing category with significant quality variance between products. Our reviews cover formulas marketed to women, including multi-organ blends, targeted health formulas, and single-organ products.
We're expanding into additional supplement categories based on where we see the biggest gap between marketing claims and actual formula quality. Our goal is to become the most trusted independent supplement analysis resource on the internet.
Our Editorial Standards
Every review published on What's In It? follows a rigorous, standardized process. We evaluate formulas across multiple dimensions including ingredient quality, clinical dosing, transparency, sourcing, and value. Our full methodology is documented on our Editorial Standards page.
Key principles:
- Evidence-based analysis: Every claim we make about an ingredient's effectiveness is grounded in peer-reviewed research. We cite our sources directly.
- Standardized scoring: All products in a category are evaluated using the same criteria and weighting, so ratings are directly comparable.
- Regular updates: Reviews are updated when formulas change, new research emerges, or pricing shifts significantly.
- Corrections policy: If we get something wrong, we correct it promptly and transparently. We note all material corrections.
Independence Statement
What's In It? has no financial relationships with any supplement brand, manufacturer, retailer, or distributor. We do not accept free products, samples, or gifts from brands. We purchase all products we review at retail price, the same way you would.
No brand has editorial input, review approval, or advance notice of our reviews or ratings. Our editorial decisions are made solely by our team based on our published methodology.
Contact Us
Have a question, correction, or product suggestion?
We read every email. For corrections or factual disputes, please include specific sources so we can verify and update promptly.