Because I have way better things to do than guessing what actually works.
Walking down the wellness aisle (or scrolling through your feed) feels like a full-time job.
One product claims to "reverse aging." Another promises "glowing skin in 7 days." A third says it's "clinically proven" — but you can't find the study.
You're not crazy. It is confusing — and relentless. A new dawn, a new miracle claim.
I want clarity, not more noise. So we built something different.
The problem: wellness industry = $150+ billion of hype
The global wellness and supplement industry makes billions by selling you hope in a bottle. Marketing campaigns are designed to:
- Make you feel like you're "missing out" on something essential
- Use buzzwords like "clinically proven," "dermatologist-tested," or "science-backed" — without linking to actual studies
- Sell you individual products instead of teaching you how to think critically
- Profit from confusion — because confused people buy more
Our answer: the Bullshit-ometer
A standardised, objective rubric that scores wellness products and ingredients on two axes:
Y-Axis: Evidence Score (1–5)
How strong is the science behind this claim?
- Study design quality
- Sample size and statistical power
- Replication across multiple studies
- Funding sources (industry vs. independent)
- Whether the active dose is confirmed in humans
- Safety and tolerability data
X-Axis: Practicality Score (1–5)
How easy is it to actually use this in real life?
- Affordability (cost per serving)
- Accessibility (supermarket vs. specialist importer)
- Palatability and prep time
These two scores place each product into one of four quadrants:
| Quadrant | What it means |
|---|---|
| Daily Staples (High Evidence + High Practicality) | Proven, affordable, accessible, easy. The holy grail. |
| Investments (High Evidence + Low Practicality) | Strong science, but expensive, hard to find, or complex to use. |
| Feel-Good, Not Fact (Low Evidence + High Practicality) | More fad than function. Enjoy it, but don't count on it. |
| Experimental (Low Evidence + Low Practicality) | Early-stage data, expensive, niche. Use caution or pure curiosity. |
Why this matters for women
Women are over-targeted by the wellness industry. We're told we need collagen for "anti-aging", probiotics for "gut health", adaptogens for "stress relief", gut health sodas for "bloating", menopause supplements for "hot flashes."
But here's the truth: most of these products have weak or no evidence for the claims they make.
Our matrix forces transparency. It doesn't shame you for trying something. It just asks:
- Is the science actually there?
- Is this actually practical for your life?
What we're not doing
We're not here to:
- Shame you for trying things
- Sell you anything
- Pretend we're medical professionals
- Hide our work
- Ignore our limitations
We're here to:
- Expose the gap between marketing and reality
- Inspire you how to think critically
- Focus on what actually works
- Build trust through transparency, not hype
Welcome to the truth matrix
Full rubric, scoring template, and corrections log available on request.
Not medical advice. Consult your healthcare provider for medical questions.