It started with a cupboard
nobody could explain.

Ours looked like yours. Six or seven bottles, most of them two thirds full, bought in roughly the same order every time: something for sleep, something for the knees, something a friend would not stop talking about. One of them promised twelve thousand milligrams of a fruit.

Nobody in the house could have told you what was actually in any of it. None of us had thought that strange until we lined them up on the counter and read them back to back.

The question this company started with is the one that feels almost rude to ask out loud: what is actually in it?

You start seeing the same three moves instead.

The blend. Eleven herbs, one combined number. Which of them is doing the work, and how much of it is in there? The panel does not say, and nothing requires it to.

The big number. Milligrams of raw fruit on the front, in the largest type on the pack. How much extract you are actually swallowing sits in an asterisk, when it appears at all. The arithmetic is left to you, deliberately.

The gap. An advert claiming one figure while the panel on that same company's own bottle admits another. Sometimes the difference is a rounding. Sometimes it is a hundredfold.

None of it breaks a rule. All of it depends on nobody turning the bottle over.

• The active goes on the front — named, measured, in type you can read without holding the pack up to a window.
• One number everywhere. The pack, the page and the panel agree. If they ever disagree, that is a defect and we want to hear about it.
• No blends. Every ingredient carries its own printed dose, filler included.
• The batch report goes up with the product — not behind an email form, not on request.
• Ninety days to disagree. Bottle empty or full, nothing to send back.

A hack, the way the word usually gets used, is a shortcut around the work. We mean the opposite of that. The only shortcut that has ever held is knowing what you are taking, and then taking it on the ordinary days — which only happens if the routine is simple enough to keep.

We are not offering you a different body. We are offering honest bottles and better Tuesdays. The rest of it is yours.