Delete the margin.
Sell the truth.

A £30 magnesium bottle holds £3.10 of formula. We sell the £3.10. Peel it back.

What's actually in it

£3.10 of formula

Magnesium oxide 400mg£0.94

Gelatin capsule ×60£0.61

Bottle, label, seal£0.88

Fill, cap, batch test£0.67

The other £26.90 bought the word ELITE, a matte finish, and someone's discount code.

Clinically inspired

Advanced absorption matrix

60 capsules · pharmaceutical grade

£30

Shop 400 products at cost

Searchable, filterable, every price to the penny. No login, no quiz.

Build my regimen — 60 seconds

Six questions about your circumstances. Usually the answer is one thing.

Creatine monohydrate

250g

£28.00£3.40

margin £0.00

Magnesium bisglycinate

120 caps

£26.00£3.80

margin £0.00

Vitamin D3 + K2

90 caps

£24.00£2.10

margin £0.00

£5 a month.

Everything at what it costs us.

£1 of every £5 buys medicine for people the market forgot.

✓Batch certificates published before shipping.

✓Independent labs — Eurofins, Intertek, SGS.

✓Public accounts, published monthly.

✓Reviewed by registered clinicians who are paid a flat fee and earn nothing from what you buy.

£1 of your £5 buys about 50 doses of vitamin A. Two doses a year keep a child's eyes working. They cost about two pence each.

Delete the margin.Sell the truth.