By Claire Rifkin, MS, RDN, LDN
The wellness industry is massive, and only going to get bigger. New products launch daily, claims get bigger every year, and consumers are expected to sort through it all while already feeling tired, stressed, and under-supported.
As a registered dietitian who works in women’s health, I’m often asked how I decide which wellness products I actually trust and recommend. Especially in spaces like Expo West, where innovation is exciting but overwhelming, discernment matters.
This is not about being anti-supplement or anti-CPG. It’s about being realistic, evidence-informed, and respectful of the role products can play in real people’s lives.
Here’s how I evaluate wellness products, both for my own use and when considering partnerships.
I Start With the Problem the Product Is Actually Solving
The first question I ask is simple: who is this for, and what problem is it designed to solve?
Strong products are clear about their purpose. They don’t try to do everything at once or promise total transformation. Instead, they address a specific need like supporting sleep, digestion, energy, or stress response.
When products are vague or overly broad, that’s usually a sign the marketing came before the formulation.
From a dietitian perspective, clarity matters. Consumers don’t need more noise. They need tools that fit into their lives and address real gaps.
Ingredients Matter, but Context Matters More
I look closely at ingredient lists, but not in a fear-based way.
I’m asking:
- Are the active ingredients supported by human research?
- Are the doses aligned with what’s been studied?
- Is the formulation thoughtful, or is it a buzzword blend?
I’m also considering synergy. Some ingredients work better together. Others compete for absorption or don’t make sense in the same product.
A long ingredient list is not automatically better. In many cases, simpler and more intentional formulations are more effective and easier for consumers to understand.
Delivery Format Has to Match Real Life
A product can be well-formulated and still not be useful if the delivery format doesn’t fit how people actually live.
I think about:
- How often someone needs to take it
- Whether it needs to be taken with food
- Taste, texture, and ease of use
- Whether it realistically fits into a daily routine
Convenience is not a weakness in wellness. For many people, it’s the difference between consistency and abandonment. Products that respect time and energy tend to support better outcomes long term.
Claims Need to Match the Evidence
This is one of the biggest differentiators for me.
I pay close attention to how a product talks about itself. Are the claims proportional to the evidence? Is the language educational or exaggerated? Does the brand acknowledge nuance?
I’m not looking for perfection. Science evolves. But I am looking for honesty.
Brands that overpromise put pressure on consumers to “feel” results in a certain way. Brands that communicate responsibly create trust and longevity.
I Consider Who the Brand Is Speaking To
Beyond the product itself, I look at messaging.
Does the brand rely on fear, shame, or urgency? Or does it speak to people with respect and realism?
This is especially important in women’s health. Many consumers are already navigating medical dismissal, diet culture, and contradictory advice. Brands that acknowledge this complexity tend to resonate more deeply and sustainably.
Quality Control and Transparency Matter
I look for signs that a brand takes quality seriously.
This includes:
- Clear sourcing information
- Third-party testing when appropriate
- Transparency around manufacturing
- Willingness to educate rather than deflect
Consumers are increasingly savvy. Brands that lead with transparency tend to earn long-term trust rather than quick wins.
How This Translates to Partnerships
When I collaborate with wellness brands, I’m thinking about alignment, not just reach.
I ask myself:
- Would I explain this product the same way in my private practice?
- Does this fit into the kind of care I advocate for?
- Can I talk about this product without oversimplifying or exaggerating?
The best partnerships feel like an extension of education, not a departure from it. They respect the audience’s intelligence and support informed choice rather than blind belief.
The Bigger Picture
Wellness products are not magic. They’re tools.
When they’re thoughtfully formulated, responsibly marketed, and realistically positioned, they can support health in meaningful ways. When they’re rushed, exaggerated, or disconnected from real needs, they add to confusion and fatigue.
As a dietitian, my role is not to gatekeep wellness, but to help people navigate it with clarity.
That same lens is what guides how I evaluate products and the brands behind them.
