New Delhi, May 23 -- In the $177.50 billion supplement industry, the phrase "clean label" is everywhere, but the reality behind it is rarely as pure as the marketing suggests. The FDA does not require companies to prove that dietary supplements are safe or effective before they hit the shelves. That regulatory gap leaves consumers exposed to products that may contain undisclosed fillers, allergens, or even contaminants.

For Why Not Natural, a Houston-based supplement company, this is not just a market opportunity-it is a call to do something different. "Supplements that are marketed as 'good for you' should actually improve your health," mentions founder Kelin Marquet. Behind every bottle, the company follows a rigorous, multi-stage proc...