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The wellness industry has become inundated with businesses claiming to provide health-promoting products and services. These claims are often backed with baseless or exaggerated statements rooted in pseudoscience (1). Loose US government regulations on consumer goods and advertising lead to rampantly-spread misinformation via marketing campaigns and social media influencers that lack credentials. These predatory practices can lead consumers to unnecessary expenses that do not offer any health benefits and can be potentially dangerous to their health.

However, there is a revolution ahead in the wellness industry and it is rooted in science. The new age of scientific wellness recognizes that individual health is complex, unique and multi-faceted. Moreover, it acknowledges that health is impacted by an interaction of your biology, psychology, environment, diet, and socioeconomic status (2). Innovative wellness startups are recognizing this trend and investing in clinical research to validate their products and services. Examples of this include:

  • FDA-approved mental health apps and devices
  • Genomic testing and personalized recommendations for gut health
  • Personalized nootropics for focus, motivation and mood
  • Personalized supplements for health conditions such as menopause
  • Health apps to improve dietary and lifestyle habits

Wellness companies who want to succeed in this new age need to invest in clinically-validated products that are scientifically proven to be beneficial to health. This will:

  • Differentiate them from other companies
  • Help build trust with consumers
  • Position them among other leading organizations in the field
  • Help improve the reputation of the health and wellness industry
  • Make a meaningful and positive difference in the health of the population

Want to plan a clinical study but don’t know where to start? Curavit is here to help! We are experts in the design and execution of clinical studies. Our virtual, digital-first model enables us to recruit participants from traditionally underrepresented groups and geographical locations. This ensures that your study accurately represents the nation’s population. Participants can also be involved from the comfort of their own home, leading to increased satisfaction, better compliance, and quality real-world data. Contact us today to explore how we can help you reach your clinical research goals.


  1. Tiller, N. B., Sullivan, J. P., & Ekkekakis, P. (2022, June 10). Baseless claims and pseudoscience in health and wellness: A call to action for the sports, exercise, and nutrition-science community – sports medicine. SpringerLink. Retrieved May 5, 2023, from
  2. Hood, L. E., & Price, N. D. (2023). The age of scientific wellness: Why the future of medicine is personalized, predictive, data-rich, and in your hands. The Belknap Press of Harvard University Press.
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