From Lab to Label: The Scientification of Consumer Brands

In this episode, Susanne shares a practical workshop on how pet health brands can design and run clinical studies that generate meaningful results and credible product claims. Drawing on her experience leading Citruslabs, she breaks down the key decisions that shape a successful study, from choosing the right endpoints and study design to recruiting participants and avoiding common pitfalls that can derail research.What's covered in this episode:The most common reasons clinical studies fail and how to avoid themHow to choose between consumer perception studies, single-group studies, and randomized controlled trialsThe benefits and tradeoffs of decentralized versus site-based researchHow to define inclusion and exclusion criteria that support reliable resultsWhat pet health brands should know about study costs, sample sizes, and timelinesHow clinical evidence can help brands stand out with consumers and retailersTune in to learn how pet health brands can turn scientific research into stronger product claims, greater consumer trust, and a lasting competitive advantage! Get in TouchInterested in a clinical trial for your health or wellness brand? Shoot us an email at [email protected]; we would love to learn more about your company! To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at [email protected]

In this episode, Susanne sits down with James Oliver, founder and CEO of Atlas, to discuss how he turned a protein bar recipe made in his mom's kitchen into a brand sold in more than 1,100 retail locations nationwide. James shares how his search for a clean, high-protein snack while training for endurance events inspired Atlas, and why he believes consumers shouldn't have to choose between strong nutrition and simple ingredients.Along the way, he breaks down the current protein boom, explains why many health trends eventually fade, and shares his perspective on everything from protein bar controversies to bootstrapping a successful CPG brand without relying on outside funding.What's covered in this episode:What separates clean-label protein bars from highly engineered alternativesJames' take on the David protein bar lawsuit and ingredient innovationWhy he chose to bootstrap Atlas instead of raising venture capitalThe realities of growing through retail versus direct-to-consumer channelsHow AI is changing entrepreneurship and modern brand buildingTune in to hear James' insights on building a consumer brand, navigating health trends, and creating products that balance nutrition, transparency, and long-term sustainability! About AtlasFounded by James Oliver while he was still a college student, Atlas was built on a simple belief: nutrition doesn't have to be complicated. Frustrated by the lack of convenient snacks that were high in protein, low in sugar, and made with real ingredients, James set out to create the product he wished existed. What started as homemade bars sold out of his car has grown into a nationally recognized brand that has sold millions of bars. Today, Atlas remains committed to the same principles it was founded on: 20 grams of quality protein, 1 gram of sugar or less, and ingredients sourced from nature.Get in TouchVisit Atlas’ website: https://atlasbars.com/Follow Atlas on social media: Facebook: https://www.facebook.com/atlasbarsInstagram: https://www.instagram.com/atlasbarsTikTok: https://www.tiktok.com/@atlasbarsInterested in a clinical trial for your health or wellness brand? Shoot us an email at [email protected]; we would love to learn more about your company! To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at [email protected]

In this episode, Susanne sits down with Niki Hoang, founder and CEO of Fourth Youth, to explore how longevity science is reshaping the skincare industry. Niki shares how her background in enterprise technology led her to launch a skincare brand focused on cellular regeneration, multifunctional formulations, and clinically validated ingredients like NAD+.Along the way, she breaks down why modern skincare routines have become overly complicated, calls out ingredient marketing trends that miss the bigger picture, and explains what actually matters when building products designed to support healthy aging.What’s covered in this episode:Why Niki believes skincare should focus on cellular aging, not just surface-level resultsWhat NAD+ is and why it’s gaining attention in longevity scienceWhy 10-step skincare routines may be doing more harm than goodThe difference between trendy ingredients and effective formulationsWhy formulation synergy matters more than individual hero ingredientsHow Fourth Youth uses perception studies to validate product performanceTune in to hear how longevity science is influencing the future of skincare and why simpler, science-backed routines may be the key to healthier skin! About Fourth Youth Fourth Youth is a longevity-focused skincare brand with the goal of simplifying modern skincare through science-backed, multifunctional formulas. Built for busy women who want effective results without complicated routines, the brand combines clinically researched ingredients like NAD+, peptides, bakuchiol, and PDRN-alternatives to support skin health at the cellular level. Fourth Youth focuses on time-efficient skincare designed to deliver long-term results through fewer, smarter products.Get in TouchVisit Fourth Youth’s website: https://fourthyouth.com/Follow Fourth Youth on social media: Instagram: https://www.instagram.com/fourthyouthskinTikTok: https://www.tiktok.com/@fourthyouthskinInterested in a clinical trial for your health or wellness brand? Shoot us an email at [email protected]; we would love to learn more about your company! To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at [email protected]

In this episode, Susanne sits down with Rafal Pielak, co-founder and CEO of Soteri Skin, and Lama Mansour, co-founder and CMO, to explore what’s really broken in the skincare industry and why so many products fail to deliver real results. After struggling to treat his wife’s eczema during pregnancy, Rafal began digging into the science and uncovered a key driver that’s often overlooked: skin pH. What started as a personal experiment quickly turned into something much bigger, leading to the creation of Soteri Skin and a new approach focused on long-term skin health, not quick fixes.What’s covered in this episode:Why the gap between prescription treatments and skincare leaves eczema sufferers stuck in the middleHow skin pH plays a critical role in eczema and overall skin healthWhat’s actually happening behind the scenes at large beauty companiesWhy so much of skincare marketing relies on storytelling over substanceHow Soteri Skin validated product-market fit through early testing on RedditWhat it takes to build a science-first brand without relying on buzzwordsTune in to hear how Rafal and Lama are challenging industry norms and building a skincare brand grounded in real science, real results, and a clear mission to solve a problem millions still struggle with! About Soteri SkinSoteri Skin is a science-driven skincare company founded by Harvard-trained biomedical chemist Dr. Rafal Pielak and incubated at Harvard Innovation Labs. Built to address real-world eczema challenges, the brand develops clinically validated, non-steroidal solutions for sensitive skin.At the core is its patented pH/LOCK® technology, designed to restore the skin’s natural pH and support overall skin health. By helping maintain balance and resilience, Soteri Skin focuses on delivering long-term relief without relying on steroids.Get in TouchVisit Soteri Skin’s website: https://soteriskin.com/Follow Soteri Skin on social media: Facebook: https://www.facebook.com/SoteriSkincare/Instagram: https://www.instagram.com/soteriskin/TikTok: https://www.tiktok.com/@soteri_skinLinkedIn: https://www.linkedin.com/company/soteriskin/Interested in a clinical trial for your health or wellness brand? Shoot us an email at [email protected]; we would love to learn more about your company! To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at [email protected]

In this episode, Susanne sits down with Ronit Menashe, co-founder and CEO of WeNatal, and Lisa Dreher, Director of Nutrition, to unpack why the way we think about fertility might be missing a huge piece of the puzzle. After experiencing a miscarriage and being told there was little she could do, Ronit began digging deeper and uncovered insights that challenged the idea that fertility is only a woman’s responsibility. Together, they share how that journey led to building WeNatal and a new approach that brings both partners into the conversation.What’s covered in this episode:Why fertility is not just “her problem” and how sperm health plays a major roleThe concept of “trimester zero” and why the months before conception matter mostWhat’s driving the rise in infertility, from lifestyle factors to environmental exposureHow nutrition and targeted supplementation can support egg and sperm qualityThe differences between standard prenatals and more comprehensive formulationsWhy clinical testing matters when building trust in the wellness spaceTune in to hear how a more balanced, science-backed approach to fertility is helping couples take control of their journey and rethink what’s actually possible! About WeNatalWeNatal was born from personal loss, frustration, and a shared desire for answers. After experiencing devastating miscarriages and receiving limited medical guidance, two best friends discovered a critical gap in reproductive health: the overlooked role of male fertility. Determined to shift the narrative, they built WeNatal, a brand rooted in science, transparency, and community. With the support of top fertility experts, WeNatal creates clean, potent, and research-backed supplements for both men and women. Their mission is clear: to empower couples with the knowledge and tools they need to grow healthy families, together.Get in TouchVisit WeNatal’s website: https://wenatal.com/Follow WeNatal on social media: Facebook: https://www.facebook.com/WeNatal/Instagram: https://www.instagram.com/we_natal/TikTok: https://www.tiktok.com/@wenatalLinkedIn: https://www.linkedin.com/company/wenatal/Interested in a clinical trial for your health or wellness brand? Shoot us an email at [email protected]; we would love to learn more about your company! To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at [email protected]