From Lab to Label: The Scientification of Consumer Brands

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]

In this episode, Susanne sits down with Dr. Harin Padma-Nathan, Chief Medical and Scientific Officer at Vella Bioscience, to explore why women’s sexual wellness has been overlooked for so long. He shares his journey from pharmaceutical research into the wellness space and how Vella is bringing a more clinical approach to product development. Along the way, he breaks down where the industry falls short, calls out the marketing claims that don’t hold up, and shares what it actually takes to create products that deliver real results.What’s covered in this episode:Dr. Padma-Nathan’s role in the development of Viagra and his shift into women’s healthWhy women’s sexual wellness has been historically underfunded and misunderstoodHow Vella approaches clinical research in the wellness spaceWhat a first-of-its-kind national study revealed about how women define arousalWhy “clinically proven” is often a misleading marketing claimThe biggest misconceptions in women’s sexual health and where better education is neededTune in to hear how decades of pharmaceutical experience are shaping a new approach to women’s sexual wellness and what it takes to create products people can actually trust! About Vella BioscienceVella Bioscience is a team of doctors, scientists, and researchers focused on closing the gap in women’s sexual health and pleasure. Founded in 2020, the company is built on a breakthrough discovery that liposomal cannabidiol can support female arousal and orgasm by improving how active ingredients are absorbed in the body. Today, Vella combines clinical expertise with advanced formulation science to develop products grounded in real research. Their work also explores the connection between pleasure, comfort, and pain, treating women’s health as a system rather than separate experiences.Get in TouchVisit Vella’s website: https://vellabio.com/Follow Vella on social media: Facebook: https://www.facebook.com/vellabioscienceInstagram: https://www.instagram.com/vellabioscienceTikTok: https://www.tiktok.com/@vellabioscienceLinkedIn: https://www.linkedin.com/company/vellabioscience/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]

You've read the label. You've taken the pill. But do you actually know if it's working?In this episode, Susanne sits down with Dr. Shilpa Raut, VP of Research and Development at Cymbiotika. Drawing on years at pharmaceutical giants like Novartis and Ritual, Shilpa pulls back the curtain on supplement science.Shilpa breaks down why absorption and delivery matter just as much as quality, how liposomal formulation is changing the game, and why Cymbiotika is putting its finished products through clinical trials.What’s covered in this episode:The transition from big pharma into the supplement industry and what was missing along the wayWhat liposomal delivery means and why it changes how nutrients are absorbedWhy Cymbiotika’s glutathione became a standout product and what recent clinical results revealedHow the team balances consumer demand, emerging science, and brand standards when developing new formulasWhat shoppers should actually look for on a supplement label and the red flags to avoidTune in to hear how Cymbiotika is bringing more scientific rigor to the supplement space and why bioavailability should be part of every wellness conversation! About CymbiotikaCymbiotika formulates products using advanced liposomal delivery systems designed to enhance nutrient bioavailability and absorption. Every ingredient is carefully selected and sourced directly from trusted global partners who share the company’s values of sustainability, purity, and excellence. With no hidden ingredients and full label transparency, Cymbiotika empowers individuals to take control of their health with confidence.Get in TouchVisit Cymbiotika’s website: https://cymbiotika.com/Follow Cymbiotika on social media: Facebook: https://www.facebook.com/Cymbiotika/Instagram: https://www.instagram.com/cymbiotika/TikTok: https://www.tiktok.com/@cymbiotikaYoutube: https://www.youtube.com/c/CymbiotikaInterested 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 Sue Delegan, co-founder and CEO of Brutus Broth, to share how a rescued dog named Brutus inspired a pet wellness brand now found in more than 20,000 retail locations. Sue walks through the early days of turning a family bone broth recipe into a product built specifically for pets, the decisions behind formulations, and how the company scaled across both mass retailers and specialty stores. Along the way, she shares a candid look at what the pet nutrition industry often gets wrong and what pet parents should actually focus on when it comes to long-term animal health.What’s covered in this episode:The rescue story behind Brutus and the early inspiration for the brandWhy bone broth made for pets requires a different formulation than human brothHow Brutus Broth scaled into major retailers across the countryWhy the team invested in clinical studies and how they support retail partnershipsWhat pet owners often overlook when it comes to nutrition, exercise, and longevity in animalsTune in to hear how a simple act of care turned into a fast-growing pet wellness brand and what founders can learn from building products rooted in real-life experience! About Brutus BrothBrutus Broth was created with one simple goal: to help more dogs enjoy the benefits of bone broth. Inspired by the diet of their own dog Brutus, the founders discovered that adding broth to his meals made them more flavorful, easier to digest, and packed with extra nutrition. What started as a family tradition soon turned into a mission to bring the same goodness to dogs everywhere. Today, Brutus Broth creates delicious, nutrient-rich broths and recipes designed to support happy, healthy dogs.Get in TouchVisit Brutus Broth’s website: https://brutusbroth.com/Follow Brutus Broth on social media: Facebook: https://www.facebook.com/brutusbrothInstagram: https://www.instagram.com/brutusbroth/TikTok: https://www.tiktok.com/@brutusbrothInterested 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 Kasia Feng, General Manager at Green Chef, and Kimberley Sukhum, Head of Science at Tiny Health, to uncover how biomarkers are changing the bar for clinical evidence in consumer wellness. From weight and cholesterol markers to microbiome testing, they break down what biomarkers actually measure, when they are worth the added cost and complexity, and how brands can use them to build credibility with shoppers and retailers.What’s covered in this episode:How the question has shifted from "Should we run a clinical study?" to “How strong does it need to be?”A practical look at microbiome testing, what it can reveal, and why function matters more than naming bacteria.How Green Chef approached biomarker selection for healthy weight management and heart health.What to do when a biomarker result is not statistically significant, and why that does not have to hurt trust.Why communication matters as much as study design and how to translate complex data into marketing claims people understand.Tune in to hear how to choose the right biomarkers for your product, design studies that hold up, and turn clinical results into credibility that actually lands with customers! About Kasia Kasia Feng is a strategic operator and people-focused leader with experience spanning operations, general management, and culture building. She is currently the General Manager of Green Chef, where she led cross-functional teams and helped scale the brand while keeping customer experience and execution front and center.Her background includes work in finance and consulting, along with an MBA from NYU. Across her career, she has focused on building systems and teams that work better for both the business and the people behind it, blending clear strategy with thoughtful leadership.About KimberleyAs Head of Science at Tiny Health, Kimberley connects research with business strategy, helping scale Tiny Health from early research through clinical validation and publication. She leads a multidisciplinary team focused on shaping how microbiome science is understood and applied to support lifelong health, beginning in infancy.Kimberley works at the intersection of science, leadership, and innovation, turning discovery into real-world impact. With a PhD in microbiology and genomics from Washington University in St. Louis, Kimberley is driven by a broader goal: bringing thoughtful, rigorous science into the lives of everyday people.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]