When founder Katerina Schneider started her vitamin company, Ritual, she was shocked to find out most vitamin D3 came from sheeps wool. I would never willingly eat sheeps wool, so why would I eat a vitamin that contained something like that?

Now Schneider is set on sort of blowing the whistle on what exactly is hidden in vitamins and supplements. (Ritual coins itself as a company thats for skeptics, by skeptics, and the brand aims to be a reliable resource of expert information when it comes to all things vitamin-related.) People are starting to care more and more about what they are putting in and on their bodies. Its becoming a lot more common for restaurants to highlight farms that produce, fish and meats are coming from and the same is true with skin care. Its only a natural progression that with something we are ingesting each and every dayaka vitaminswe are now thinking more and more where the ingredients are coming from.

Simplicity and the idea of going back to the basics will be a theme we will see in 2017. Our industry in the past has been plagued with pseudoscience, health fads and half-truths. Consumers are more aware than ever and expect real science and transparency.

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Its that transparency trend that Eve Kalinik, nutritional therapist and ambassador for Lumity, a supplement system that targets the causes of aging, says has created a shift when it comes to consumers thinking about supplements. Just like people have become much more conscious about their food, they are also discerning with the supplements that they are buying and really want full transparency and quality in what they are buying. I think they are starting to understand that it really is worth investing in well-researched and scientifically formulated products rather than trying to find cheaper alternatives.

Both women also point out that, even though consumers may be getting smarter about asking whats in their supplements, theres still a lot of misconceptions swirling around the topic. A lot of people seem to think that in order for supplements to be effective, you have to take a bunch of them and/or research high and low to find obscure, trendy nutrients, which usually have little scientific backing, Schneider says. Vitamins dont have to be complicated.

People think theyre going to change their body overnight, Kalinik says. The best things come to those who wait and sometimes it takes a little bit of time to see those changes. Many of us expect a quick fix when it comes to supplements and thats very rarely the case.

Kalinik also stresses that when it comes to vitamins and supplements its always best to take a less is more approach. Avoid pill-popping and instead choose supplements that work for you and your body. There is a tendency to overdo it and people think that that is a good thingwhen in fact, you can end up oversupplementing or just canceling them out. And nothing can supplement a bad diet, so start with food first and foremost.

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More People Are Getting Suspicious About Their Supplementsand for Good Reason - NewBeauty Magazine (blog)