Nature's Bounty has dominated drugstore vitamin aisles for decades. Their familiar brown bottles represent many Americans' first foray into supplements. But a new crop of wellness brands is approaching supplementation differently - with innovative delivery methods, rigorous testing protocols, and thoughtful ingredient sourcing. These companies aren't just selling pills - they're reimagining how supplements fit into modern life.
We've identified several standout brands that bring fresh perspectives to the supplement space through their emphasis on research, sustainability, and consumer education. Here's our analysis of how they stack up against the traditional vitamin giants.
: Making Brain Health Delicious with Ultra Strength Cognition Softgels
Remember when taking supplements felt like swallowing horse pills? Olly has flipped that notion on its head. Their Ultra Strength Brain Softgels package cognitive support in a genuinely pleasant form - peppermint-flavored softgels combining Bacopa, blueberry extracts, omega-3s and B-vitamins.
The brand's San Francisco headquarters reflects their philosophy that wellness should be enjoyable, not clinical. While their packaging catches the eye, it's their rigorous approach to formulation and testing that commands attention. Third-party verification and NSF certification validate their quality standards. Their commitment extends beyond products to mental health advocacy, though they maintain a light touch that keeps supplementation from feeling like a chore.
Why we like Olly
1
Enjoyable Experience
Transforms supplement-taking from a chore into a pleasant daily ritual
2
Third-Party Verified
Products undergo rigorous NSF certification and independent testing
3
Mental Health Focus
Combines product innovation with meaningful mental health advocacy
: Revolutionizing Plant Medicine with Relief, Plz. Patches
The wellness patch trend has exploded recently, but Fleur Marché was an early pioneer. Their Relief, Plz. patches demonstrate how traditional botanical ingredients like hemp and peppermint oil can be transformed through innovative delivery systems.
This Los Angeles brand doesn't chase trends - they create research-backed solutions for specific needs. Their extensive educational materials decode the science behind their ingredients, moving beyond marketing speak to explain the "why" behind each formulation. While their aesthetic is polished, their focus remains squarely on efficacy and transparency.
Why we like Fleur Marché
1
Innovative Delivery
Pioneered the wellness patch trend with effective transdermal solutions
2
Educational Focus
Provides in-depth scientific explanations for all ingredients
3
Research-Backed
Prioritizes efficacy over trending ingredients
: Breaking the Premium Price Barrier with DeStress Capsules
The notion that quality supplements require a luxury budget? Rae Wellness isn't buying it. Their DeStress Capsules exemplify their mission to deliver science-backed formulations without the markup that often comes with "premium" positioning.
Based in Minneapolis, this brand emerged from its founder's frustration with overpriced supplements. Their vegan, non-GMO, gluten-free products maintain high standards while remaining accessible. A portion of revenue supports women's organizations, demonstrating their commitment to impact beyond individual wellness.
Why we like Rae Wellness
1
Accessible Pricing
Delivers premium quality without the luxury markup
2
Social Impact
Supports women's organizations through revenue sharing
3
Clean Standards
Maintains strict vegan and non-GMO certifications
: Elevating Natural Medicine with Sleep Support
In an industry where "natural" claims often lack substance, Hilma brings laboratory precision to botanical supplementation. Their Sleep Support formula represents two years of research and development, backed by clinical studies rather than marketing claims.
The New York-based brand's scientific advisory board includes both MDs and herbalists, creating formulations that bridge traditional wisdom and modern research. Every ingredient must prove its worth through peer-reviewed studies before making the cut. This methodical approach has earned them credibility with healthcare professionals who traditionally view supplements with skepticism.
Why we like Hilma
1
Scientific Rigor
Backs all formulations with peer-reviewed research
2
Expert Advisory Board
Combines MD and herbalist expertise
3
Clinical Validation
Products undergo extensive testing and development
This thing works and I have the Garmin watch data to prove it 😆 I love that this is an herbal sleep solution without melatonin! Plus the bottle looks dreamy on my nightstand 😌 So glad to have found this.
Sleep and gut health are EXTREMELY connected--ensuring you are getting enough rest has a huge impact on your health. I love this because it is melatonin-free and is the perfect chill pill to take before bed.
: Engineering Life-Stage Nutrition with Women's Daily Vitamin Trio
Generic multivitamins ignore a crucial fact: nutritional needs evolve throughout life. Perelel's Women's Daily Vitamin Trio reflects this reality, with formulations that adapt to different reproductive stages.
The Los Angeles company's origin stems from co-founder Victoria's personal experience with folic acid deficiency. Their approach acknowledges genetic variations that affect nutrient absorption - a level of nuance often missing from mass-market supplements. While they've made their mark with trimester-specific prenatal vitamins, their expertise extends to women's nutrition needs across all life stages.
Why we like Perelel
1
Life-Stage Specific
Tailors formulations to different reproductive stages
2
Genetic Consideration
Accounts for variations in nutrient absorption
3
Comprehensive Approach
Addresses full spectrum of women's nutritional needs
I love Perelel! Their multivitamin is fantastic and the individualized packs are so convenient for on the go.
: Demystifying Reproductive Health with Drink Mix Duo
Reproductive wellness often feels like navigating through fog. Natalist cuts through the confusion with their Drink Mix Duo, combining supplementation with comprehensive educational resources about maternal health.
This Charleston-based brand, founded by mothers and doctors, prioritizes scientific accuracy in both products and information. Their sustainable packaging and evidence-based formulations reflect a holistic approach to reproductive wellness. Rather than making grand promises, they focus on providing reliable information alongside quality supplements.
Why we like Natalist
1
Educational Focus
Provides comprehensive maternal health resources
2
Doctor-Founded
Created by medical professionals who are also mothers
3
Sustainable Practices
Commits to eco-friendly packaging and formulations
: Normalizing Vaginal Health with Targeted Probiotics
Feminine wellness products often come wrapped in euphemisms and shame. Winx Health takes a different approach with their Vaginal Health Probiotic, addressing women's health needs directly and scientifically.
Founded in Philadelphia by Cynthia Plotch and Jamie Norwood, Winx combines clinical testing with straightforward communication about vaginal health. Their focus on eliminating stigma while maintaining high product standards has resonated with consumers seeking real solutions rather than marketing spin.
Why we like Winx Health
1
Stigma-Free Approach
Addresses women's health directly and scientifically
2
Clinical Testing
Maintains rigorous product standards
3
Clear Communication
Provides straightforward information about vaginal health
The Future of Supplements
The supplement industry's evolution continues, driven by brands prioritizing research, sustainability, and education. While Nature's Bounty remains a familiar presence, these newer companies offer specialized approaches for those seeking specific solutions. As consumer knowledge grows, we expect to see continued innovation in formulation, delivery methods, and educational resources.