“The supplement industry is not harmonized from a regulatory point of view,” co-founder David Hjalmarsson told NutraIngredients. “We have taken into account regulatory frameworks from all over the world and created a standard that not only meets them but goes beyond them.”
The company is offering two supplement certifications: Certified Contents Certification and Cleaner Sport Certification. The first assesses supplements based on the quality pillars of active ingredient accuracy, disintegration and safety.
“We verify that products contain the claimed amount of active ingredients, that they meet disintegration standards—a prerequisite for bioavailability, and are free from contaminants such as heavy metals,”Hjalmarsson said.
The second certification provides an added layer of assurance for athletes, testing for prohibited substances using advanced analytical methods to minimize doping risks.
Together, the two aim to transform testing from a behind-the-scenes process to something that is front-and-center, increasing brand credibility and consumer faith in the product.
Among the first to join the program is Tosla, a Slovenian nutricosmetics manufacturer that is now a Certified Partner.
Speaking on Tosla’s reasons for joining, CEO Primož Artač said: “In an industry where trust is fragile and regulation uneven, this certification introduces meaningful change. It empowers responsible brands to rise above the noise and gives consumers the clarity they deserve. We believe it’s a shift the entire sector has been waiting for.”
From cosmetics to supplements
With roots in the cosmetic industry, co-founders Hjalmarsson and Leo Salvi are not new to product certification. Serving companies such as Shiseido, Unilever and L’Occitane Group since 2021, the pair have made it their mission to make products better for the end consumer and enable industry change.
Speaking on their move into the supplement space, Hjalmarsson said: “The state of the supplement industry shares a lot of similarities with the cosmetics industry, the major one being lack of regulatory enforcement but also consumer confusion around the quality of the products they choose.
“In an industry where the barriers of entry are so low, and consumers have an abundance of choice, it is not always easy to choose based on quality and safety. This is the empowerment that we want to give to consumers through our certification while also making testing the new norm for supplements.”
Recent reports have revealed that the supplement industry faces critical quality and safety challenges, with one report published in JAMA Network Open revealing that 40% of tested products did not contain a detectable amount of the labeled ingredient.
Hjalmarsson says this has created a sense of mistrust among consumers and poses potential health risks, particularly when products are contaminated with harmful substances.
The certification system therefore seeks to give consumers peace of mind as well as to inspire companies to bring new products to the market.
“We believe that, down the road, the certification program might spur on innovation,” he said. “We hope to become the largest global certifier of supplements. This would mean that not just any company could come to market with low-quality products, and companies would feel more confident to put money into innovation.”
Driving a ‘much-needed shift’
Initially, the Good Pill Co will work with companies producing the 40 most consumed supplement ingredients such as vitamins and minerals, protein powders, fish oils, probiotics and amino acids.
A number of companies are already on board, spanning Europe and the Asia–Pacific region. Among those already signed up is KÄLLA, a Sweden-based probiotic and supplement company.
Co-founder Sophia Marinho de Lemos says The Good Pill Co gives consumers a simple, trusted way to identify products that have been independently verified for transparency, quality and efficacy.
“This certification has the potential to drive a much-needed shift in the supplement industry—from marketing-led to evidence-led,“ she said. ”It’s far too easy for brands to cut corners, exaggerate claims or hide behind proprietary blends.
“Over time, we believe this will raise consumer expectations and force the industry to become more accountable. It rewards brands that invest in real science and ethical practices—and encourages the rest to catch up."
