“Clean Label” seems to be all the rage these days. But what does it mean? With no clear regulatory definition, a vacuum has been created where each dietary supplement player freely puts their own marketing spin on this term. While a consensus is hopefully emerging from a consumer standpoint, there is still a gap between the reasonable expectations of the consumer and deliverables from the supplement industry. This whitepaper looks at the issue from the manufacturer’s perspective, and offers to refine the term “Clean Label” in light of current ingredient and technological advances.