How it started
It started with a bad shelf
[This page needs the real story, and this is a placeholder written to show the shape. Roz and Zola know how the business actually began, and the version they tell out loud will be better than anything written here.]
The problem
A pharmacist reads the label on a supplement differently from everybody else. She looks for the dose, and most of the time the dose is not there. Enough of an ingredient to print it on the front, not enough to do anything.
The decision
Set the dose first and let the cost land where it lands. It is a simple rule and it makes a range more expensive to produce, which is why most brands do not follow it.
Where it is now
[How many formulations, how many customers, how many agents, and what changed most recently. Numbers make a story true and this page has none yet.]
