One supplement ingredient explained every week — what it is, how it works, what the research actually says, and why it's in the formula. No hype, no hedging.
One ingredient. Every week. The full reasoning.
Most supplement labels tell you what's in the tub. Almost none of them tell you why.
You can read a back label and learn that a product contains 6,000mg of citrulline. What you can't learn is whether that's the dose the research used, whether the form matters, or whether anyone at the company had a reason for choosing it beyond cost.
Ingredient Insight is where we show that reasoning.
Every Friday we take one ingredient from the Baseline range and examine it properly — what it actually is, how it works, what the studies found, and why we put it in the formula we put it in.
Every Ingredient Insight follows the same structure. Same questions, every time.
What it actually is The source material. How it's manufactured or extracted. What makes a trademarked version different from the generic equivalent — and if there's no meaningful difference, we say so.
How it works The mechanism, explained at a level you can follow without a biochemistry degree. No jargon without an immediate translation. Where the mechanism isn't well established, we tell you that too.
What the research says Study design. Participant numbers. Doses used. What was actually measured. Including the studies that don't flatter the ingredient, because those exist for almost everything.
Why it's in the formula Which Baseline product contains it, at what dose, and why we chose it over the alternatives available to us.
Every ingredient in a formula represents a decision. A dose someone chose. A form someone picked over a cheaper alternative. A study someone read, or didn't.
Most of the time those decisions are invisible to you. You get a finished label and a set of adjectives.
We think the decisions are the interesting part. They're also the only honest way to distinguish one product from another — because "premium" and "advanced" and "cutting-edge" are available to anybody with a label printer.
So we publish them. Dose by dose, ingredient by ingredient, with the research attached.
It isn't advertising wearing a lab coat.
Some editions cover ingredients you already take. Some cover ingredients you've never heard of. In both cases you should finish the piece knowing more than you did, whether or not you ever buy anything from us.
We'll also tell you where the evidence is thin. When a study had eighteen participants, we'll say eighteen. When a widely quoted figure comes from a rodent model rather than a human trial, we'll say so. When researchers disagree about a mechanism, we'll show you the disagreement rather than picking the version that sounds best.
A brand that only quotes the studies that flatter it isn't showing its working. It's marketing with footnotes.
| # | Ingredient | Found in | Published |
|---|---|---|---|
| 01 | Caffeine | — | 21 August 2026 |
New edition every Friday.
How often is Ingredient Insight published? Every Friday. One ingredient per edition.
Do you only cover your own ingredients? We cover ingredients in the Baseline range, because those are the ones we can tell you the dose of and explain the reasoning behind. The science applies wherever you encounter the ingredient.
What does "clinically dosed" actually mean? That the amount in the product matches the amount used in the research, rather than a token inclusion that lets an ingredient appear on the label. Every edition states the dose used in the studies alongside the dose in our formula, so you can check rather than take our word for it.
Do you use proprietary blends? No. UK and EU labelling rules require quantitative declaration of ingredients, so a proprietary blend isn't a meaningful option here — but we wouldn't use one regardless. You can't verify a dose you can't see.
Where can I check the research yourself? Every edition names the study, the journal and the year. We'd rather you checked.
Ingredient Insight publishes every Friday.
This is the baseline. Everything else is built from here.
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Join the Founders ListWhat caffeine actually does, why the crash happens, why your 300mg stopped working, and how to read a caffeine label well enough that nobody sells you 350mg of something that is actually 312.
14 min readSix formulas, six jobs. A private-group first look at what each Baseline formula does and how it does it — clinically dosed, fully transparent, with MAX Catalyst™ across all six. Names and full details at launch.
10 min read