How Pure, Potent and Sustainable is your wellbeing routine?

Purity, potency and sustainability: What to consider when choosing your supplements

Supplements and functional foods are more accessible than ever, from specialty stores to supermarket shelves. But convenience doesn’t always equal quality. With so many choices, how can you know what’s truly worth your investment?

If you choose to include supplements in your routine, quality is key and at Ancient+ Brave we are committed to excellence, innovation and environmental responsibility. 

Here’s our guide at a glace to why the standards of Pure, Potent, and Sustainable really matter.

Pure

Why does purity matter when choosing supplements?

When it comes to what you put into your body, transparency is everything. Packaging can look healthy, but the real story lies in the ingredient list.

High-quality products clearly disclose their ingredients and avoid unnecessary additives. Some lower-grade supplements may contain fillers, colorants, or binders that can interfere with nutrient absorption, or include allergens such as gluten or soy.

All Ancient + Brave formulations are 100% natural and free from artificial ingredients, GMOs, fillers, and refined sugars.

Purity begins at the source. Here are a few things to check before you add your wellbeing supplements to your basket:

• Ingredients: Ingredients should come from non-toxic environments and responsible farming systems that minimize pesticide use and uphold animal welfare standards
• Certifications: from respected organizations such as the Soil Association can provide added reassurance.
• Sourcing: Look for terms like grass-fed or wild-caught, which indicate more natural diets and environments. Ancient + Brave’s True Collagen is sourced from EU cattle, where regulations on antibiotics and hormones are among the strictest globally. Wild Collagen is produced from wild-caught North Atlantic fish that are free from added hormones or antibiotics and responsibly harvested under sustainable fisheries standards.
• Packaging: The purity of a product depends on how it’s stored. Glass packaging helps protect nutrients from oxidation and light while avoiding potential chemical leaching from plastics. Ancient + Brave’s glass jars filter UV and infrared rays, preserving freshness, flavor, and potency naturally.

Potent

Why does potency matter when choosing supplements?

A supplement’s effectiveness depends on both the quality and the quantity of its active ingredients. Not all formulas deliver meaningful amounts, and some fall below levels shown in research to support general wellbeing.

Ancient + Brave formulations are crafted to provide thoughtful, evidence-informed quantities of nutrients, always within safe limits, to help support optimal health and vitality.

Potency in plants

Plants naturally contain a rich spectrum of bioactive compounds that work in synergy. Organically grown botanicals often carry higher antioxidant and flavonoid levels, making them more nutrient-dense. Ancient + Brave draws from nature’s wisdom by featuring high-quality botanicals such as ginger root and haskap berry.

Absorbability

It’s not only what you take, it’s what your body can use. Nutrient bioavailability determines how effectively vitamins, minerals, and proteins are absorbed. For example, hydrolysed collagen peptides are already broken down into smaller fragments, making them easier for your body to utilize. Ancient + Brave hydrolysed collagen peptides are a specific size (under 5000DAs) for maximum absorption and bioavailability. 

Different nutrient forms also have varying absorption rates and benefits. For instance, magnesium bisglycinate and magnesium taurate are generally more bioavailable than oxide forms. Choosing the right type, ideally with professional guidance, can help you get the most out of your supplement routine.

Sustainable

Why does sustainability matter when choosing a supplements brand?

True wellness extends beyond personal health and considers the wellbeing of our planet.

Ancient + Brave is committed to working with environmentally conscious, sustainable, and where possible, organic suppliers. Every decision, from ingredient sourcing to packaging, is made with respect for the earth.

Certified Commitments

• B Corp Certified: Reflects a verified commitment to ethical, sustainable, and transparent business practices across sourcing, packaging, and community impact.

• 1% for the Planet: Ancient + Brave donates 1% of annual sales to environmental initiatives that help protect and restore our planet.

• Soil Association Certified: UK-based organic certification verifying rigorous standards from soil health to ingredient integrity.

• MSC Certified: Guarantees that marine collagen is sourced through fisheries meeting international best-practice standards for sustainability.

• ESG Mark: Recognizes companies demonstrating genuine environmental and social accountability.

• FSC Certified Packaging: Ensures packaging materials come from responsibly managed forests and are recyclable or compostable.

By integrating these principles into every step, from sourcing to design, Ancient + Brave continues to raise the standard for ethical wellness.

Key Takeaway

Choosing supplements that are pure, potent, and sustainable supports not only your personal wellbeing but also the integrity of the ecosystems we depend on. Transparency, mindful sourcing, and environmental responsibility are the foundations of true modern wellness.