From Lab to Label: The Scientification of Consumer Brands

Citruslabs
  • 5.0 (4)
  • Health & Fitness
  • Updated Biweekly

Welcome to From Lab to Label, a podcast exploring the intersection of science and consumer brands in the health & wellness industry. Through candid conversations, you'll hear firsthand, behind-the-scenes accounts of the challenges and opportunities that arise when engaging your product in a clinical trial. Our guests share their experiences in navigating the road to clinical validation and highlight how seeking product claims drove business success. In each episode, our host Susanne Mitschke (CEO and Co-Founder of Citruslabs) sits down with brand owners to discuss their journey.

  1. Jun 3

    Episode #53: The Next Chapter of the Protein Revolution with James Oliver from Atlas

    In this episode, Susanne sits down with James Oliver, founder and CEO of Atlas, to discuss how he turned a protein bar recipe made in his mom's kitchen into a brand sold in more than 1,100 retail locations nationwide. James shares how his search for a clean, high-protein snack while training for endurance events inspired Atlas, and why he believes consumers shouldn't have to choose between strong nutrition and simple ingredients. Along the way, he breaks down the current protein boom, explains why many health trends eventually fade, and shares his perspective on everything from protein bar controversies to bootstrapping a successful CPG brand without relying on outside funding. What's covered in this episode: What separates clean-label protein bars from highly engineered alternatives James' take on the David protein bar lawsuit and ingredient innovation Why he chose to bootstrap Atlas instead of raising venture capital The realities of growing through retail versus direct-to-consumer channels How AI is changing entrepreneurship and modern brand building Tune in to hear James' insights on building a consumer brand, navigating health trends, and creating products that balance nutrition, transparency, and long-term sustainability!  About Atlas Founded by James Oliver while he was still a college student, Atlas was built on a simple belief: nutrition doesn't have to be complicated. Frustrated by the lack of convenient snacks that were high in protein, low in sugar, and made with real ingredients, James set out to create the product he wished existed. What started as homemade bars sold out of his car has grown into a nationally recognized brand that has sold millions of bars. Today, Atlas remains committed to the same principles it was founded on: 20 grams of quality protein, 1 gram of sugar or less, and ingredients sourced from nature. Get in Touch Visit Atlas’ website: https://atlasbars.com/ Follow Atlas on social media:  Facebook: https://www.facebook.com/atlasbars Instagram: https://www.instagram.com/atlasbars TikTok: https://www.tiktok.com/@atlasbars Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

    41 min

  2. May 20

    Episode #52: Longevity Science and the Next Generation of Skincare with Niki Hoang from Fourth Youth

    In this episode, Susanne sits down with Niki Hoang, founder and CEO of Fourth Youth, to explore how longevity science is reshaping the skincare industry. Niki shares how her background in enterprise technology led her to launch a skincare brand focused on cellular regeneration, multifunctional formulations, and clinically validated ingredients like NAD+. Along the way, she breaks down why modern skincare routines have become overly complicated, calls out ingredient marketing trends that miss the bigger picture, and explains what actually matters when building products designed to support healthy aging. What’s covered in this episode: Why Niki believes skincare should focus on cellular aging, not just surface-level results What NAD+ is and why it’s gaining attention in longevity science Why 10-step skincare routines may be doing more harm than good The difference between trendy ingredients and effective formulations Why formulation synergy matters more than individual hero ingredients How Fourth Youth uses perception studies to validate product performance Tune in to hear how longevity science is influencing the future of skincare and why simpler, science-backed routines may be the key to healthier skin!  About Fourth Youth  Fourth Youth is a longevity-focused skincare brand with the goal of simplifying modern skincare through science-backed, multifunctional formulas. Built for busy women who want effective results without complicated routines, the brand combines clinically researched ingredients like NAD+, peptides, bakuchiol, and PDRN-alternatives to support skin health at the cellular level. Fourth Youth focuses on time-efficient skincare designed to deliver long-term results through fewer, smarter products. Get in Touch Visit Fourth Youth’s website: https://fourthyouth.com/ Follow Fourth Youth on social media:  Instagram: https://www.instagram.com/fourthyouthskin TikTok: https://www.tiktok.com/@fourthyouthskin Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

    28 min

  3. May 6

    Episode #51: The Eczema Treatment Big Skincare Isn’t Building with Rafal & Lama from Soteri Skin

    In this episode, Susanne sits down with Rafal Pielak, co-founder and CEO of Soteri Skin, and Lama Mansour, co-founder and CMO, to explore what’s really broken in the skincare industry and why so many products fail to deliver real results.  After struggling to treat his wife’s eczema during pregnancy, Rafal began digging into the science and uncovered a key driver that’s often overlooked: skin pH. What started as a personal experiment quickly turned into something much bigger, leading to the creation of Soteri Skin and a new approach focused on long-term skin health, not quick fixes. What’s covered in this episode: Why the gap between prescription treatments and skincare leaves eczema sufferers stuck in the middle How skin pH plays a critical role in eczema and overall skin health What’s actually happening behind the scenes at large beauty companies Why so much of skincare marketing relies on storytelling over substance How Soteri Skin validated product-market fit through early testing on Reddit What it takes to build a science-first brand without relying on buzzwords Tune in to hear how Rafal and Lama are challenging industry norms and building a skincare brand grounded in real science, real results, and a clear mission to solve a problem millions still struggle with!  About Soteri Skin Soteri Skin is a science-driven skincare company founded by Harvard-trained biomedical chemist Dr. Rafal Pielak and incubated at Harvard Innovation Labs. Built to address real-world eczema challenges, the brand develops clinically validated, non-steroidal solutions for sensitive skin. At the core is its patented pH/LOCK® technology, designed to restore the skin’s natural pH and support overall skin health. By helping maintain balance and resilience, Soteri Skin focuses on delivering long-term relief without relying on steroids. Get in Touch Visit Soteri Skin’s website: https://soteriskin.com/ Follow Soteri Skin on social media:  Facebook: https://www.facebook.com/SoteriSkincare/ Instagram: https://www.instagram.com/soteriskin/ TikTok: https://www.tiktok.com/@soteri_skin LinkedIn: https://www.linkedin.com/company/soteriskin/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at hello@citruslabs.com

    41 min

  4. Apr 22

    Episode #50: The Missing Piece in Fertility Conversations with Ronit & Lisa from WeNatal

    In this episode, Susanne sits down with Ronit Menashe, co-founder and CEO of WeNatal, and Lisa Dreher, Director of Nutrition, to unpack why the way we think about fertility might be missing a huge piece of the puzzle. After experiencing a miscarriage and being told there was little she could do, Ronit began digging deeper and uncovered insights that challenged the idea that fertility is only a woman’s responsibility. Together, they share how that journey led to building WeNatal and a new approach that brings both partners into the conversation. What’s covered in this episode: Why fertility is not just “her problem” and how sperm health plays a major role The concept of “trimester zero” and why the months before conception matter most What’s driving the rise in infertility, from lifestyle factors to environmental exposure How nutrition and targeted supplementation can support egg and sperm quality The differences between standard prenatals and more comprehensive formulations Why clinical testing matters when building trust in the wellness space Tune in to hear how a more balanced, science-backed approach to fertility is helping couples take control of their journey and rethink what’s actually possible!  About WeNatal WeNatal was born from personal loss, frustration, and a shared desire for answers. After experiencing devastating miscarriages and receiving limited medical guidance, two best friends discovered a critical gap in reproductive health: the overlooked role of male fertility. Determined to shift the narrative, they built WeNatal, a brand rooted in science, transparency, and community. With the support of top fertility experts, WeNatal creates clean, potent, and research-backed supplements for both men and women. Their mission is clear: to empower couples with the knowledge and tools they need to grow healthy families, together. Get in Touch Visit WeNatal’s website: https://wenatal.com/ Follow WeNatal on social media:  Facebook: https://www.facebook.com/WeNatal/ Instagram: https://www.instagram.com/we_natal/ TikTok: https://www.tiktok.com/@wenatal LinkedIn: https://www.linkedin.com/company/wenatal/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

    48 min

  5. Apr 8

    Episode #49: The Science Gap in Women’s Sexual Health with Dr. Harin Padma-Nathan from Vella Bioscience

    In this episode, Susanne sits down with Dr. Harin Padma-Nathan, Chief Medical and Scientific Officer at Vella Bioscience, to explore why women’s sexual wellness has been overlooked for so long. He shares his journey from pharmaceutical research into the wellness space and how Vella is bringing a more clinical approach to product development. Along the way, he breaks down where the industry falls short, calls out the marketing claims that don’t hold up, and shares what it actually takes to create products that deliver real results. What’s covered in this episode: Dr. Padma-Nathan’s role in the development of Viagra and his shift into women’s health Why women’s sexual wellness has been historically underfunded and misunderstood How Vella approaches clinical research in the wellness space What a first-of-its-kind national study revealed about how women define arousal Why “clinically proven” is often a misleading marketing claim The biggest misconceptions in women’s sexual health and where better education is needed Tune in to hear how decades of pharmaceutical experience are shaping a new approach to women’s sexual wellness and what it takes to create products people can actually trust!  About Vella Bioscience Vella Bioscience is a team of doctors, scientists, and researchers focused on closing the gap in women’s sexual health and pleasure. Founded in 2020, the company is built on a breakthrough discovery that liposomal cannabidiol can support female arousal and orgasm by improving how active ingredients are absorbed in the body. Today, Vella combines clinical expertise with advanced formulation science to develop products grounded in real research. Their work also explores the connection between pleasure, comfort, and pain, treating women’s health as a system rather than separate experiences. Get in Touch Visit Vella’s website: https://vellabio.com/ Follow Vella on social media:  Facebook: https://www.facebook.com/vellabioscience Instagram: https://www.instagram.com/vellabioscience TikTok: https://www.tiktok.com/@vellabioscience LinkedIn: https://www.linkedin.com/company/vellabioscience/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

    41 min

  6. Mar 25

    Episode #48: The Truth About Supplement Absorption with Dr. Shilpa Raut from Cymbiotika

    You've read the label. You've taken the pill. But do you actually know if it's working? In this episode, Susanne sits down with Dr. Shilpa Raut, VP of Research and Development at Cymbiotika. Drawing on years at pharmaceutical giants like Novartis and Ritual, Shilpa pulls back the curtain on supplement science. Shilpa breaks down why absorption and delivery matter just as much as quality, how liposomal formulation is changing the game, and why Cymbiotika is putting its finished products through clinical trials. What’s covered in this episode: The transition from big pharma into the supplement industry and what was missing along the way What liposomal delivery means and why it changes how nutrients are absorbed Why Cymbiotika’s glutathione became a standout product and what recent clinical results revealed How the team balances consumer demand, emerging science, and brand standards when developing new formulas What shoppers should actually look for on a supplement label and the red flags to avoid Tune in to hear how Cymbiotika is bringing more scientific rigor to the supplement space and why bioavailability should be part of every wellness conversation!  About Cymbiotika Cymbiotika formulates products using advanced liposomal delivery systems designed to enhance nutrient bioavailability and absorption. Every ingredient is carefully selected and sourced directly from trusted global partners who share the company’s values of sustainability, purity, and excellence. With no hidden ingredients and full label transparency, Cymbiotika empowers individuals to take control of their health with confidence. Get in Touch Visit Cymbiotika’s website: https://cymbiotika.com/ Follow Cymbiotika on social media:  Facebook: https://www.facebook.com/Cymbiotika/ Instagram: https://www.instagram.com/cymbiotika/ TikTok: https://www.tiktok.com/@cymbiotika Youtube: https://www.youtube.com/c/Cymbiotika Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at hello@citruslabs.com

    41 min

  7. Mar 11

    Episode #47: Challenging the Pet Food Industry with Sue Delegan from Brutus Broth

    In this episode, Susanne sits down with Sue Delegan, co-founder and CEO of Brutus Broth, to share how a rescued dog named Brutus inspired a pet wellness brand now found in more than 20,000 retail locations. Sue walks through the early days of turning a family bone broth recipe into a product built specifically for pets, the decisions behind formulations, and how the company scaled across both mass retailers and specialty stores. Along the way, she shares a candid look at what the pet nutrition industry often gets wrong and what pet parents should actually focus on when it comes to long-term animal health. What’s covered in this episode: The rescue story behind Brutus and the early inspiration for the brand Why bone broth made for pets requires a different formulation than human broth How Brutus Broth scaled into major retailers across the country Why the team invested in clinical studies and how they support retail partnerships What pet owners often overlook when it comes to nutrition, exercise, and longevity in animals Tune in to hear how a simple act of care turned into a fast-growing pet wellness brand and what founders can learn from building products rooted in real-life experience!  About Brutus Broth Brutus Broth was created with one simple goal: to help more dogs enjoy the benefits of bone broth. Inspired by the diet of their own dog Brutus, the founders discovered that adding broth to his meals made them more flavorful, easier to digest, and packed with extra nutrition. What started as a family tradition soon turned into a mission to bring the same goodness to dogs everywhere. Today, Brutus Broth creates delicious, nutrient-rich broths and recipes designed to support happy, healthy dogs. Get in Touch Visit Brutus Broth’s website: https://brutusbroth.com/ Follow Brutus Broth on social media:  Facebook: https://www.facebook.com/brutusbroth Instagram: https://www.instagram.com/brutusbroth/ TikTok: https://www.tiktok.com/@brutusbroth Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

    38 min

  8. Feb 25

    Episode #46: Biomarkers and the New Standards in Clinical Trials

    In this episode, Susanne sits down with Kasia Feng, General Manager at Green Chef, and Kimberley Sukhum, Head of Science at Tiny Health, to uncover how biomarkers are changing the bar for clinical evidence in consumer wellness. From weight and cholesterol markers to microbiome testing, they break down what biomarkers actually measure, when they are worth the added cost and complexity, and how brands can use them to build credibility with shoppers and retailers. What’s covered in this episode: How the question has shifted from "Should we run a clinical study?" to “How strong does it need to be?” A practical look at microbiome testing, what it can reveal, and why function matters more than naming bacteria. How Green Chef approached biomarker selection for healthy weight management and heart health. What to do when a biomarker result is not statistically significant, and why that does not have to hurt trust. Why communication matters as much as study design and how to translate complex data into marketing claims people understand. Tune in to hear how to choose the right biomarkers for your product, design studies that hold up, and turn clinical results into credibility that actually lands with customers!  About Kasia  Kasia Feng is a strategic operator and people-focused leader with experience spanning operations, general management, and culture building. She is currently the General Manager of Green Chef, where she led cross-functional teams and helped scale the brand while keeping customer experience and execution front and center. Her background includes work in finance and consulting, along with an MBA from NYU. Across her career, she has focused on building systems and teams that work better for both the business and the people behind it, blending clear strategy with thoughtful leadership. About Kimberley As Head of Science at Tiny Health, Kimberley connects research with business strategy, helping scale Tiny Health from early research through clinical validation and publication. She leads a multidisciplinary team focused on shaping how microbiome science is understood and applied to support lifelong health, beginning in infancy. Kimberley works at the intersection of science, leadership, and innovation, turning discovery into real-world impact. With a PhD in microbiology and genomics from Washington University in St. Louis, Kimberley is driven by a broader goal: bringing thoughtful, rigorous science into the lives of everyday people. Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.comYou can also send us your feedback and questions. Email us at hello@citruslabs.com

    54 min
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About

Welcome to From Lab to Label, a podcast exploring the intersection of science and consumer brands in the health & wellness industry. Through candid conversations, you'll hear firsthand, behind-the-scenes accounts of the challenges and opportunities that arise when engaging your product in a clinical trial. Our guests share their experiences in navigating the road to clinical validation and highlight how seeking product claims drove business success. In each episode, our host Susanne Mitschke (CEO and Co-Founder of Citruslabs) sits down with brand owners to discuss their journey.

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