From Lab to Label: The Scientification of Consumer Brands

Citruslabs

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. Aug 12

    Episode #58: Closing the Hormone Data Gap with Daniela Campillo Valencia from femmli

    In this episode, Susanne sits down with Daniela Campillo Valencia, co-founder and CEO of femmli, a company developing wearable technology to continuously measure hormones. Daniela shares why she believes the lack of hormonal data is one of the biggest gaps in women’s health, particularly for women navigating perimenopause. Together, they explore how continuous hormone monitoring could help women better understand their symptoms and move toward more personalized, proactive care. What's covered in this episode: Why perimenopause remains difficult to recognize, diagnose, and manage How continuous hormone monitoring could give women a clearer picture of hormonal changes Why gaps in education, research funding, and data continue to hold back women’s health The evolving conversation around hormone replacement therapy (HRT) How better hormone data could support more personalized care for perimenopause and beyond Daniela’s vision for the future of women’s health, including applications in PCOS, endometriosis, and fertility Tune in to hear Daniela’s perspective on the future of hormone tracking, why better data could change the way we approach perimenopause, and what it will take to make women’s healthcare more personalized and proactive. About femmli femmli is building a continuous hormone monitor designed for women navigating perimenopause. Its soft, low-profile wearable patch continuously tracks hormone fluctuations, helping women understand their individual patterns in real time rather than relying on averages or one-time measurements. By turning hormonal patterns into clear, actionable insights, femmli aims to give women a better understanding of what’s happening in their bodies and more informed conversations about their health. Get in Touch Visit femmli’s website: https://femmli.com/ Follow femmli on social media:  LinkedIn: https://www.linkedin.com/company/femmli/ Instagram: https://www.instagram.com/myfemmli TikTok: https://www.tiktok.com/@myfemmli 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

  2. Jul 29

    Episode #57: Building a Women's Health Brand That Lasts

    In this episode, Susanne is joined by Dr. Thara Vayali, Co-founder of Hey Freya, Raegen Barger, Functional Medicine Dietitian at WeNatal, and Alexander DiPersia, Co-founder of LM(meno), for a conversation on the future of women's health. Together, they explore the latest science behind hormonal health, fertility, and perimenopause, while discussing how brands can build trust with today's highly informed consumers through education, transparency, and clinical evidence. What's covered in this episode: Common myths about cortisol, fertility, and perimenopause, and what the science actually says Why women are demanding more evidence and transparency from health brands How clinical research can help brands communicate product benefits while staying compliant Why male fertility should be part of every fertility conversation How founders can build trust by combining scientific evidence with authentic education Tune in to hear how leading women's health brands are navigating one of the fastest-growing categories in consumer health and using science to create products that truly resonate with women!  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.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  3. Jul 15

    Episode #56: Healing Starts in the Gut with Dr. Junger from Clean Program

    In this episode, Susanne sits down with Dr. Alejandro Junger, founder of Clean Program, board-certified cardiologist, functional medicine physician, and three-time New York Times bestselling author. Dr. Junger shares his personal journey from conventional to functional medicine, and explains why gut health and detoxification have become central to his approach to long-term wellness. Together, they explore how nutrition, lifestyle, and environmental factors influence overall health! What's covered in this episode: Why gut health and detoxification are closely connected to long-term wellness How modern diets, environmental exposures, and lifestyle habits may contribute to chronic disease The role of supplements, and why they work best alongside healthy lifestyle changes His perspective on probiotics, magnesium, collagen, creatine, and other popular wellness trends Simple, practical advice for improving gut health by focusing on real, minimally processed foods Tune in to hear Dr. Junger's perspective on building a healthier foundation through nutrition, understanding the root causes of chronic illness, and creating sustainable habits that support long-term health!  About Clean Program Clean Program helped bring concepts like clean eating, clean living, and gut health into the mainstream wellness conversation. Today, the company offers guided wellness programs, nutritional supplements, and educational resources designed to support the body's natural detoxification processes and overall well-being. Grounded in functional medicine, their approach combines nutrition, lifestyle, and science to help people build healthier habits in their day-to-day routines. Get in Touch Visit Clean Program’s website: https://www.cleanprogram.com Follow Clean Program on social media:  LinkedIn: https://www.linkedin.com/company/clean-program Instagram: https://www.instagram.com/cleanprogram 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

  4. Jul 1

    Episode #55: The PR Playbook for Health and Wellness Brands with Hilary Morse and Esha Chhabra

    In this episode, Susanne sits down with Hilary Morse, founder of Hilary Morse PR, and Esha Chhabra, Forbes journalist and veteran business reporter, to discuss what it really takes for health and wellness brands to earn meaningful press coverage. Drawing on decades of experience from both sides of the inbox, they break down how journalists evaluate pitches, what makes a story newsworthy, and the common mistakes that prevent brands from getting media attention. What's covered in this episode: What journalists look for when deciding whether to cover a brand How to craft a pitch that stands out in an overcrowded inbox The biggest PR mistakes founders make and how to avoid them How to create newsworthy stories even when you don't have a product launch The role of clinical studies, trends, and expert commentary in generating media coverage When earned media, sponsored content, and affiliate marketing each make sense Tune in to learn how health and wellness brands can earn more media coverage, build credibility, and create a PR strategy that delivers long-term value!  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.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  5. Jun 17

    Episode #54: Clinical Studies for Pet Health Brands with Susanne Mitschke from Citruslabs

    In this episode, Susanne shares a practical workshop on how pet health brands can design and run clinical studies that generate meaningful results and credible product claims. Drawing on her experience leading Citruslabs, she breaks down the key decisions that shape a successful study, from choosing the right endpoints and study design to recruiting participants and avoiding common pitfalls that can derail research. What's covered in this episode: The most common reasons clinical studies fail and how to avoid them How to choose between consumer perception studies, single-group studies, and randomized controlled trials The benefits and tradeoffs of decentralized versus site-based research How to define inclusion and exclusion criteria that support reliable results What pet health brands should know about study costs, sample sizes, and timelines How clinical evidence can help brands stand out with consumers and retailers Tune in to learn how pet health brands can turn scientific research into stronger product claims, greater consumer trust, and a lasting competitive advantage!  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.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  6. 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

  7. 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

  8. 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

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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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