Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika.

With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing.

In this episode, we discuss building a supplement brand focused on efficacy over marketing.

We also cover:

• Liposomal delivery as a differentiator

• Why churn reveals true product efficacy

• Avoiding the wellness DTC race to the bottom

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Cymbiotika's Website: www.cymbiotika.com

Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/

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Chapters:

(00:00) Introduction

(01:15) Shahab's background and Cymbiotika's origin story

(02:00) The problem with the supplement industry

(02:45) Why transparency and testing matter

(04:15) Churn rate as the ultimate success metric

(05:45) Organic celebrity endorsements vs paid sponsorships

(09:00) Liposomal delivery technology explained

(12:30) Manufacturing in-house vs outsourcing

(16:00) The DTC race to the bottom

(18:30) Building trust through radical transparency

(20:30) Competing on efficacy, not marketing spend

(23:00) Taking on industry fraud and fake claims

(24:30) Announcing multiple third-party clinical trials

(26:50) Patent enforcement and liposome validation

(27:35) Product roadmap

(29:25) Conclusion