About De-Influenced
The supplement industry runs on trust.
Every week, millions of people across the UK buy products recommended by influencers they follow and respect. The branding is polished. The claims are confident. The pricing reflects that confidence.
But one question is rarely examined closely:
Does the formulation support the claim — at the dose provided?
De-Influenced exists to assess that question. Methodically. Independently.
The Problem We’re Solving
The UK supplement market exceeds £500 million annually. Influencer marketing now plays a central role in how products are discovered and purchased.
Across influencer-promoted products we have reviewed, recurring patterns appear:
- ·Proprietary blends — ingredient amounts hidden inside grouped totals
- ·Pixie-dusting — ingredients included at doses below studied levels
- ·Form substitution — lower-cost forms used where higher-quality forms are expected
- ·Cherry-picked science — selective referencing without dose alignment
- ·Price inflation through association — pricing driven by endorsement rather than formulation
These patterns are not universal — but they are common enough to justify closer scrutiny.
How We Analyse
Label Extraction
We extract ingredient data from product pages and, where necessary, analyse physical label images using computer vision. Every listed ingredient, form, and disclosed amount is recorded.
Clinical Dose Verification
Each active ingredient is compared against published human clinical trial ranges where outcome data is available. We identify sub-therapeutic dosing, undisclosed blends, and non-specific labelling.
Alternative Matching
Our system searches 2,800+ products from established UK retailers to identify formulations with matching or comparable ingredient profiles at comparable or lower cost.
The Ingredient Transparency Score
Every product receives a score out of 100, calculated across three pillars:
DOSE DISCLOSURE
Are individual ingredient amounts disclosed? Products hiding amounts inside proprietary blends score zero on this pillar.
INGREDIENT SPECIFICITY
"Magnesium Glycinate" vs "Magnesium" matters. Form determines bioavailability. Vague labelling scores poorly.
LABEL CLARITY
What's the ratio of active to filler ingredients? A label that's 70%+ excipients, flavourings, and bulking agents scores zero.
How We Set Our Benchmarks
Our clinical benchmarks are drawn directly from peer-reviewed human clinical trials indexed on PubMed, cross-referenced against published systematic reviews and meta-analyses. Every dose threshold we apply can be traced to a named study.
Human Trials Only
Dose thresholds are derived from randomised controlled trials in humans. Animal and in-vitro studies are not used to establish clinical dose benchmarks.
Regulatory Reference Values
For vitamins and minerals, we cross-reference EFSA (European Food Safety Authority) and NHS guidance — publicly established nutrient reference values, not editorial opinion.
Traceable Standards
Our benchmarks are drawn from peer-reviewed human clinical trials. Sources are available on request.
What We Are Not
Not a Search Engine
We don’t surface unverified products. Everything in our alternatives database has been reviewed for data completeness.
Not Affiliated
We have no commercial relationships with any supplement brand or retailer. No sponsored products. No paid placements.
Not Opinion
We don’t have a favourite brand. We have a methodology. Our scores reflect label data and published research — not editorial preference.
Why We Built This
“The question was simple. The answer required building something new.”
De-Influenced was built after noticing a consistent gap between how supplements are marketed and what their labels actually contain. The problem wasn’t dishonesty — it was opacity. Most consumers have no reference point for what a clinical dose looks like.
We built the tools we wished existed: a way to paste a product link and immediately understand whether the formulation is doing what the marketing suggests.
No subscriptions to medical databases. No biochemistry degree required. Just a clear answer to a reasonable question.
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