Dr. Rick's Insights

The modern supplement industry isn’t built on molecules — it’s built on meaning.Whether it’s the sleek powder packs of Athletic Greens (AG1), the “biohacker” glow of Bulletproof, or the minimalist purity of Ritual and Seed, these brands have mastered a single art: selling expectation as efficacy. They don’t just sell nutrients — they sell narratives that make you feel healthier before the product even touches your bloodstream. The Real Product: Belief Engineering Every top supplement brand is, at its core, a belief-design company. Their true innovation isn’t biochemical — it’s psychological. Some examples: AG1 (Athletic Greens): The green-smoothie glow. Its...

By Dr. Rick Cohen, M.D. Most Supplements Don’t Work — and That’s Exactly Why You Feel Better After two decades studying human performance, recovery, and longevity, here’s the truth almost nobody in the industry will say:Most supplements don’t work. Not because they’re fake, or because science hasn’t found the right molecule yet — but because the part that actually works isn’t the capsule, the powder, or the compound.It’s you. On average, about 54% of the overall treatment effect in clinical trials is attributable to placebo (contextual) effects. Read that again! When you spend money, commit to a new ritual, and believe...

For decades, we’ve been told health and performance is about genes and choices: what you inherited and what you eat.That story made sense—until the data stopped adding up. Until our health started to decline faster than a dropped ball off a cliff.  If DNA and diet were destiny, identical twins would age the same. They don’t.If clean food and perfect macros guaranteed performance, every athlete on a controlled program would recover and perform philologically identically. They don’t.If toxins, "suspect medicine" and bad habits were the real killers, people wouldn't die as soon or, conversely, live as long as you would...

Nature’s Most Potent Source of Vitamin C and Antioxidant Defense By Dr. Rick Cohen, M.D. AMLA-C delivers a pure, natural form of vitamin C derived from amla (also known as Indian gooseberry), one of the most nutrient-dense fruits on earth. Unlike synthetic ascorbic acid, Amla provides vitamin C in its full-spectrum plant matrix, rich in polyphenols, tannins, and bioflavonoids that enhance absorption and antioxidant activity. What Is Amla? Amla (Phyllanthus emblica) is a small, tart fruit revered in Ayurvedic medicine for over 3,000 years. In Sanskrit, it’s called “Amalaki,” meaning “the sustainer” — a title reflecting its wide range of...