The Wellness Industry Has a Pill Problem

If you've scrolled through TikTok or Instagram lately, chances are you've seen plenty of ads hawking supplements claiming to detox, de-bloat, de-stress, and fix your hormonal imbalances and metabolism. Sounds great, right?

Not so fast. While these buzzwords are rapidly gaining traction on social media, a pill you can buy from Revolve (yes, the clothing retailer) won't magically cure you of these issues.

To find out more about why there seems to be a pill for everything nowadays and how to best do your research on what's out there, we chatted with an integrative medicine practitioner and an expert in the healthcare and supplement world.

Dana G. Cohen, MD, is an integrative medicine practitioner based in New York City.

Karen E. Howard is the CEO and executive director of the Organic & Natural Health Association, an organization that advocates for transparent business practices surrounding quality foods and supplements.

The dietary supplement market is estimated to be worth $179 billion as of 2024 and is estimated to reach $258 billion by 2029, according to market research reports. For reference, it was worth $152 billion in 2021. Brands like Arrae, Love Wellness, Hum, and more advertise on social media, promising to solve every health-related problem you've ever had. Not only will you see sponsored ads from these brands, but also influencers raving about how these supplements have "completely reversed" various ailments. If any of this sounds familiar, you're probably wondering why there's been such a sharp rise in this trend.

"I think social media marketing plays a big role," says integrative medicine practitioner Dana G. Cohen, MD. "These wellness influences, they're becoming trusted experts, but we're also in a culture where people are seeking alternatives to medications to live longer, better, and healthier. People are always looking for that fountain of youth and quick fixes."

Karen E. Howard, CEO and executive director of the Organic & Natural Health Association, agrees. "It's no secret that people are experiencing enormous stress at the moment. Chronic stress has enormous health impacts, and social media is responding in kind," she says. "Hormone imbalance can be stress-induced and cause fatigue, mood change, and, in turn, weight gain. Social media trends for quick health fixes seem to gain traction when it appears there's a simple solution when, in fact, these issues are complex. I believe most of us know that stress is a killer and that losing weight takes real work, but it's tempting to go for a quick fix."

The short answer: No, they cannot, according to Dr. Cohen. "The idea that your hormonal imbalances could be fixed overnight is very misleading. Even when it comes to something like bloating, there are these complex biological processes that are definitely influenced by diet, by genetics, and by your lifestyle," she says. If a product seems too good to be true, it's likely not true, Howard adds.

Certain supplements can provide beneficial nutrients for those who may be deficient (like iron or vitamin A), Dr. Cohen explains, but in order to figure out what nutrients you're deficient in, you'll need various types of testing done by your doctor.

This is important because dietary supplements aren't regulated by the U.S. Food and Drug Administration (FDA). This means that for any given supplement you see on TikTok, for instance, the responsibility falls on the company to disclose product information.

"This basically means there's no guarantee that these supplements contain what they're saying they contain, or that they don't have any contaminants in them," Dr. Cohen says. "They don't have to undergo rigorous testing for safety and efficacy, and they could be sold with really no proof of their effectiveness."

In fact, according to a 2024 investigation in JAMA Network Open, researchers observed a connection between liver toxicity and herbal and dietary supplements that contain turmeric, green tea extract, ashwagandha, Garcinia cambogia, black cohosh, and red yeast rice. The paper states that the most common reason for consuming these supplements was to improve or maintain health.

"We're not trying to create alarm," senior study author Robert Fontana, MD, said in a press release. "We're just trying to increase awareness that the over-the-counter supplements people are taking and buying have not been tested nor necessarily proven to be safe."

Another 2022 study in Liver Transplantation observed a 70 percent increase in liver transplants due to injury caused by supplements from 2010 to 2020, compared to the 15 years prior.

If you do see a supplement that piques your interest — for instance, if you're having trouble losing weight and see an ad for something that says it'll "supercharge" your metabolism — bring it up with your healthcare provider, according to Dr. Cohen. They'll be able to tell you if it's legit, if it interacts with any medications you might be on, recommend a different supplement, or provide a different course of action for the issue you're having.

We recognize not everybody has access to a primary care physician, so knowing what to look for on a supplement label is important when deciding whether or not to click "add to cart."

"Good certification goes a long way to ensuring you are using a safe and effective product," Howard says. "Copycat products, designed to look like their popular counterparts, may not contain therapeutic doses and potentially contain contamination. Bad weight loss and body-building products could contain hidden stimulants, prescription medications, or even toxic substances."

A company's website serves as an extension of the bottle's label, so do your homework, Howard advises. "Look for links to scientific research, and read it. Is there a certificate of analysis? If not, the products could be contaminated."

The first thing you'll want to search for is anything on the bottle or website that says "organic," "non-GMO," "NSF," or "IFOS," per Howard. (FYI: NSF is the only independent, third-party testing organization that offers true testing of dietary supplements and IFOS stands for "international fish oil standards," which is a certification that applies to omega-3 supplements.)

It's also important to make sure the supplement adheres to Good Manufacturing Practices (GMP) standards. GMP products must be registered with the FDA, Howard explains. "Every bottle must carry a supplement facts label that includes the recommended serving size, the number of servings in the bottle, a list of ingredients in the product, and the amount of each nutrient in the product in relation to the recommended daily amount," she says.

While it's against the law to assert that a dietary supplement can treat, mitigate, or cure a disease or illness, a supplement may, however, use a structure/function claim, such as "omega-3 fatty acids may support glucose metabolism and improve insulin sensitivity," Howard says.

Lastly, where you shop and buy your supplements is important. "You don't have to become an expert overnight," Howard says. "Well-trained people are standing ready to help you understand your body's needs. Instead of shopping at that convenience store, or wandering through aisle after aisle of products in a big box store, find an independent health store retailer in your town or city. There, you'll find highly skilled staff to guide you through the maze of products on a shelf and explain the importance and effect of supplement ingredients."

If you're dealing with complicated healthcare concerns and/or medical diagnoses, there are a variety of highly qualified healthcare practitioners who can help you on your health journey, Howard says. So, the next time you're tempted to purchase a supplement from an Instagram ad, do your homework on it at the very least. But know that a pill isn't the quick fix you may have been lead to believe.

Danielle Zickl is a freelance writer who has 10 years of experience covering fitness, health, and nutrition. She received a BA in writing from Ithaca College. You can find her work here on PS and in many other publications, including Self, Well+Good, Runner's World, Outside Run, Peloton, Women's Health, and Men's Fitness.