Inside the Influencer-Approved Supplement Factory

Walking into the supplement factory, I was met with a pleasant aroma reminiscent of childhood — the sweet, artificial scent of berry-flavored chewable vitamins. Among factory tours, this one had a surprisingly agreeable smell.

Inside Thorne’s headquarters, pallets of raw materials from across the globe were arriving in large quantities. The expansive warehouse, located outside Charleston, South Carolina, was alive with the sounds of forklifts stacking ingredients onto high shelves, all under bright, controlled lighting.

Maintained at a steady 70 degrees with a humidity level of 60%, this environment provided welcome relief from the heat outside. Welcome to the world of manufacturing.

As I toured the facility, I spotted pallets stacked high with creatine monohydrate — a favorite among bodybuilders for its benefits in strength, speed, and recovery. Also available was Indian barberry, the source of berberine, often referred to as “nature’s Ozempic” (though it’s not truly comparable to GLP-1 medications). Flavoring agents for mango limeade and blood orange electrolytes were quarantined until they cleared inspection. Workers donned full-body suits as they moved between sealed mixing rooms, where controlled air pressure protected the sterile environment from dust. No perfume, no open-toed shoes, and absolutely no room for error.

The growth of facilities like this reflects the booming supplement industry, which has been expanding its manufacturing capabilities throughout the U.S. to meet soaring demand — a trend that gained momentum during the pandemic and shows no signs of slowing. Thorne’s new warehouse, inaugurated in 2023, doubled its manufacturing capacity to an impressive 549,000 square feet, roughly the size of six football fields. The company invested $35 million in this expansion after relocating from a smaller factory in Idaho to this suburban South Carolina locale.

Driven by influencers, personalized medicine, and a rapidly expanding online market, consumers are eagerly seeking out supplements and daily powders. This market has quickly outpaced regulations, often leaving patients to navigate the complexities on their own. While many doctors and experts acknowledge that not all supplements should be dismissed, they emphasize the chaotic landscape that consumers face.

A Mainstream Marketplace

The global market for supplements has soared, currently estimated between $100 to $200 billion, with the U.S. constituting roughly one-fifth of global demand. Once considered an alternative within healthcare, “stacks” of supplements have become everyday rituals for millions of Americans.

Before the pandemic, approximately 58% of U.S. adults reported using some form of supplement. Today, that statistic has climbed closer to 75%, based on industry estimates. A notable shift has occurred in online sales, which saw an annual growth exceeding 10%, even as other e-commerce trends from the pandemic began to subside.

“It’s been an explosion of awareness surrounding health,” Nathan Price, Thorne’s Chief Science Officer, shared with Business Insider from his Silicon Valley office. “People are starting to think more proactively about their health and taking it into their own hands.”

The pandemic not only triggered an interest in boosting immunity but fundamentally altered perceptions about health and self-care. Wellness culture — particularly nutrition, fitness, and longevity — has moved from the periphery to the forefront of mainstream health.

This shift is driven by numerous factors, including a dysfunctional healthcare system and increasing skepticism toward generic medical advice. Many patients find themselves navigating a sector filled with direct-to-consumer lab tests that analyze blood, saliva, and urine for personalized recommendations on supplements and health strategies.

As for me, I have not been immune to this trend. About a year ago, while taking part in a reporting assignment, I had my levels tested at a high-end longevity clinic where they revealed a magnesium deficiency. Since then, I’ve incorporated magnesium into my daily routine — not through a prescription, but because my comprehensive blood test indicated it was beneficial for me.

Though I haven’t observed dramatic changes beyond slightly improved regularity, my levels are stable again, suggesting that my supplementation is having a positive effect. My doctor expressed some concern over my dosage but ultimately agreed to my continued routine, given my healthy bloodwork.

The Rise of Self-Directed Healthcare

A decade ago, Thorne’s supplements were only accessible through healthcare providers. Now, consumers are unwilling to settle for standard multivitamins. Many individuals are tracking their sleep patterns, heart rates, and workout data via smart devices, which they use to create personalized supplement “stacks” with the help of apps or AI tools. Influencers and podcasts further amplify emerging research, though not always accurately.

Today, the ease of purchasing supplements is just a tap away on a smartphone. Thorne’s marketing has adapted accordingly; countless public figures have endorsed the brand, from athletes to celebrities, emphasizing its quality and effectiveness.

This is not the company Al Czap started in 1984. A former supplement salesperson, he launched the business after observing subpar industry manufacturing standards. He believed there were too many additives and hidden ingredients, often leading to ineffective or, worse, hazarous products.

He decided to create his own products, selling directly to doctors and focusing on quality and transparency.

“I was dealing with physicians familiar with nutritional medicine. They would assess a patient’s blood and symptoms and recommend products based on their past success,” Czap reminisced about Thorne’s early years.

It’s just been an explosion of people being like, ‘I should probably pay attention to my health a little bit more.’

In 2010, Czap stepped down as CEO, leading the company into a rapid growth phase, first as a shareholder and later under the full control of private equity firm L Catterton. Over the years, Thorne shifted its focus towards flashier branding, an online presence, and commenced sales directly to consumers in 2018. This move positioned them well to meet the surge in demand for supplements during the pandemic, particularly for highly absorbable zinc, which became a bestseller during lockdown as consumers sought ways to enhance their immune health.

Despite not being the largest player in the supplement industry, Thorne has garnered attention from significant figures in the wellness arena, including notable names like Andrew Huberman and Peter Attia, highlighting the brand’s renowned reputation for quality.

Quality Control in a Loosely Regulated Industry

In the supplement realm, influencer endorsements carry significant weight, especially as it remains challenging to ascertain product authenticity. Unlike pharmaceutical drugs, supplements do not receive pre-market approval by the FDA.

According to legislation enacted in 1994, manufacturers bear the responsibility for assuring product safety and accurate labeling. While the FDA does inspect supplement makers — a fact Thorne proudly emphasizes — these inspections are neither mandatory nor routinely scheduled; they serve as reactive checks in cases of complaints or illness.

Thorne strives to distinguish itself through rigorous testing, claiming that every product undergoes four rounds of scrutiny. During my visit, I observed metal detectors examining both raw materials and finished products for heavy metals. Environmentally controlled storage units monitored the stability of finished products under different conditions. Lab workers in white coats meticulously tested samples for microbial contamination and potency.

At times, the thoroughness may seem excessive, but in a field where trust is precarious, that redundancy aligns with their brand ethos, according to Price.

“We position ourselves as a premium brand, and to uphold that image, our standards are very strict,” Price noted. “By conducting repeated testing, we minimize the likelihood of negative outcomes, a worthwhile trade-off.”

Upon discussing the company’s current standards, Czap expressed satisfaction that quality control remains paramount. “Kudos to them for maintaining high standards,” he remarked, adding he still sources his own supplements from Thorne.

Customers seem to appreciate this dedication to quality. Thorne’s creatine product boasts over 12,700 five-star reviews on Amazon, with countless customers praising its quality and solubility.

Navigating the Supplement Minefield

Even when a product is deemed safe, issues may arise from over-consumption by consumers. For example, a woman in New Jersey suffered serious liver damage after follow a recommendation from someone online claiming to be a doctor, advising her to take an excessive daily dose of turmeric. (The brand she used is unknown.)

Furthermore, studies have consistently indicated that many supplements may not reflect their labeling accurately. Components that should be disclosed might be absent or deceptive. There have even been instances where prescription medications, such as blood thinners and anticonvulsants, were misrepresented as “supplements.” The industry is fraught with complications.

Though doctors and experts do not entirely dismiss the supplement world, many express frustration over how challenging it can be to identify appropriate products for individual needs. They stress that consumers should not be navigating this landscape without guidance or support.

“I find the supplement industry perplexing—some products clearly have value; however, the incentive structures often lead companies to be less than honest,” remarked Matt Kaeberlein, a scientist researching aging biology and a recent co-founder of Optispan, a healthcare company focused on longevity.

Dr. Haleem Mohammed, Chief Medical Officer at Gameday Men’s Health, frequently observes patients who have been misled by inflated influencer claims on social media.

“Supplement brands and their endorsers can make any claims they wish—whether regarding performance, weight loss, or libido—without any solid backing. They often promote cherry-picked studies or misrepresent animal data as human applicability,” he explained.

Popular Supplements: Creatine and Beyond

Among the many options, one particular supplement stands out: creatine. Within Thorne’s facility, creatine is in high demand, with shipments arriving consistently.

“Creatine is experiencing a renaissance,” noted Ken Rowe, Thorne’s Chief R&D Officer and a former VP at Nestlé.

Once primarily used by athletes, it is now being recognized as a valuable aid for longevity, cognitive enhancement, and overall health management. With decades of research backing it, it’s one of the most rigorously studied supplements available.

“Preliminary findings suggest that 5 grams may adequately saturate the muscles, but higher doses up to 10 grams may also impact cognitive function positively,” Price observed.

Excitingly, there’s a 20-person study (without a placebo group) suggesting some benefits, although further confirmation through larger, randomized trials is necessary. Nevertheless, enthusiasm has spread regarding its potential.

“I’m currently reviewing an article claiming ‘Creatine shows promise for cognitive enhancement.’ But it’s important to clarify that initial findings were aimed at safety, not efficacy,” highlighted Dr. Nathaniel Chin, medical director for the Wisconsin Alzheimer’s Disease Research Center. “The objective was to explore further—this merits closer investigation and validation for future applications.”

Within Thorne’s labs, new flavors and formulations are in development. Before photographs were taken, workers swiftly flipped labels on jars to keep the names of unreleased products confidential, including freshly released flavored creatines: strawberry and pineapple-orange.

While creatine takes center stage in terms of popularity—with projected compound annual growth rates between 20-30% in the U.S.—it’s not the sole focus. Women’s health, gut health, and sports performance also drive demand, Rowe shared.

Other products like magnesium, fish oil, and curcumin (the anti-inflammatory agent found in turmeric) are also trending, spurred on by TikTok, podcast endorsements, and a growing obsession with enhancing longevity and performance.

Recently, a new “advanced testosterone support” product featuring ashwagandha has been introduced amidst the rising interest in hormone health. “Even if someone comes in for creatine, they’ll likely discover something else,” Rowe remarked.

Doctors Struggling to Keep Pace with Innovations

Concerns arise as many healthcare professionals worry that patients may be over-supplementing. There’s often little attention paid to potential interactions between different supplements or between them and prescribed medications.

Experts advise a more targeted approach to supplementation. This involves testing to determine deficiencies and gradually introducing supplements while consulting with a healthcare provider to monitor progress.

“Without pre-testing, you might just be wasting your money on supplements,” said Mohammed, who specializes in men’s health.

Based on his findings, his personal “stack” consists of creatine, fish oil, Omega-3s, CoQ10, calcium, magnesium, zinc, and vitamin D.

“Many patients show deficiencies in several key areas,” he noted. “It is essential to assess before recommending multivitamin use.”

Should you choose to focus on one aspect of longevity, health professionals typically endorse a prioritization of physical exercise, followed closely by the inclusion of fresh, nutrient-rich foods before turning to supplements.

“If you were to invest that amount in a gym membership, it would be a wiser choice than spending it on supplements that might not deliver results,” Chin advised.

Deciding on Your Supplement Stack

One perk for Thorne employees is the opportunity to take home the supplements they produce, complete with a monthly allowance. This initiative serves as a quality control measure, emphasizing that if a product isn’t good enough for their families, it isn’t good enough to leave the factory.

“Instead of recommending a universal ‘stack,’ we encourage employees to make informed choices based on their specific health goals, lifestyles, and needs. Expert advice is readily available to assist in this process,” Thorne stated following our tour.

Though this strategy may not pose significant risks, experts believe it does come with challenges in an industry often swayed by popular influencers.

“The narrative often returns to influencers claiming that traditional medicine has ignored patients, offering quick solutions as alternatives,” Mohammed commented.

Chin expressed empathy for the desire to enhance health, mentioning that he enjoys adding a hint of turmeric to his coffee for its mild anti-inflammatory properties, and takes a multivitamin to address potential dietary deficiencies.

As I exited the factory tour, I was given samples of creatine, along with a berry-flavored amino acid powder and electrolyte packets. I found the electrolytes refreshing, particularly on hot days when I felt dehydrated.

However, the other supplements linger in my pantry, making me wonder if I truly need them. Could daily creatine truly aid my health, or would it merely enhance my physical appearance? The answer feels nebulous. For now, my focus remains on maintaining an active lifestyle.