Brian Gould, CEO of TruLife Distribution, is calling on the wellness industry to take urgent action to implement stronger gatekeeping practices. He says the industry is facing a growing crisis of credibility that puts consumers at risk and threatens long-term market stability.
“In today’s wellness market, it is far too easy for an untested and unverified product to reach the consumer,” says Gould. “That is not just a competitive issue. It is a public health concern.”
The wellness industry has seen explosive growth in recent years. From supplements and collagen powders to adaptogenic teas and microbiome boosters, health-conscious consumers have more choices than ever. But Gould warns that this abundance has come with a cost. The market is flooded with unvetted products, misleading health claims, and regulatory blind spots.
“What we are seeing is a breakdown of trust,” Gould states. Consumers are no longer sure what is legitimate. Brands that follow compliance protocols and invest in product validation are drowned out by louder voices relying on marketing without real substance.”
A Broken System of Access
Gould says one of the most significant problems is the ease with which a brand can bypass proper regulatory checks and still gain access to the marketplace. That access includes online visibility and even retail presentations. In a landscape where wellness is often sold as lifestyle rather than evidence-based science, attractive branding is used instead of strong product formulation.
“There are minimal checks before a wellness product reaches the public,” he explains. “Sometimes, a label with bold design and a few social media endorsements is all it takes. There is no consistent review of ingredient quality, no requirement for proven efficacy, and very little accountability when products fall short.”
He says the solution is not about making it harder to launch a brand. It is about raising the standard for how those brands enter the world’s largest market.
“We need to distinguish between gatekeeping and gate-blocking,” Gould adds. “This is not about protecting established companies. It is about protecting consumers.”
Accountability Begins Before the Shelf
Gould believes that regulators alone do not bear the burden of accountability. He says distributors, retailers, consultants, and fulfilment partners all share responsibility for ensuring product quality and truthful marketing.
“Distribution should not be viewed as a logistical step. It is a strategic checkpoint,” he explains. “If a product does not meet the right standards or its claims cannot be verified, it should not proceed. Not just for business reasons but for ethical ones.”
He suggests a few immediate steps industry professionals can take:
- Independent testing is required for all ingestible wellness products.
- Audit ingredient sourcing and verify manufacturing practices.
- Review all marketing language to ensure compliance with FDA and FTC regulations.
- Decline to represent or distribute brands that cannot support their claims.
“Distributors should act as filters. If we allow anything to pass through, we are part of the problem,” Gould says.
A Call to Industry-Wide Collaboration
Gould says one company or regulator cannot solve the issue alone. He urges greater collaboration between brand owners, distributors, retailers, and oversight bodies. Together, they can establish a more reliable and trustworthy marketplace.
“This is a moment of change. Consumers are more aware and less tolerant of false claims,” he says. “If we do not take responsibility as an industry, we will face stricter enforcement from outside, which may come too late.”
Rebuilding Trust, One Product at a Time
Gould believes the industry needs to shift its focus. Rather than rewarding speed and aggressive marketing, he says companies should prioritize transparency and accuracy.
Consumers are asking more profound questions. He explains that they want to know what is in the product, who made it, and whether they can believe what the label says. “Brands that answer those questions honestly will succeed. The ones that cannot should not be in this space.”
He closes with a message to the industry: “Better gatekeeping is not about control. It is about leadership. It helps restore trust. And right now, trust is exactly what the wellness space needs.”