Open the cabinet above almost any bathroom sink and you will find the same archaeology: a greens powder bought in January, two bottles of something with a plant on the label, a probiotic that needed refrigerating, and a collagen in a flavor nobody liked. Each one was a good idea for about nine days.
The failure is never the ingredient. It is the admin. A regimen that needs four decisions before breakfast is a regimen you will quit, and the brands selling those regimens know it, which is why the next email is always about a different product instead of the one you already own.
So we built the opposite. One jar. One ingredient. One scoop. No flavor to get bored of, no stack to assemble, no quiz to take, no app. It arrives before you run out and otherwise leaves you alone.
The women we built this for are not looking for a transformation and they are extremely tired of being sold one. They are between forty-five and sixty-five, they have run households and departments, and they have worked out that the habits that survive are the small ones attached to something they already do every day without deciding to.
Coffee is that thing. It happens at the same time, in the same cup, whether or not the week is going well. A scoop of unflavored collagen in that cup costs about four seconds and asks nothing else of you for the rest of the day.
A habit you have to think about is a habit you are already losing.