Our Story
Precision health
deserves real standards.
We built W3LLN3SS because we were frustrated. The industry was full of beautifully branded products with terrible formulations — and no one was calling it out. We decided to do something about it.
Our Mission
Make the best choice the obvious choice.
The wellness industry is massive, confusing, and full of noise. Most marketplaces optimize for revenue, not quality. Brands pay to be featured. Products with incredible marketing and terrible formulations sit alongside genuinely exceptional ones — indistinguishable to the average buyer.
W3LLN3SS is built around a single promise: every product here has passed our review. When you buy from us, you're buying from a curated selection that our team would — and does — use ourselves.
How We Vet
Our 4 Pillars
Efficacy First
We start with the science. Every product claim must be supported by peer-reviewed research at the doses actually used in the formulation. No marketing speak.
Radical Transparency
Full ingredient disclosure, real label doses, and complete third-party COAs available for every product. No proprietary blends hiding sub-effective amounts.
Clean Standards
Our 200+ banned ingredient list covers artificial colors, questionable fillers, synthetic fragrances, and anything we personally wouldn't consume.
Vendor Partnership
We work closely with brands as long-term partners — not just vendors. We help them improve formulations, fix labeling gaps, and meet our evolving standards.
The Team
Built by people who live this.
Our founding team's credentials span integrative medicine, registered dietetics, pharmaceutical QA, and certified strength & conditioning — every product decision crosses at least two disciplines.
Kieve Huffman
Co-Founder & CEO
30+ years building brands at the intersection of wellness, music, and technology. Previously grew Sony BMG's digital division to $250M and co-founded PROHBTD, the first mainstream cannabis content studio ($20M raised, 80 employees). Has generated over $1B in revenue, developed 60+ consumer brands, and raised $30M+ in capital. LinkedIn Top Voice. Now focused on accelerating the precision health movement through W3LLN3SS and Engager Global.
LinkedInJen Root
Co-Founder
Managing Director of Perhaps, a full-funnel partner marketing agency specializing in affiliate, influencer, and media partnerships. 15+ years leading revenue and partnership teams, designing programs where brands pay for real, measurable outcomes — not guesswork. At W3LLN3SS, Jen architects the brand partnership model: connecting the right brands to the right buyers through performance-based frameworks, clear economics, and trusted relationships.
LinkedInScientific Advisors
Advisor — Confirmation Pending
Integrative Medicine
We are finalizing our scientific advisory board. Announcements coming soon.
Advisor — Confirmation Pending
Performance & Longevity
We are finalizing our scientific advisory board. Announcements coming soon.
Are you a wellness brand?
We're always looking for brands that share our commitment to quality. If your products can pass our standards, we'd love to carry them.
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