Clean label or just good marketing? What to check on a label

"Clean," "pure" and "natural" look great on a front label. On their own, they do not tell you what is inside. The label's back panel does. Here is what to check.

1. Read the ingredient list, not the front

The front of a package is marketing. The Supplement Facts panel and the "other ingredients" line are the facts. We skip the word "clean" and simply list every ingredient on each product page.

Compare two of our own proteins. Pure3 Chocolate Whey lists three ingredients: whey protein isolate, natural flavors and stevia extract (leaf). Advanced Whey Chocolate has a longer list that includes cocoa powders, MCT oil powder, apple pectin, sunflower lecithin and sea salt. Neither list is better in every case. They are different products, and the list tells you which one fits your preferences.

2. Look at sweeteners, flavors and colors

These sit in the "other ingredients" line and are easy to miss. The Hydravive Lemonade page lists polydextrose, citric acid, natural and artificial flavors, sucralose, calcium silicate and beta carotene for color. If you prefer to avoid a particular sweetener, this is where you find out.

The same goes for skincare and soap. The Aloe & Cool Cucumber Soap page lists its saponified oils, fragrance, chromium oxide and aloe vera. Fragrance is listed as fragrance, so you can decide for yourself.

3. Check amounts and serving sizes

A short ingredient list can still hide how little of something is inside. Look for milligrams, grams and servings per container. On the two proteins above, Pure3 Chocolate gives 18 g of protein per one-scoop serving with about 28 servings per container, while Advanced Whey Chocolate gives 22 g per two-scoop serving with 24 servings. Serving sizes differ, so compare per serving, not per scoop.

Watch for proprietary blends too. When a label shows only a total for a blend, you cannot see the individual amounts. Where that is the case on our pages, we say so.

4. Find the allergen line

Allergens belong near the top of your checklist. Pure3 states that it contains milk. OmegaWell states that it contains fish (sardines and anchovies) and uses a gelatin softgel, so it is not vegan. Some powders note the facility they are made in. If an allergen matters to you, read this line first.

5. Notice how claims are worded

Supplement pages should talk about supporting normal function, for example "Supports muscle growth and repair after exercise.*" and carry the FDA disclaimer. They should not promise to treat or cure anything.

Quick FAQ

Is "natural flavors" a red flag?

Not by itself. It is a listed ingredient. The point is to know it is there and decide whether it suits you.

Is a shorter ingredient list always better?

No. A product with a short list can be a great fit, and a product with a longer list can be just as honest. What matters is that every ingredient is listed and the amounts make sense for the product.

Who can I ask if I am unsure about a label?

Ask us. A real person answers: reply to any of our emails or use the contact page. If it is about your health or medications, ask your doctor or pharmacist too.

Want a head start? Take the 60-second quiz or look through our bundles, then read the labels like you just learned to.

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.