How We Choose Ingredients
Every ingredient in an Ellasie product is there for a documented reason. This page explains the criteria we use to select, evaluate, and validate ingredients before they go into a formulation — and the things we deliberately avoid. It is the reference page for anyone who wants to understand why a product contains what it contains.
We publish this because ingredient lists on their own do not tell you very much. A label might say "Lactobacillus crispatus" or "Vitamin D3" without explaining why that strain was chosen, at that dose, in that format. The selection process is where quality decisions are made. This page is where we show our working.
How we think about ingredients
Ingredient selection is not a sourcing exercise. It is a series of decisions about what belongs in a formulation, at what dose, in what form, and for what reason. Every ingredient must earn its place. Here are the principles that guide those decisions.
Evidence first, trends second
An ingredient goes into a formulation because published evidence supports its use — not because it is trending on social media or because a competitor uses it. If the evidence is thin, inconsistent, or based on poorly designed studies, the ingredient does not make the cut regardless of consumer demand.
Dose matters as much as identity
Listing an ingredient at a sub-clinical dose is worse than not including it at all — it creates the appearance of value without delivering it. We dose ingredients at levels consistent with the research that supports their use, not at trace amounts designed to lengthen a label.
Every ingredient must justify its place
A formulation is not a collection of individually good ingredients. It is a system. Every ingredient must have a clear purpose that does not duplicate another component, and the overall formulation must make sense as a whole — not just as a list of parts.
Selection criteria
These are the specific criteria applied to every ingredient under consideration. Not every criterion carries equal weight for every ingredient — strain specificity matters more for probiotics than for a vitamin, for example — but the full framework is applied to every decision.
Evidence basis
Is the ingredient supported by peer-reviewed research? We look for human clinical data where available, with preference for randomised controlled trials. Preclinical data or traditional use alone is not sufficient for inclusion.
Clinically relevant dosing
Is the ingredient dosed at a level consistent with the research that supports it? We match doses to published effective ranges rather than using minimised amounts. If a study used 200mg, we do not include 20mg and cite the same study.
Bioavailability
Can the body actually absorb and use the ingredient in the form provided? Some nutrients have multiple forms with different absorption profiles. We prioritise forms with demonstrated bioavailability over cheaper alternatives with poor uptake.
Strain specificity
For probiotics, genus and species are not enough. The strain matters. Different strains of the same species can have entirely different effects. We select at the strain level based on evidence for the specific health area the product targets.
Sourcing reliability
Can the ingredient be sourced consistently at the required quality and specification? We require documented supply chains, identity testing at intake, and consistency between batches. An ingredient that cannot be reliably sourced is not a viable ingredient.
Regulatory compliance
Is the ingredient permitted in the UK, EU, and other target markets? Does it comply with relevant food supplement regulations? We verify regulatory status before development, not after — avoiding reformulations caused by compliance gaps.
Stability and shelf life
Does the ingredient remain potent and safe over the product's shelf life under normal storage conditions? For live probiotics, this includes verifying that CFU counts hold through expiry — not just at the time of manufacture.
Formulation compatibility
Does the ingredient work alongside the other components in the formulation without interaction, degradation, or interference? An ingredient can be excellent on its own and problematic in combination. We test for compatibility before finalising any formula.
Customer clarity
Can we explain clearly — on the product page, in educational content, and on the label — what this ingredient does and why it is included? If we cannot communicate an ingredient's purpose in plain language, it does not belong in a consumer product.
Probiotic strain selection
Probiotics are our largest product category and the one where ingredient selection is most complex. The difference between a probiotic that works and one that does not often comes down to strain selection, dose, and delivery — not just whether the label says "probiotic".
Why strain-level selection matters
Two products can both contain Lactobacillus rhamnosus and have entirely different effects. Probiotic activity is strain-specific — meaning the benefits demonstrated in research for one strain do not automatically transfer to another strain of the same species. We select strains based on published clinical evidence for the specific health area the product addresses.
For vaginal health products, this means selecting strains with evidence for vaginal colonisation, pH maintenance, or Lactobacillus dominance support. For gut health products, it means strains with evidence for digestive function, immune modulation, or antibiotic recovery. The strain must match the purpose. More on how this works is covered in our Probiotics 101 guide and the Women's Microbiome Support page.
CFU counts and overpromising
CFU (colony-forming unit) counts tell you how many viable organisms are in a serving. Higher is not automatically better. We set CFU counts based on the dosing used in the studies behind each strain — not based on what makes the biggest number on the label.
We also verify CFU counts through third-party testing to confirm that the number on the label holds up through the product's shelf life. A CFU count measured only at manufacture and not at expiry is misleading.
Prebiotic pairing
Several of our probiotic formulations include prebiotic fibres. These are not added as a label feature — they are included because specific prebiotic compounds have been shown to support the viability and colonisation of the probiotic strains they are paired with.
The pairing is intentional. The prebiotic must complement the probiotic strain. A random fibre added for marketing purposes does not qualify. For a deeper explanation of how probiotics and prebiotics interact, see our article on probiotics vs prebiotics.
Formulation coherence
A good formulation is not a list of good ingredients. It is a system where every component has a defined role, no ingredient duplicates another, and the overall formula makes sense as a unified product — not a reassembled ingredient catalogue.
How we build a formulation
Formulation starts with the health objective — not the ingredient. We define what the product is designed to support, identify the evidence-backed ingredients that serve that objective, evaluate compatibility and dosing interactions, and then build the formula around those decisions.
This means some popular ingredients get left out. If an ingredient does not serve the stated purpose, or if it overlaps with something already in the formula, it is excluded — even if it would look good on the label. Adding ingredients for marketing breadth at the expense of formulation clarity is something we deliberately avoid.
Category coherence
Each product sits within a defined category — vaginal health, probiotics for women, menopause support, chlorophyll supplementation, or everyday wellness. The formulation must be coherent within that category. A menopause support product should not contain random ingredients pulled from a different health area just to pad the label.
Category coherence also means that products within the same category complement each other rather than compete. If two products in the vaginal health range contain overlapping formulations, that is a formulation problem — not a portfolio strategy.
What we deliberately avoid
Knowing what not to include is as important as knowing what to include. These are the practices and ingredients we actively exclude from our formulation process — and the reasoning behind each decision.
Proprietary blends
Proprietary blends list multiple ingredients under a single combined weight, making it impossible to know how much of each ingredient you are getting. We disclose every ingredient with its individual dose. Transparency is not a feature — it is a minimum standard.
Underdosed actives
Including an ingredient at a fraction of its effective dose creates the impression of value without delivering it. If the research says 500mg, we do not include 50mg and hope the label still sounds impressive. Every active ingredient is dosed to match the evidence behind it.
Trend-driven additions
An ingredient that is popular on social media is not an ingredient that belongs in a formulation unless the evidence supports it for the specific purpose. We do not add ingredients because they are trending. We add them because they work.
Unnecessary fillers and additives
Some excipients are necessary for manufacturing — flow agents, capsule materials, stabilisers. Others are included to cut costs or bulk out a product. We use only the excipients required for the product to function as intended, and we disclose them on the label.
Unsubstantiated health claims
We do not select ingredients based on what claims they allow us to make. We select ingredients based on what they do, and then describe them honestly. If the evidence does not support a claim, we do not make it — and we do not select an ingredient just to unlock a marketing message.
Animal-derived ingredients
All Ellasie products are vegan. We do not use gelatin capsules, animal-derived colourings, or any ingredients sourced from animal products. This applies to the active ingredients, the excipients, and the capsule or gummy base.
How ingredient choices show up in our products
Selection criteria are only meaningful if they translate into real product decisions. Here is how the principles described above connect to specific products across the range. Each entry explains the core formulation logic — not just what is in the product, but why.
Intimate Balance — vaginal probiotic capsules
Formulated with Lactobacillus strains selected for evidence of vaginal colonisation and pH support, paired with a prebiotic component to support strain viability. Dosed to match clinical research ranges for vaginal microbiome maintenance. Third-party tested for CFU stability through shelf life, with COA results published on our Testing and Quality page.
View product →Pineapple Feminine Probiotic Gummies
A gummy-format probiotic targeting vaginal and digestive health. Strain selection follows the same criteria as our capsule range — chosen at the strain level for relevant evidence, not simply labelled as "probiotic". Sugar-free formulation avoids the glucose load common in gummy supplements. For more on gummy vs capsule formats, see our article on gummy vitamins vs pills.
View product →Cranberry Probiotic Gummies
Combines cranberry extract with probiotic strains relevant to urinary tract wellness. The cranberry component is included at a concentration consistent with research on PAC (proanthocyanidin) content — the active compound responsible for cranberry's effect on urinary health, not just generic cranberry powder. Learn more in our article on cranberry gummies and recurrent UTIs.
View product →Women's Wellness 40+ — menopause support
A multivitamin and mineral formulation targeted at perimenopause and menopause. Ingredients are selected for evidence of relevance to common menopause-related changes — bone density support (D3, K2), energy metabolism (B vitamins), cardiovascular markers, and hormonal wellbeing. Doses are set at clinically meaningful levels, not RDA minimums. Educational context is available on the Menopause Wellness Support page.
View product →FreshBody Chlorophyll
A chlorophyllin-based supplement using sodium copper chlorophyllin — the water-soluble, bioavailable form of chlorophyll used in the research. We deliberately use this form over raw chlorophyll extracts because of its superior absorption profile. Full context on what the evidence does and does not support is available on the Chlorophyll Supplement Overview page.
View product →Juicy V-Care — vaginal moisture support
Formulated for vaginal dryness and moisture support with ingredients selected for their roles in mucosal tissue hydration and lubrication. The formulation is designed to complement — not replace — topical approaches. Related reading: vaginal dryness and itching: causes and relief.
View product →Women's Probiotic 20 Billion — gut balance
A broader-spectrum probiotic formulated for general gut health and digestive function. Multi-strain formulation with a 20 billion CFU count set to reflect effective dosing ranges for gut microbiome support. Relevant educational context on the gut-brain axis and probiotic routines is covered in our article on gut-brain axis and women's probiotic routines.
View product →How ingredient selection connects to the rest of Ellasie
Ingredient selection is one part of a connected trust system. The choices made at the formulation stage are verified through testing, explained through reviewed content, and supported by educational resources.
Trust and standards
The policies that verify and support ingredient decisions.
Science and education
Educational resources providing deeper context on ingredients and formulations.
Related reading
Blog articles relevant to ingredient selection, dosing, and supplement evaluation.
Browse by category
Each collection groups products by the health focus their formulations are designed to support.
Frequently asked questions
How does Ellasie decide which ingredients to use?
What does "clinically relevant dosing" mean?
Why does strain specificity matter for probiotics?
What is a proprietary blend and why does Ellasie avoid them?
Are all Ellasie products vegan?
How do you verify that ingredients are what they claim to be?
Do you ever change a product's formulation?
What does bioavailability mean and why does it matter?
Why do some products include prebiotics alongside probiotics?
How does ingredient selection relate to medical review?
Can I request information about a specific ingredient in a product?
Where can I learn more about probiotics, the microbiome, or menopause support?
Questions about ingredients
If you have a question about what is in a product, why an ingredient was chosen, or whether a product is suitable for your needs, we are happy to help.
Contact us through the Ellasie contact page. For ingredient-specific questions, include the product name so we can provide the most relevant information.
If your question relates to a medical condition, medication interaction, pregnancy, breastfeeding, or individual suitability, please consult a qualified healthcare professional. Our content is educational and does not constitute personal medical advice.