Why Liquid Supplements Are Winning the Wellness Battle - And What Most Brands Get Wrong
Written by Sofia Downing, Founder of INORA
The supplement aisle has never been busier. But busy doesn't mean better. As the wellness industry continues to grow at a record pace, a harder question is emerging: in a market saturated with products, promises and marketing spend - who is actually building something that works?
That question was at the heart of a recent Vogue feature, 'Who Will Win the Supplement Battle?' - and it's one we've been asking ourselves since INORA was founded.
The problem with traditional supplements
For decades, the default format for supplements has been the capsule or powder. It's familiar. It's easy to manufacture. And - crucially - it's easy to launch without much thought about how the body actually absorbs it.
Here's what most brands don't tell you: a significant proportion of the active ingredients in traditional pill-form supplements are lost before they ever reach your bloodstream. The digestive system breaks them down, and by the time the remainder is absorbed, you may be getting a fraction of what the label promises.
Liquid supplements change that equation. Delivered in liquid form, nutrients bypass many of the barriers that slow absorption in the gut - meaning more of what you take actually reaches the cells that need it. This is not a marketing claim. It is basic physiology.
Why targeted formulas beat broad-spectrum everything
One of the biggest shifts happening in the supplement industry right now is a move away from the 'everything in one' approach. The appeal is obvious - one capsule, all your bases covered. But the reality is that many multi-supplement formulas are compromised by competing absorption pathways, filler ingredients and doses that are too low to have a meaningful clinical effect.
At INORA, we took a different approach from the beginning. Our range is deliberately focused on three of the body's key systems - energy, cellular support and sleep. Each formula is built for one outcome, with ingredients chosen for that specific purpose, at doses that actually matter.
It shouldn't be about encouraging consumers to take more. It should be about helping them understand what they actually need.
What we mean by targeted supplementation:
Identifying the gap: understanding what your body is actually deficient in
Recognising lifestyle factors: stress, sleep quality, activity level
Supporting defined outcomes: energy, recovery, sleep, and longevity
Fewer, better products: rather than 30 ingredients at ineffective doses, a handful of ingredients at the right dose
The testing problem - and why it matters
The Vogue feature raised something that doesn't get discussed enough in the wellness industry: how supplements are tested.
Most brands rely on ingredient-level, third-party research to validate their formulas. That means they point to studies done on individual ingredients - often at different doses, in different formats, in different populations - and use that research to support claims about their finished product.
At INORA, we have an internal commitment to continue investing in research on our own finished formulations - not just the ingredients within them. This is what clinical integrity looks like in practice, and it is a standard we believe the entire industry should be held to.
INORA's range of targeted liquid supplements is designed to support the body's key systems - energy, cellular longevity and sleep - with clinical-grade ingredients in a format the body can actually use.
Not sure where to start? Take our quiz find the formula that's right for you. Or explore our full range and discover what smarter supplementation actually looks like.
Press note:
INORA was featured in Vogue's 'Who Will Win the Supplement Battle?' (April 2026). Founder Sofia Downing was quoted on the importance of science-led formulation, finished product testing and the value of fewer, more considered products in a crowded wellness market.
Written by Sofia Macdonald
