The new functional wellness company debuts with Aonic Complete, an all-in-one daily essential nutrition, and a mission to make healthy living effortless and enjoyable.

SAN FRANCISCO, Nov. 12, 2025 /PRNewswire/ — Aonic, a next-generation functional nutrition company, today announces its official U.S. launch with a bold mission to redefine how people approach everyday health. Tackling one of America’s most overlooked challenges, modern malnutrition, Aonic is building the world’s most advanced ecosystem for functional nutrition, designed to make healthy living simple, effective, and backed by science.

Co-founded by Max Meier and Senada Greca, Aonic unites a world-class team of entrepreneurs, scientists, and medical leaders committed to redefining the functional nutrition landscape.

Meier previously built several successful consumer-tech companies in Europe. Greca holds an MBA and is also the Founder of WeRise, a world-leading fitness and self-development platform empowering millions to redefine strength, body confidence, and holistic wellness. Known globally for her evidence-based training methods and authentic approach to wellbeing, she has built an audience of over 10 million followers across her social media channels. Notably known as Kim Kardashian’s personal trainer, Senada is recognized for her unique blend of physical strength, mental resilience, and longevity-focused training that has inspired a global community to rise physically and mentally.

Aonic’s scientific team and advisory board also include Staff Scientist Dr. David Jan, Harvard-trained Ph.D. with 20 years of experience developing and manufacturing high-quality nutrition products, and Medical Advisor Dr. William Li, renowned physician and New York Times bestselling author of Eat to Beat Disease, who scientifically advises the company’s research, formulation, and clinical validation across its expanding portfolio.

“At Aonic, we believe health is happiness,” said Max Meier, CEO and Co-Founder of Aonic. “We’re creating an ecosystem of products that empower people to live better, not through restriction, but through smarter, science-based choices. Our goal is to make healthy living so intuitive and enjoyable that it becomes second nature.”

Aonic launches with Aonic Complete, a first-of-its-kind, patent-pending daily essential nutrition designed to simplify and elevate the supplement routine. Each 100% recyclable dual-chamber container combines the four cornerstones of supplementation: multivitamins and minerals, pre/pro/postbiotics, omega-3s, and supergreens, into one beautifully designed product. The innovative format integrates softgels and a capsule in the top compartment with a delicious liquid “chaser” below for enhanced absorption and taste, blending clinical precision with consumer experience.

“Millions of Americans are overwhelmed and confused by the vast amount of supplement products in the market. We set out to redefine the supplement category by developing a beautifully designed daily supplement solution, made in the USA, that covers the 4 cornerstones of supplementation in one elegant package. On top, Aonic Complete tastes delicious and is easy to use, ideal to make it a part of your everyday routine,” said Max Meier, CEO and Co-Founder of Aonic.

“Caring for ourselves, body and mind, starts from the inside out with quality food and supplements that have high-quality ingredients, and that’s what Aonic represents,“ said Senada Greca, Co-Founder of Aonic.

Joining Aonic Complete is Aonic Revive, a magnesium & electrolyte hydration drink designed to enhance both physical and cognitive performance. Made with real fruit juice and zero added sugar, the result is a refreshing, functional beverage that redefines what it means to hydrate with purpose.

Looking ahead, Aonic will launch category-defining products across various nutrition categories and will launch an all-natural protein drink made with premium ingredients in early December, part of its broader vision to create a complete, science-driven ecosystem for modern wellness.

About Aonic
Aonic is a next-generation functional nutrition company redefining health through science, innovation, and design. Built on the belief that wellness should be both effective and enjoyable, Aonic creates a beautifully designed ecosystem of high-performance CPG products that integrate seamlessly into daily life. Each formulation is rooted in clinical research and crafted to optimize both body and mind for everyday performance, delivering clean, science-driven nutrition for vibrant, effortless wellness. Designed for active, modern adults who want to feel and perform their best without compromise, Aonic simplifies health with intuitive routines that replace clutter and complexity with clarity and confidence. Founded on transparency, innovation, and integrity, Aonic sets a new standard for modern nutrition with one simple belief at its core: Aonic is In It For You.

For more information on Aonic, visit AonicLife.com or follow us on @AonicLife on Instagram and TikTok.

SOURCE Aonic Inc.

The leadership of the US Department of Health & Human Services is pushing the U.S. Food and Drug Administration to explore the elimination of self-affirmed GRAS (General Recognized as Safe) for food ingredients. The government shutdown meant the agency’s own deadline of October to announce proposals came and went, but the proposals will arrive once the government reopens.

“Everybody’s concerned, obviously, and it doesn’t only affect probiotics, it affects the entire supplement space,” Paraskevakos, IPA’s executive director, told NutraIngredients at the recent SupplySide Global in Las Vegas. “So, we’ve been very active, proactive. Our regulatory affairs committee is pretty huge, because regulatory affairs for probiotics at the global level is an issue right now. Our task force that looks at North America specifically, we’ve had a few calls lately and basically have put together a task force to proactively collect and put forth comments.

“Back at an open meeting at the FDA in 2017 or 2016 where we submitted comments around what the NDI process was supposed to be, we talked about grandfathering list, we talked about criteria for safety, we talked about possibly using master files,” he added. “So, these are things that we submitted already and are in the public docket and are a good basis to revise and to bring forward and to prepare comments when and if that [elimination of self-affirmed GRAS] will come to fruition.”

China

The global business climate remains uncertain, and this has impacted forecasting for potential market growth, he added. Despite this, the market for probiotic supplements in China is expected to grow at double digits.

Paraskevakos said that the global market is estimated to be around US$ 9.4 billion, with the APAC region worth about US$ 3.7 billion. Of that, China represents between 55% and 57%.

IPA recently opened offices in China right outside Shanghai with the aim of opening the market more to IPA members.

“I’m headed there to actually officially launch it [during] a pretty big event in November, and we’re expecting government officials to be there as well. It’s up and running.”

Paraskevakos also discussed the regulatory challenges simmering across different jurisdictions around the world. Watch the video for the full interview.

Mako Matcha Mill is a new matcha cafe and mill coming to Southwest Portland’s West End section—and true to their name, they will be milling matcha there on site. I stopped by the cafe the other day (under construction at the time) and spoke with the two owners, Edison Zeng and Emily Dewey, to hear about their work with matcha and their plans for the cafe. Here is what I learned.

(Bonus: I had my first taste ever of Nong’s Khao Man Gai’s chicken and rice, located right across the street).

This Space Used To Be Home To Cacao

From 2006 to 2020 this location was known as Cacao, a well-regarded place to sip, discover, and buy chocolate. Owners Aubrey Lindley and Jesse Manis announced in October 2020 that they were closing—this would have been during the more chaotic days of the COVID pandemic.

Fun fact: I learned in an Oregonian article that Cacao was an incubator for Cloudforest (FKA Cocanu). Now established on SE Hawthorne Blvd, they’ve been known to make matcha lattes themselves.

I believe this space on SW 13th has been empty since the closing of Cacao, so having a new tenant is great for the neighborhood, and it’s nice for it to be another cafe space, too.

Matcha: Growing, Harvesting, and Culture

There are multiple stages involved in creating that green powder we know as matcha. When I arrived, we jumped in right away to talk about the harvesting stage.

Harvesting Matcha

Edison and Emily have grown their own matcha. “We actually harvested our first crop!” said Edison. They spoke a little bit about how time-consuming the harvesting is, as the top couple of leaves (the softest part of the plant) are traditionally picked by hand.

He showed me what the tea leaves looked like after they picked them. “That’s what it looks like before we shred it into tiny little crumbs, and then the crumbs are what goes in there,” pointing to the mill.

Shading

But before they start to harvest the matcha, they shade the plants three to four weeks prior to harvest. That stresses out the plant a bit, yielding tender and delicate leaves with a deep green color. “During the shading process, the plant goes into survival mode and it minimizes the stem and the veins,” explained Edison. “We need to maximize our chlorophyll and leaf surface area, too. The amino acid profile also changes during shading.”

“This is ultimately what like the tencha becomes,” said Edison. Tencha is the properly-shaded green tea that is the base for matcha.

Sorting

They also sort out the different colors of leaves into different grades, which, as you can imagine, is time-consuming and takes focus. “It’s like sorting LEGO blocks, but with tea,” explained Edison.

However, there is technology out there that can do the sorting, so they don’t have to do it by hand.

“We had to do that this year because we don’t have the machinery for it,” said Edison. “But I think for the future of matcha and tencha production in the U.S. to succeed, we have to invest in machinery that color-sorts.”

Growing Matcha in Oregon for Mako Matcha Mill

Edison and Emily have been growing matcha in Oregon, near Salem, which kind of blew me away.

“I’m a firm believer that we can create an organic, specific cultivar [in Oregon],” said Edison. “Right now, most of the cultivars are from Japan, mainly in the Kyoto region, which climate-wise is more like South Carolina or North Carolina, where it’s more humid. There are a couple of different cultivars from Russia, near Sochi, too.” Sochi is humid year-round and quite warm compared to most of Russia.

“I think the average person would probably be surprised to think matcha could be grown here. But we think it’s doable. Not only that, but I think we can have unique flavor profiles in Oregon. We want to create that. And now we have the first harvest and we have to mill it—no one knows yet what it tastes like.”

Grassy Matcha

Speaking of what matcha tastes like, I’ve heard from a number of people that they think all matcha tastes basically like grass. I asked Edison and Emily how they would counter that assertion, if at all.

“Well, grassy matcha is going to be the Yabukita cultivar,” he explained. “There are certain tea cultivars that are more hardy, more resistant to bugs. Those ones might taste more like grass because they are less sweet. The more umami and higher amino acid profile ones—those are sweeter.”

He added, “Not all of them are grassy tasting. It’s also very subjective.”

And, like with coffee, the altitude at which the tea is grown can affect things, including how delicate the flavor is. He cited Tibet or Nepal as being places where tea is grown, and because of their high altitude the tea’s flavors can be a lot more delicate.

Mako Matcha Mill: What’s In a Name?

To my ears, the name is a little unusual, so I asked them why they chose to name it “Mako Matcha Mill.” Especially the “mako” part.

“‘Mako’ means a number of different things, but this is a specific reference,” said Emily. “Edison is a gamer and loves Final Fantasy VI in particular. And [the connection is] really sweet.” He played it a lot in the 1990s on PlayStation.

“In the game, the Mako is the life force of the planet, and it’s green,” said Edison. Just like matcha.

Location of Mako Matcha Mill

Emily and Edison were really excited to find this location—they had been wanting to open a spot in Portland, a city they love. They’ve been working with Liminal Shift to help with flow and build the counter area that includes space for the mill behind it.

They’ve been working with them on the interior design as well, which will have some influences from Japan (“Japanese with restraint”), like Japanese silks hanging in the room, some relevant color schemes on the walls.

What To Expect at the Mako Matcha Mill Cafe

Emily and Edison bring important experience to running the cafe. “I have done food service all over and in Chicago, where I’m from,” said Emily. “So I’ve got a lot of front of house and customer experience.”

Edison has been selling matcha for 13 years. His company Magus Brands in California has been manufacturing it overseas, and he has been selling it here in the U.S.

They look forward to providing a place where drinking and learning about matcha feels accessible, not intimidating. They’d also like it to be a place where people can stop in, enjoy friendly service and excellent things to drink and eat, and sit and stay for a while. A true third place. They’ll have a mix of tables and chairs, seats at the bar, and couches/upholstered furniture.

“And we want people to engage with us and look at the mill,” said Edison. “We want to understand where they are and answer questions they have about it.”

To Drink

At the very basic level they will sell hot and cold matcha drinks. The matcha latte—hot or cold—will be a staple.

Additionally on the cold side they will offer cold brew matcha, as well as eight other tea types—Earl Grey, Hojicha, and other Asian teas like Taiwanese milk oolong (grown high in the mountains of Taiwan, it tastes milky) are just a few—that they will rotate in and out of their two taps. They are really looking forward to introducing interesting and perhaps less common teas to their customers.

“We’re going to be doing fun things and stuff no one’s ever had before,” said Edison. “I think, even on the West Coast, we’re the first people that are going to be approaching implementing tea in unique ways, with our own recipes and flavors.”

They also plan to use syrups in their matcha drinks. Note: there will be no strawberry because Emily is allergic to them, so they are considering something like marionberry, instead which is very much an Oregon flavor, and is certainly delicious.

Emily talked about their tea infusions, too, which I needed to better understand. She says they are almost like a syrup or a concentrate. “Imagine a matcha latte with Hojcha flavor,” she explained. “When we first thought of this, I was so surprised as to how amazing and very unique it is. And I think being able to showcase different tea flavors alongside matcha, people are going to be really excited about those drinks.”

They noted that people love the fruity and ube matcha drinks, in particular. “We’re catering to a variety of audiences, because as you know, matcha has gotten super popular,” said Edison.

Grades of Matcha and Price

Although the matcha latte is probably the most popular matcha drink in Portland, they will offer matcha on its own in its most straightforward form. There will be matcha flights where people can taste the different kinds of matcha together in smaller portions.

And they will be serving three different grades of matcha—and three tiers to make the price accessible. “The lowest would probably be around $5,” explained Edison. “And then we have our higher grades.” They’re looking at offering some award-winning matchas, too.

“I think $7 matcha lattes are blasphemy,” said Edison. “So we’re trying to bring that price down throughout Portland—maybe like five bucks, maybe four bucks if we can squeeze it for a 12 ounce drink.”

Sacrificial Grade Matcha

Edison told me about a special drink they’ll offer, and one he is a big fan of. “My favorite drink is the sacrificial grade matcha,” he said. “You’re going to have to sign a waiver for it because there’s so much matcha content.” [I’m not sure if he’s kidding or not, ngl.]

Apparently it has somewhere between 350 to 500 milligrams of caffeine in it, due to the fact that they are using 10 grams of matcha. “It will have a matcha foam top, and matcha jelly. It’s 20 ounces of pure matcha. It’s like rocket fuel,” he said.

Coffee at the Mako Matcha Mill Cafe

They will also serve espresso drinks at the cafe. Beans will come from multiple roasters but at the writing of this article they have not decided which ones.

I asked them about mixing matcha and expresso. And while Edison is not the biggest fan, he knows others like it. “We’re thinking about it,” he said. “We’ve seen it on other menus. It’s called ‘military style.’” In his opinion, the mix of matcha and coffee throws things out of balance, where the matcha gets completely consumed by the more assertive coffee flavor.

On the Topic of Milk and Matcha

They will be offering oat milk for their plant-based option. “Soy covers the flavor of matcha,” said Edison. “It really changes it. If we find other alternatives in the future, we’ll introduce them, but oat is so good with matcha.”

When it comes to dairy, they say they’ll be sourcing it from local creameries—those with smaller herds, who treat their cows humanely (though vegans will no doubt disagree). They visit each of the creameries to see how the animals are being raised. And they believe the milk tastes better.

To Eat

They plan to have tea soft serve, which can be used in an afogatto with coffee or tea. Also look for additional savory and sweet snacks, including wagashi made by one of the best wagashi artists around. She lives right here in the Portland area: Yume Confections.

“We want to make that like a legit experience,” said Emily.

Mako Matcha Mill Retail

Mako Matcha Mill will also include a retail element, which will be located on the north side of the space. “We’re working with local pottery artisans, and there’s going to be tea plants in there that people can bring at home,” explained Edison. The’ll also be selling tins of matcha—their own custom blends.

And matcha whisks will also be for sale. “We will work with artisans that will give us what I think will be the proper matcha whisk,” said Edison.

Learning About Matcha

There will be an educational element to Mako Matcha Mill. “We plan on bringing in Urasenke instructors,” said Edison. “Basically, that’s like the artistic and cultural aspect of matcha consumption—it’s more about the gift of and the preparation of tea.”

He continued, “And then there’s another class that we want to do, where at the bar counter it is like an omakase type of thing. You come here and then we’ll just give you stuff.

“We also want to offer classes where you can learn to mill your own matcha—we’ll teach you how to do it. I have a little granite mill—obviously, the grind’s not going to be as fine as an actual machine. But we want to teach people about what matcha is, how it’s grown, and then get really deep into the cultivation and preparation of it, different tasting types, how to differentiate between them (kind of like coffee), and how to differentiate between different cultivars.

“We want to cater to people that are really interested in learning about matcha.”

The Matcha Milling

It’s no surprise that one of the things that makes Mako Matcha Mill cafe unique is that they are milling matcha at the cafe. And as I mentioned earlier, they are growing their own matcha here in Oregon. However, they will not be able to operate the cafe solely with their own product, because the harvest was small.

“We’ll be importing most of the matcha because our harvest this year was only like two and a half kgs. Very small, experimental, but I’m really happy,” said Edison.

Regarding the mill at the cafe, “So these things produce 30 grams per hour,” Edison explained. “We’re making it super slow, like 20 grams an hour, so that we get a nicer grind. I don’t think it’s going to meet the demand because 20 grams an hour, we’re using four grams of drink at least, so that’s like five drinks per hour.”

So it makes sense to use matcha that’s already prepared and ready to go. “I’ve been importing it for a long time, so we have a lot of matcha relationships with suppliers,” Edison remarked.

Final Thoughts

“My vision for [Mako Matcha Mill] is that we want to be the first matcha house in the U.S. to take matcha to a whole other level,” explained Edison. “That’s what particularly inspired us to go out and grow and make it here, and then to mill it and process it here. To get our hands on every aspect of it.”

He continued, “And the cafe is a place for us to test out our little experiment, both with flavors of tea and with the actual industry. We have a matcha consumption industry in the U.S. I feel like we can also have a really robust matcha production industry, as well. So that’s what we’re trying to do here.”

Their plan is to open in late 2025. They want to be open every day, and ideally they’d like to end up as a 24/7 kind of place, but they need to see how things go first.

It was an interesting and satisfying time learning about matcha from Edison and Emily. Wishing them the best as they prepare the place to open and offer their matcha options to Portland.

Mako Matcha Mill [projected opening late 2025]
414 SW 13th Avenue, Portland
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Bridgetown Bites is edited and published by Meg Cotner in Portland, Oregon. She loves avocados, fresh produce, NA drinks, and cats.

Egg Yolk Lecithin Industry Analysis in the USA 2025 to 2035

The demand for egg yolk lecithin in the USA is projected to grow from USD 118.0 million in 2025 to approximately USD 184.0 million by 2035, recording an absolute increase of USD 66.0 million over the forecast period. This translates into total growth of 55.9%, with demand forecast to expand at a compound annual growth rate (CAGR) of 4.5% between 2025 and 2035.

Overall sales are expected to grow by nearly 1.56X during the same period, supported by rising USA egg yolk lecithin activities, increasing consumer demand for natural phospholipid solutions, and growing utilization across dietary supplements, food & beverages, and cosmetics applications. USA, led by the West and Northeast regions, continues to demonstrate steady growth potential driven by health consciousness and natural wellness initiatives.

Quick Stats for USA Egg Yolk Lecithin Industry

• USA Egg Yolk Lecithin Sales Value (2025): USD 118.0 million
• USA Egg Yolk Lecithin Forecast Value (2035): USD 184.0 million
• USA Egg Yolk Lecithin Forecast CAGR: 4.5%
• Leading Application in USA Egg Yolk Lecithin Demand: Dietary Supplements (47.9%)
• Key Growth Regions in USA Egg Yolk Lecithin Demand: West, Northeast, and Midwest
• USA Regional Leadership: West holds the highest growth rate at 4.8%
• Top Key Players in USA Egg Yolk Lecithin Demand: NOW Foods, Lecico GmbH, Lipoid GmbH, American Lecithin Company

Between 2025 and 2030, sales of egg yolk lecithin in the USA are projected to expand from USD 118.0 million to USD 147.1 million, resulting in a value increase of USD 29.1 million, which represents 44.1% of the total forecast growth for the decade. This phase of growth will be shaped by rising egg yolk lecithin consumption where powder format trends and dietary supplement applications are accelerating consumption adoption.

Increasing utilization of health food store formats and growing adoption of nutraceutical company applications continue to drive demand. Health manufacturers are expanding their phospholipid capabilities to address the growing complexity of modern egg yolk lecithin operations and wellness requirements, with American health processing operations leading investments in advanced lecithin technologies.

From 2030 to 2035, demand is forecast to grow from USD 147.1 million to USD 184.0 million, adding another USD 36.9 million, which constitutes 55.9% of the overall ten-year expansion. This period is expected to be characterized by expansion of specialty egg yolk lecithin offerings, integration of advanced processing systems and enhanced bioactive formulations, and development of standardized quality protocols across different lecithin applications. The growing adoption of powder format practices and wellness enhancement approaches, particularly in USA and North America, will drive demand for more sophisticated processing solutions and specialized egg yolk lecithin capabilities.

Between 2020 and 2025, USA egg yolk lecithin demand experienced steady expansion, driven by increasing USA egg yolk lecithin activities in health food retailers and nutraceutical companies and growing awareness of lecithin benefits for cognitive support and cellular wellness enhancement. The sector developed as health processing operations, especially in USA, recognized the need for specialized phospholipid approaches and advanced technologies to improve product quality while meeting stringent health safety and wellness enhancement regulations. Processors and health suppliers began emphasizing proper phospholipid criteria and processing innovations to maintain wellness effectiveness and regulatory compliance.

USA Egg Yolk Lecithin Key Takeaways

Why is the USA Egg Yolk Lecithin Industry Growing?

Demand expansion is being supported by the continued growth in USA egg yolk lecithin activities, with USA maintaining its position as a health innovation and phospholipid supplementation leadership region, and the corresponding need for specialized lecithin solutions for cognitive enhancement, cellular support, and wellness satisfaction activities.

Modern health processing operations rely on advanced phospholipid modalities to ensure consistent bioactive levels, functional benefits, and optimal wellness outcomes. Egg yolk lecithin requires comprehensive processing systems including lecithin selection, phospholipid optimization, quality preservation, and distribution programs to maintain wellness effectiveness and health excellence.

The growing complexity of USA egg yolk lecithin operations and increasing wellness enhancement standards, particularly stringent requirements in USA, are driving demand for advanced egg yolk lecithin products from certified processors with appropriate health safety expertise and phospholipid processing knowledge.

Health-focused consumers are increasingly investing in wellness enhancement algorithms and egg yolk lecithin technologies to improve cognitive outcomes, enhance cellular satisfaction, and optimize phospholipid cost utilization in challenging egg yolk lecithin environments.

Quality guidelines and health product specifications are establishing standardized processing procedures that require specialized capabilities and trained wellness practitioners, with American operations often setting benchmark standards for global egg yolk lecithin practices.

Opportunity Pathways – Demand for Egg Yolk Lecithin in USA

The USA egg yolk lecithin landscape stands at a pivotal juncture of wellness and innovation. With demand projected to grow from USD 118.0 million in 2025 to USD 184.0 million by 2035, a steady 55.9% increase, the sector is being reshaped by consumer-centric health imperatives, phospholipid processing innovation, and the pursuit of wellness excellence. As health-focused consumers rise and egg yolk lecithin options expand, the phospholipid solutions that enable authentic, high-quality health enhanced alternatives become mission-critical wellness infrastructure rather than optional supplements.

USA, led by the West region (4.8% CAGR) and supported by Northeast’s health consciousness and Midwest’s supplement growth initiatives, represents not just a geography of demand but a laboratory of innovation where advanced phospholipid techniques, enhanced bioactive formulations, and integrated wellness operations are moving from specialty development to mainstream adoption. The confluence of robust health awareness established health processing networks, and wellness imperatives creates fertile ground for premium phospholipid solutions that deliver measurable wellness advantages.

Strategic pathways encompassing dietary supplement development, specialty applications, health food integration, and phospholipid innovation offer substantial revenue enhancement opportunities, particularly for health companies and processors positioned at the innovation frontier.

• Pathway A – Premium Dietary Supplement and Specialty Development. Health-focused consumers face growing demand for dietary supplement lecithin products, driven by wellness requirements, cognitive considerations, and health needs. Processing companies who pioneer reliable dietary supplement lecithin products for specialty applications, enhanced phospholipid technologies, superior bioactive profiles, cognitive enhancement methods, can command 35-45% price premiums while capturing consumer retention opportunities across American health processing operations. Expected revenue pool: USD 29-41 million.
• Pathway B – Health Food Store and Retail Integration. Health-focused consumers, wellness retailers, and health demands are accelerating adoption of egg yolk lecithin products through health food channels and retail applications. Systems enabling comprehensive health food positioning, phospholipid enhancement, application-specific formulations, and retail partnerships reduce formulation barriers while improving consumer adoption by 40-55%. Volume positioning for health food solutions: USD 34-47 million.
• Pathway C – Nutraceutical Company and Manufacturing Integration. As nutraceutical companies seek lecithin alternatives with superior functionality, advanced phospholipid technologies incorporating consistent bioactive enhancement, enhanced health characteristics, and superior processing properties become essential manufacturing infrastructure. Differentiated products with proven performance in nutraceutical applications and processing stability can secure 25-35% margin premiums in nutraceutical manufacturing applications. Revenue opportunity: USD 22-31 million.
• Pathway D – Powder Form and Consumer Integration. Health-focused consumers increasingly seek egg yolk lecithin partners through powder format channels, wellness recommendations, and health-focused positioning. Suppliers offering comprehensive powder platforms, wellness professional endorsements, consumer education support, and premium formulations can capture growing share among health retailers and consumers while generating recurring revenue streams with 30-40% EBITDA margins. Demand potential: USD 26-37 million.
• Pathway E – Dietary Supplement Segment Leadership. Dietary supplement application represents 47.9% of application demand and requires continuous innovation enhancement through improved phospholipid techniques, enhanced bioactive standards, and comprehensive functionality optimization. Suppliers enabling 30-40% performance improvements while maintaining competitive pricing can secure dominant purchasing preference across health processing and wellness operations. Addressable opportunity: USD 88-123 million.

Segmental Analysis

The industry is segmented by application, form, distribution channel, and end-user. By application, the segmentation includes dietary supplements, food & beverages, cosmetics, and pharmaceuticals formulations. Based on form, it includes powder and liquid formats.

By distribution channel, the landscape is segmented into health food stores, online platforms, pharmacies, and others. By end-user, the segmentation includes nutraceutical companies, food manufacturers, and cosmetic companies.

Which Egg Yolk Lecithin Application Dominates in the USA?

Dietary supplements application is projected to account for 47.9% of egg yolk lecithin demand in the USA in 2025. This dominance reflects the critical importance of phospholipid supplementation in American wellness applications, where consumer preference for cognitive support characteristics and health benefits supports dietary supplement adoption.

In the USA, health processing guidelines recommend dietary supplement lecithin as primary cognitive enhancement, ensuring the widespread adoption of this application across health manufacturers, wellness companies, and processing facilities. Continuous processing innovations are improving the consistency of dietary supplement lecithin, uniformity of phospholipid distribution, and consumer satisfaction, enabling suppliers to maintain product functionality while optimizing wellness outcomes.

Advancements in phospholipid technologies and processing systems are improving product appeal by enhancing bioactive content while maintaining processing effectiveness. The segment’s strong position is reinforced by the rising wellness enhancement emphasis on cognitive alternatives and increasing commercial processing participation in health-focused wellness preparation, which require increasingly sophisticated phospholipid development measures.

• Cognitive support characteristics and health benefits make dietary supplement lecithin indispensable in American health wellness processing operations.
• Processing innovation in phospholipid technologies is improving consistency, bioactive uniformity, and consumer satisfaction across wellness processing applications.

Why do Nutraceutical Companies Comprise the Bulk of all Egg Yolk Lecithin Use in the USA?

Egg yolk lecithin incorporation by nutraceutical companies is expected to represent 52.8% of USA’ demand in 2025, highlighting their critical role as the dominant end-user sector. Nutraceutical companies and supplement processors, particularly in USA and health-focused areas, serve as primary utilization points for phospholipid incorporation, formulation development, and wellness operations.

Egg yolk lecithin enables processors to achieve comprehensive phospholipid enhancement, health positioning, and cognitive benefits for diverse supplement products. The segment is also fueled by increasing manufacturer preference for health enhanced wellness ingredients, with nutraceutical operations prioritizing egg yolk lecithin convenience that integrates phospholipid benefits, health value, and wellness appeal.

In the USA, nutraceutical processors are spearheading adoption of comprehensive health enhancement pathways and advanced wellness technologies to enhance product health appeal, improve manufacturer satisfaction, and ensure competitive differentiation. Such strategies not only enhance health effectiveness but also ensure compliance with evolving wellness health standards.

• Comprehensive phospholipid enhancement provides optimal health positioning and cognitive benefits for processors compared to conventional lecithin alternatives.
• American nutraceutical operations are end-user leaders, driving health-based adoption of egg yolk lecithin and wellness enhancement protocols.

How are Health Food Stores Leveraging Egg Yolk Lecithin for Various Purposes?

Health food stores contribute 39.7% of all egg yolk lecithin distribution in the USA in 2025. Health retailers use egg yolk lecithin distribution for specialized retail competency including proper product positioning, wellness guidance expertise, and customer service knowledge to sustain effective and consistent operations.

In the USA and North America, health food store applications serve diverse consumer needs where wellness retail provides optimal accessibility and product education. Advanced retail operations rely heavily on standardized egg yolk lecithin protocols that integrate product specifications, wellness parameters, and comprehensive customer guidance to maintain retail standards.

The segment also benefits from robust wellness awareness supporting egg yolk lecithin benefits and sustained demand from consumers seeking cognitive, health enhanced supplement alternatives. Despite competition from online alternatives, health food store demand is sustained by superior wellness guidance, retail advantages, and strong consumer preference for expert wellness solutions.

• Health food stores’ superior wellness guidance and retail accessibility make it a major distribution channel for egg yolk lecithin demand.
• Ongoing consumer education and wellness development programs drive sustained demand across health food store applications.

What are the Drivers, Restraints, and Key Trends of the USA Egg Yolk Lecithin Industry?

The USA egg yolk lecithin segment is advancing steadily due to continued USA egg yolk lecithin activities and sustained recognition of wellness and cognitive benefits, with USA serving as a mature demand region with focus on phospholipid processing innovation and consumer access.

The industry also faces challenges including higher production costs for some phospholipid methods, need for consumer education about wellness benefits, and varying functionality levels compared to conventional lecithin alternatives and traditional supplementation systems. Novel phospholipid development initiatives and wellness processing programs, particularly advanced in American operations, continue to influence product specifications and consumer acceptance patterns.

Expansion of Wellness Enhancement and Health Ingredient Trends

The growing adoption of wellness enhancement formulations and health ingredient consumption, gaining significant traction in the USA and health-focused consumer areas, is enabling egg yolk lecithin to access mainstream positioning segments without extensive marketing requirements, providing improved wellness appeal and enhanced health benefits.

Health-focused consumers equipped with wellness awareness services offer product adoption and health positioning while allowing processors to enhance products based on wellness values. These trends are particularly valuable for cognitive enhancement and health processing applications where consumers require wellness options without extensive conventional limitations or traditional phospholipid restrictions.

Integration of Advanced Phospholipid and Processing Technologies

Modern health processors, led by American and specialty companies, are incorporating advanced phospholipid systems and processing technologies that provide improved wellness profiles, enhanced bioactive characteristics, and superior processing performance. Integration of phospholipid innovations, standardized processing protocols, and comprehensive quality monitoring enables more effective wellness delivery and reduced application complexity.

Advanced phospholipid technologies also support next-generation processing paradigms including commercial applications and enhanced functionality optimization that eliminate traditional usage limitations, with American processing practices increasingly adopting these technologies to meet consumer preferences for versatile wellness enhancement and application convenience.

Analysis of the USA Egg Yolk Lecithin Industry by Key Regions

The USA egg yolk lecithin landscape is witnessing steady growth, supported by sustained consumer awareness, wellness consciousness, and the integration of egg yolk lecithin approaches across regions. West leads the country with a 4.8% CAGR, reflecting strong concentration of health-focused consumers, early adoption of egg yolk lecithin, and robust health networks supporting consumer access.

The Northeast region follows with a 4.6% CAGR, driven by wellness awareness and expanding health processing infrastructure that enhances consumption opportunities. Midwest grows at 4.3%, as established wellness systems continue integrating egg yolk lecithin protocols across consumer and distribution practices.

West Leads American Growth with Wellness Innovation and Health Focus

Demand for egg yolk lecithin in the West region is projected to exhibit steady growth with a CAGR of 4.8% through 2035, driven by ongoing USA egg yolk lecithin operations across health processing facilities, wellness companies, and integrated health applications, concentration of health-focused consumers and wellness enhancement advocates, and increasing adoption of premium phospholipid systems and powder format enhancement technologies.

As the leading American region with the highest growth rate, the area’s emphasis on wellness innovation and comprehensive health networks is creating consistent demand for advanced phospholipid solutions with proven health features and wellness performance profiles. Major health processing companies and wellness-focused retailers are establishing comprehensive supply protocols to support wellness excellence and consumer satisfaction across American operations.

• Health consciousness and wellness enhancement culture are creating advanced health demand with comprehensive phospholipid features and processing capabilities throughout USA egg yolk lecithin operations across the West region.
• Wellness adoption programs are supporting integration of egg yolk lecithin and powder format enhancement methods that enhance health benefits, reduce conventional limitations, and improve consumer satisfaction across USA egg yolk lecithin activities, positioning West as an American wellness leader.

Northeast Demonstrates Strong American Potential with Health Awareness and Wellness Processing

Demand for egg yolk lecithin in the Northeast region is expanding at a CAGR of 4.6%, supported by extensive USA egg yolk lecithin operations in health processing facilities, wellness companies, and health-focused processing activities.

The region’s health processing sector, representing a crucial component of American wellness service delivery, is experiencing growth driven by health awareness, phospholipid ingredient education, and rising health ingredient consciousness. Health-focused wellness processors and health companies are maintaining comprehensive supply programs to serve expanding USA egg yolk lecithin activities throughout Northeast and broader national demand.

• Health awareness and health processing infrastructure development are creating opportunities for suppliers that can support expanding consumer volumes and diverse wellness settings including health processing facilities and health-focused consumers across Northeast and American territories.
• Phospholipid ingredient education integration programs are enhancing product adoption among health processing practitioners and health consumers, enabling comprehensive egg yolk lecithin utilization that meets health expectations and consumer wellness requirements, strengthening Northeast’s position within American wellness delivery.

Midwest Maintains Growing Performance with Health Manufacturing and Regional Integration

Demand for egg yolk lecithin in the Midwest region is growing at a CAGR of 4.3%, driven by established USA egg yolk lecithin operations in health manufacturing facilities, processing chains, and distribution networks.

The region’s health manufacturing sector, an integral part of American wellness production delivery, is maintaining expanding phospholipid ingredient availability through growing processing networks and comprehensive distribution coverage. Health manufacturers and phospholipid representatives are sustaining phospholipid education and product availability to address increasing consumer requirements and support Midwest health operations.

• Health manufacturing presence is facilitating adoption of egg yolk lecithin protocols that support comprehensive USA egg yolk lecithin capabilities across health operations and coordinated distribution networks, maintaining Midwest’s integration within American wellness production delivery.
• Phospholipid ingredient implementation programs are enhancing phospholipid consistency among health practitioners, enabling wellness delivery that meets health standards and consumer outcome expectations in expanding American health operations.

South Demonstrates Steady Performance with Wellness Focus

Demand for egg yolk lecithin in the South region is advancing at a CAGR of 4.2%, supported by USA egg yolk lecithin operations in wellness facilities, health companies, and established distribution systems.

The region’s wellness infrastructure and health-focused consumption are maintaining steady egg yolk lecithin volumes. Wellness distributors are serving consumer populations through established supply networks and comprehensive wellness relationships.

• Wellness concentration and health-focused consumption are sustaining product availability and reliable consumer access capabilities that support consumption advancement across South territories.
• Established wellness networks and mature health coverage policies are maintaining reliable product access and consistent health delivery standards throughout wellness and health settings.

Competitive Landscape of the USA Egg Yolk Lecithin

The USA egg yolk lecithin landscape is defined by competition among specialty processors, health ingredient companies, and wellness-focused suppliers, with American and international companies maintaining significant influence.

Health ingredient companies offering phospholipid ingredients are investing in advanced phospholipid techniques, quality assurance programs, wellness enhancement pathways, and comprehensive consumer education networks to deliver reliable, high-quality, and wellness enhanced phospholipid solutions across the USA and international operations.

Strategic partnerships, wellness innovation certification development, and consumer education programs are central to strengthening product portfolios and presence across USA and international health ingredient processing applications.

NOW Foods, an American health ingredient company holding a 17.9% share, offers comprehensive USA egg yolk lecithin solutions including dietary supplement product lines, enhanced phospholipid technologies, and quality assurance programs with focus on wellness functionality, health, and consumer partnership across American and regional operations.

Lecico GmbH, operating as a major health ingredient company with focus on phospholipid products, provides established USA egg yolk lecithin products, advanced phospholipid innovations, and consumer education resources with emphasis on application differentiation and processing excellence.

Lipoid GmbH, health ingredient processing company with American distribution presence, delivers comprehensive egg yolk lecithin products including specialty formulations and complementary phospholipid ingredients serving American and regional consumer populations. American Lecithin Company, health ingredient brand with proven phospholipid expertise, emphasizes premium phospholipid solutions with strong wellness performance and reliable health formats for American and regional consumers.

Key Players in the USA Egg Yolk Lecithin Industry

• NOW Foods
• Lecico GmbH
• Lipoid GmbH
• American Lecithin Company
• Cargill Inc.
• Archer-Daniels-Midland Company
• Kewpie Corporation
• Thorne Health
• Source Naturals
• Swanson Health Products

Scope of the Report

USA Egg Yolk Lecithin Industry by Key Segments

• 
  

  Application :

  
  

  • Dietary Supplements
  • Food & Beverages
  • Cosmetics
  • Pharmaceuticals

• 
  

  Form :

  
  
  

• 
  

  Distribution Channel :

  
  

  • Health Food Stores
  • Online Platforms
  • Pharmacies
  • Others

• 
  

  End-User :

  
  

  • Nutraceutical Companies
  • Food Manufacturers
  • Cosmetic Companies

• 
  

  Region :

  
  

  • West
  • Northeast
  • Midwest
  • South

A new investigation tested 23 protein powders and ready to drink shakes sold in the United States. More than two thirds exceeded what its experts consider safe for lead in a single serving.

Plant based lines posted the highest averages. The watchdog also flagged specific products with especially high results.

CR measured higher lead in plant based powders than in animal based ones. On average, levels were about nine times whey and twice beef.

Two products stood out for the highest measured lead. Naked Nutrition Vegan Mass Gainer and Huel Black Edition were labeled products to avoid.

Tunde Akinleye, a Consumer Reports food safety researcher, led the testing project. His team compared single serving exposures across popular formulas.

“Quite disappointed to see the results,” said Pieter Cohen of Harvard Medical School (HMS). He was not involved in the testing.

How lead gets in protein powder

Plants take up minerals and contaminants from soil and water. That is why plant based powders can show higher lead than whey or beef based products.

One driver is legacy pollution in soils used to grow peas, rice, and other protein crops. Bioaccumulation, gradual build up in living tissues, can raise levels along the food chain.

“The plants can absorb more lead than usual,” Cohen said. His point helps explain why plant based averages ran higher in the new data.

Companies dispute the implications, and they emphasize testing. Huel said its products are “completely safe to consume,” and that they meet international safety limits.

What counts as safe exposure

California’s Proposition 65 sets a MADL for lead at 0.5 micrograms per day. This level aims to protect against reproductive harms.

CR used that daily limit as its benchmark for a single serving. That choice is conservative, and it reflects the view that less exposure is better.

Lead can persist in bones for months to years. Lowering intake helps keep long term body burden down.

CR also screened for other metals of concern. Some products contained cadmium and inorganic arsenic, which further underscores the need for careful sourcing.

Lead rules for protein powder

Supplements reach shelves without routine premarket approval by the Food and Drug Administration. The agency’s own answers explain that FDA does not approve dietary supplements before marketing.

CR urged federal action to set strict limits for lead in protein products. Regulators do act in some food categories, and those moves can be instructive.

In January 2025, FDA issued final guidance that set action levels for lead in processed baby foods. The policy describes nonbinding thresholds that FDA may use in enforcement.

Company responses highlight another wrinkle. Serving size varies widely, which can push total exposure higher even when per gram concentrations look similar.

Chronic exposure to heavy metals is linked to long term neurological, cardiovascular, and developmental problems. 

Even small daily doses can pose risks because these metals build up faster than the body can remove them. Medical researchers warn that exposure levels considered “safe” decades ago may no longer reflect current scientific understanding of low dose toxicity.

Public trust in supplements depends on credible oversight. When safety standards lag behind scientific findings, consumers are left to navigate risk on their own. 

Setting enforceable limits for lead, cadmium, and arsenic would not only protect health but also reward responsible manufacturers that already meet stricter voluntary standards.

Reading labels without getting lost

Check serving size first. A weight gainer meant for athletes can deliver far more total powder per shake than a standard scoop.

Scan the ingredient source. Pea, rice, and mixed plant proteins can be fine, but crops grown in certain soils may carry higher background lead.

Look for independent verification on the label. Certifications such as NSF Certified for Sport or Informed Choice signal extra testing, though no logo guarantees zero lead.

Rotate your protein sources when you can. Whole foods like dairy, eggs, fish, beans, and poultry can cover daily protein needs for most people.

Lessons from lead in protein powder

If you rely on protein powder, aim for brands that publish batch testing and explain their sourcing. Favor products that keep the serving size reasonable for your goals.

Treat a shake as a convenience, not a diet foundation. Most healthy adults can meet protein targets through balanced meals.

If you choose plant based powders, consider alternating among sources over the week. Variety helps spread potential exposures across different supply chains.

Keep the broader picture in mind. A steady pattern of low exposure is safer than cyclical spikes created by oversized scoops.

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Some teas are brewed for comfort — and some, for legend. Across the world, a handful of rare teas are worth more than jewels, prized not just for their taste but for the stories they carry. Handpicked under moonlight, aged for decades, or grown on sacred slopes, these leaves have turned tea into treasure. From China’s imperial Da-Hong Pao to India’s ethereal Makaibari Silver Tips and Japan’s delicate Gyokuro, each cup is more than a drink — it’s a ritual, a memory, a moment steeped in time and luxury.

Here is a list of the most expensive teas in the world in 2025, including their approximate prices and unique attributes:

Last Thursday, in lieu of my afternoon coffee, I placed a sticker on the inside of my wrist. It was transparent, about the size of a dime, and printed with a line drawing of a lightning bolt—which, I hoped, represented the power about to be zapped into my radial vein. The patch had, after all, come in a box labeled Energy Boost.

So-called wellness patches have recently flooded big-box stores, promising to curb anxiety, induce calm, boost libido, or dose children with omega-3s. Their active ingredients are virtually indistinguishable from those of the many oral supplements already hawked by the wellness industry. Whether the skin is a better route for supplements than the stomach isn’t entirely clear. But the appeal of wellness patches seems to have less to do with their effects and more to do with how they look.

Wellness patches are generally pitched as an easier, safer way to take supplements. The website for The What Supp Co., a British brand that launched in the United States this year, describes its products as “super convenient” because users don’t have to take a pill or mix a drink—plus, they’re extra portable. That brand, like many patch sellers, laments the filler ingredients (such as corn starch and gelatin) that can show up in oral supplements, plus their digestive side effects; patches, it says, come with no such risks. The slogan for Kind Patches, which rolled out across Walmart locations last month, is “No pills. No sugar. No nonsense.” Half Past 8, a patch company that launched last week, says that its products sidestep the crash and comedown associated with some pills and gummies by offering a slow drip of wellness. Some brands also advertise that, unlike a pill, you can take a patch off when you’ve had enough. But that cuts both ways: I put another patch on my wrist yesterday morning, and it had fallen off by the time I got to the office.

Most of the products are labeled as remedies for common complaints. Stickers from The Good Patch include Nite Nite for better sleep, Think for boosting focus, and Rescue for hangovers. Several brands sell patches that purport to mimic the appetite-reducing effects of GLP-1 drugs; you can buy them on the fast-fashion website Shein. And whereas traditional oral supplements tend to be marketed as vectors for specific compounds, leaving users to mastermind their perfect mix, patches are usually cocktails that advertise their active ingredients less prominently. Putting on The Friendly Patch Co.’s Relax and Let Go sticker really is easier than consuming supplemental forms of its seven key components, which include the herb ashwagandha, the neurotransmitter GABA, and magnesium. (Neither The Good Patch nor The Friendly Patch Co. responded to a request for comment.)

Read: The return of snake oil

Whether those ingredients will actually help you chill out is an open question, as is whether they can pass from a sticker into the bloodstream. The whole point of skin is to keep most things out of the body, and although some compounds are known to pass through the skin—nicotine and birth-control patches have been used for decades—little is known about the permeability of the many ingredients used in wellness patches. Some basic principles are well established: For compounds to pass through the skin, they need to be both tiny and fat-soluble; caffeine and vitamins A, D, E, and K all meet those criteria, says Jordan Glenn, the head of science at SuppCo, an app that helps supplement users optimize their intake.

But other common wellness ingredients—such as coenzyme Q10, vitamin B12, folic acid, and zinc—require extra processing to permeate the body’s exterior, Glenn told me. My lightning patch was made by Barrière, whose co-founder Cleo Davis-Urman told me that the company uses a process called micronization to break down large molecules into particles small enough to enter the bloodstream. Micronization is a real technique used for pharmaceutical drugs, transdermal or otherwise, so it’s certainly possible that it could help big compounds pass through the skin. Yet this assurance, together with claims that patches offer a gentler and more sustained release than oral supplements, simply isn’t backed up by independent research; Meto Pierce, a co-founder and the CEO of Half Past 8, told me that the industry is “still developing in terms of published data.” “There might be claims of skin patches being more effective or more consistent, but we can just ignore that at this point because there’s no proof,” Elise Zheng, a health-technology researcher at Columbia University, told me. Dietary supplements aren’t regulated for safety or effectiveness by the FDA, and patches can’t even be regulated as dietary supplements, because they’re not ingestible.

Read: Everything is a multivitamin

Wellness patches seem most useful for people who are already supplement enthusiasts—not only because they’ve already bought into the idea that ashwagandha works but because they take so many oral supplements that their mouth needs a break. “Pill fatigue” is a common complaint among the wellness set, Glenn said, though patch users notably still need to remember to apply their supplements. (Glenn also pointed out that patches might be more convenient for people who have digestive problems or difficulty swallowing.)

An hour after I put on my sticker last week, I thought I felt marginally less groggy than usual. Maybe micronization really did make its B12 and folate particles tiny enough to seep into my skin. Or maybe the source of my energy was the sunny 15-minute walk I’d taken to acquire the sticker. By far the most noticeable impact of my thunderbolt was that I kept admiring it, as if it were a tattoo I’d gotten on a whim.

Wellness patches are meant to be seen, as their fun colors and designs suggest. Ads for Kind Patches show wrists adorned with pepperoni-size stickers whose color matches their claim: Dream patches are a dusty blue, Energy is electric yellow, and Period Patches are, of course, bright red. The What Supp Co.’s patches are shaped like a w and come in lavender (for chilling out), kelly green (for detoxing), and pink (for beautifying). “We want the experience to feel joyful and intuitive, not clinical,” Ivana Hjörne, the founder of Kind Patches, told me. Kelly Gilbert, the founder of The What Supp Co., suggested that a patch on your skin could remind you to make other healthy choices throughout the day. It’s also free advertising for the company. Davis-Urman, Barrière’s founder, told me that with patches, customers are “elevated to brand ambassadors, because the product sparks conversation.”

Before the rise of social media, personal wellness was a more private endeavor. These days, people post their run stats, sleep scores, and workout selfies; they wear fitness trackers and brand-name athleisure to the gym. This shift has reordered the priorities of personal health. It’s not just about taking care of yourself; it’s about taking care of yourself in a visible and socially sanctioned way, Marianne Clark, a sociologist at Acadia University who studies wellness culture, told me.

Read: The perilous spread of the wellness craze

Accordingly, wellness has also become a notably aesthetic pursuit—it’s no surprise that you can find patches to release skin-firming collagen or strengthen hair and nails. Conspicuous consumption has been part of the beauty industry since at least the 1920s, when Chanel No. 5 first hit shelves and became synonymous with wealth and luxury. (Wellness patches, too, don’t come cheap: My pack of 36 was $15, and other brands charge significantly more.) Social media has made the labor of beauty all the more visible. The online beauty community is rife with selfies glamorizing branded sheet masks and under-eye depuffing patches, photos called “shelfies” that showcase collections of expensive cosmetics, and images of celebrities sporting pimple patches in public. Brightly colored vitamin stickers similarly glorify the work of wellness. Not all wellness patches are beauty products, but many are meant to enhance appearance nevertheless.

By 11 p.m. last Thursday, seven hours into the eight that my sticker journey was supposed to last, I was not sure whether I was less tired than usual. (Davis-Urman assured me that, although the effects of the patch differ for everyone, “cellular-level benefits” were occurring whether or not I felt them.) But I did get a tiny hit of dopamine when my husband noticed it and said, “Cute tattoo.” My lightning bolt also nudged me toward self-reflection, a pillar of modern wellness. Whenever I glanced at it, I asked myself: How do you feel? The answer was the same every time: Tired.

I grew up drinking tea. It was always around, especially when guests would come over. My mother would prepare pastries, fresh fruit, and nuts for our visitors to enjoy with their tea. When the guests would arrive, they’d take their shoes off, then make their way to our leather brown couches with the table full of assorted treats at arm’s reach. After a few moments of letting them settle in, I’d ask what kind of drink they’d prefer. Typically, the options in an Afghan household are black or green tea, if not water. It was the care behind serving tea and hosting that made it feel like an art form in itself.

In Los Angeles, most people are caught up in the 9-to-5 hustle. Shops that serve tea or coffee open earlier to accommodate the morning rush, but Tea at Shiloh was built with a different business model in mind. Embracing the unhurried momentum of sipping tea, Shiloh’s doors open at 10 a.m. for their daylight hours, with guests paying a $35 entry fee and enjoying unlimited tea until 3 p.m. Late-night tea hours are from 7 to 11 p.m., with pricing that varies based on the theme of the night. Tea at Shiloh is named after the owner, Shiloh Enoki, who had a difficult time finding late-night spots that did not revolve around serving alcohol. So she opened her own teahouse, pouring intention back into every cup.

“I wanted it to feel like you’re entering my home where everything is cozy and free inside,” said Enoki.

With a Chilean and Bolivian background, she drew inspiration from a range of cultures — including Japanese and Iranian teahouses — in hopes of welcoming an inclusive, diverse community. The space has a “choose your own adventure” vibe where guests can choose to create art, relax, or socialize.

Tea at Shiloh is reviving the art of hosting in teahouses by creating a space that’s not just selling you a drink to get you caffeinated for your workday. Instead, it’s fostering an environment that’ll make guests want to stay and socialize, rather than retreating into their own work bubbles.

As an avid tea lover longing for a sense of home, I decided to find out if Tea at Shiloh truly felt like a space where everyone felt welcome.

When I entered, a man with curly hair tied into a bun introduced himself as Micah Bachrach and welcomed me in with a hug. I was surprised by the gesture, since most people reserve that kind of warmth for a close friend rather than a stranger. In many Los Angeles teashops I’ve visited, I’m usually told to “wait here until we have a table ready.” However, here I was immediately embraced. I turned my head to the right and noticed a woman wearing a white button-down holding her baby. Surrounding her were three other women who were taking turns holding and cooing at her baby. As I turned my head to the left, I noticed a pregnant woman. She laid on the cushioned seat, which was only a few inches above the ground, rubbing her belly against her long, grey dress. I then turned my attention to Bachrach as he pointed to the shoe rack against the wall by the entryway way encouraging me to take my shoes off and get comfortable.

This was the first thing that reminded me of my own culture. In other tea houses I’ve visited, I was expected to take off my shoes only when immediately sitting down. At Shiloh, however, I was asked to do so to explore the space, similar to how I would welcome guests in my own home.

While removing my platform Mary Janes, Bachrach had formally introduced himself as Shiloh’s resident musician, who plays nightly during the late-night tea hours. While walking over a thin rug under my feet, Bachrach led me towards the tea bar where the tea hosts had set out three options for the night.

One tea host, Helia Sadeghi, spent time explaining each drink and the effects they’d have so I could choose a drink that matched my mood for the night. The first, Moonlight White, was comprised of white tea leaves and was the only caffeinated tea option. Next came Leche de Tigre, made of red rooibos, cinnamon, coconut, orange peel, licorice root, marshmallow root, and ginger root which smelled like a baked good made with autumnal flavors. Finally there was Love Potion, consisting of rose, rosehips, strawberry leaf, and jujube, and described as a romantic, antioxidant-rich flavor meant to nourish the body and calm the mind.

Sadeghi came to tea early, as she grew up surrounded by plants and herbs in Iran. As she explained the distinctions between the tea selections, she poured a small cup of each and allowed me to smell the aromas to get a sense of which tea I preferred. She assured me that the tea was complimentary and unlimited all night long so I could come back and try the other flavors later. I started off with a cup of Love Potion and tasted the warm florals in every sip.

With my hot and rosy drink in hand, I made my way to the long dining table.

The table’s long bench design was intentional as Enoki hoped that it would encourage strangers to sit next to each other and start conversations. When I took a seat near the end of the bench, I was greeted by Julia Nelligan who was sitting directly across from me. She was invited by Enoki to set up a pop up kava station for the night. Nelligan shared the properties of the drink and asked if I would like to try a cup. Because it was an alternative drink to the tea, guests were expected to pay for the kava if they wanted to indulge. So I put my rose tea to the side and paid seven dollars for a cup of kava served in what looked like a small brown bowl.

Nelligan warned me that my tongue may get numb, and it soon did. Then I felt an ease overcome my body. The earthy drink invigorated my senses and made me want to explore the space further. Watercolor palettes, markers, pens, brushes, and sheets of paper were laid out on the table for anyone to use, next to a calming array of burning candles. As soon as I sat down and picked up a brush, the lights dimmed, and what was once a warm-toned room turned into hues of pink and blue. The main lights were gone, and the only sources of light came from small lanterns and candles spread throughout the space.

This was Shiloh’s way of letting guests know that the live music would soon begin.

I walked towards the stairs which were lined in candles next to a bookshelf that was constantly being visited by guests. I discovered a small room made of brick walls near the bookshelf and entered. I sat on the floor cushion and noticed how similar it felt to the cushions seating in my own culture.

After a while of sitting and journaling notes, I was approached by the second tea host, Amelia Rose. She offered me freshly cut fruit in a small cup made up of a mix of sliced orange, apple slices, green grapes, and plums. I felt as if I were at my own home, being offered tea and fresh fruit by my mother at that moment. I noticed how grounding the space had felt walking barefoot and having elements to soothe my nervous system, whether that be my warm cup of tea, the rhythm of the music, the dim lighting, or the calming aroma from a nearby oil diffuser. I soon made my exit back to the main area and noticed guests lying on the ground and taking up as much space as they pleased.

Ironically, I had brought my laptop with me just in case I wanted to retreat from the crowd. At no point, however, did I feel the need to reach for it. The guests were inviting, the drinks were calming, and the hosts were constantly checking on us to make sure we were having a good time. I felt as if I were at a family gathering, where everyone was happy socializing over drinks. The sense of being at home, soon washed over me.

Tea at Shiloh not only made a space for connection, it also brought in the essence of home and belonging under one roof.

BRIDGEWATER, N.J. — Nature’s Bounty®, a long-standing brand in vitamins and nutritional supplements, has expanded its women’s health portfolio with the launch of Advanced PMS Relief, a dietary supplement designed to address common symptoms associated with premenstrual syndrome. The product is now available nationwide at major retailers including Walmart, Amazon, CVS and Walgreens.

The new formula combines magnesium, vitamin B6, chasteberry, and curcumin to support hormonal balance and alleviate symptoms such as abdominal cramping, mood swings, lower-back discomfort, irritability and bloating. The supplement is the latest addition to Nature’s Bounty’s Women’s Wellness line, which emphasizes plant-based ingredients and clinically supported nutrients.

“At Nature’s Bounty, we understand that every woman’s cycle is unique and her nutritional needs can evolve month to month,” said Jaclyn Safrath, MPH, MS, medical affairs manager for Nature’s Bounty. “We selected magnesium as a key ingredient in our new Advanced PMS Relief supplement because of its well-researched benefits for menstrual health. When coupled with vitamin B6, chasteberry and curcumin, it helps ease common PMS symptoms like cramps, mood swings and bloating — in a drug-free formula.”

Targeted Nutrient Blend

Each two-capsule serving of Advanced PMS Relief provides:

• Magnesium (250 mg) and vitamin B6 (40 mg): nutrients that work together to support hormonal balance during the menstrual cycle.*
• Curcumin C3 Complex (200 mg): a turmeric-derived antioxidant that may help reduce the severity of cramps and lower-back discomfort.*
• Chasteberry (20 mg): an herbal extract traditionally used to promote hormonal balance, improve mood and relieve irritability and bloating.*

The product is formulated to provide symptom relief through a combination of essential minerals and botanicals rather than over-the-counter medications. Nature’s Bounty said the blend was designed to align with growing consumer demand for science-backed, natural solutions in women’s health.

Commitment to Quality

Nature’s Bounty, part of The Bountiful Company portfolio of wellness brands, has been producing supplements for more than 50 years. The company said its products are manufactured under Good Manufacturing Practice (GMP) standards and evaluated by scientists and quality experts to ensure consistency and efficacy. Ingredients are sourced from suppliers that meet stringent quality-assurance requirements, according to the company.

By combining established research with nutritional science, Nature’s Bounty said it aims to provide high-quality supplements that address evolving health and wellness needs across life stages.

Consumers can learn more about Advanced PMS Relief and the full Nature’s Bounty product portfolio at www.naturesbounty.com.