Welleco Launches Docuseries To Tackle Supplement Transparency

As the wellness and supplement sector continues to boom, premium beauty-through-wellness brand WelleCo is reinforcing its pioneering spirit with the launch of an eight-part Instagram documentary series, Behind Our Standards. 

The series offers rare access to its global supply chain, aligning with today’s modern consumers who increasingly seek transparency from the brands they trust. A longstanding innovator in ingredient sourcing and formulation, WelleCo continues to lead from the front, championing openness as a natural extension of its commitment to quality and integrity.

Launching from 24th February 2026 and featuring WelleCo founder Elle Macpherson, the series takes audiences inside farms, laboratories and independent certification bodies across WelleCo’s homeland of Australia to Europe and the United States, revealing the sourcing, testing and scientific validation behind their science-backed formulations. At a time when category scrutiny is intensifying and consumers are questioning label claims, ingredient efficacy and manufacturing standards, WelleCo is shifting from performance-led messaging to long-form transparency storytelling.

The supplement industry is one that has faced trust challenges, with studies showing a significant proportion of products failing to meet label claims. Recent industry insights have highlighted ongoing inconsistencies within the supplement market: a 2023 U.S. analysis of 57 products found that nearly 40% failed to meet their label claims or were contaminated; while a 2022 European report showed that between 20–25% of dietary supplements did not match their declared ingredients, underscoring the growing need for greater transparency and independent verification across the category.

Against this backdrop, WelleCo’s series aims to position the brand as a premium, science-led operator built “from the inside out, by people, places and principles.” 

Founder Elle Macpherson opens the series with a personal introduction, framing wellness as a relationship between body, ingredient and origin and positioning standards as a responsibility rather than a marketing tool.

“Trust isn’t something you can claim. It’s something you earn,” Macpherson says.

The series features partners including:

  • Olsson's Salt, Australia

  • Givaudan, showcasing sourcing and laboratory validation in the US and France

  • The Good Pill Co, Stockholm-based independent certification body

Each episode traces an ingredient’s journey, from soil health and cultivation through to processing, standardisation, and batch testing, demonstrating the rigour behind WelleCo’s elixir formulations.

According to the brand, the goal is to “show, not tell” what premium wellness means in practice. As UK consumers increasingly seek traceability, clean-label reassurance and evidence-backed claims, WelleCo is betting that radical transparency will become a competitive advantage.

900 units of WelleCo’s award-winning hero product The Super Elixir are sold every day globally. An all-in-one greens powder that includes 40+ ingredients to support energy, gut health, and glowing skin, The Super Elixir™ is the product that started the WelleCo journey over 12 years ago. 

Madeleine Dixon, WelleCo Brand Manager and series lead says, “We know today’s consumer wants to understand not just what’s in their supplement, but where it comes from, how it’s tested and who stands behind it. Behind Our Standards is our way of opening the doors, taking people beyond the label and into the farms, labs and certification bodies that shape every WelleCo formula. Transparency shouldn’t be exceptional in this category; it should be expected.”

Episode Guide

  • Tuesday, 24 February 2026 – Teaser / Trailer

  • Wednesday, 25 February 2026 – Elle low-fi teaser

  • Thursday, 26 February 2026 – Episode 1 (Elle Intro)

  • Friday, 27 February 2026 – Episode 2 (Australia – Olsson’s Salt)

  • Wednesday, 4 March 2026 – Episode 3 (USA – Cranberry Farm, Givaudan Supply Standards)

  • Sunday, 8 March 2026 – Episode 4 (Italy – Passionflower Family Farm)

  • Wednesday, 11 March 2026 – Episode 5 (Stockholm – The Good Pill, Independent Testing)

  • Sunday, 15 March 2026 – Episode 6 (France – Lemon Balm)

  • Wednesday, 18 March 2026 – Episode 7 (Givaudan Lab, Testing & Validation)

  • Sunday, 22 March 2026 – Episode 8 (Germany – Hops)

WelleCo has recently started a process with The Good PillCo - an independent global supplement certification body based in Sweden - to validate its products, demonstrating transparency, ingredient integrity, and product safety. This partnership reflects WelleCo’s uncompromising standards and ongoing leadership in the ingestible wellness space.

Natalia Kulak