#367 - The Insider's Guide to Supplements: What Every Founder Needs to Know About Compliance, Claims, and Scale

Graham Rigby is the President and CEO of the American Herbal Products Association (AHPA), the leading trade association for the herbal products industry. With 20 years of experience across startups and industry leadership—including serving as Chief Innovation Officer at Care/of—Graham has helped shape how modern supplement brands navigate regulation, formulation, and go-to-market strategy.In this episode of DTC Pod, Graham shares what it actually takes to launch and scale a supplement brand without getting burned by regulators. He breaks down exactly where the line is between claims that sell and claims that get you in trouble, why so many founders get blindsided by FDA and FTC enforcement, and how to work with contract manufacturers when you're just starting out. Graham also gets into the real opportunity in supplements right now—why clinical trials cost 90% less than they did two decades ago, how AI is changing the formulation game, and why a $70 billion market growing at 6.5% still has plenty of room for new entrants. Plus, his take on the brands that are doing it right, from AG1 to Ritual, and what founders can learn from their playbooks.Episode brought to you by Stord - 3PL for CommerceEpisode brought to you by EMF Radar - Health Starts with EMF Safety in mindInteract with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.On this episode of DTC Pod, we cover:1. The evolution and growth of the herbal supplement industry2. Key regulatory milestones: DSHEA, GMPs, and FDA compliance for supplements3. What founders must do to stay compliant when launching a supplement brand4. The distinction between pharmaceuticals, dietary supplements, and nutraceuticals5. Marketing, claims, and the importance of substantiation6. Emerging opportunities with clinical trials and claim innovation7. DTC, Amazon, TikTok, and brick-and-mortar distribution channels for wellness brands8. The practicalities and risks of supplement retail (and when to scale beyond DTC)9. Practitioner and non-traditional channels for supplement sales10. How Ingredient AI, Infinite Garden, and other platforms are applying AI to supplements11. Content creators, credentialed doctors, and the new face of trusted health advice12. The role of diagnostics, wearables, and personalization in driving supplement trends13. Growth outlook: Why the supplement market is just getting startedTimestamps00:00 Intro to DTC POD and Graham Rigby02:25 20 years of supplements: Startup vs. regulatory side03:00 The exponential growth of the herbal products market04:44 Regulatory basics: DSHEA, FDA oversight, and GMPs explained07:14 How AHPA helps brands navigate compliance and education08:03 Launching a supplement brand: Key compliance steps and best practices10:00 FDA’s post-market regulatory process and founder responsibilities13:04 Supplements vs. pharmaceuticals: Safety, claims, and approvals17:32 Telling stories and using clinical research for marketing claims20:00 What marketers can and cannot say: Health vs. disease claims22:04 Substantiating claims and the importance of compliance for growth24:31 Label vs. online claims: How rules apply to different channels27:02 DTC vs. Amazon, TikTok, and expanding to retail and practitioner channels30:19 The risks and rewards of brick-and-mortar expansion35:14 AI and technology’s role in supplement industry efficiency and safety40:47 The rise of content creators and doctors shaping supplement education46:34 Diagnostics, wearables, and the future of personalized wellness51:13 Supplement industry outlook and advice for emerging brands52:25 How to connect with Graham and AHPA, and upcoming founder programsShow notes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari