With over 25 years in the natural products industry and a Master of Science in medicinal chemistry, Sebastian Balcombe is founder and CEO of Specnova. He approaches natural ingredients and delivery systems discovery and development through the lens of an experienced entrepreneur and scientist. From in-silico computational chemistry for compound discovery to clinical research and IP development, he has developed over 30 nutraceutical ingredients, multiple liposomal and beadlet delivery systems as well as the IP surrounding them. With his in-depth understanding of liposomal technology, Balcombe’s most recent research has focused on how this novel delivery system works with natural ingredients, including the ability to increase the bioavailability and stability of critical nutrients in the body. Balcombe’s authentic passion, craftsmanship, and commitment to creating a superior customer-brand experience have built his reputation as a pragmatic perfectionist in the industry. He is dedicated to helping people achieve a better quality of life and is committed to establishing new standards in product development, innovation, research, and quality control.

Health-E Insights (HEI): What is one big mistake you see nutraceutical business leaders make more frequently than others when it comes to scientific studies?

Balcombe: One of the biggest mistakes nutraceutical business leaders make is misrepresenting bioavailability data by relying on in vitro models and short-window human studies to create exaggerated claims. Too often, companies take dissolution or Caco-2 permeation studies — preclinical tools meant to guide further research — and falsely equate them to actual bioavailability in humans. This is misleading because in vitro models cannot fully replicate real-world absorption and metabolism. Worse, many of these studies use poor analytical chemistry methods, further inflating results.

Even in human clinical studies, the problem persists. Many brands showcase a 4- to 6-hour blood plasma snapshot, highlighting a spike in CMax or AUC, while ignoring the full 24-hour pharmacokinetic profile. If the increase isn’t sustained or doesn’t translate to improved efficacy, the data is meaningless. Companies also manipulate results by using unrealistically high doses. Without linking bioavailability increases to real-world efficacy, these studies do more harm than good, damaging trust in the industry. 

HEI: Are there more than three ingredient categories that carry scientific testing misrepresentation?

Balcombe: Indeed, scientific testing misrepresentation extends beyond just a few ingredient categories. In the nutraceutical industry, areas such as liposomal delivery systems, herbal extracts, and proprietary blends often face scrutiny.

For example, the term “liposomal” is frequently used without proper validation. At Specnova, we’ve tested almost all of the liposomal products on the market and found that 95% of them are not truly liposomal. We’ve also found that natural ingredients are more challenging to encapsulate into liposomes than pharmaceutical compounds, necessitating validation to prove liposomes are present and clinical research to substantiate claims.

Similarly, herbal extracts, such as ashwagandha, may be marketed based on traditional uses without robust clinical evidence, and proprietary blends can obscure the actual amounts of active ingredients, leading to potential misrepresentation. It’s crucial for companies to provide transparent and validated scientific data across all ingredient categories to maintain credibility and consumer trust.

HEI: Are companies cutting costs when it comes to science to gain a competitive advantage?

Balcombe: Regrettably, some companies in the nutraceutical sector do cut corners on scientific research to reduce costs and expedite product launches. This practice undermines the integrity of the industry and can lead to products that lack proven efficacy. We prioritize rigorous scientific validation, investing in comprehensive studies to ensure our products deliver genuine health benefits. While this approach demands more resources and time, it establishes a foundation of trust and reliability with our customers. Ultimately, companies that compromise on science may achieve short-term gains but risk long-term damage to their reputation and consumer distrust. 

HEI: Have you always been vocal about companies not having accountability for their science and ingredients?

Balcombe: Absolutely. Advocating for accountability in scientific validation and ingredient transparency has been a cornerstone of my career. I’ve consistently emphasized the necessity for companies to substantiate their claims with robust scientific evidence and I am committed to validating and characterizing our liposomal delivery systems and other ingredient delivery innovations to a depth that surpasses industry norms. This dedication stems from a belief that consumers deserve products backed by credible science, ensuring both safety and efficacy.

HEI: At the end of the day, companies overstating their science is a pet peeve. Can the industry as a whole encourage changes? Will anyone listen?

Balcombe: Overstated scientific claims not only mislead consumers but also tarnish the industry’s reputation. Collectively, the industry can foster change by establishing and adhering to stricter standards for scientific validation and transparency. Organizations like the Council for Responsible Nutrition (CRN) and the American Botanical Council (ABC) play a pivotal role in promoting ethical practices and educating suppliers, CPG companies, and consumers. By highlighting success stories of companies that prioritize rigorous science, we can set benchmarks for others. There is a growing consumer demand for transparency and efficacy that the industry is listening to and will gradually move toward more accountable practices or be left behind. 

HEI: While the industry may understand such terms as bioavailability, liposomal, and timed release, even savvy supplement consumers are probably not aware. If you agree with this, why even bother making questionable claims within the industry?

Balcombe: It’s true that terms like bioavailability, liposomal, and timed release can be complex and may not be fully understood by all consumers. However, this complexity doesn’t justify making questionable claims. In fact, it underscores the responsibility of companies to educate both their customers and consumers and provide clear, accurate information. Good companies demystify these concepts, ensuring that claims are substantiated by rigorous scientific evidence and are easy to understand. By doing so, we empower consumers to make informed decisions and foster trust in our products. Misleading claims may offer short-term marketing advantages, but they ultimately erode consumer confidence and harm the industry’s credibility. 

HEI: For those companies who play by the rules, could a real consumer education campaign addressing bioavailability, liposomal, timed release, and other ingredient topics be helpful? And if so, what might such a campaign look like?

Balcombe: A well-structured consumer education campaign is indeed beneficial. Such a campaign should aim to simplify complex scientific concepts, making them accessible and relatable. Utilizing various platforms — informative articles, engaging videos, and interactive webinars — can cater to diverse learning preferences. Collaborations between ingredient suppliers and CPG companies can also provide insights down the supply chain to the consumer. An informed consumer is the best defense against misleading claims.

HEI: Education and marketing budgets aside, what’s your feeling about ingredient manufacturers promoting their legitimate science and branded ingredients to consumers? In the past, several ingredient brands have successfully used this tactic leading to great success.

Balcombe: Promoting legitimate science and branded ingredients directly to consumers can be highly effective. It serves to bridge the gap between complex scientific research and consumer understanding. By sharing and educating the consumer, we empower them to make informed decisions. This approach not only enhances brand credibility but also elevates industry standards, encouraging other companies to do the same.