Why I Started Veracity — By Allie Egan.
Allie Egan, Fondatrice, CEO Veracity
The Triumph of Trust in a Category Crowded with Overhyped Products.
Unable to find real answers to her own health struggles, Allie Egan decided to build a solution to help others. A fairly classic founder story — except that Allie and her team quickly realized they were addressing something nearly everyone is searching for: to finally feel like themself again.
Today, fueled in part by the rise of GLP-1 awareness, Veracity is rapidly gaining traction as consumers increasingly seek trustworthy, science-backed wellness solutions. The company is now preparing to meet growing demand — including from retailers worldwide.
WHAT YOU’LL DISCOVER
— What consumers truly rely on to trust a brand today
— In an Agentic Commerce era, why years spent building measurable credibility may finally become a competitive advantage
— What Veracity teaches us about subscription-driven customer loyalty
— Why the rise of GLP-1 medications may ultimately benefit the entire wellness industry
— And more personally: which longevity trends genuinely live up to the hype?Comment se crée aujourd’hui la confiance envers une marque
INTERVIEW
Allie Egan, founder and CEO Veracity.
Laurence Faguer – Allie, let’s jump with a direct question: What exactly problem does Veracity solve today?
Allie Egan– I founded Veracity through my own difficult journey with metabolic health. During testing when going through infertility, I was diagnosed with Hashimoto’s disease — something I had no idea I had. I started prescription medication, but three years later, I was still struggling with infertility.
Then I discovered functional, root-cause-based medicine. That approach helped me reverse my Hashimoto’s, overcome infertility, and eventually have my two children.
That experience forced me to understand that metabolic health is the foundation of everything. It’s not simply about burning calories — it is our bodies ability to use and distribute energy to every cell in our body. The most important attribute is how we look and feel everyday, our underlying confidence and our longevity.
Your career was rooted in beauty and fashion — including as CEO of Cynthia Rowley. What prompted such a major shift into health entrepreneurship?
Allie Egan – My story is not unique. What inspired me to create Veracity was the realization that too many people only address these underlying health issues too late, once they have already become serious. And that many of the issues affecting how we look and feel every day are deeply connected to metabolic health.
Our clients may come to us wanting to lose weight, reduce inflammation, fit better in their clothes, or simply have more energy. But what we are ultimately addressing is the root-cause metabolic health issue beneath those concerns — because metabolic health influences not only how we look and feel, but also our confidence, longevity, and quality of life.
WHY IT MATTERS: Dr. Gabrielle Francis, Veracity’s Chief Medical Officer: “Protein is the missing link in most people’s metabolic systems. Metabolic Power Protein was designed to be more than a shake—it’s a true metabolic support tool. By helping the body build active muscle more effectively, it strengthens the foundation of metabolism itself.”
WHY VERACITY? Protein is a dirty aisle. Many powders carry toxic baggage and can do more harm than good. Veracity’s Metabolic Power Protein was specifically formulated to reduce the amount of heavy metals, and its formula passes California’s Prop 65 strict regulatory levels for heavy metals and other toxins.
Retour à l'interview
You operate in a space where trust and proven results are essential, especially surrounded by so many trend-driven supplement brands. How do you build and maintain customer trust at scale?
Allie Egan – That's a great question, because one of the biggest questions in this category is trust. Consumer demand is clearly there — people are finally saying “I want to feel better. I want to learn how”. But at the same time, the wellness space has been flooded with snake oil products that are stimulants and cause other issues.
That’s why trust is the foundation of everything we do at Veracity. I founded the company alongside a team of 11 doctors, combining functional, root-cause-based medicine practitioners with board-certified physicians. More recently, Giorgio Dell’Acqua, who holds a PhD in cellular biology and previously served as Chief Science Officer at Nutrafol, joined the company as Chief Science Officer.
These experts are not just names featured on our website. They are deeply involved in our day-to-day operations — from product formulation and third-party testing to clinical studies. Many of them also regularly appear on our social channels.
Obviously, as the founder, I also openly share my own story - that before founding the company, I was simply trying to heal and learn for myself. I even later became a Certified Hormonal Health Coach, which gives me another lens on this space.
We’ve also invested heavily in third-party testing through organizations such as the Clean Label Project, where we achieved the highest purity award. Our protein product also meets California Prop 65 standards. Our approach is centered on clean, efficacious products backed by validation.
More broadly, after six years building Veracity, what do you believe consumers trust most today from wellness and health brands?
Allie Egan – Consumers today look for trust and validation in several ways. The first is real people's experiences and testimonials. We share real stories that aren't fabricated with our clients and potential clients.
The second is clinical validation. Dr. Gabrielle Francis, Veracity’s Chief Medical Officer, and the broader team are publishing our clinical studies directly on our website, and are working to make the science even more transparent — showing exactly where specific claims come from within these giant clinical studies. Because it can be quite confusing. For example, if we say a product increased GLP-1 levels by 61%, we want consumers to easily see where that data appears in the research itself.
And the third is physician credibility. Today, people trust doctors significantly five times more than wellness influencers. We have today over 1,100 doctors, third party, non-paid doctors, who recommend our products.
The last piece is the client experience we are intentionally creating. We want to be available to answer clients’ questions because it’s a big consideration: these are products people put into their bodies every day, expecting a real impact on their health.
Our client services team is led by a certified nurse trained in holistic nutrition, alongside a team of holistic nutritionists. Our clients can book free consultations or longer paid sessions for more in-depth guidance. They speak with a real person who explains not only the products and their benefits, but also how they fit more holistically into their life.
This holistic view is very unique in your category. Actually, on your homepage, visitors are invited to share their top health priorities, and you also offer a Metabolic Protocol Quiz. How central are data and personalization to Veracity’s growth strategy?
Allie Egan – Personalization is extremely important to us. In fact, we call our customers ‘clients’ because that reflects how we want to treat them, understanding each person’s unique situation, needs, and preferences.
It’s also about being truthful. A lot of supplement brands claim, ‘This is the only product you need — throw everything else away.’ But health and balance simply don’t work that way. For example, someone may be focused on weight loss and metabolic health, but if their stress levels are extremely high, their cortisol is out of control causing their sleep to be disrupted, those issues also need to be addressed. You can’t separate one part of health from the rest of the equation.
Our metabolic health quiz takes the whole person into account. For example, someone going through menopause and major hormonal fluctuations will naturally have different metabolic and hormonal needs. We want to guide people toward the right starting point, because it can be discouraging to begin a product and not see results.
“Retention starts at acquisition”
You recently shared a figure: more than 90% of your business comes from subscriptions. That level is extremely rare. What have you learned about customer loyalty, churn, and long-term profitability?
Allie Egan – This is actually something I'm most proud of with the brand and the company. Over 93 % of our business is on subscription. And almost 70 % of the whole business is on long term subscription - at least three or six months at a time. And those clients have even better repeat and long term retention because they're actually committing and seeing the results.
For me, retention starts at acquisition, with telling people how products will work and on what timeline. It comes back to trust in a space where many companies are overpromising and underdelivering, particularly in the metabolic health and GLP-1 category, where many brands claim to offer a ‘GLP-1 in a pill’ or a natural supplement alternative.
We’ve been very intentional about avoiding the ‘quick fix’ approach. By setting the right expectations from the start, we’ve found that more people commit upfront — and stick with it long term.
We’re also trying to guide our subscribers throughout their journey, rather than simply selling them a bottle of pills and sending them on their way. People start this journey for a reason. As a holistic health company, we believe we need to talk about the other parts of life that influence those goals — nutrition, sleep, movement, exercise, stress management, and more. Both women and men — as men have been a big growing client base for us growing exponentially over the last like six months.
“What is starting to emerge is that GLP-1 is only one part of the story”
You mentioned GLP-1 medications. Do you believe this trend will continue to gain momentum year after year?
Allie Egan– I think these medications are helping all of us. People who have never heard of it before, have some awareness of what they are and what they do. For women especially, we’ve often been led to believe that weight management — going to the gym, restricting certain foods, resisting chocolate — is purely a matter of self-control or willpower. But in reality, underlying metabolic and hormonal issues can make achieving those goals almost impossible.
So I think this conversation is here to stay, and that’s very positive because it shifts the discussion away from self-blame toward a better understanding of what our bodies biologically need to support us.
The U.S. is ahead of Europe on medications like Ozempic and Wegovy. What broader trends have you seen come out of that?
Allie Egan – What is starting to emerge is that GLP-1 is only one part of the story. On the pharmaceutical side, we’re seeing that drugs with multiple mechanisms of action — targeting GLP-1, GIP, PYY, and others — are proving to be much more effective than pure GLP-1 medications like Ozempic.
This completely validates your vision!
Allie Egan – Our bodies are not so simplistic that one hormone or one mechanism of action changes everything. Almost every process in the body involves multiple things.
But you are right. That's how we differentiate ourselves in the natural product supplement space. Most of our competitors just talk about GLP-1 and that's quite honestly all the claims that their products can make.Whereas our main hero product Metabolism Ignite™ is activating a metabolic pathway that boosts GLP-1 but also helps balance all the other hormones involved in appetite, satiety and blood sugar as well and improve your metabolic enginher - your mitochrondria.
“Trust can’t be hacked”
Your perspective on GLP-1 is fascinating. Before our conversation, I might have seen them as competitors to Veracity — but you explained that’s not the case.
Now, let’s turn to a topic that’s on everyone’s mind these days: Agentic Commerce! With more consumers discovering products through AI platforms, do you think the strong trust signals and proof on your website may help?
Allie Egan– We're already seeing that. And it's interesting because as an e-commerce-driven business, we constantly get pitched on AEO or GEO strategies that promise to ‘skyrocket’ our visibility. Quite honestly, I call it hacking practices…
Platforms like ChatGPT or Anthropic are gaining popularity because people want better, more trustworthy answers than traditional search often provided. With Google, brands learned how to game SEO, so users were frequently served content optimized to sell rather than content that genuinely answered their questions.
Our approach is different. We believe trust will win in the long run, especially in an Agentic Commerce world. That’s why we focus on products that deliver real results, authentic customer reviews on our website as well as platforms like Reddit, long-form educational content created alongside real physicians, and we aim to answer real customer questions in an original, and credible way.
To go beyond ‘fun wellness’
Today, your products are sold through your own e-commerce site, Amazon, and wellness destinations. Would you consider distribution through retailers?
Allie Egan – Absolutely. Early on, we wanted to fully own the customer experience and truly help people, which is why our focus has been on our D2C and subscription business. But to build a leading brand, you also need to be present where consumers already discover, shop and where trust already exists.
We’re having exciting conversations with potential wholesale partners. What stands out is that the retailers we’re speaking with understand that wellness needs to go beyond what I’d call “fun wellness”.
What do you mean by “fun wellness”?
Allie Egan – Traditionally the vitamins space has been like vanilla and bland — an ‘alphabet soup’ of ingredients people didn’t understand. More recently, it has moved almost like a fashion business, with cool brands launching a new product every few weeks, but often with questionable effectiveness.
Wellness operates by a different standard than beauty. Beauty often offers a sense of instant gratification, whereas wellness doesn’t work the same way: products ultimately have to deliver real results.The retailers we’re speaking with know that and have a commitment: they want to build a true health business — not just a wellness business.
Precisely, Veracity is much more than a supplement brand. What is the bigger vision for the company?
Allie Egan – We’re not here to sell someone a bottle of pills. I personally like to think that we help people become the CEOs of their own health.
We are building a trusted brand in the holistic, natural, and safe metabolic health space, with the right assortment of products to help people achieve results, whatever their individual metabolic health needs may be - including supporting people in their post-GLP-1 journey. We are a brand founded and growing in the U.S., but this need is global. Many markets — Europe being a major one — share the same desire not to rely on prescription drugs forever.
For readers who would like to learn more about Veracity or connect directly with you, where should they go?
Allie Egan – I would love to speak with them! They can contact me here : allie@veracityhealth.co.
Thank you, Allie!
TO GO FURTHER
Instagram & TikTok: @veracityhealthco
Instagram: @allie_b_egan
LinkedIn: Allie Egan