The herbal supplement category has exploded. But in a largely unregulated industry, doing the right thing isn’t always recognized. So Gaia set their own impossibly high standards. And it was on us to show the people of Gaia doing things the only way they know how — the right way.

We did what no other company would dare do. We invited the FDA to come for a visit, you know, to poke around in all of Gaia’s business. We rolled out the red carpet, took out a full page ad in the New York Times, and waited patiently. And while the FDA was a no-show, the brand’s chutzpah did attract one Brazilian supermodel. Gisele Bündchen was brought on as a brand ambassador to solidify Gaia’s place at the top of the supplement food chain.