HUM-believable! How Walter Faulstroh Set a New Standard in Supplements
…And What YOU Can Learn From It
February 27th, 2025 • 7 min read
The supplement industry was flooded with questionable ingredients, exaggerated claims, and little scientific backing, that is until HUM Nutrition. Walter Faustroh built a clean, clinically backed brand that puts science, transparency, and consumer education first. Today, HUM Nutrition is one of the most trusted names in wellness, with award-winning products and industry-first innovations.
Proven to Perform
HUM was built on proven results. Instead of following trends, Walter ensured every formula delivered real efficacy, backing his claims with double-blind placebo-controlled studies, something rarely seen in the supplement space, especially at the time of HUM Nutritions birth.
"When I started the company... there were a lot of ingredients in supplements that shouldn't have been there. So, for example, there were ingredients that would make pills whiter because it's more better for marketing, like titanium dioxide... and they're really harmful to consumers. So we had a long list of things which we call the ‘Ick List’ that we took out very early on."
Beyond research, HUM became the first brand to:
Scale ingestible women’s wellness
Offer free unlimited access to Registered Dietitian Nutritionists
Combine probiotics for vaginal health with ingredients that support urinary tract health
Launch the first Ashwagandha gummy and the first celery juice gummy
Trust Issues
HUM’s commitment to quality isn’t just about clean ingredients, it’s about making sure customers keep coming back because the products actually work.
"It's very easy to sell one bottle... but what really matters is the second bottle. So, you want to get results, you want to get results fast."
Walter believes the key to long-term success is about delivering on promises. That’s why HUM invests in education, ensuring consumers understand what they’re taking and how it works.
"Our first hire was actually a nutritionist... We only work with R&D Nutritionists…and they have given so much incredible education to our consumers for free. I think that's an important pillar of our industry because education... is so key for the consumer to come back for more."
Planet-Positive
While HUM’s primary focus is efficacy and clean ingredients, the company has also taken bold steps toward sustainability.
By transitioning to fully prevented ocean plastic packaging, HUM has prevented 30 million plastic bottles from reaching the ocean. Their commitment to sustainability has been widely recognized, including receiving the Marie Claire UK Sustainability Award for Best Ocean-Friendly Brand.
However, Walter has observed that while consumers support sustainability, their immediate priorities often lie elsewhere.
"In terms of [consumer] priorities, I think efficacy comes first, clean ingredients come next, and then the third on the list is probably sustainability. That's just something that surprised me... I think we need more education-run sustainability."
Quality Control
For Walter, product integrity comes before profits. He holds their suppliers to the highest standards, going beyond in-house testing to ensure third-party verification.
"I'm the worst customer for my suppliers because I'm really excessive when it comes to quality, and I find every little mistake... We also work with a third party called The Clean Label Project… where people go randomly around shops, pull products, send them to labs, [and] test them to hold us accountable at the end of the day."
Walter’s philosophy is simple: if a product doesn’t work, the brand won’t survive.
"I do think our industry shouldn't be about profit first, it has to be about wellness first... What we're about is health and wellness, and if we don't deliver on that with clean ingredients and formulas that work, then we fail and ultimately, we won't have a reason to play in this industry."
What Brands Can Learn from HUM’s Success
For brands looking to stand out in a crowded market, there are key takeaways from HUM Nutrition’s playbook on building trust, credibility, and longevity in the wellness industry:
Quality over profits - For brands, cutting corners on quality may boost short-term revenue, but long-term trust is what creates staying power.
Transparency breeds loyalty - Consumers are smarter than ever, and they see through marketing fluff. HUM’s ‘Ick List’ and peer-reviewed clinical trials prove that transparency creates credibility. Brands that own their values, disclose their processes, and back up their claims build deeper customer loyalty.
Education is the ultimate retention strategy - Brands that invest in education, whether through expert content, advisory teams, or interactive resources,strengthen customer retention and differentiate themselves from competitors.
Prioritise sustainability - Even if sustainability isn’t the first thing consumers look for, the demand for eco-conscious brands is only growing. For brands, this means investing in sustainable solutions now, whether through ethical sourcing, biodegradable packaging, or carbon reduction. The brands that get ahead of this shift today will lead tomorrow’s market.
Proof Over Promises - In an industry filled with bold claims, HUM Nutrition stands out by proving its products work. Instead of relying on trending ingredients or vague testimonials, HUM clinically tests complete formulas to ensure real efficacy. For brands, the lesson is clear: Consumers are smarter than ever. If your product doesn’t deliver real, measurable results, they won’t come back.
Struggling with bloat, acne, stress or your immunity? HUM Nutrition has got the answer.
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