Evidence before trends.
We start with the research literature, not the ingredient of the moment. If the evidence does not hold up, it does not make it into a formula.
Idunn Lab / Our science
01 Evidence, made visible
A science-first standard
Rooted in evidence.
Rooted in evidence.
Designed with purpose.
Every formulation begins with the questions that matter: what does the research say, what belongs in the formula, and at what dose?
The formulation philosophy
A standard built to outlast the trend cycle.
We believe the best formulas are clear in both purpose and proof. Those principles guide every decision from research review to finished label.
Every dose has a job.
Every ingredient earns its place at a meaningful dosage. Nothing is included only to decorate a label, and nothing is diluted to meet a price point.
Transparency, without compromise.
Full doses are listed on every label. We explain why each ingredient was selected in plain language, so you can see the formula for what it is.
One standard, two formulas
Designed for your distinct needs.
The same evidence-led approach and transparent formulation philosophy, tailored into separate formulas for women and men.
Purposeful, fully disclosed dosages
Premium standardized root extract
No proprietary blends
Shared foundationOne standard
of proof.
of proof.
From question to formula
A repeatable path to better formulation.
The same disciplined process guides every Idunn Lab product, from the first research question to the final label.
Research
Reviewing available clinical and traditional-use literature.
Selection
Choosing forms and sources with verified purity and traceability.
Calibration
Setting quantities against the levels referenced in the research.
Verification
Confirming potency, purity, and consistency through testing.
Disclosure
Finalizing a complete, clearly labeled formula—nothing hidden.
Botanical profileRoot extract,
standardized.
standardized.
Ingredient spotlight
Ashwagandha
Withania somnifera
A deeply studied adaptogenic herb with a long history of traditional use. We selected its root extract for both the quality of available research and consistent batch-to-batch standardization.
- Traditional use
- Used for thousands of years in Ayurvedic practice as a rasayana, a class of botanicals associated with vitality and balance.
- Modern interest
- A growing body of research examines ashwagandha root extract in relation to the stress response and everyday resilience.
- Our selection
- We use a standardized root extract, evaluated against the concentrations referenced in the available literature.
Information is provided for educational purposes and is not intended to diagnose, treat, cure, or prevent any disease.
Our formulation standard
What every formula is held to.
Each promise is backed by a specific, repeatable part of our process. This is what our science-first approach means in practice.
Clinically studied ingredients
Evidence-based
Every formula begins with a review of peer-reviewed scientific literature. We assess the evidence for each ingredient's efficacy and exclude those without sufficient scientific support.
Purposeful dosages
Each ingredient is dosed according to the amounts used in relevant scientific research, rather than marketing appeal or production costs.
Premium ingredients
Every raw material is carefully selected, with a preference for trademarked ingredients where available to ensure purity and consistency.
No Fluff
Every ingredient serves a clear purpose, with its full dose disclosed on the label. No proprietary blends, ever.
IDUNIQ by Idunn Lab
Two formulas. One uncompromising standard of proof.
Formulated with intention
Questions, answered
The details should be easy to find.
A clear formula starts with clear answers. Here is how we approach the questions that matter most.
What about dosage?
The amount of an ingredient only tells part of the story. What also matters is the concentration of its active compounds.
Take Ashwagandha, for example. Sensoril®, a premium standardized extract, contains at least 10% withanolide glycosides, while another extract might contain just 2%.
This means that 300 mg of Sensoril® provides 30 mg of withanolide glycosides, while 600 mg of the other extract provides just 12 mg of withanolides.
This is why we consider both the total dosage and the concentration of active compounds when selecting our ingredients.
What makes IDUNIQ different?
At IDUNIQ, we care about our health and yours. We believe supplements can make a meaningful difference, but my god, there's a lot out there.
Is it all worth it? Am I taking the right dose? Is this even right for me?
We've asked ourselves these same questions, and we're determined to answer them honestly and transparently.
That's what IDUNIQ is all about. Idunn Lab's science-first approach, made practical.
How are ingredients selected?
Every ingredient is reviewed against available scientific research. What does it actually help with? Do the benefits apply to everyone, or only to specific groups? Is there enough reliable research to support its use?
We also look at the dosages studied, the specific extracts used in clinical trials, where the ingredient can be reliably sourced, and how its purity can be independently verified.
These are the questions we need to answer before an ingredient earns its place in one of our formulas.
Why is there a separate men's and women's formula?
While anyone can choose either formula, we created two versions to make it easier to find the right combination of ingredients for your personal goals.
Our Men's formula uses the well-known KSM-66® Ashwagandha, made exclusively from the roots of the plant. It has been studied for its potential to reduce stress, support testosterone levels and improve physical performance. We complement it with zinc to support normal testosterone production and immune function, maca for its potential benefits for libido, and ginseng to help combat fatigue and support mental performance.
Our Women's formula uses premium Sensoril® Ashwagandha, extracted from both the roots and leaves of the plant. It has been studied for its calming effects, particularly in relation to stress and sleep. We combine it with saffron, which has shown promising benefits for mood and sleep quality, collagen peptides to support skin health, and magnesium for normal muscle and nervous system function.
Both formulas bring together carefully selected ingredients, with different benefits in mind, so you can choose the one that best suits your needs.
Choose your formula
The standard is shared. The formula is personal.
Explore the IDUNIQ Ashwagandha formula designed for you.
