The Absorption Company Aims to Fix Supplements' Biggest Flaw

NEW YORK, NY – January 20, 2026 – A new wellness brand, The Absorption Company, launched today with a bold claim: to solve the supplement industry’s most fundamental and costly problem. While an estimated 77% of Americans take supplements daily, the company points to a staggering statistic—over 90% of the population remains nutrient deficient. The culprit, they argue, is not a lack of effort but a lack of absorption. Most nutrients in traditional pills and capsules are simply not bioavailable, meaning the body can't use them effectively.

Co-founded by actors and environmental advocates Ian Somerhalder and Nikki Reed, alongside entrepreneurs Zeke Bronfman and Nate Medow, The Absorption Company is staking its future on a single, critical premise: a supplement is only as good as what your body can absorb. Their initial launch features five of the market’s most in-demand single supplements—Curcumin, CoQ10, Magnesium Glycinate, Berberine, and Vitamin D3+K2—each re-engineered with advanced delivery systems to dramatically increase how much of the active ingredient actually makes it into the bloodstream.

"We built The Absorption Company to focus on absorption because it is the one thing that impacts all others," said Zeke Bronfman, CEO and Co-Founder. "No matter how effective magnesium, Vitamin D, or any other supplement may be, it only works if your body can absorb it. Better absorption is the key to unlocking better results."

The Science of Getting More

The core of the company's value proposition lies in tackling the poor bioavailability that plagues many popular nutrients. Standard curcumin, the active compound in turmeric, is famously difficult for the body to use, with some estimates suggesting 95% is lost. The Absorption Company’s new formula claims to be 149 times more absorbable. This significant leap is powered by Curcuwin® Ultra+, a clinically studied ingredient that uses a proprietary delivery system to enhance the dispersion of curcuminoids, allowing for faster and more complete uptake. Independent research on the technology has validated similar bioavailability improvements.

Similar claims are made across their new line:

• CoQ10: Essential for cellular energy, traditional CoQ10 has a bioavailability of just over 1%. The company's version promises 10 times better absorption, aiming to provide more meaningful antioxidant protection and support for cardiovascular and cognitive health.
• Magnesium Glycinate: Marketed for relaxation and sleep, this formula is said to be up to 8 times more absorbable than standard forms, using a dual-delivery system that combines chelation and liposomal encapsulation to avoid the digestive discomfort common with other magnesium types.
• Berberine: Used for metabolic support, berberine’s absorption is typically below 1%. The new product claims 6.2 times more absorbability, a plausible enhancement given that scientific research has explored various nano-delivery systems and co-administration strategies to overcome its poor uptake.
• Vitamin D3+K2: This combination is offered with nearly 2 times better absorption than standard D3, using technologies like liposomal encapsulation to improve the delivery of these fat-soluble vitamins crucial for bone and cardiovascular health.

Experts in the field confirm that the challenge is real. "Bioavailability is the elephant in the room for the supplement industry," noted one independent pharmacologist. "Consumers spend billions on products where the majority of the active ingredient never reaches its target. Technologies like liposomal encapsulation and advanced nano-delivery systems are not just marketing buzzwords; they represent a genuine scientific effort to solve this problem."

Standing Out in a Crowded Market

The global supplements market was valued at nearly $177 billion in 2023 and continues to grow. While The Absorption Company is not the first to offer high-bioavailability products—brands specializing in liposomal vitamins or specific patented ingredients have been on the market for years—its strategy is distinct. The entire brand is built on the singular, unifying principle of absorption science, applying a multi-technology approach tailored to each nutrient rather than relying on a single delivery method.

This focus directly addresses a growing consumer awareness. As people become more educated about wellness, they are beginning to question not just what is in their supplements, but whether they are getting their money's worth. The company’s mission, as stated by co-founder Ian Somerhalder, is to "deliver real benefits with nutrients that absorb," tapping into a demand for efficacy and transparency in a market often criticized for a lack of both.

A Fusion of Celebrity Advocacy and Business Acumen

The founding team represents a strategic blend of public platform and entrepreneurial experience. Somerhalder and Reed bring significant star power and a personal story rooted in their own health journey, which reportedly led them to discover the widespread ineffectiveness of common supplements. Their advocacy lends an air of authenticity and provides a massive marketing platform.

Behind the celebrity faces are Zeke Bronfman and Nate Medow, who were named to Forbes' 30 Under 30 list for their work. The pair previously founded and sold a successful zero-sugar beverage brand, demonstrating a track record of building and scaling a company in the competitive consumer goods space. This combination of mission-driven advocacy and proven business strategy has attracted early investment from notable figures and venture funds, including Springdale Ventures and Matt Higgins. The company's reported $800,000 in direct-to-consumer sales in its first quarter suggests the model is already finding traction.

Initially launching exclusively online at Absorbmore.com and at the health-focused retailer Happier Grocery, the products are priced from $28 to $49, reflecting the advanced technology used. The company plans a wider rollout to other premium wellness retailers like SunLife Organics and, eventually, to the mass market via Amazon. This phased strategy allows the brand to first build a loyal following among discerning health consumers before aiming for broader scale. As consumers grow more discerning, the demand for supplements that deliver on their promises is likely to reshape the entire wellness landscape.