Ramsey said the decision to launch a company from scratch came down to control and culture. “We wanted to do what we wanted to do… not try to change another culture.” He added that the company culture rooted in “love, honor and respect” is foundational to how they build brands.
That clarity of vision is paired with lessons learned from their first run. Upton said that rapid growth can obscure inefficiencies, adding that this time, the team is focused on discipline and prioritization. “The 80/20 rule is real… you can burn a lot of time on things that don’t make an impact,” he said, underscoring a strategy centered on “majoring on the majors.”
Ramsey noted that launching a supplement brand in 2026 is materially more complex than a decade ago and pointed to the rise of TikTok, influencers and DTC as a major shift, alongside significantly higher costs tied to retail placement, Amazon and clinical validation. Despite these pressures, the Elevate Organic team is sticking with a hybrid model, building through brick-and-mortar while scaling digital.
The duo said Elevate Organic’s core differentiator is its commitment to science-backed products. While clinically studied ingredients have long carried weight, Upton believes the bar is rising: “To have a clinically proven-formula is extremely rare,” he said. “In five years, I don’t think serious brands will be able to compete without that kind of science.”
Third-party certifications are another key signal of trust. From USDA Organic to Non-GMO Project Verified and Regenerative Organic Certified, these labels help guide consumers—especially in the absence of in-store education. As Ramsey put it, certifications labels on pack can provide the “NASCAR effect,” giving shoppers confidence while shopping.
Looking ahead, both founders agree the brands that survive will be those that stand for something. “You can’t be a ‘me too’ brand,” Ramsey said. Upton echoed that sentiment, pointing to “mission, integrity and proof” as the pillars that will define the next generation of supplement leaders.
With upcoming launches in digestive health and women’s health, Elevate Organic is aiming to raise the bar—both for product performance and industry accountability.
