Adaptogens in Your Products: What You Can Actually Claim

Adaptogens have become a buzzword in wellness, popping up in supplements, beverages, and skincare products. From ashwagandha and rhodiola to ginseng and holy basil, these ingredients promise stress relief, energy support, and hormone balance. But while the hype is real, the science behind adaptogens is nuanced — and regulatory boundaries on what brands can claim are strict.

For brand owners and marketers, understanding both the science and compliant messaging is essential to build credibility, avoid regulatory risk, and connect meaningfully with consumers.

What Are Adaptogens?

Adaptogens are a class of botanicals traditionally used in herbal medicine that are believed to help the body adapt to stress and maintain homeostasis. In other words, they are thought to support resilience to physiological and psychological stressors.

Key points to note:

• Adaptogens do not target a specific disease.

• They are often studied in the context of stress response, fatigue, or mood regulation, typically in small human or animal studies.

• Evidence varies widely by species, dosage, and formulation.

How Adaptogens Work (Science, Not Hype)

Although the mechanisms aren’t fully understood, research suggests adaptogens may act through:

1. Regulation of the HPA Axis
   The hypothalamic-pituitary-adrenal (HPA) axis controls stress hormones like cortisol. Some adaptogens may help modulate cortisol response during acute stress, supporting balance without suppressing natural hormone production.

2. Antioxidant and Anti-Inflammatory Effects
   Many adaptogens contain bioactive compounds that can reduce oxidative stress and modulate inflammatory pathways — mechanisms that contribute to overall cellular resilience.

3. Neuroprotective and Cognitive Support
   Certain adaptogens, like rhodiola, may support mental performance and reduce fatigue under stressful conditions, potentially improving attention and endurance.

It’s important to emphasize: most human studies are small or preliminary, and effects can vary. Brands should avoid implying that adaptogens “cure” stress, mood disorders, or fatigue.

What You Can Actually Claim

When marketing adaptogens in supplements, foods, or beverages, the safest claims fall under structure-function language (U.S.) or general well-being claims (EU, UK). Avoid disease or drug claims unless you have rigorous clinical evidence and regulatory approval.

Compliant Examples:

• “Supports the body’s response to stress”

• “Helps maintain mental focus during challenging situations”

• “Supports energy and endurance naturally”

• “Promotes overall well-being and resilience”

Claims to Avoid:

• “Reduces cortisol levels” (unless supported by a validated clinical study)

• “Treats anxiety or depression”

• “Cures fatigue”

• “Balances hormones”

Tip: Focus on functional benefits and general wellness outcomes rather than disease treatment. This communicates value to consumers while staying compliant.

Messaging That Builds Trust

Beyond compliance, adaptogen messaging should be clear, transparent, and educational. Consider these approaches:

1. Highlight the ingredient and traditional use:

• “Ashwagandha has been traditionally used to support stress resilience.”

2. Explain the functional benefit:

• “May help the body adapt to physical and mental stressors.”

3. Avoid overselling or guaranteeing results:

• Words like “supports,” “helps,” and “promotes” are safer than “boosts,” “reduces,” or “treats.”

4. Link to evidence when possible:

• Cite human studies or peer-reviewed research for credibility (without making unapproved health claims). Many ingredient vendors can provide their clinical data and reasearch to support the claims on their ingredients.

The Bottom Line

Adaptogens are compelling ingredients with growing consumer interest, but the key to long-term brand success lies in credible, evidence-informed messaging. Claims should be accurate, avoid disease language, and educate rather than oversell.

By communicating clearly, you not only stay compliant — you also build trust with consumers, setting your brand apart in a crowded wellness market.

Looking for science-backed ingredients and messaging strategies for your products? Looking to feature science-backed adaptogens in your products without overpromising?

Let’s connect — I help brands identify effective ingredients and craft evidence-based messaging that builds trust and resonates with consumers.