The Story of a Brand Show Iovate Health Sciences International - The Future of Supplements: Precision and Personalization
When it comes to building lasting health and wellness brands, few people have as much lived experience as Raza Bashir.
As Chief Innovation Officer at Iovate Health Sciences International, Raza has spent nearly two decades turning cutting-edge science into products that make a real difference in people’s lives. From MuscleTech to Hydroxycut, his fingerprints are on some of the most influential supplement brands of our time.
In this conversation, hosted by Rose Hamilton, CEO of Compass Rose Ventures, we delve into the journey of innovation: what it truly entails behind the scenes, why transparency is non-negotiable, and how balancing margins with quality is one of the most challenging yet critical aspects of brand building.
Raza also shares what inspires his product innovation, lessons from products like Clear Muscle, and his perspective on the fast-changing landscape of consumer wellness.
Here are some of the key moments from the episode:
* The early days at Iovate and how a culture of speed and passion shaped innovation
* Why storytelling and consumer feedback remain as important as the science behind the product
* The Clear Muscle case study—how testing, iteration, and positioning made all the difference
* Building consumer trust through transparency, science, and third-party validation
* The future of supplements: precision nutrition, peptides, and the rise of consumer “stacks”
Join Rose Hamilton in listening to the episode and hear how Raza Bashir is helping shape the next era of health and wellness through innovation, trust, and intentional leadership.
For more on Iovate Health Sciences International, visit: https://www.iovate.com/
Iovate Brands: For more information on MuscleTech, visit www.muscletech.com For more information on Six Star, visit: www.sixstarpro.com For more information on Hydroxycut, visit: www.hydroxycut.com For more information on Purely Inspired, visit: www.purelyinspired.com
If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.
Plus, don’t forget to follow us on Apple and Spotify.
Your support helps us bring you more content like this!
*
Today’s Sponsors:
Color More Lines: https://www.colormorelines.com/get-started
Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they’ve generated triple-digit year-over-year growth for established sellers doing over $5 million per year.
1 Commerce: https://1-commerce.com/story-of-a-brand
Scaling a DTC brand becomes harder the bigger you grow, especially when you’re limited to selling on just one channel. While you’re focused on day-to-day ops, your competitors are unlocking marketplaces like Amazon, Walmart, and even retail shelf space—and capturing customers you’re missing. That’s where 1-Commerce comes in.
They help high-growth brands expand beyond their sites, handle end-to-end fulfillment, and scale through a revenue-share model that means they only win when you do.