PharmaLinea chose to obtain certification through The Good Pill Co., a Swedish company that was launched earlier this year, as the program seeks to be easier to communicate than “some of the more technical certifications,” Matevž Ambrožič, marketing director of PharmaLinea, told NutraIngredients.
“We believe, rather than working as a replacement of traditional certificates and standards, The Good Pill Co. certification complements them,” Ambrožič said.
“Its criteria are directly aimed at addressing the real-world quality and safety issues within the supplement space, which is not something all established certifications cover in such sufficient depth.
“We also believe The Good Pill Co. is more understandable for consumers and might result in a better impact on our clients’ sales to consumers than some of our more complex certificates.”
Winning back consumer trust
Part of the decision to collaborate with The Good Pill Co. is to improve client acquisition, Ambrožič said.
It will be particularly beneficial in markets where consumer distrust levels are high and fake label claims have damaged nutraceutical reputations, he said, giving the example of Vietnam.
“Their market experienced a massive crackdown in 2025, exposing large-scale fraud from both food supplement manufacturers and regulatory institutions,” Ambrožič told NI.
“Consequently, the consumers’ perception of food supplement product safety was severely affected. PharmaLinea’s clients, although being stellar examples of quality standards, are unwillingly caught in the same cloud of distrust.”
He said that obtaining a European quality assurance could act as a ‘powerful tool’ for winning back consumers’ trust.
“Today’s consumers and brand owners are becoming more conscious and are demanding evidence-based reassurance,” he said.
“In today’s competitive and trust-challenged market, every layer of differentiation is more than welcome. We, therefore, saw an opportunity to be early adopters of a movement that is working towards reshaping the supplement space.”
What does The Good Pill Co. do?
The Swedish certification company offers two options: a Certified Contents Certification, which verifies ingredient accuracy, product disintegration for bioavailability and freedom from contaminants; and a Cleaner Sport Certification, which screens for banned substances to reduce doping risks for athletes.
Co-founder David Hjalmarsson said the program addresses widespread problems such as inconsistent regulation, low entry barriers, and consumer confusion.
Referencing recent news which highlighted how many supplements don’t contain the ingredients they claim, he said that by making independent testing visible and credible, The Good Pill Co. aimed to empower consumers, reward responsible brands and push the industry toward higher standards.
Its system involves: Quality standards implemented in daily operations and supported by formal certification; a Certificates of Analysis (CoA) for all raw materials to verify identity, potency, and safety; rigorous testing protocols, including raw material inspections, contaminant testing, and intermediate testing; and microbiological and heavy metal testing of finished products, as well as stability studies to ensure safety and efficacy over their shelf life. The quality system itself is also subject to regular third-party audits.
Slovenian nutricosmetics company Tosla and Swedish probiotic brand KÄLLA already partnered with The Good Pill Co, making PharmaLinea the third to work with the new group.
“We believe, the more companies in the nutraceutical sector adopt such elevated standards, the more it will pressure the industry at large to follow,” Ambrožič said.
