🌿 Our standards

The numbers most shops leave out.

This is the page we’d want to read before buying from a shop we’d never heard of. Everything on it is checkable.

Never above the safe level

Every vitamin and mineral we sell sits inside the UK safe upper levels. Not close to them — inside them. The table below shows every one.

No claims we can’t make

We only use wording from the GB Nutrition and Health Claims Register. Where a product has no authorised claim, we say so and describe what’s in it instead.

No medicines at all

We’re a general retailer, not a pharmacy. No prescription medicines, no pharmacy-only medicines, and no general sale painkillers either.

Every dose, against the limit

The UK’s safe upper levels come from the 2003 Expert Group on Vitamins and Minerals. They are guidance, not law — which is exactly why it’s worth telling you we stick to them.

Nutrient	Our dose	UK safe upper level	Percentage of limit
Vitamin D3 (1,000 IU capsule)	25µg / 1,000 IU	100µg / 4,000 IU	25%
Vitamin D3 (2,000 IU capsule)	50µg / 2,000 IU	100µg / 4,000 IU	50%
Vitamin B6 (multivitamins, sleep & balance blends)	1.4mg	10mg	14%
Zinc (multivitamins, hair/skin/nails)	10mg	25mg	40%
Vitamin A (women's multivitamin)	800µg	1,500µg	53%
Iron (iron + vitamin C)	14mg	17mg guidance level	82%
Magnesium (glycinate, two capsules)	300mg	400mg guidance level	75%

Iron and magnesium have guidance levels rather than formal safe upper levels; the figures shown are the EVM guidance levels for supplemental intake. Doses are per capsule, tablet or stated serving.

📊 For context. In October 2025, Which? found supplements on sale in Britain at up to 12.5× the NHS safe upper limit — vitamin D at 50,000 IU, vitamin A at 7,500µg, and vitamin B6 at 100mg, which is ten times the safe level. Two well-known high-street retailers withdrew products as a result. None of those doses would ever appear here.

What we leave out

We don’t pretend the whole shop is fragrance-free — we sell candles and scented shower gel, and it would be nonsense to claim otherwise. What we do is say clearly, on every product page, whether something is fragrance-free.

18 of our 116 products are fragrance-free — no parfum, no essential oils, and none of the 26 declarable fragrance allergens:

Across the whole range we also avoid SLS and SLES in anything that stays on the skin, and methylisothiazolinone (MI/MCI) everywhere.

What we will never say

The Advertising Standards Authority banned five supplement advertisers in March 2026 over women’s health claims, found by AI-assisted monitoring. The rules are strict and we think they’re right. Here’s how it changes what we write.

You won’t see this	You’ll see this instead
“Relieves menopause symptoms”	“Vitamin B6 contributes to the regulation of hormonal activity”
“Repairs damaged hair”	“Leaves hair feeling stronger”
“Soothes eczema”	“Formulated for dry, sensitive skin”
“Prevents hair loss”	“Biotin contributes to the maintenance of normal hair”
“Boosts your immune system”	“Vitamin D contributes to the normal function of the immune system”
“Eliminates wrinkles”	“Reduces the appearance of fine lines”

Where a product has no authorised claim at all — collagen, ashwagandha, lion’s mane, live cultures — we make none. We tell you the dose and the form, and leave the rest to you.

What we don’t sell, on purpose

Prescription-only medicines. These need a prescription and a pharmacist.
Pharmacy-only (P) medicines. Only a registered pharmacy may sell these. If it has a green P on the box, we can’t and won’t.
General sale medicines such as paracetamol and aspirin. Legal for us to sell; we’ve chosen not to.
CBD products. The novel food rules are unsettled and the advised daily maximum keeps falling. We’d rather wait.

If you need medicine, please see a pharmacist or your GP, or call NHS 111. We’d always rather send you to the right place than sell you the wrong thing.

Found something that doesn’t match this page?

Tell us and we’ll fix it or pull the product. This page is the promise; if we break it, we want to know before you do.

Email us