The #1 Mistake Supplement Brands Make (And How to Fix It)
- Harvest Growth
- Mar 25
- 18 min read
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Rebeca Sanchez, founder and CEO of Besha Inc., to break down how scientific validation and product quality helped her stand out in one of the most competitive categories in eCommerce: supplements.
Rebeca shares how her patented collagen formula—backed by clinical research and third-party testing—set her brand apart from hundreds of competing products on Amazon. The conversation dives into why most supplements lack real proof, how independent validation like Consumer Reports can create massive growth inflection points, and what it takes to build long-term trust with customers.
Beyond the product, Rebeca walks through her journey from starting with just $2,500 to building a multi-million dollar brand. She explains how starting small, listening to customer feedback, and focusing on product quality over short-term profits created a foundation for sustainable growth.
If you're launching a supplement—or any product in a crowded market—this episode is a masterclass in differentiation, validation, and building a brand that customers come back to again and again.
In today’s episode of the Harvest Growth Podcast, we’ll cover:
Why most supplements don’t have real scientific backing
How clinical studies and patented formulas create true differentiation
The impact of third-party validation (like Consumer Reports) on growth
Why customer reviews can be your most powerful marketing asset
How starting small gives you a competitive advantage
The importance of feedback and iterative product improvement
Why subscription-based products scale faster than one-time purchases
The role of perseverance in building a successful brand
You can listen to the full interview on your desktop or wherever you listen to your podcasts.
Or, click to watch the full video interview here!
Want to learn more about Besha?
Visit www.beshainc.com or search for Besha on Amazon to explore their collagen products.
Interested in launching or scaling your own product? Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.
If you enjoyed this episode, be sure to subscribe and leave a review — and we’ll see you next time on the Harvest Growth Podcast.
Prefer reading instead of listening? Read the full transcript here!
[Jon LaClare]
Everyone says their supplement works, but what if you could prove it? In this episode, I sit down with the founder of a supplement company generating millions of dollars in revenue, and we talk about how scientific studies and third-party validation like Consumer Reports helped her brand stand out in one of the most crowded categories on Amazon. If you sell supplements or any product, you need to hear this.
[Announcer]
Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now, here's the host of the Harvest Growth Podcast, Jon LaClare.
[Jon LaClare]
Over the past 20 years, our team has helped launch and grow hundreds of consumer products, generating more than $2 billion in revenue for our clients. On this show, we break down what actually works in product marketing, real stories, real strategies, and the lessons you can put to work in your business right away. Whether you're getting ready to launch or you're looking to scale what's already working, you're in the right place.
All right, let's jump in. First of all, I want to welcome Rebeca Sanchez to the show. She's the founder and CEO of Besha, Inc.
Now, that's a collagen product brand. You can find Besha all over Amazon, beshainc.com as well, and it's been a great success over the years. We're going to dive into what the product is, but also the story behind it and what Rebeca has done to really make this successful along the way.
First of all, welcome to the show, Rebeca.
[Rebeca Sanchez]
Thank you. I'm happy to be here.
[Jon LaClare]
I'm really glad you're taking the time too. This is really fun. We have a lot of our listeners that own supplement brands or are considering getting into the space of supplements because it can be such a profitable side of e-commerce marketing.
The great thing about supplements when they sell well is people come back and buy more and more and more. Sometimes it's just a one-time sale and you can keep a customer for a long time, especially when your product is great as yours is. If you could start off, let's talk about the product first.
Describe the Besha product, the collagen product that you have. What is it? What does it do?
[Rebeca Sanchez]
Collagen, it's pure collagen. We import it from Germany. It's a patented formula, and it's the only one that they've done scientific research to actually make sure that it works.
The latest research they did, they divided a group of women into one of them to placebo group and the other one to this actual collagen. Then they measured the levels before and after, and they had increased by 65%. Collagen, per se, it's like the main protein in your body.
Hair, nails, bones, joints, your skin, it's pretty much collagen. As we age, we start producing less. Actually, yeah, when you start hitting 30, 40s, 50s, the production really starts decreasing.
That's why everything loses elasticity. Your joints are not as flexible, things like that. It's important to supplement that in some way.
This is what it does. You take it and it just helps you replenish all that collagen that you've been losing throughout the years.
[Jon LaClare]
Thank you for explaining that. Now, I want to go into, let's talk about how it's different from other competitors in the marketplace too. Because if you go to Amazon and I just type in collagen supplement, there's a lot, I have no idea how many, but hundreds probably of other products that are out there.
For those that might not know much about it, they may think, well, they're all the same. I'll just choose the least expensive version or whatever it might be. There are differences.
It's interesting that you mentioned that your formulation comes from Germany. It's tested, but it's also patented. Talk to me about the patent.
For those that are listening, they may not know, hey, there's different forms or ways of delivering collagen. What makes your formulation different?
[Rebeca Sanchez]
The patent, what they did, it works at a molecular level. You take it, your body absorbs it, and then your body's actually perceiving it as if you were losing collagen or degrading collagen. It triggers the production of your natural collagen.
That's how this one works. That's what the patent is. You're talking about, it's true, there's so many different collagens, but this is a higher quality one.
A lot of them, they just have a taste or a smell and people have a really hard time even taking it. It seems like, I have to take my collagen, almost like a medicine. This one doesn't.
It doesn't have a taste. It doesn't have a smell. You just put it in whatever drink.
You just wake up in the morning. I drink it in coffee. It's important to put it in your routine because in order to see a difference, you have to take it every day.
You put it in your coffee, it doesn't change the texture or anything. You could drink it in water, your smoothie. It's a higher quality that you would find in other collagens, for sure.
[Jon LaClare]
You mentioned water, so coffee, smoothies, of course, but even just stirring into cold water, is there any taste at all? How does it affect the taste of water?
[Rebeca Sanchez]
No, it has a very mild taste, but you can barely taste it, no smell. It's nothing that you're going to have a hard time drinking at all. It's very, very subtle.
If you put it in anything else, there's absolutely, you can't perceive it at all.
[Jon LaClare]
That's fantastic. What are the primary benefits that consumers see when they take your product, this form of collagen in terms of how does it help their bodies?
[Rebeca Sanchez]
The one that a lot of people talk a lot is skin. 80% of your skin is collagen. Obviously, as you start producing less, that's why you start getting less elasticity and all the wrinkles.
Let's say you put a cream on your face. It only works on the outer layer, which is called the epidermis, and it doesn't work in the inner one. Collagen works from within, from the dermis.
The dermis becomes thicker, and that's why you see in this study, they actually measure the wrinkle volume, and it does help with wrinkles. It does that throughout your whole body. Your whole skin actually becomes thicker.
The other benefits are your nails. People see how the nails become stronger. Your hair, the follicles also, if they're weak, because they're also collagen, if they're weak, that's why your hair becomes thin, and it's more prone to fall.
Taking collagen helps with that. I've come across, mostly men, that they're like, no, I don't want to take because they think it's something very related to collagen injections or things like that, very beauty. But now they've done a lot of research on joints, for example, and joints and bones.
I always tell them, if you're not worried about the way you look, let's say you're just not worried at all, you have to take it for that, for joints and bones, because the joints become very stiff. This is kind of the oil you put in an engine kind of thing. Obviously, if you exercise, it makes it even better, because then you're actually moving and adding the oil.
But they've done research on a lot of... They've done now research on joints and bones. So then, for example, sometimes I end up seeing people and they're like, oh, my knee hurts.
Every time I see anyone that says my knee hurts, I'm like, please take collagen here. You can take it, just take it, because it does help. And bones, for example, they're like minerals and everything around is collagen.
So every 10 years, your chances of breaking a bone double. So they've also did this research where they measured the back density, like the spine and the femur, and it actually also increased. So it's something that's so mild, it's not...
It has no side effects. And the benefits are so big that I feel it's kind of important just to age in a more healthy way. So I think it's important to take collagen.
[Jon LaClare]
And you mentioned something earlier in that response too about research. And that I want to point out to our audience is something very rare in the supplement space. So in order to launch a pharmaceutical prescription product, you have to go through rounds and rounds of studies, clinical trials, et cetera.
In the supplement world, you don't have to, and many choose most, almost all frankly, choose not to, in part because they don't want to know that their product doesn't work, right? So most supplements don't have any studies behind them. They might have like, they rely on other people's ingredients, studies, that sort of thing, but you don't even know if they're using the right amount in their product, et cetera.
So this is an important, very important differentiator between Besha and other collagen products in the market is this research that you have behind this patented formulation to prove results for your specific product, not just for collagen in general, where a lot of them, you don't know what quality collagen they have in their formulations, their ingredients, et cetera, or how it's formulated. And frankly, even if it matches the ingredient list, a lot of testing isn't done for competitors to show that whatever they're promising in terms of the amount is actually in the product. So these studies are extremely important.
I want to shift gears a little bit and talk about the business side. So I find it really interesting. Like many people, you started this business as a, call it a side hustle or certainly on the side.
Back in the day, you were a commodities trader and started the Besha business on the side. How did you originally get into this? What drew you into the business?
[Rebeca Sanchez]
Well, my mom was kind of in a beauty business and many years ago that no one knew really about drinking collagen and this German company sort of contacted her. And that was many years ago, like honestly, no one really knew about it. And, um, and I remember, um, I was in college and I was reading an article on The Economist about how all the drinking healthy drinks or what's in, you know, you, people are not drinking a Coke.
So I started with this idea, which we're still working on of actually launching that actual drink that you go to the store and then you just why drink water when you can drink collagen water. Right. So that's something we're working on.
And, um, and after that, I just got that idea and I, I just wanted to try it, you know, I, and it took years because, you know, I ended up working as a commodities trader. Um, I went ahead and got my masters, you know, and then, but then one day I was just like, all right, I need to just go for it. Um, so yeah, so the idea came pretty much from that.
Um, so I was working at, as a commodities traders and trader, and then I started to, I decided to start with this, with the, what it looks like now with the actual powder, um, just because logistically way easier to, uh, send powder than water. And, um, and it was literally like, like you said, like a side hustle. Um, I remember I got this insurance check for $2,500 and I was like, this is it.
I'm going to start with, that's all I need, you know, a printer to print the labels, like a bag. We're going to do like jars. Um, we're in California.
So in Napa, there's a lot of glass and glass. It was kind of a very important to me because I've always had, uh, this whole thing about, you know, why add plastic to the world when there's, you know, more than enough plastic. So I wanted to do glass and it's just cleaner and it's, you know, fully recyclable.
Uh, so it was, you know, hard to convince them to sell you a smaller amount, but eventually they did. And that was it. And the reality is I didn't know what to expect.
So it started really small. Um, but people liked it and like people loved it. And I was just very surprised that, and because you're talking a lot about the, you know, how the whole research that it's true, but to me, uh, something that's extremely reassuring is the reviews we have, you know, close to 3000 reviews on Amazon, for example.
And what everyone says, 4.6 stars, everyone just goes on and on and on. And then you read one review after another review, after another review, after another review of people saying, oh, it helped me so much with my joints. It helped me so much with my skin.
And then that that's when you're like, okay, this, you know, you, I am a hundred percent sure it works because you know, everyone is telling you all the benefits they're getting and, and like the, you know, like people come back and the rebuy rate, like people just buy it once and then keep buying it. And then you're like, all right, this is, I'm, you know, I'm selling a good product. This is something that that's working.
So, um, so yeah, that's pretty much like kind of the beginning stages, you know, then, um, eventually a lot of things happen that made it, um, take off even more, you know? Um, so I don't know. You want me to keep talking about that?
[Jon LaClare]
Yeah, no, that helps it. So let's talk about what was the first success, I guess. So you started really small at $2,500 investment, uh, you know, basically getting product in the mix.
What was the first big success where you knew, okay, I got something here and it sort of helped the business to turn a corner.
[Rebeca Sanchez]
Well, it started small. Then we eventually moved to like a little commercial space and I had to hire, because I had, I still had a full-time job. So I had to hire a couple of people sort of to be doing the production.
Um, and I still was working. Um, and, um, the, the big one, like, you know, that pretty much, I feel like sort of, uh, from, it was a before and after was when all of a sudden we started getting a lot of sales and you, sometimes you get that like bumps and then it's someone like that had a lot of followers talk good about it and then it goes away. But then our sales started just going up by a lot and we weren't even prepared for that.
And we didn't even know why. And eventually a customer called and she said something about, Hey, yeah, because, uh, since you guys are the top choice in the consumer lab, like this consumer report. Um, and, and I threw me, I was like, what?
She's like, Oh, you didn't know that. I was like, Oh, maybe someone in the company. I, but we had no idea that happened because they didn't like that, which I think it's a really good thing for a consumer report that they don't even tell the companies because you know, it's completely independent, you know, like there's no, uh, you know, absolutely no contact.
So I feel that was the first. And what probably put, put those on the map because after that, um, then a lot of publications started putting us at the top 10. So like the most famous one is Forbes health, um, brides, uh, glam more glam, like every, but this is without us.
Every time I would just search, I'll be like, Oh, look, we made it to the top 10. Like no idea. No one net lets you know.
Um, so that was kind of a, I would say the big one that, and then, and then it just becomes, it's just, I, to me, it felt a little like you're in a mountain pushing a rock up for like a long time. And then all of a sudden it starts rolling by itself kind of, and that's when that happened. Um, and then that's also when, uh, I got the opportunity to go to the, because I'm originally from Mexico, um, to the Spanish TV show.
Um, it's like a good morning America. And it was just, uh, I, I, it was, I was supposed to go there one time just to tell my story, you know, as a Latin and, um, and, but they wanted me to sell through them and it's everything we, I was like, okay. And everything sold out in no time.
And every, so they were like, can you come back again? And I was like, okay. And then we would put more and it would sell out and it would sell out.
And so they just kept inviting me and it works really well. I was there last week. Um, and I just keep going like every maybe three or four months.
So I don't know. I think that's sort of how something happens that all of a sudden changes the whole story kind of thing.
[Jon LaClare]
Yeah, no, absolutely. I know it all starts with having a great product, right? So when you've got a great product and your marketing is starting to work, you get found right by others.
It might be affiliates. They might be influencers. They might be a TV station in your case or consumer reports or consumer labs in the, in the very beginning and others have found it since then.
And like you said, it can steamroll, but it takes, okay, getting to that first success and it all comes back to having a great product to begin with as opposed to just being a me too and hoping and praying that it works. Spend the time on making sure you've got something that's different and unique, especially in a space where there is a lot of competition, like general supplements. So if you were, if you were launching a new supplement, let's say in a totally different category, giving advice to somebody that might be, where would you start?
What do you think is the first big step to make sure a supplement product launch has the best chance of being successful?
[Rebeca Sanchez]
Most important part is that you have a good product because as you mentioned, I honestly feel like it's so much easier to have a company like a company like that people would buy or can buy every month as opposed to maybe if you're selling TVs, you know, and then they're only going to buy it once and then they're probably not going to know, you know, you can't, they're gone. And now you have to spend all this money in marketing to try to get that person or a new person really to buy a TV with supplements. Uh, it's in a way it's so much easier because if you have a really good product, people will come back and we'll come back and then you, and then they subscribe and then, and it just becomes this, uh, you know, you sell some and then it just becomes bigger and bigger and bigger just by that because you add new customers plus the old customers.
So I would say that that's very important. Um, the other one is it's, I would say, and it probably applies to other products as well is listen to the feedback because I feel when, when you start a business, especially when like a lot of people, but in my case where I do a lot and you know, you do, I was working on the design and working on everything, the website, like now finally I've hired people that I was mentioning you, we have a rebranding now that someone else helped us design, but originally you end up doing so much. And at first it's sometimes hard to take the feedback, you know, you take it a little bit personal, like, Oh no, I'm not doing good. And eventually I learned, um, that it's the most valuable thing ever to get feedback.
I, and especially in reviews, uh, people, uh, reviews or your friends and family. I feel like if I would have had never listened to all that, we would not be where we are. You know, like we started with a smaller jar, people thought it was too small, but it met it.
Like, I always think if we would have started huge, let's say investors, you know, you name it, we just go for it, invest millions of dollars and go to the stores. And then we realized people like, didn't like the small jar as much. And then you already invested all this money.
But when sometimes when you start small, there's like this huge advantage of adapting that you don't get when you start big. So people were saying, Oh, it's too small. So then we ended up with this big jar that people love.
Like they ask, like, it's heavy. It's like a metal lid. It's just quality, but it wouldn't have happened if you don't listen to people.
And if you just start big. So I feel like there's a ton of advantages of this kind of scaling little by little. So I would say, yeah, that those, those are definitely like advice that I would give.
And, and the other one is, and this applies to business in general, I would say, and it's perseverance. And it sounds very perseverance, but we're in an era that we're very used to like getting, you know, like something back, whatever we do, we want gratification, you know, and then something we all talk about business, that business doesn't work like that. It's like, and that's why I feel so few people can do it.
And I kind of compare it a little bit like I actually surf to, and to me is very similar because it's like surfing you go. And it's so hard that sometimes you don't, you know, at the beginning, you don't catch a wave and you have to go back and you have to go. How many people would do it?
Very few would just go back without having any success. Very few. But once you have success is on believable.
Same thing with a business. Like I said, at the very bit, yeah, we didn't make money. I was reinvesting the money for five years, reinvesting, reinvesting, reinvesting.
So we didn't have to get investors. So if you can actually handle just going for it and going for it and putting everything you have without getting anything back, then eventually like the reward is just huge. But how many people can actually go and do something that's not getting you anything back?
It's very few. So I would say when perseverance sounds like the word that everyone would say, oh, you have to persevere. But it is true.
And if you think about it is that just keep going. You're not getting anything in return, but you're going to keep going. And obviously, you have to truly believe in your product.
You know, you can't do that if you don't truly believe in it. But I would say that.
[Jon LaClare]
That was a true masterclass. Thank you. That last few minutes, I think, I hope our audience stayed with us through the end of this interview to really hear because you gave some great advice that really, I mean, go back and listen to our audience.
Go listen, listen the last five minutes over and over again. And you'll learn a lot about how to turn a business, an idea, frankly, into a successful business. I loved a lot of what you talked about, one of which comes to, you know, starting small.
It really can be a massive help to a business. Sometimes we work with all different types of businesses as we help launch products and grow businesses. And the ones that are self-funded are generally they're just more engaged in the business, right?
It's great to have investors come in or, you know, maybe some investors at a small level, but the ones that come in with millions of dollars in funding, it can be difficult because you just kind of try everything. But when you absolutely need to make this work, your passion is there. It helps you to persevere, as you said, to really stay in and pay attention in detail to what is working along the way.
So starting small can be an absolute blessing in the business, doing it in the right way, getting these learnings, and then scaling in the right way, but also at the right time. So this has been, like I said, a true masterclass. Thank you for all that.
Rebeca, for those that are listening and want to learn more about Besha, how do they get in touch with your business? How do they find you?
[Rebeca Sanchez]
Well, the website's beshainc.com. And we also sell through Amazon. And yeah, like we're mostly like into stores, but more like local stores, but they can online, they can find us like we're there.
[Jon LaClare]
It's spelled B-E-S-H-A, and the website is B-E-S-H-A-I-N-C, like is incorporated, dot com. As I always say, it's in our show notes. So if you're driving while you're listening to this, go check it out at harvestgrowthpodcast.com or whatever podcast platform you're on or YouTube, we'll have it everywhere. So go check out beshainc.com or search for Besha on Amazon as well. Well, if you want to take your business to the next level, please visit harvestgrowth.com and connect with our team. Book a one-on-one conversation focused on your business.
But thanks for listening today, and we'll see you in the next episode.
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