“Erbalab was established in 2015 by a small group of entrepreneurs to create innovative ways of using plants and micronutrients in dietary supplements,” according to the firm’s president Nicolas Brodetsky. “Based on advice from pharmacists, herbalist practitioners and plant specialists, Erbalab has developed a highly effective, innovative supplement range with a delivery system based on cosmetic products: the airless pump.” Noting that Erbalab wanted to “shake up” the supplements market, Brodetsky claimed the firm had created an innovative delivery system and product range in a category which had seen “little innovation” in over 30 years.