Why KSM-66 is the natural partner for personal care formulations [Interview]

Amidst a rise in stress-related conditions, alongside fatigue and sleep issues, individuals worldwide are turning to natural supplements and remedies, with the power of botanicals and traditional healing systems like Ayurveda shining through as holistic support mechanisms for the modern consumer’s health and wellness goals.

Certainly, Sara Gamay – co-founder of UK-based natural supplements business Savy Wellness – observes a strong trend towards embracing Eastern traditions and herbal remedies. “Ashwagandha, in particular, has gained widespread recognition for its role in stress management,” she notes. “Interestingly, we see ashwagandha becoming more familiar to consumers than the broader term ‘adaptogens’.” As the world’s best-selling branded ashwagandha root extract, KSM-66 helps Savy Wellness tap into this trend by “offering a clinically studied, trusted version of this increasingly sought-after herb”, she tells us.

KSM-66’s quality and efficacy: “Nothing comes close”

Likewise, for UK-based Feel Supreme’s founder – a qualified naturopathic nutritionist who has drawn upon such expertise to formulate products that enhance consumer health and wellness naturally – KSM-66 was an obvious choice. CEO Matt Murphy was “well aware of the diverse benefits of ashwagandha” long before launching Feel Supreme’s ashwagandha product. “Ashwagandha has been a main stay in Ayurveda for centuries. It’s here for the long run,” he remarks. “And once we were ready to launch, KSM-66 Ashwagandha was the only option” he says. “There’s nothing that comes close to the quality and efficacy.” UK-based Feel Supreme today uses KSM-66 in a few formulations, with the main product being ‘KSM-66 Ashwagandha with Curcumin and Black Pepper’.

Savy Wellness meanwhile incorporates ashwagandha into its award-winning product ‘Daily Hero’ – an all-in-one sachet-format supplement that supports energy, skin health, immunity, and overall wellness in a single drink. With 21 powerful ingredients – vitamins, collagen, and adaptogens including leading branded botanical KSM 66 Ashwagandha – the product is designed to fit into the busy routines of consumers, says Gamay, who co-founded the company with Victoria Otamiri, and developed the Daily Hero formulation with clinical nutritionist Dr Claudia Gravaghi, the company’s Scientific Officer.

A hero ingredient for today’s hectic lifestyles

‘Daily Hero’ is positioned to appeal to women – a consumer group where the wellness gap still needs to be bridged, according to Gamay of Savy Wellness. “In speaking with hundreds of women, we discovered many – especially those [aged] 30 and older – are overwhelmed by stress and exhaustion. Research highlighted ashwagandha as a powerful ingredient for stress management and maintaining balance, particularly when combined with other adaptogens. As a science-led brand, we were determined to use the highest quality option available. That’s why we chose KSM-66 – it’s the most clinically studied ashwagandha on the market, and backed by extensive research.”

In her experience as a formulator, pharmacist, and clinical nutritionist, Dr Gravaghi has been prescribing ashwagandha to clients for many years. “Initially, I primarily used liquid supplements. However, I encountered KSM-66 Ashwagandha when a client inquired about the distinctions between different forms,” she informs. “This prompted me to delve deeper into the research on PubMed. I was particularly impressed by KSM-66’s high withanolide content – a key component associated with ashwagandha's potential health benefits.” Gravaghi advises she has since incorporated KSM-66 into her practice, “both personally and for clients”, adding “the results have been very encouraging”.

Leveraging the power of high-strength KSM-66

With ‘Daily Hero’, the Savy Wellness team set out to create “the perfect daily supplement”, according to co-founder Gamay. The product “leverages the power” of high-strength, standardised KSM-66 Ashwagandha (200mg), which is renowned for its adaptogenic properties,” Dr Gravaghi elaborates. “By modulating the body's stress response, KSM-66 helps alleviate anxiety, improve sleep quality, and enhance cognitive function.”

To further amplify such benefits, Savy Wellness included Holy Basil (with “potent antioxidant and anti-inflammatory properties”, notes Gravaghi) and Rhodiola (“another powerful adaptogen [that] helps combat fatigue, boost energy levels, and enhance mental clarity”) – both ingredients acting as “ideal complements” to ashwagandha and together creating “a synergistic formula designed to address the root causes of chronic stress, promoting a more balanced and resilient state”.

Standardised, science-backed, and safe

Consumers expect solid scientific evidence to support health claims, and KSM-66 enables brands to provide precisely that. “As the most clinically studied ashwagandha on the market, KSM-66 is backed by 24 published ‘Gold Standard’ clinical trials,” informs Savy Wellness’s co-founder Gamay, adding that Ixoreal Biomed – the vertically integrated manufacturer of KSM-66 – “leads the industry in both clinical research and efficacy studies”, giving her company “confidence in claiming we use scientifically validated and effective ingredients in our products”.

Feel Supreme’s Murphy, likewise, expresses “full faith in KSM-66 Ashwagandha, in terms of quality control, verified studies, [and] testing”, and praises manufacturer Ixoreal Biomed for being “fully transparent when it comes to certification and quality assurance”, adding “they're also fully committed to leading the way in terms of scientific research.” 

Dr Gravaghi, Scientific Officer at Savy Wellness, re-emphasises that KSM-66’s high concentration of withanolides – the primary bioactive compounds associated with ashwagandha's potential health benefits – make KSM-66 “a potent and effective choice”. Other compelling reasons include KSM-66’s status as a highly standardised extract, which ensures “consistent potency and quality”, and is “crucial for reliable and effective results”.

The scientist goes on to highlight the “extensive clinical research” that demonstrates KSM-66’s “efficacy in various areas, including stress reduction, anxiety management, and cognitive enhancement”. And last but certainly not least, she praises the organic ashwagandha root extract’s track record on safety: “KSM-66 has a well-established safety profile and is generally well-tolerated.”

For Feel Supreme’s CEO, KSM-66 is viewed as an ingredient his firm can trust: “When I’m sourcing ingredients for our products, I’m taking into account many factors, such as the quality of the soil its grown in, the extraction processes, the heavy metal content, the microbial contamination, etc. – KSM-66 Ashwagandha gives peace of mind that this is exactly the quality we’re looking for.”

Future formulation innovation potential

Looking ahead, both companies see potential for further innovation with KSM-66 in new formulations.

Gamay sees “exciting opportunities to expand Savy Wellness’s product range with KSM-66 to address various health areas vital to women’s wellbeing.” Indeed, while ashwagandha is well-known for its stress-reducing and anxiety-relieving properties, she recognises its impact extends to weight management, thyroid function, menopause symptom relief, and mood enhancement – all areas where KSM-66 supplementation has been studied and found to be beneficial.

As ashwagandha broadly, and KSM-66 specifically, continues to establish itself as an essential, everyday supplement, Gamay says the potential for enhancing personal care is vast – and particularly so for female consumers. “By addressing multiple wellness needs – stress, hormone balance, and overall vitality – we are excited about the significant role KSM-66 will play in our mission to improve women’s health and wellbeing.”