Meet the Probiotic That's About to Change Everything


Courtesy of Seed

Does it make me a bad wellness editor to admit that I am utterly clueless about "gut health"? My understanding of probiotics is elementary at best. I know that an imbalance of "good"-to-"bad" bacteria can spell disaster for my digestive system, my skin, and even my mood. I know to include yogurt, kimchi, and kombucha in my diet since they're all rich sources of the aforementioned "good" bacteria. But if you were to ask me the specifics of "gut flora" and how exactly probiotics work, you'd be met with a bewildered shrug. (And prebiotics? Forget it.) In all honesty, I've never been totally convinced that probiotic supplements work in the first place. And I'm not alone.

"Probiotics are now the fastest-growing consumer health category in the world, but the increasing availability of 'probiotic' supplements, foods, and beverages has created a lot of confusion for consumers," says Ara Katz. After co-founding the incredibly successful e-commerce platform Spring, Katz has since channeled her expertise into the wellness market with the launch of Seed, a buzzy new consumer health company that intends to reinvent the way we approach probiotics—namely by removing the guesswork surrounding it all.

"We set out to develop a new standard in probiotics, introducing much-needed transparency, education, precision, and innovation to the category," she says. This journey began during Katz's own pregnancy. "I realized the white space between science and the products we're sold and the information we're told," she says. "Then, my breastfeeding experience ignited my personal mission to reinvent infant formula. These led us on a multi-year, multi-country journey to understand the importance of the microbiome and the potential of beneficial bacteria (well beyond gut health and infant formula) to improve both human and planetary health."

In other words, Katz and her team set out to create the unicorn of probiotics: a product that simplified any confusion around the microbiome but offered benefits far beyond smoother digestion. It would need to be sustainably made with ingredient transparency and consider all the intricacies of the body's relationship with bacteria—and educate the consumer on all of this in a succinct, user-friendly way. The result would ultimately be the Daily Synbiotic, which offers different formulations for women and men. (More on that distinction in a minute.)