Fairy Dusting: When Supplements Only Work on the Label

What Is Fairy Dusting?

The term “fairy dusting” (literally: “sprinkling fairy dust”) describes a widespread practice in the supplement industry: manufacturers add tiny amounts of expensive or popular ingredients, just enough to list them on the label.

An example: A pre-workout lists creatine on the label but provides only 500 mg at the recommended daily amount. There is an authorised health claim for creatine: “Creatine increases physical performance in successive bursts of short-term, high intensity exercise.” The beneficial effect is obtained with a daily intake of 3 g of creatine. The claim only applies to foods that provide these 3 g daily.

Proprietary Blends as Camouflage

A particularly cunning variant, especially common on the US market: the manufacturer lists an “Exclusive Matrix” or “Power Blend” with a total weight but without individual dosages. This allows expensive ingredients to be mixed in at homeopathic quantities without anyone noticing.

Where Is Fairy Dusting Particularly Noticeable?

Above all in pre-workout products with a long ingredients list. In an analysis of 100 pre-workout products from an online retailer (as of October 2018), a product contained an average of 18.4 ingredients, and just under half (44.3%) of all ingredients were listed in a blend without an individually stated amount (Jagim et al. 2019).

For creatine, the authorised health claim is tied to an amount: it only applies to foods that provide a daily intake of 3 g of creatine.

Why Do Manufacturers Do This?

Why Some Products Contain Less

A long ingredients list suggests “more value.” Consumers who aren’t familiar with dosages see: “Wow, 12 active ingredients!” - and overlook the fact that 10 of them are underdosed.

Cost Savings

The maths is simple: 50mg of ashwagandha costs a fraction of 500mg. Across millions of units sold, this adds up to enormous savings.

Legal Classification

Under Art. 18 of the Swiss Foodstuffs Act (FSA), all information relating to foodstuffs must correspond to the facts. Presentation, labelling, packaging and advertising must not mislead consumers.

How to Spot Fairy Dusting

1. Check Individual Dosages

The most important tool: every single active ingredient must be listed with its quantity. If a product only states “Blend X: 5000mg” but contains 10 ingredients, that’s a clear warning sign.

Quick calculation: 5000mg spread across 10 ingredients = an average of 500mg per ingredient. How much of that goes to each individual ingredient is not stated on the label.

2. Compare With Study Dosages

Take 2 minutes: search for “[ingredient] effective dose study” or look up the ISSN position papers. Compare with what’s on the label.

3. Watch for Proprietary Blends

Especially common on the US market: so-called “Proprietary Blends” where only the total weight of a mixture is listed, not the individual amounts. In Switzerland and the EU, declaration requirements are stricter - but it’s still worth checking whether the amount of each individual ingredient is clearly stated.

4. Less Is Often More

A product with 3-4 ingredients and stated individual amounts is easier to assess than one with 15 ingredients in a blend. Quality beats quantity.

5. Calculate Price Per Serving

It’s not the price per container that matters, but the price per recommended daily serving. A “cheap” product can cost more per daily serving than a seemingly expensive one.

Example: Pre-Workout Analysis

Product A (Fairy Dusting):

• “Power Matrix: 4500mg” containing:
• Beta-Alanine, L-Citrulline, L-Arginine, Creatine, Taurine, Tyrosine, Ashwagandha, Caffeine

Problem: 4500mg divided among 8 ingredients = an average of ~560mg per ingredient. The individual amounts are not stated.

Product B (individual amounts stated):

• L-Citrulline: 6000mg
• Beta-Alanine: 3200mg
• Caffeine: 200mg
• Creatine: 5000mg (or supplemented separately)

Takeaway: Product B has fewer ingredients, but the amount of each ingredient is stated individually.

What This Means for You

Rule 1: Research Before Buying

5 minutes of research can save a lot of money. Check the dosages of the main active ingredients against scientific recommendations.

Rule 2: Choose Transparency

Choose manufacturers that:

• Disclose all individual dosages
• Provide individual dosages instead of proprietary blends
• List sources for their raw materials
• Have their products independently tested

Rule 3: Fewer Ingredients, Done Right

Better to have 3 ingredients with stated individual amounts than 15 ingredients in a blend. What you need is not a marketing ingredients list but amounts you can verify.

Conclusion

Fairy dusting is questionable. With some knowledge about stated amounts, you can make better decisions.

The rule of thumb: if a product sounds too good to be true - 15 active ingredients at a bargain price - it probably is.

Further Reading

• Amino Spiking: What It Is and How to Spot Protein Quality
• Problematic Additives in Dietary Supplements
• Dietary Supplements: What the Science Says
• Creatine: Why Quality Matters

Sources:

• Kreider RB, Kalman DS, Antonio J, Ziegenfuss TN, Wildman R, Collins R, Candow DG, Kleiner SM, Almada AL, Lopez HL (2017). International Society of Sports Nutrition position stand: safety and efficacy of creatine supplementation in exercise, sport, and medicine. Journal of the International Society of Sports Nutrition, 14(1), 18. DOI: 10.1186/s12970-017-0173-z
• Trexler ET, Smith-Ryan AE, Stout JR, Hoffman JR, Wilborn CD, Sale C, Kreider RB, Jäger R, Earnest CP, Bannock L, Campbell B, Kalman D, Ziegenfuss TN, Antonio J (2015). International Society of Sports Nutrition position stand: Beta-Alanine. Journal of the International Society of Sports Nutrition, 12(1), 30. DOI: 10.1186/s12970-015-0090-y
• Jagim AR, Harty PS, Camic CL (2019). Common Ingredient Profiles of Multi-Ingredient Pre-Workout Supplements. Nutrients, 11(2), 254. DOI: 10.3390/nu11020254
• Federal Act on Foodstuffs and Utility Articles (Foodstuffs Act, FSA) of 20 June 2014, SR 817.0, Art. 18 (status as of 1 October 2024)