We saw something happening

Health became more complex

There were more and more jars, more advice. More and more optimization. But it rarely became simpler. For every problem, there seems to be a new supplement, and for every symptom, a new ingredient arrives. The world of supplements is getting fuller, but not clearer. And the more that is added, the further we get from the basics.

Start with what is missing

We don't believe you constantly need more. We believe you should start with what is missing, not with what else you can add. We also don't believe in the idea that health is created by combining more and more capsules.

That is why we have one product

Health starts with a foundation. And a foundation should be simple. No parade of jars or stacking supplements. No supplement stress. One product, because there can only be one basis.

The start of SMPL72. We saw health become marketing

We both got to know the supplement industry from the inside. Big brands, great teams, everything looked right on paper. We saw the factories from the inside, in the United States and in England. Something kept nagging at us. Health had become marketing. Every year a new formula, a new promise, a new reason to add something. And less and less simplicity.

We looked at it from two sides. Lidwien from the perspective of communication: how a story is built, and when it becomes a gimmick. Maarten from the perspective of design and IT: what can be removed, rather than what needs to be added. We both arrived at the same conclusion.

We believe that nutrition should be real. Not reconstructed, not imitated, not broken down into separate capsules. Nature is not a trend. It has known how interconnectedness works for millions of years. We wanted to bring that back, without the noise and without compromises. That is how SMPL72 was born.

It starts in the soil

What is missing from our food was first missing from the soil. Plants draw their minerals from the earth, and that is how they reach our bodies. A healthy, living soil with humus and fulvic acid. Minerals bound to fulvic acid ensure optimal absorption. This is how nature designed it. For our health, it is as simple as healthy soil. A foundation upon which everything else is built.

That is why, through our Justus von Liebig Foundation, we are committed to healthier soil. In the nineteenth century, Justus von Liebig demonstrated where plants get their minerals. His work became the basis for the synthetic fertilizers that eventually depleted the soil. That is not just background information. It is the reason we exist.