About Us

Last Updated: 16 August 2021

Healthy But Smart is a social enterprise committed to helping people make evidence based decisions on matters of health. 

We do this by providing two types of content. The first is Evidence-based reviews of popular health foods, supplements and treatments. This content remains entirely ad-free.

The second is reviews of health-promoting homewares. This content is monetized with affiliate links as per our affiliate disclosure, and the revenue it generates funds our fact checking and evidence reviews.

The team at HBS are happy when you avoid spending money on a non-proven cure, a bogus supplement, or an ineffective treatment. We love it when you leave our website knowing as much about a particular health issue – or treatment for one – as the leading scientists studying the matter.

Our Content: Evidence & Reviews

Healthy But Smart has two kinds of content.

1. Evidence

In our Evidence section, our editorial articles aim to describe the current scientific consensus on a range of health treatments.

They’re written by our team of doctors and academics that you can learn more about below.

The articles in our Evidence section do not contain advertisements of any kind. This is to ensure the highest level of integrity in our content, and freedom from any conflicts of interest.

2. Reviews

In our Reviews section, we provide product reviews and comparisons of health promoting homewares (See “Our Business Model” below) These articles are written by a small team of lifestyle enthusiasts who obsess over small details and love convenience as much as they love cost savings.

On these articles you’ll usually see this logo telling you it came from the HBS Review Team.

The articles in our Reviews section usually contain affiliate links, and if a reader makes a purchase having clicked on one of our links, we may earn a small commission. You can learn more about our affiliate policy here.

Other than affiliate links, articles in our Reviews section do not contain any form of advertising.


healthybutsmart.com is funded by the commissions generated by clicks on affiliate links in our Reviews section. This revenue model enables us to provide unbiased, conflict free editorial content in our Evidence section.

The Long Story

All around the world, people have trouble deciding what to believe on matters of health. Misinformation is rife and uninformed choices are common. And in many ways, the internet doesn’t help.

In a world where anyone can write anything they want, and everyone can shout equally loudly, how are we to make up our minds?

Mary over in that forum said this; But Damien on Facebook shared a post saying this; Wikipiedia on the other hand says that; But when I tried X, it didn’t work at all.

At Healthy But Smart, we believe that in the arena of health, not all opinions are created equal. In fact, any “opinion” at all, should be treated with extreme caution.

What’s so bad about opinions? Science.

In the realm of health, scientific research has a trove of accumulated knowledge that can help us; knowledge that’s based on evidence produced by (in many cases at least) rigorously conducted research in the face of which, opinions are at best unnecessary and at worst, dangerous.

We believe that the best health decisions are made when they’re based on the highest quality, most up to date scientific evidence.

But this brings us to the next problem…

“Science Is Too Complicated”

Trying to use scientific research to inform your health decisions is – even for the intelligent layperson – really difficult. You have to be able to read scientific research and both a) Understand what they’re actually saying and b) not die of boredom.

More than that, you have to be able to tell which scientific literature is legitimate and valuable, and which is biased, faulty, or meaningless.

Even among the higher quality informational health websites that try to focus on scientific research, so many read scientific literature with an uncritical eye, and end up using scientific studies to support claims or ideas that the studies themselves don’t validate.

Our experienced professionals can look at scientific research on an issue, and translate it’s findings into real understanding for every day people. We draw attention to flaws in popular research, and shine light on high quality research. And in doing so, we try to help people know what information they can rely on, and what’s, well… BS.

Our Business Model

HBS is a social enterprise because we realize that bridging the gap between scientific understanding and current consumer attitudes to health/health products (created by companies with enormous marketing budgets) isn’t necessarily profitable.

We’d love to provide the public service of clearing up misinformation and focus all our energies there, but because it’s so hard to generate revenue doing this, we know it’s not sustainable on it’s own.

For this reason, the rest of HBS is dedicated to providing in depth, research based product reviews on truly valuable items that enhance human health (like blenders and juicers that help you eat more fruit and vegetables!). We monetize this content with affiliate links (see our affiliate policy for more) so we can keep our evidence articles ad-free.

That’s the long story concluded.

We dream of a time where, when your friend posts on Facebook about some supplement they’re taking, or some peculiar exercise regime they’re trying, you can send them to HBS for a definitive, unbiased, evidence based answer, helping them save money, save their time, save their Facebook wall, and protect their health.

We hope we’ll see you there.