Recommended for Everyone
Mark Honeychurch - 23 June 2025
While trawling alt-med websites for nonsense recently, I noticed a particularly egregious claim made by Ben Warren’s BePure company for their multivitamin product, BePure One. The advertisement claimed that it was essential, and that people need to take it every day. Now it strikes me as surprising that any product would need to be taken by everyone, no matter their situation - especially as alternative medicines are not only unproven, but they’re often also pretty expensive. BePure One, for example, is $69 for a month’s supply - not nice, especially as most people who eat a balanced diet don’t actually need a multivitamin, as they’re getting everything they need from their food.
This made me wonder, though, if there were any other products being sold in New Zealand where the person selling or promoting them is claiming that everyone in the country needs them (assuming that everyone wants to be healthy). After about 30 minutes of Googling, I ended up with this list of therapies and treatments that would make me a lot poorer if I had to buy them all every month. I’m sure there are more out there, so this list is likely just the tip of the “essential” nonsense iceberg.
Multivitamin
“BePure’s high-strength multivitamin and mineral complex contains a broad spectrum of essential vitamins, minerals and antioxidants - it’s the ONE thing you need to take each day.”
Creatine
“there is one product that almost everyone should add to their arsenal. Creatine is one the most effective and well researched supplements in existence. Not only does it improve athletic performance, it can also reduce mental fatigue and help you grow those muscles.”
Fish Oil
“I make the case that almost everyone will benefit from taking a fish oil supplement and a multivitamin every day.”
Vitamin D
“I think a good case can be made for everyone to take a vitamin D supplement”
Cherry Juice
“A daily 50ml – 100ml serving may help assist with sleep, gout, joint pain and inflammation, among other things… Eden Orchards Cherry Juice is a must have in everyone’s cupboard”
Turmeric
“Turmeric is an incredible anti-aging superfood and should be incorporated into your daily diet from any age”
Probiotics
“OUR RANGE OF ADVANCED ORAL PROBIOTICS HAS SOMETHING FOR EVERYONE”
Chiropractic
“We recommend that everyone should see a chiropractor regularly to maintain good health. Newborn through to elderly need their spine looked after.”
Aromatherapy Massage
“Who needs Aromatherapy massage?
Everyone! Aromatherapy massage will give an answer to many problems that each and every one of us may have; from stress to anxiety, sore muscles, PMS to insomnia or indigestion and many more.”
Biodynamic Craniosacral Therapy
“Who benefits from Biodynamic Craniosacral Therapy?
Anyone seeking health and well-being, whether it is for themselves or for a family member.”
Exfoliation
“so, do i need to exfoliate every day?
The short answer? Yes. Daily exfoliation is essential for smooth, healthy-looking skin”
I’m guessing that if we followed all of this advice, we’d all be a lot poorer - and these unproven therapy providers would be a lot richer. With 5 million people in the country, if everyone was buying BePure One each month it would mean a gross revenue of over $4 billion a year for Ben Warren alone. Add to that over $200 for monthly visits to a chiropractor, craniosacral therapist and aromatherapist, as well as half a dozen pills and other products, and I’m not sure our economy could take it!