Creator-led commerce for supplement & wellness brands
Stop guessing
what sells. Prove it.
HUM creates, tests and learns from creator-led content to find the ideas, hooks and messages your customers actually respond to — then turns the winners into creative built to scale.
The HUM system
Create → Test → Prove → Scale.
01Create
Native creator-led concepts developed around the product, the customer and the real buying triggers.
02Test
Multiple hooks, formats, creators and angles go into the market across the relevant organic channels.
03Prove
Real audience behaviour and commercial signals show what is genuinely resonating — not what we hoped would.
04Scale
Winning concepts become repeatable creative for organic and paid, then feed the next cycle.
Platforms
Platform-native. Not platform-dependent.
TikTok. Reels. Shorts. Meta. Organic or paid. The platform changes. The principle doesn’t: find the creative people respond to and build from there.
Why HUM
Most brands pay to test creative.
We test before they pay to scale it.
The traditional model
Brief → produce → launch → spend → hope.
HUM
Learn what sells, then put money behind the proof.
Media budget is the most expensive place to learn what your customer responds to. We’d rather learn it first, then put spend behind what already works.
The cost of guessing
What does testing in paid media actually cost you?
Move your monthly paid spend and see roughly how much of it goes behind creative that never becomes a winner.
£25,000 / month
Estimated paid creative-testing budget
£5,250 / month
The share of your media spend currently working out which ideas land.
With HUM
Test more creative ideas before they reach your core paid budget.
HUM creative engine
£3,000 / month
- 20–25 new creative assets
- Organic testing, creative analysis and paid-ready winners
Your paid budget is then used to validate and scale the strongest candidates.
What if your £25,000 media budget had 20+ pre-tested ideas feeding it every month?
Illustrative only. Assumes around 21% of paid budget goes to testing creative. Your own numbers will differ, and nothing here is a guarantee of results.
Creator-led, first-hand
Content made to sell, not to sit in a deck.
Ben creates as @biohackben — listed by Feedspot among the top biohacking creators on TikTok, alongside names like Dave Asprey and Tim Gray.
About
Built from the creator side of commerce.
“I spent years creating, testing and selling products through short-form content — not watching it from an agency dashboard.”
Ben has worked as a creator and affiliate for several years, much of it with supplement and wellness brands, learning first-hand what makes someone stop, watch and buy — the hooks, the buying triggers, the formats that feel native rather than advertised.
That experience became HUM: a creative testing model built around how people actually discover and buy products today.
What brands say
“They found an angle we'd never have written ourselves — then proved it before we spent a penny on media.”
Founder
Supplement brand, UK
“Three rounds in and we finally know which hook our customer responds to. Our paid creative is built on it.”
Head of Growth
Functional nutrition brand
“Fast, native and commercially minded. It feels like working with someone who has actually sold product, not pitched it.”
Marketing Lead
Longevity brand
The engagement
Your always-on creative testing engine.
One partner. One cycle, running continuously.
- Cadence
- Continuous creative cycles, not a fixed video count.
- Reporting
- What resonated, what didn’t, and what we test next.
- Commitment
- Rolling month to month. No long contract.
Not a set number of videos. An ongoing cycle that keeps developing and testing new creative, then feeds every learning back into the next round.
- Hooks
- Angles
- Creator concepts
- Product stories
- Formats
- Offers
Investment
£3,000 / month
Ongoing creative development, testing and reporting. Rolling, no long contract.
Excludes ad spend. Custom app builds and live presenting are quoted separately.
The value compounds: every cycle you know more about what your customer responds to than the last.
Who we work with
Deliberately focused on consumer health and wellness.
- Supplements
- Wellness
- Longevity
- Healthy ageing
- Ingestible beauty
- Functional nutrition