Calling It: This Brain-Boosting Herb Will Be 2019’s Top Wellness Trend

Courtesy of Plant People As I write this, I’ve been dosing on a melange of organic medicinal herbs. It’s not some illicit drug though. It’s an ancient blend of brain-boosting ingredients called nootropics. At its core, a nootropic is meant to increase or aid cognitive function. Some brands have even described it as “nature’s Adderall.” This unassuming herb is about to be a household name, perhaps even challenging CBD in popularity. Analysts say it’s on track to be an $11 billion industry by 2024, and yet most people aren’t quite sure what nootropics are, what they can do, and how to use them. We got the 411 on this rising herbal star. As with any emerging field, quality and side effects are still being studied—consult with your doctor to ensure anything, even natural herbs, are right for you. What are nootropics? “A nootropic is defined by its ability to support cognition but more specifically memory, creativity, and motivation in healthy people,” says Gabe Kennedy, cofounder of CBD and herb brand Plant People . Previously, products for cognitive health fell into two distinct categories: one that has instant effects but leaves you crashing after a short while or one that requires a long-term commitment, perhaps years, and leaves little indication whether it’s effectively working. A nootropic ticks both boxes—giving you an instant feeling of focus but also supporting your brain health long-term. It’s like having your cake and eating it too. And it’s no wonder users are looking for a natural fix for memory aids and neurotransmitter function repair, thanks to the nonstop distractions from social media, emails, and being endlessly contactable. “Recent reports suggest that around 70 percent of people struggle to feel focused daily–whether that’s at work or with their own to-do lists,” says Jules Miller, founder of […]

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