Why TikTok is going nuts for a supplement derived from cow’s milk

The latest wellness trend on TikTok is colostrum, a nutrient-dense liquid produced by female mammals after giving birth. It is collected from dairy cows and processed for human consumption, providing protein, essential fatty acids, antioxidants, antibodies, and immunoglobulins. The colostrum industry was worth 1.76 billion pounds in 2023 and is expected to reach $1.83 billion this year. Celebrities and influencers are adding bovine colostrum to their smoothies and claiming it has various health benefits, such as healing their gut, building muscle, and clearing their skin. However, much of the research on bovine colostrum is focused on gut health, and many studies were funded by supplement makers or run by researchers with links to colostrum-supplement companies. In the U.S., supplements aren't regulated in the same way as prescription drugs, making it difficult to know which products are worth the money. Some experts believe that further studies are needed before a clear recommendation can be made on the usage of colostrum supplements. These supplements are also expensive, with some costing over $100 for a 30-day supply. Unless you are a baby cow, sticking to whole foods, sleeping well, and getting regular exercise is likely to work just as well.