At The Smart Sups, our journey began in 2021 when founders Damien and Shane recognised a gap in the supplement industry. Driven by a passion for optimising brain function and enhancing performance, they created The Smart Sups and launched Illuminate — a daily nootropic focused product designed to support brain function, memory, and focus.
As the brand grew, Sam and Tayla joined the mission, bringing fresh energy and vision. They led the creation of Unhinge and Ripple, expanding the range to support not just cognitive performance but also physical endurance and hydration. It was through these new products that The Smart Sups community began to take shape — connecting with athletes, gym-goers, and anyone striving to perform at their best.
From day one, we committed to doing things differently — no budget formulations, no cheap fillers, no shortcuts. While others tweak their products to hit a price point, we set out to redefine it, crafting formulas that raise the benchmark for quality and performance.
More Than Supplements – A Growing Community
From that point, it became about more than just products. It became about building a community focused on progress, performance, and connection. Whether you're pushing your limits in the gym, training for competition, or staying hydrated throughout the day, we're here to fuel your journey. Every product, every formula tweak, and every conversation with our community is inspired by one simple goal: helping you unlock your potential — physically and mentally.
The Minds Driving The Smart Sups
The Smart Sups is driven by the combined vision of Damien, Shane, Sam, and Tayla. Each brings unique expertise and passion, working together to design supplements that push the boundaries of performance. Their shared mission is to craft high-quality, innovative products that meet real-life needs and building stronger connections with the community that drives us forward.
Our Core Values
High-Quality Ingredients
We focus on quality over quantity, using only premium, meticulously sourced ingredients to ensure every product supports your performance and well-being.
Community-Focused & Customer-Centric
Our mission is built around people — those who use our products and the wider community we’re proud to be part of. We prioritise transparency, fairness, and integrity in every interaction, striving to create products and experiences that genuinely support your journey.
Cutting-Edge Research
We stay at the forefront of scientific innovation, ensuring every formula is backed by the latest research for maximum effectiveness.