Meeting consumers’ needs is the first priority for any successful business. For over-the-counter (OTC) medications and supplements, oral dosage forms have long been the cornerstone of self-administration. Traditionally, capsules have been composed of gelatin derived from cattle or pig bones and hides.1 Gelatin produces a high-gloss capsule that can be manufactured in many colors, offering attractive product packaging and easy swallowability—both positives for consumers. However, many consumers are now more concerned about the ethics of what they purchase and consume.2 In a recent survey, 70% of consumers said they believe it’s “important” or “very important” that the health and wellness products they buy are also eco-friendly and/or ethically produced, and 71% are willing to pay more for wellness products with these attributes.