In recent years, the health food industry has been experiencing a real boom in fermented beverages. Supermarket shelves are full of various bottles of kombucha, craft kefir and ayran, which marketers position as a universal elixir for digestive health. We are promised an instant improvement in immunity, perfect digestion and detoxification.

he beauty industry sells millions of jars of anti-wrinkle creams every year, promising eternal youth thanks to collagen, hyaluronic acid and retinoids. Women and men spend huge amounts of money to maintain the freshness of their faces. However, modern evidence-based science and 4P medicine claim that it is impossible to stop skin aging by influencing it only from the outside.