Hafiz Dhanani, Princeton ’16 and creator of Luminate, deadlifting.
Hafiz Dhanani is a go-getter—one who sometimes he needs a little chemical help getting going. To that end, he’s come out with a “natural supplement” called Luminate. What’s in it? Well, artichoke extract, and some other stuff that he won’t say.
The young job-creator—previously featured on this blog—talked vaguely about his supplement in a bizarrely uncritical Princetonian article. What little we do learn there is that Dhanani has used a lot of supplements, Luminate has something to do with artichokes, and—taken with a cup of coffee—it increased the heart-rate of one of Dhanani’s friends.
(We asked the Prince if the article was “some sort of unmarked sponsored content.” EIC Luc Cohen replied, “The answer is no.”)
So, as is often the case, the comments are more interesting than the article—and more edifying. Ben Hebert, co-founder of supplement supplier NaturalStacks.com, commented: “Thanks for ordering from us (NaturalStacks.com) and then copying. I would have expected a lot more from someone at Princeton :)”
Dhanani replied that ”none of the ingredients you use are proprietary or something that can’t be found on Amazon.com. You have my email if you’d like to chat.”
Naturally, we wanted to chat. Hebert explained that Luminate closely resembles his product CILTEP: both use artichoke extract, and “[t]he mechanisms of action for CILTEP and Luminate are exactly as described in the article.”
According to Hebert, Dhanani ”ordered our combo pack twice and then ordered the 4-month supply of both CILTEP and SMART CAFFEINE just the other day.” Hebert added that Dhanani isn’t the first copy-cat, and that his recipes are public and non-proprietary, anyway. He “just thought [he]‘d comment on the post to let him know that we’re watching.”
Dhanani didn’t reply to multiple emails for comment. But here’s a deal, Fiz: send us some Luminate, and we’ll review it while on it.
Supplements at work (?) courtesy @HafizDhanani