What Makes a Product 'Wirecutter-Worthy'? Our Take
Not every wellness product makes it into our collection. We curate carefully, focusing on brands that meet Wirecutter's rigorous standards—and our own. Here's what we look for when choosing which products to carry, and why Wirecutter's approval matters.
Our Curation Philosophy
At Nanaka, we believe wellness should be:
- Accessible: Quality products at fair prices
- Effective: Actually delivers results, not just marketing hype
- Sustainable: Good for you and the planet
- Transparent: Clear ingredients, honest claims
- Beautiful: Design that inspires daily use
Wirecutter shares these values, which is why their recommendations align so well with our mission.
The Wirecutter Standard
What Wirecutter Tests For
1. Effectiveness
- Does it actually work as claimed?
- Real-world testing over weeks or months
- Comparison against competitors
- Measurable results
2. Quality & Durability
- Premium materials that last
- Solid construction
- Warranty and customer service
- Long-term value
3. Ease of Use
- Intuitive design
- Clear instructions
- Minimal learning curve
- Maintenance requirements
4. Safety
- Non-toxic materials
- Proper certifications
- Clear safety guidelines
- No health risks
5. Value
- Fair pricing for quality
- Long-term cost savings
- Replaces multiple products
- Worth the investment
Why We Trust Wirecutter
Independent Testing
- No sponsored content or paid placements
- Purchases products at retail (no free samples from brands)
- Tests anonymously when possible
- Updates recommendations regularly
Expert Consultation
- Interviews with doctors, scientists, industry experts
- Reviews scientific literature
- Consults with specialists in each category
- Fact-checks all claims
Transparent Methodology
- Explains testing process
- Shows comparison data
- Acknowledges limitations
- Updates when better products emerge
Brands That Made the Cut
Loftie: Sleep Tech Done Right
Why we carry it:
- ✅ Solves real problem (phone addiction)
- ✅ Science-backed features (two-phase alarm)
- ✅ Beautiful, thoughtful design
- ✅ Wirecutter's #1 pick
- ✅ Customers love it
Canopy: Hygiene Innovation
Why we carry it:
- ✅ Solves mold problem plaguing humidifiers
- ✅ Innovative paper filter system
- ✅ Actually easy to clean (dishwasher-safe)
- ✅ Wirecutter's upgrade pick
- ✅ Premium quality worth the price
Plant Therapy: Transparency Wins
Why we carry it:
- ✅ GC/MS testing proves purity
- ✅ No MLM markup (fair pricing)
- ✅ Certified aromatherapists on staff
- ✅ Wirecutter's best value pick
- ✅ Makes aromatherapy accessible
What Disqualifies a Brand
Red Flags We Avoid
❌ MLM Structure
- Multi-level marketing adds cost without value
- Pressure to recruit rather than educate
- Inflated pricing to support pyramid
❌ Pseudoscience Claims
- Miracle cure promises
- Detox claims without evidence
- Exaggerated health benefits
❌ Hidden Ingredients
- Proprietary blends (hiding formulas)
- Undisclosed additives
- Lack of transparency
❌ Poor Quality Control
- Inconsistent batches
- No testing protocols
- Frequent defects or complaints
❌ Greenwashing
- False sustainability claims
- Misleading eco-friendly marketing
- No actual environmental commitment
Our Additional Standards
Beyond Wirecutter's Approval
While Wirecutter's recommendation is important, we also consider:
1. Brand Values Alignment
- Sustainability commitment
- Ethical sourcing and production
- Diversity and inclusion
- Community giving
2. Customer Experience
- Responsive customer service
- Fair return policies
- Educational resources
- Positive reviews
3. Design Excellence
- Beautiful aesthetics
- Thoughtful packaging
- User-friendly design
- Inspires daily use
4. Long-Term Value
- Durable construction
- Timeless design (not trendy)
- Replacement parts available
- Worth the investment
How We Discover New Brands
Our Research Process
1. Monitor Wirecutter Updates
- New recommendations
- Category expansions
- Updated testing results
2. Industry Research
- Trade shows and conferences
- Wellness publications
- Expert recommendations
- Customer requests
3. Testing & Evaluation
- Order samples
- Test in real-world conditions
- Compare to existing products
- Evaluate quality and value
4. Customer Feedback
- Listen to what you're asking for
- Monitor reviews and ratings
- Track repeat purchases
- Adjust based on feedback
Current Collection Highlights
25+ Wirecutter-Featured Brands
Sleep & Recovery:
- Loftie (alarm clocks, lamps)
- Canopy (humidifiers)
- HigherDOSE (sauna blankets, red light)
- Dyekween (silk sleep accessories)
Clean Beauty & Personal Care:
- Plant Therapy (essential oils)
- HiBAR (shampoo bars)
- Saalt (menstrual cups)
- Firsthand Supply (clean grooming)
- Jack Henry (minimalist skincare)
- NOTO Botanics (multi-use products)
Home & Lifestyle:
- Homecourt (luxury cleaning)
- Yogo (travel yoga mats)
- Caftari (wellness candles)
- Happy Organics (beeswax candles)
Wellness & Recovery:
- NovaaLab (red light therapy)
- Kineon (wearable recovery)
- iReliev (TENS units)
- Sun Potion (adaptogens)
What's Next
Brands We're Watching
We're constantly evaluating new brands and products. On our radar:
- Emerging sleep tech innovations
- Sustainable home wellness products
- Clean beauty brands with transparent testing
- Recovery tools backed by research
Your Input Matters
We listen to customer requests. If there's a Wirecutter-approved brand you'd like to see us carry, let us know!
Why This Matters
The Cost of Poor Curation
Without careful curation, you'd face:
- Decision paralysis: Too many mediocre options
- Wasted money: Products that don't work
- Health risks: Unsafe or untested products
- Frustration: Returns, replacements, disappointment
The Value of Thoughtful Curation
With our Wirecutter-focused approach:
- Confidence: Every product is expert-tested
- Efficiency: No need to research for hours
- Quality: Only the best make the cut
- Value: Fair pricing for premium products
Our Promise to You
We commit to:
- ✅ Only carrying products we'd use ourselves
- ✅ Prioritizing Wirecutter-approved brands
- ✅ Transparent about why we choose each brand
- ✅ Updating our collection as Wirecutter updates theirs
- ✅ Listening to your feedback and requests
Shop with Confidence
Every product in our Wirecutter collection has earned its place through rigorous testing, expert approval, and our own evaluation. You're not just shopping—you're investing in quality, effectiveness, and peace of mind.
Explore Our Wirecutter Collection →
Want to learn more about specific products? Read our complete guide to Wirecutter's best wellness products.