I'm a native Malay, and Tongkat Ali (Eurycoma longifolia) has been part of our region's traditional medicine backed by well documented bibliographies from British doctors who visited Malaysia showing detailed evidence of human use and purported benefits since the 1820s. The Proto-Malay (i.e the indigenous Orang Asli) in Malaysia have long used the root to restore vitality, support recovery and help men keep their strength as they age. I grew up around that history, heritage and knowledge. What drew me in as an adult was the gap I saw between that heritage and what was actually being sold under the name "Tongkat Ali" around the world.

Before AKARALI, my career was in business consulting, media intelligence and analytics. That work taught me to identify consumer trends, separate signals from noise and to trust evidence over narrative. When I applied that lens to the use of Tongkat Ali as a health supplement, the picture was clear. There has been a serious body of modern science on Tongkat Ali since the 1980s, including DNA fingerprinting and hot water extraction technology developed through Malaysian government research, MIT and international collaboration, and multiple human clinical studies on stress hormones, testosterone balance and physical performance. However, most of that science had little connection to the quality of products sold in the market and that really piqued my interest to embark on this new purpose, giving more meaning to the consumer wanting quality single-origin clinically tested ingredients.

So I view Tongkat Ali not as a folk remedy or a miracle herb but more of a botanical with a long traditional record that modern research has begun to validate alongside with other mainstream plant-based herbs. I believe where it belongs in modern health depends on the honesty and transparency on the sourcing quality, extract technology and what the clinical evidence supports, and never going beyond it. We are excited we are still at the early stages of the mass adoption curve, with more developments over the coming years.

Addressing Authenticity, Standardization and Consumer Trust 

There are three, and they are connected.

Authenticity. Tongkat Ali is one of the most adulterated botanicals on the market, driven by the unregulated herbal industry and brands who value claims over scientific evidence. Regulators have repeatedly found products sold as "Tongkat Ali" that were spiked with undeclared pharmaceutical compounds, contaminated with heavy metals, or containing little or no real Eurycoma longifolia biomarkers. Each of those cases damages the credibility of every legitimate Tongkat Ali brand sold on Amazon and other marketplaces.

Standardisation. Many Tongkat Ali brands advertise extraction ratios such as "200:1" or "100:1", which tell the consumer almost nothing, and it hides the biomarker properties that give Tongkat Ali the efficacy it needs to induce the desired health benefits. An extraction ratio describes how much raw material went into the extract. However, It doesn't describe what the extract contains, its biomarkers (eg: eurycomanone, eurypeptides, glycosaponin) or whether it matches the bioactive properties / compounds used in clinical research. What matters in a potent extract of Tongkat Ali is a defined, reproducible profile of bioactive markers, such as eurycomanone, polysaccharides and glycoproteins, made to a recognised specification – and commonly HPLC tested. Malaysia's own Tongkat Ali standard, MS 2409, exists for exactly this purpose, elevating the quality extract standards for global companies. We are delighted that AKARALI is amongst the few premium standardized Tongkat Ali brands that adhere to this level of quality standards beyond the traditional GMP-certified manufacturing standards.

"Clinical trials have validated the benefits of Tongkat Ali from centuries of use, and growing adoption means companies are now willing to invest more in research and adherence to new quality extract-focused standards."

Trust. The eroding trust continues to the mainstream challenge due to the marketing hype by Tongkat Ali brands using health influencers. Although consumers are now more educated, critical and more sceptical, they remain a victim of false advertising of its intended purpose, use and benefits. However, we are glad the rise of Artificial Intelligence (AI) has somewhat contributed to higher trust in recent months, especially those relying on AI-enabled search engines, ChatGPT and many other AI apps as a trusted source of answers. Gone are the exaggerated marketing claims or anonymous supply chains and lack of batch-level testing, younger generation of consumers are now preferring top brands that contain quality clinically tested Tongkat Ali extracts that are also HPLC-tested, 3^rd party lab tested, with certificate of analysis (COA) reports showing top standardized biomarkers. To top it all, handpicked single-origin Tongkat Ali from Malaysia continue to be viewed as a premium extract to a handful of trusted consumers in the US and United Kingdom.

Putting Evidence and Traceability at the Center of Product Quality 

We apply three principles in every decision at AKARALI.

Evidence first. We only build on an ingredient that has been studied in humans. And this ingredient should have a standardized bioactive compounds that contributes to the efficacy and potency that are dosage optimized for daily and long term use. That's why AKARALI uses Physta®, the world’s first standardised hot water extract of Tongkat Ali, which supported by years of published clinical research and human studies. In addition, we perform real-world tests on athletes to further validate the clinically tested results against real-world conditions and parameters.

Traceability from root to capsule. Our root-to-door approach means we only harvest and source Tongkat Ali plants that are grown in selected regions (eg: Pahang). It means we stick to the single-origin handpicked Tongkat Ali approach, i.e a traceability principle to reduce variability and inconsistency in the final extraction process. This forms the basis of our standardized and batch-tested Tongkat Ali products, giving consumers and practitioners confidence that each bottle matches the last production batch with same level of potency and efficacy.

Respect for the consumer. Our customers are adults making informed choices about their health and we provide consultation on how best to use Tongkat Ali for optimal benefits, protocol on dosage/daily use, thus reducing the risks of overdosing, side effects and potential negative interactions with other medications. We believe in providing clear explanation, labelling, realistic expectations and honesty about what a supplement is and isn't. We remain clear that Tongkat Ali is a natural supplement supports health. It doesn't replace medical care, treatment or medication.

Moving the Natural Supplements Industry Toward Greater Rigor 

We have seen the industry is moving from marketing-led to evidence-led from 2014 to 2026, and that shift means consumers are trusting Tongkat Ali brands that focus on outcome-driven benefits based on clinically-tested proprietary extracts.  

First, regulatory convergence. Major markets are raising the bar on safety dossiers, novel food authorisations and label claims. Companies that invest in proper toxicology and clinical data will get access to those markets. Companies that don't will be shut out.

Second, analytical transparency. Advances in chemical fingerprinting, DNA barcoding and third-party verification will make adulteration of Tongkat Ali much harder to hide. I expect consumers to routinely check batch certificates the way they check nutrition labels today.

Third, a more rigorous clinical pipeline for Tongkat Ali. More clinical tests progressively translate to a wider consumer acceptance. The existing studies on stress and cortisol, hormonal balance in ageing men, energy and physical performance are encouraging thus far. But the next phase of research means companies are willing to commit larger resources to understand its impact on health backed by more independently replicated trials. Research activities will grow in tandem with demand for clinically-tested natural ingredients and we believe scientists will form better understanding of mechanisms of actions (pathways) and of which populations benefit the most from Tongkat Ali supplementation. As aging population is growing globally, research on women's health, healthy ageing and metabolic resilience are areas I find especially promising for Tongkat Ali.

Finally, sustainability and provenance. Tongkat Ali is a slow-growing forest species (it takes 5 year to mature before it can be harvested). Its future depends on responsible cultivation, fair benefit-sharing with local indigenous communities in Southeast Asia, and protecting the natural ecosystem. Companies and brands that succeed long term will treat the plant as a heritage to steward, not a commodity to extract. 

Building Credibility Through Science, Supply Chain Control and Transparency 

Learn the science before you learn the marketing. Read the primary literature of the chemical compounds and its mechanism of actions (pathways), understand various extraction technologies and know the difference between an in-vitro finding and a human clinical outcome. Your credibility depends on it, and this is crucially important when you present yourself on social media or in other public forums.

Own your supply chain. Professionals should be responsible for what's in the bottle, not your supplier. Insist on standardised ingredients, independent testing and full documentation.

Play the long game. In this industry, shortcuts pay off quickly and are costly later. Reputation builds slowly and can be lost overnight from exaggerated claims, or from borrowed clinical studies – especially those who are not in control of their own extraction technologies, sourcing or tests. Professionals are encouraged to conduct their own tests, and whenever possible, validated by 3^rd parties for added layer of consumer trust.

Honour where the knowledge came from. Many of the botanicals we work with were discovered, refined and protected by traditional communities over generations. Modern science can validate that knowledge. It should never erase it. Professionals should at least attribute the source of knowledge when sharing it online, rather than claiming it belongs to them.

Natural health is at its best when tradition and evidence work together. That's the standard we hold ourselves to at AKARALI, and I believe it's the standard the whole industry is moving towards.