As Ozempic and similar GLP-1s have transformed the world of weight loss, health companies and influencers have been scrambling to find “nature’s Ozempic” – cheaper, non-prescription products they claim can help with weight loss. The latest buzzy supplement? Psyllium husk.

“Psyllium husk has become popular thanks to a wave of social media influencers and wellness personalities touting its ability to suppress appetite, regulate digestion and even mimic the effects of more costly medications,” says Lena Beal, spokesperson for the Academy of Nutrition and Dietetics. But comparing it to Ozempic is “oversimplified and misleading”, she warns.

On TikTok, more than 12,500 videos boast the psyllium husk tag. But this substance is not new; it has long been popular in India and across south Asia.