Sophie Callaghan, Founder and Editor

The short version

I worked in marketing for seven years, and for two of those I worked on a wellness brand. I am not going to name it. What I will say is that I wrote the copy for a product I knew perfectly well had no evidence behind it, and I was very good at it, and that is the thing I think about when I am deciding what goes on this site.

The turning point was unglamorous. I was exhausted, had been for months, and had spent something like 900 dollars across a year on supplements, an app, a course and a bag of powder that tasted like grass clippings. What eventually helped was a GP appointment, an iron test, and going to bed at a consistent time. Total cost, roughly 90 dollars. Nothing I had bought had done anything, and I had written advertisements for two of them.

Todae started in January 2024 as a newsletter to about 40 people, mostly friends who had watched me go through that and wanted the short version. The name is a deliberately plain promise: one small thing, today, not a 90 day transformation.

I am not a clinician and I never pretend to be. What I am is someone who knows exactly how health marketing is built, because I used to build it. Every health article here is reviewed by a relevant practitioner, and their name goes on it. If nobody qualified will put their name to a claim, the claim does not run.

Why this site exists

I spent two years buying things that did not work because someone confident told me they would. Todae exists to be the opposite of that: careful about evidence, honest about uncertainty, and completely uninterested in selling you a powder.

How the site is put together

Health articles are reviewed by a relevant practitioner before publication and the reviewer is named. Studies are linked, and where the evidence is observational or weak we say so in the article rather than in a footnote nobody reads.