By: Taylor Graveline

Kirk Ouimet, the founder of Phi, Inc., draws inspiration from a source not commonly linked to wellness: the golden ratio. This mathematical proportion, which has been seen in nature, art, and architecture for centuries, influences much of what Phi stands for—from its design to its supplements. For Ouimet, the golden ratio represents more than just a visual tool; it is the guiding principle that shapes the company’s products, philosophy, and commitment to balance.

From Tech to Wellness: The Golden Ratio Connection

Ouimet’s fascination with the golden ratio began long before he started Phi, Inc. His first encounter with it came through its prevalence in nature—spirals in nautilus shells, the branching of trees, and the formations of galaxies. “It was beautiful, but what truly captivated me was learning how artists and architects, dating back to the Renaissance, intentionally used the golden ratio to create a sense of balance and visual harmony,” he explains. “Leonardo da Vinci used it to proportion his compositions, and that tradition has continued through to modern times.” This realization sparked a strong interest, influencing not only his approach to design but also his outlook on business.

Ouimet’s previous work in the tech industry only deepened his appreciation for the golden ratio. After building a successful consumer app that reached 350 million people, he joined a major social media platform, helping it scale to over half a billion daily users. These experiences highlighted technology’s significant role in shaping human habits and health. Yet, it was clear to Ouimet that tech could be used in ways that weren’t always in humanity’s best interest. “Technology reflects the intent behind it. It can connect us deeply with the people we love and enhance our relationships. But, if it’s designed to extract attention for profit, it will do exactly that,” he says. The realization that tech can be a force for good or ill led him to create Phi, a company that mirrors his best values and aims to respect the human body and mind.

The Golden Ratio in Phi’s Identity and Approach

At Phi, the golden ratio isn’t just an abstract concept—it’s embedded in every detail. “The golden ratio is part of every layer of Phi,” Ouimet notes. “In fact, we’re a little particular about it. From our logo to our packaging, every design decision, even down to the exact size of the bullet points, is carefully calculated using this timeless proportion. We even built custom design tools just to ensure we get every detail as accurate as possible.” While this attention to detail might not be immediately obvious, it enhances the user experience by creating subtle harmony that the brain naturally responds to.

This focus on balance also extends to Phi’s approach to supplements. Just as the golden ratio signifies harmony in nature, the company’s flagship product, Stack, reflects that same elegance. “Rather than chasing trends or isolated ingredients, we carefully combine vitamins, minerals, and nutrients that naturally complement and enhance each other,” Ouimet explains. Each formulation is designed to promote balance, improving effectiveness and bioavailability for the individual. This approach aims to provide users with the best possible benefit from Phi’s products.

Meeting the Demands of Design-Conscious, Wellness-Savvy Consumers

The supplement industry, Ouimet observed, has often been slow to evolve. “When I first looked closely at the supplement industry, I saw something largely stuck in the past. It reminded me of radio and newspapers struggling to stay relevant in the age of the Internet,” he reflects. Too many companies, he believes, continue offering the same products without assessing whether they truly improve lives. Even those that claim to offer personalized solutions often only group customers into broad categories.

Phi, on the other hand, follows the example of successful tech companies by taking a data-informed approach. Ouimet believes that such an approach is important for creating truly personalized products that can deliver tangible value. “With Phi, we’re bringing this proven, data-driven approach to the supplement industry,” he says. The company has already introduced the micropill format, which is simple, highly bioavailable, and customizable. This is just the beginning, as Phi plans to combine biometrics, user feedback, and scientific iteration to create more precise and transparent solutions in the future.

For Ouimet, the ultimate goal isn’t just to innovate in the supplement space but to improve people’s lives. “Ultimately, this isn’t just about creating the future of supplements, it’s about helping the people I love live healthier, longer lives,” he shares. His vision is personal, driven by a deep desire to improve the well-being of his family, friends, and others who rely on Phi’s products.

As Phi continues to grow, its commitment to the golden ratio, balance, and wellness will remain at its core. By applying the same principles of harmony to its supplements as it does to its visual identity, Phi aims to transform the future of wellness.

Disclaimer: The content of this article is for informational purposes only. The statements regarding Phi, Inc.’s products and their potential benefits have not been evaluated by the U.S. Food and Drug Administration (FDA). The products mentioned in this article are not intended to diagnose, treat, cure, or prevent any disease. Individual results may vary, and readers are encouraged to consult with a healthcare professional before making any health-related decisions or using supplements. The article reflects the personal views and experiences of the founder, Kirk Ouimet, and does not constitute professional medical or health advice.