. >> reporter: startups like nootrabox cofounded by jeff wu are helping rebrand smart drugs as part of billion-dollar supplement in the world, great, we have another einstein. if everyone was super smart, there's amount of innovation going on. >> reporter: but as these supplements become more questioning whether the claims are too good to be true. nootropics?me of the concerns >> the lack of controlled trials. the lack rigorous scientific research. the lack of studies that actually try to study these different types of ai combinations. >> reporter: noodropibles stacks, mixes of individual incg from caffeine and l-thanine to herbal sup problems s ts to pirazapam. how did you get involved in nootropics? >> i wanted to be tbe the best f me possible. venture capital firm when he started digging around the internet and experimenting. >> tinkering witth>> you're jus ordering things from china and,d trying them? >> honestly, in the beginning it was very it's become more than just a hobby. business ise's caught the atten and financial backing of top silicon valley titans. inside thisb, hit tea

. >> reporter: startups like nootrabox cofounded by jeff wu are helping rebrand smart drugs as part ofulti billion dollar supplement industry. >> if there's one smart person in the world, great, we have another einstein. if everyone was super smart, there's like an exponential amount of innovation going on. >> reporter: but as these supplements become more mainstream, some doctors are questioning whether the claims are too good to be true. what are some of the concerns about nootropics? >> the lack of controlled trials. the lack of rigorous scientific research. the lack of studies that actually try to study all of these different types of nootropics in certain combinations. >> reporter: nootropics stacks, mixes of individual components, can include anything from caffeine and l-thanine to herbal supplements to pirazapam. how did you get involved in nootropics? >> i wanted to be smarter, i grew up very competitive and wanting to be the best version of myself possible. >> reporter: four years ago jeff was working at a venture capital firm when he started digging around the internet and ex