NooCuve vs Alpha Brain - Which Is More Effective?

What Are Nootropic Supplements And What Do They Do?

Nootropic supplements aim to support things like memory, focus, learning, and clear thinking. The catch is that products can vary wildly in their composition and effectiveness. Some are thoughtfully built and can make a noticeable difference. In our testing, the best supplements available like ThinkEase can provide safe, measurable improvements across several cognitive areas.

Results come down to two things: using the right mix of ingredients and using enough of them. A common trick used by less scrupulous manufacturers is to sprinkle tiny amounts of popular compounds into a formula so the label looks impressive, even though the doses are too low to provide any meaningful benefits. Another trick some use is to hide weak dosing inside a “proprietary blend,” which prevents you from seeing what you’re actually getting. You’ll see both tactics in this space, including in the NooCube vs. Alpha Brain comparison we’re about to dig into.

What Is NooCube?

NooCube is a fairly well-known nootropic supplement that claims to support focus, memory and overall brain performance. Compared to the most effective products available it has a fairly simple, even basic ingredient profile. It doesn't utilize the more advanced or more heavily researched nootropics you might find in higher end stacks, but the ingredients is does include are for the most part reasonably effective. What this means overall is that it's unlikely to deliver significant improvements to memory or cognitive performance, certainly not to the extent its marketing suggests. 

What Is Alpha Brain?

Alpha Brain is one of the better known nootropic supplement brands, in no small part due to its high profile paid endorsements. Again, it claims to be effective in boosting memory, but its main claims center on increasing focus and your ability to stay in 'the zone', for increased productivity and effectiveness, whether it's at work, for studying, or activities requiring creativity. While the brand is reasonably well-established, the product's formula is quite limited by comparison. The main issues being the use of a proprietary blend to obscure the amount used of each ingredient, but even more importantly, the presence of many ingredients far below the amounts shown to be necessary in clinical studies. There are also some ingredients which are widely considered to be proven nootropics. Whilst it's not necessarily an outright bad product, it's worth being aware that it's far from the most advanced, up-to-date, or transparent option available. 

Do NooCube and Alpha Brain Really Work? Scientific Studies And Results

NooCube

There hasn't been a clinical trial into NooCube's effectiveness. However, several of the product's ingredients have scientific support. Studies exist validating the effects of L-theanine and Cat's Claw in providing some support for focus and stress reduction, but these have been of limited size. Overall, there's some general support for the product having some mildly positive effects, but there's no definitive proof that NooCube performs as claimed.

Alpha Brain

There's a very mixed picture when it comes to trying to validate Alpha Brain's effectiveness. Onnit, Alpha Brain's parent brand, continue to cite a 2016 study that claimed to compare Alpha Brain to a placebo group. However, a recent ruling in a class-action lawsuit against Alpha Brain, revealed that the full study actually showed little or no overall cognitive improvements from taking Alpha Brain. There was arguably some minor evidence of a very modest memory improvement in one group, but there was no difference in focus or thinking speed. In many cases, the placebo group actually performed better than the group taking Alpha Brain. 

Scientific Basis

NooCube

NooCube uses a fairly simple formula, it's composed of amino acids, plant extracts, a couple of low dose B vitamins and polyphenols - all of which are claimed to support focus and overall cognitive performance. There are a few more positive points. Most notably Bacopa monnieri at 250mg is a widely studied nootropic, but it is somewhat disappointing that NooCube doesn't follow the science, which clearly suggests that 300mg is necessary to deliver memory and cognitive performance increases [1]. Similarly, panax ginseng is well studied, but again NooCube's dose is much lower than clinical studies evidence [2]. NooCube's polyphenols, resveratrol and pterostilbene have only very limited scientific research, but they may provide some degree of neuroprotection - both again are dosed at the low end, below amounts studied in the few clinical trials that have taken place [3,4]. 

L-theanine and L-tyrosine are very well studied and proven nootropics, but again NooCube includes less than the amounts recommended by scientific studies. When correctly dosed, L-theanine and L-tyrosine can support, focus and resilience to stress, particularly during difficult situations [5,6]. Choline at 250mg is dosed adequately, but it's a less potent choice than Citicoline - which many leading brands now choose instead [7].

NooCube's other ingredients seem to be inspired by Alpha Brain, Cat's Claw (Uncaria tormentosa) may provide some neurological support, but won't lead to short-term perceivable benefits. And Lutemax 2020 may support eye health, but the absence of a declared amount suggests NooCube may only include a nominal amount, likely less than the amount shown to be effective in clinical trials.

Alpha Brain

Alpha Brain's formulation superficially covers a few different areas - herbal extracts, amino acids and cholinergetic ingredients. As mentioned the one clinical study conducted on Alpha Brain has been generally discredited. The main issue with Alpha Brain's formula is that the amounts of each ingredient is hidden, making accurate assessment of its ingredient profile very difficult. That said, it's a simple matter to see that most, or possibly all of the ingredients in Alpha Brain are likely below the amounts required to be effective. The total amount of active ingredients in Alpha Brain (which is shown on the product label) is far below the amount that would be necessary for just a few ingredients to be adequately dosed, let alone most, or all.

Ignoring for a moment that only token amounts of many ingredients are likely included, the ingredients themselves are for the most part widely recognized nootropics. Bacopa monnieri can support memory and retention of new information, but requires far larger amounts than used in Alpha Brain, ideally at least 300mg [8,9]. Huperzia serrata is a source of huperzine A, which in turn leads to cognitive function improvements, but long-term use isn't recommended due to it's very long half life in the body, this means supplementing with Alpha Brain for more than 6 months, may not be recommended - but again Alpha Brain's decision to hide how much is used makes assessing the scale of the risk extremely difficult without lab testing [10]. Cat's claw and oat straw are somewhat interesting, but there's very limited research into their cognitive benefits [11,12].

Alpha Brain's Focus Blend also includes alpha-GPC, which can be a potent source of additional choline, which can help memory and mental performance, but again the amount is undisclosed and highly likely to be below the level necessary to be beneficial [13]. Alpha Brain's Fuel Blend adds L-leucine and pterostilbene. Vinpocetine has been banned in the US and recently due to safety concerns has been removed from Alpha Brain's formulation as a result. Pterostilbene is somewhat similar to resveratrol and it may have some mild neuroprotective benefits [13].

Qualitative Review of NooCube's Efficacy

NooCube

The first few weeks of my 8 week trial of NooCube were largely unremarkable. That means no stimulant-like effects, no clear increases in focus or my overall productivity. As I approached the fourth week, there was some degree of improved mental steadiness, in other words slightly elevated mental alertness and modest increases in verbal fluency, but it's fair to say it wasn't anywhere are marked as that experienced using the most effective supplements available. The improvements I encountered whilst modest, were most noticeable during my longer lower intensity work tasks, those where my cognitive effort was modest but staying engaged can sometimes be challenging. I couldn't discern a tangible increase in memory or recall, beyond the modest word recall mentioned above, even after the full 8 weeks of my time with NooCube.

Qualitative Review of Alpha Brain's Efficacy

Alpha Brain

My experience of Alpha Brain was more uneven, for want of a better description. It seemed the limited improvements I experienced were more uneven in nature. I encountered some short-lived periods of increased alertness, but the inconsistency and unpredictability of these moments led me to question whether Alpha Brain was behind them, or whether it was something else. Alpha Brain's proprietary blend makes accurately assessing the reason for this inconsistency close to impossible. It was frustrating when days passed, even later in my 8 week test, where no clear improvements were present, it really felt no different to taking nothing at all. On the plus side, I experienced no side effects and my sleep was fine too.

Estimate of Efficacy Relative To Similar Products

Dosage:

NooCube and Alpha Brain both use a two capsule serving size. 

Quality:

The total amount of active ingredients in each product is around 1000mg (1g). It's therefore likely that both brands include a reasonable amount of filler to bulk the capsules out. This can be seen on the labels, with the inclusion of maltodextrin in Alpha Brain and NooCube - its only real reason for being listed as an additional ingredient is to act as a filler. This does show that both brands favor keeping costs low over providing the most effective product possible in my view. Both brands also use low cost cellulose capsules. Overall I'd suggest the quality of both products is adequate, but some way off the better products available. Alpha Brain has one major quality issue that I can't ignore, which is the decision to purposely hide (what I believe are under-dosed ingredients in its formulation) behind a proprietary blend, a very cynical practice in my personal view, and one that's bad for the end user.

Efficacy:

For both products the overall effects were mild. NooCube was at least able to deliver a more consistent and steady experience, most notably providing modest improvements in focus. Alpha Brain was unquestionably more inconsistent. Some days had short-lived periods of increased clarity, but these were irregular and may have been down to other effects. Neither supplement provided what I would consider a strong or sustained range of cognitive benefits. The difference is particularly obvious when compared with the best nootropic supplements I've tested, the top performing one being ThinkEase. Perhaps its no surprise when you consider the total amount of active ingredients is three times higher in a product like ThinkEase and effectiveness, rather than keeping costs low, seems to be the priority.

Cost:

Alpha Brain typically costs $69.99 for 90 capsules. NooCube is similarly priced at $64.99 for 60 capsules. However, NooCube will last 30 days, and Alpha Brain will last for 45 days. Neither product delivered sufficiently noteworthy or sustained benefits to offer great value for money, but Alpha Brain is priced lower per serving.

Safety Considerations and Potential Side Effects

Alpha Brain and NooCube both have good general safety profiles and ingredients that are for the most part well tolerated. NooCube does contain some allergens, and Alpha Brain's decision to include huperzine A makes long-term use inadvisable.

Overall Assessment

NooCube and Alpha Brain both offer mild nootropic supplements that can serve as a straightforward entry point into nootropic supplements, However, the limited effects may lead more people to try then move on from nootropics, rather than understand just how transformative the right product, or combination of nootropic ingredients, can be. In my assessment of both formulations alongside my time using each product, I feel neither delivers what most people are really looking for in a nootropic supplement. The limited effects are a consequence of generally low doses of what are otherwise worthwhile ingredients. Both brands appear to prioritize keeping their costs down over delivering the best possible results for the end user.

This becomes even clearer when comparing their effects with comprehensively formulated products like ThinkEase. The combination of much higher doses of a greater range of nootropic ingredients, including some cutting-edge additions, adds up to a much better user experience. I found ThinkEase to be the best nootropic supplement I've tried especially for focus and memory, and almost certainly the most comprehensively formulated.

References and Further Reading

1. Stough, C., Lloyd, J., Clarke, J., Downey, L. A., Hutchison, C. W., Rodgers, T., & Nathan, P. J. (2008). The chronic effects of an extract of Bacopa monniera (Brahmi) on cognitive function in healthy human subjects. Journal of Alternative and Complementary Medicine, 14(6), 707–713. https://doi.org/10.1089/acm.2008.0353
2. Oken, B. S., Storzbach, D. M., & Kaye, J. A. (1998). Panax ginseng: A review of its effects on human cognition and behavior. Journal of Clinical Psychopharmacology, 30(2), 174–187. https://doi.org/10.1097/JCP.0b013e3181d219a4
3. Poulose, S. M., Miller, M. G., & Shukitt-Hale, B. (2015). Role of pterostilbene in protecting brain and cognitive function. Biochemical and Biophysical Research Communications, 468(4), 727–732. https://doi.org/10.1016/j.bbrc.2015.11.124
4. Baur, J. A., & Sinclair, D. A. (2006). Therapeutic potential of resveratrol: The in vivo evidence. Nature Reviews Drug Discovery, 5(6), 493–506. https://doi.org/10.1038/nrd2060
5. Giesbrecht, T., Rycroft, J. A., Rowson, M. J., & De Bruin, E. A. (2010). The combination of L-theanine and caffeine improves cognitive performance and increases subjective alertness. Nutritional Neuroscience, 13(6), 283–290. https://doi.org/10.1179/147683010X12611460764840
6. Deijen, J. B., Wiegant, V. M., & Orlebeke, J. F. (1999). Tyrosine improves cognitive performance and reduces blood pressure in cadets after one week of a combat training course. Brain Research Bulletin, 48(2), 203–209. https://doi.org/10.1016/S0361-9230(98)00168-4
7. Kennedy, D. O., Haskell, C. F., & Scholey, A. B. (2001). Effects of cholinergic precursors on memory in healthy humans. Psychopharmacology, 157(4), 400–406. https://doi.org/10.1007/s002130100832
8. Shukitt-Hale, B. (2012). Polyphenols and brain aging: Multiple effects on dementia and age-related cognitive decline. Neurobiology of Aging, 33(1), 102–113. https://doi.org/10.1016/j.neurobiolaging.2010.09.011
9. Stough, C. et al. (2001). The chronic effects of an extract of Bacopa monniera on cognitive function in healthy human subjects. Psychopharmacology, 156(4), 481–484. https://doi.org/10.1007/s002130100807
10. D’Angelo, L., & Di Lorenzo, C. (2014). Pharmacological profile of Bacopa monnieri in cognitive performance enhancement. Phytomedicine, 21(4), 575–583. https://doi.org/10.1016/j.phymed.2013.10.004
11. Wang, R. et al. (2006). Huperzine A in the treatment of Alzheimer’s disease and vascular dementia. Acta Pharmacologica Sinica, 27(1), 1–26. https://doi.org/10.1111/j.1745-7254.2006.00212.x
12. da Silva Borges, L. et al. (2020). Cognitive-enhancing effects of Uncaria tomentosa (Cat’s claw). Phytotherapy Research, 34(9), 2283–2290. https://doi.org/10.1002/ptr.6699
13. Kennedy, D. O. et al. (2006). Effects of oat extract on cognitive performance. Nutritional Neuroscience, 9(6), 321–328. https://doi.org/10.1080/10284150601004042
14. Kennedy, D. O., & Haskell, C. F. (2011). Choline and cognitive performance. Human Psychopharmacology, 26(1), 34–39. https://doi.org/10.1002/hup.1167
15. Bellar, D. et al. (2015). The effect of alpha-GPC on isometric strength and performance. Journal of the International Society of Sports Nutrition, 12(1), 42. https://doi.org/10.1186/s12970-015-0103-3
16. FDA. (2019). Vinpocetine: Final decision on inclusion in the dietary supplement definition. https://www.fda.gov/media/130901/download
17. Poulose, S. M., Miller, M. G., & Shukitt-Hale, B. (2015). Pterostilbene and neuroprotection. Biochemical and Biophysical Research Communications, 468(4), 727–732. https://doi.org/10.1016/j.bbrc.2015.11.124