Create Wellness has raised $20 million in growth capital, the creatine gummy maker announced Monday in a vote of confidence in both the brand and the creatine boom that has transformed the supplement from a former “gym bro” must-have to a wellness product with mass appeal.
Women, increasingly focused on strength training, now account for 30% of creatine purchases at GNC, up 18% since 2020, according to Bloomberg.
The round, led by consumer packaged goods investors Alliance Consumer Growth and Impact Capital, along with Vitaminwater and Bodyarmor co-founder Mike Repole’s family office, will go toward expanding retail distribution, product innovation and marketing. Unilever Ventures, an existing investor, also participated.
Fans won’t have to wait long for new products. Create Wellness has launched Creatine + Electrolyte Mix in three flavors (Lemon Lime, Passionfruit and Watermelon) in 30-count variety packs for $60. Although the initial drop is on the Create website and Amazon, it hits Target stores exclusively on April 12.
Target, for its part, has been bullish on wellness. The retail giant announced earlier this year that it would expand its wellness footprint by 30%, paired with new in-store activations and digital tools.
“Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today’s wellness-driven consumers,” Repole said. “By making creatine more accessible and appealing, the brand is resonating with a broader audience. Our team has expertise in scaling emerging brands and we are excited to support Create’s next phase of growth.”
Several seasoned wellness executives are in the mix, too, including Beckley Mason, AG1’s former vice president of brand and creative, and Jakob Zeh, Vital Proteins’ former senior vice president of commercial sales.
“We’ve built the most trusted creatine brand in the market,” Create Wellness co-CEO Sienna McCormick said. “With ACG, Impact Capital and Unilever Ventures behind us, we’re well-positioned to take this brand to every consumer who should be taking creatine, which in our view is essentially everyone.”
The funding comes as the creatine gummy category faces some scrutiny.
A 2025 report from supplement tracking platform SuppCo found that four of the six bestselling creatine gummies on Amazon contained low levels of creatine per serving, and two had none at all. Create’s gummies passed with flying colors, containing slightly more creatine per serving than advertised.
Still, Create isn’t without competition. Kourtney Kardashian’s Lemme and wellness entrepreneur Mari Llewellyn’s Bloom both recently entered the creatine gummy category.
There’s another market opportunity that extends beyond fitness, as well. New research published in European Neuropsychopharmacology suggests creatine may play a meaningful role in easing depression, particularly when paired with antidepressants and cognitive therapy.
