AG1 is hitting the beauty aisle.
What’s happening: The supplement brand launched at 1.5K Ulta Beauty stores, positioning ingestible nutrition as a beauty matter.
Foundation. Launched as a sports nutrition go-to, AG1 topped $600M in ’24 sales, but its DTC business has slowed, per Consumer Edge. Expanding to Target and The Vitamin Shoppe, it’s seeking a new crop of consumers for its greens and sleep drink mixes.
Inner glow. Blurring skincare and wellness, 92% of beauty shoppers rely on supplements to achieve their goals, per The Benchmarking Company, prompting retailers to stock up.
Leading the charge, Ulta Beauty built out its wellness assortment as shoppers move toward “inside-out” health — combining skincare, supplements, sleep, and longevity into a single routine. A “billion-dollar opportunity,” the retailer is piloting experiential shop-in-shops and expanding ingestibles with Cymbiotika, Nutrafol, and arrae.
Punchline: Approaching aesthetics from within, greens powders are now skincare, and beauty retailers are leaning in.
