Create Wellness Bags $20M to Expand Vegan Gummies & Powders in Red-Hot Creatine Market

US startup Create Wellness has raised $20M in Series B funding to expand its creatine supplements in gummy and powdered drink formats, leaning into the GLP-1, women’s health, and longevity categories.

As creatine transitions from a gym-bro favourite to an all-conquering ingredient for health and wellbeing, New York-based Create Wellness has secured new capital to expand its vegan gummy line and diversify into new product categories.

The startup has raised $20M in Series B funding led by Alliance Consumer Growth (ACG), with participation from Impact Capital (the family office of Mike Repole) and existing investor Unilever Ventures.

“Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today’s wellness-driven consumers. By making creatine more accessible and appealing, the brand is resonating with a broader audience,” said Repole.

Sienna McCormick, co-CEO of Create Wellness, believes Create Wellness has built the “most trusted creatine brand” on the market. “This investment is a validation of where creatine is headed, and of Create’s position as the category leader,” she 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.”

From Ozempic to women’s wellness, creatine is everywhere

While the supplement world is filled with mistrust and unsubstantiated claims, creatine is an exception. It’s one of the most well-researched supplements and has long been associated with recovery and endurance.

But the ingredient is no longer confined to bodybuilders and athletes, who use it as creatine monohydrate to build and maintain muscle. Research shows that creatine can aid cognitive function, boost memory, reduce stress, improve mood, alleviate symptoms in people with Alzheimer’s disease, support hormonal health in women, and slow ageing effects.

These attributes make creatine an ingredient ripe for formulations targeting women’s wellness, GLP-1 users, and those increasingly interested in strength training and longevity.

Men are still the majority users of creatine, though women now make up over a fifth of its buyers, according to The Vitamin Shoppe, which suggests that creatine sales increased by 300% between 2019 and 2024 and keep growing at a double-digit rate. Likewise, retail company GNC says women now account for 30% of its creatine purchases, up from 18% in 2020.

More and more women are incorporating weight training into their workouts, and in one study, female participants saw a 15% increase in exercise performance when supplementing with creatine (compared to just 6% for men), so the benefits it originally gained popularity for still remain just as relevant. Plus, creatine has also been shown to counteract muscle, bone and strength loss during menopause.

The share of Americans using GLP-1 drugs increased from 10% in 2024 to 18% in 2025, according to Innova Markets Insights. In fact, over a third (34%) are now planning to adopt these medications.

GLP-1 users experience a 25-40% decrease in muscle mass over 8-16 months (several times greater than non-medicated weight-loss approaches and age-related muscle loss). Creatine, which can help retain muscle mass, is poised to grow in popularity among these consumers.

Create says it has emerged as a leader in the category thanks to “strong omnichannel growth and retail expansion”. Its gummies, which combine creatine monohydrate with pectin and tapioca syrup, come in six flavours and have become the top-selling creatine gummy at each retailer it has launched in, including Target, Sprouts, and Sprouts.

Create Wellness expands into stacked creatine formulations

The startup will use the new capital to expand its distribution, invest in consumer education, advance product innovation, and scale marketing efforts to support the mainstream adoption of creatine.

It has now launched a Creatine + Electrolyte range of ready-to-mix powders with 5g of creatine monohydrate, a mix of electrolytes including sodium, potassium, and magnesium, and 1g of taurine. It is being rolled out on Create’s website and Amazon, as well as at Target stores, where its distribution has now doubled just six months after its introduction.

“Our consumers have built creatine into their daily routines,” said co-CEO Dan McCormick, who co-founded Create with his wife, Sienna. “The new products, packaging and formats make it easier than ever to take Create anywhere.”

Investor interest echoes consumer demand for creatine. Among the 200 most popular dietary supplements in the US, creatine is the fastest-growing, rising 17.1 percentage points last year. In fact, it led to nearly $100M in incremental retail growth in the US in 2025, with unit sales increasing by 58% from the previous year.

And according to NIQ and Spate, online interest in the ingredient surged by 78.6% year-over-year in 2025, with interest growing amongst women, who are exploring creatine for recovery, bone support, strength, and energy.

It’s why creatine appears in a spate of new plant-based products designed specifically for women’s wellness. For instance, in Levelle Nutrition’s Cycle Syncing Protein line, the protein powder for the follicular phase of the menstrual cycle (characterised by a rise in estrogen levels and a peak in energy and creativity) contains creatine monohydrate.

Similarly, Løuco’s Perform protein powder contains creatine and supports recovery, bone health and vitality for active women and those who are navigating their 30s, 40s, perimenopause or menopause.

Creatine is now available in gummies, bars, protein powders, beverages and stacked formulations that pair it with electrolytes or other beneficial compounds (as is the case with Create’s latest launch).

Stacked products are a key growth opportunity for women’s wellness brands. Laura Katz, founder and CEO of precision-fermented human lactoferrin startup Helaina, told Green Queen in January: “Pairing human lactoferrin with creatine to support both output and recovery in active women reflects a systems-level approach that is difficult to achieve with conventional bovine ingredients.:

Also in the US, Happy Aging and Empowr have both launched plant-based protein powders containing 5g of creatine monohydrate per scoop. And in India, the Bollywood actor Ranveer Singh’s SuperYou brand recently launched a line of ready-to-mix creatine monohydrate powders.