Women's Wellness Fuels Creatine Sales Surge as Beauty and Health Converge
A muscle-building supplement once marketed to gym bros in parking lots has seen its biggest year ever - creatine. Sales on Amazon are up 90% this year, with no new formula or celebrity endorsement contributing to the growth. The increase is coming from women, who are now driving demand for the supplement.
Despite decades of research on creatine, evidence for how it worked in women was scarce until recently. A 2021 review by Abbie Smith-Ryan found that women have significantly lower endogenous creatine stores than men and examined the effects through a female-lifespan lens.
The science existed, but it wasn't until the need became visible to women that sales took off. Creatine has been linked to three critical pillars of female health: age-related muscle loss around menopause, brain function and brain fog, and hormonal shifts during menstruation, pregnancy, postpartum, and menopause.
The growth in creatine sales is a small example of a larger trend - the convergence between beauty, health, and wellness. In 2026 alone, close to $10bn has been announced across six major deals in ingestible supplements and functional nutrition, with P&G acquiring Thorne for US$3.8bn.