Top 20 Supplement Brands in 2026: Revenue, Ad Data and Growth Lessons

US dietary supplement sales hit $74.15 billion in 2025, up 7.1%, according to Nutrition Business Journal, and the market is on track for nearly $80 billion in 2026. Few consumer categories are that big and still growing that fast.

It's also one of the most crowded categories on Meta. Anyone can launch a gummy or a greens powder, customers can't feel most products working in the first week, and the claims you're allowed to make are narrow. The brands that win do it with offers, proof and a lot of creative testing.

So which supplement brands are actually winning in 2026, and how? We pulled live ad and traffic data for 20 of the top supplement brands from Adspo, added reported or estimated monthly revenue for each, and broke down the growth lesson behind every one.

What is a supplement brand?

A supplement brand sells products you take on top of your diet: vitamins and minerals, greens powders, probiotics, protein, creatine, electrolytes and herbal blends, as pills, powders, gummies or drinks. In the US they're regulated as dietary supplements, which means they can't claim to treat or cure disease.

Nutrition Business Journal splits the market into vitamins, minerals, herbs and botanicals, sports nutrition, meal replacements and specialty ingredients like probiotics and collagen. This list covers all of them, with hydration powders grouped on their own.

Why supplements suit DTC

Supplements are small, light and used up every month, which makes them a natural subscription. Most brands in this list sell a monthly plan first and a one-time order second. That's why they can afford aggressive first-order offers: the money comes from month three, not month one.

How we picked the top supplement brands

We started in Adspo, not from memory. A brand only made this list if it has a verified Adspo profile with active Meta ads. Then we looked at:

• Monthly website visits from Adspo's traffic data.
• Active ads and creatives running on Meta right now.
• Creative velocity: how many new creatives the brand launched in the last 30 days.
• Reported revenue and growth from filings, company statements and business press.
• Category impact: brands that created or redefined a product type, like greens powders, creatine gummies or zero-sugar electrolytes.

We grouped the 20 brands into five categories and ordered them by monthly visits within each one. All Adspo data was pulled on October 8, 2026. We left out brands with a verified profile but no active ads, like Bloom Nutrition, and food brands like protein bars.

For revenue, we used a reported figure wherever one exists, converted to a monthly number. Where a brand doesn't report revenue, we estimated it as monthly visits × conversion rate × average order value. The conversion rate is a range of 0.7x to 1.3x the Food & Beverage benchmark from Dynamic Yield (4.56%, the closest category to supplements), and the order value comes from each brand's own prices, checked on October 8, 2026.

Daily vitamins, greens and wellness brands

This is the biggest group: the multivitamins, greens powders and daily packs people take every morning. Nearly all of them sell on subscription.

1. Thorne: the practitioner brand that sells to athletes

Thorne built its name selling through doctors and clinics, then took that credibility direct. Its homepage says it is trusted by more than 100 professional and US national teams, and many products are NSF Certified for Sport.

L Catterton took Thorne private in 2023 in a deal worth about $680 million. In its last year as a public company, it reported $228.7 million in net sales, with DTC sales up 44.3%.

Thorne brand page in Adspo showing 248 active creatives and 301 ads

Adspo data:

• Website: thorne.com
• Monthly visits: 2.7M
• Est. monthly revenue: ~$19M (reported: $228.7M net sales in FY2022, its last public year, Thorne)
• Active ads: 301 ads across 248 unique creatives (67% image)
• New creatives in the last 30 days: 47
• Top markets: US 98%
• Instagram followers: 212K

Growth lesson:

Borrow authority before you buy attention. Thorne's long-running ads talk to practitioners, and that endorsement does the selling to consumers.

What their ads show:

• Its longest-running active ad (490 days) is a video about Thorne's investment in clinical research.
• Its most-served creative recruits practitioners to sell Thorne through their own dispensary, through a Facebook lead form.
• Consumer ads are quiet product shots (42% of its visual formats) with almost no discounting.
• Magnesium glycinate gets its own landing page, one of the few product pages it pushes directly.

2. AG1: one greens powder, then everywhere

AG1 was founded in 2010 and sold one product, direct only, for more than a decade. That got it to about $600 million in annual revenue.

Since 2025 it has added Amazon, Costco, The Vitamin Shoppe and every Target store, plus a sleep product, AGZ, and an upgraded "Next Gen" formula.

AG1 brand page in Adspo showing 658 active creatives and 1,031 ads

Adspo data:

• Website: drinkag1.com
• Monthly visits: 2.5M
• Est. monthly revenue: ~$50M (reported: about $600M annual revenue, Fortune)
• Active ads: 1,031 ads across 658 unique creatives (53% video)
• New creatives in the last 30 days: 978
• Top markets: US 65%, Canada 61%, UK 10%
• Instagram followers: 691K

Growth lesson:

Stack gifts, not discounts. AG1 has never needed a percentage off. It gives new subscribers more stuff instead and keeps its price intact.

What their ads show:

• Its longest-running active ad (384 days), "Welcome to the Next Gen of Wellness", offers free travel packs, vitamin D3+K2 drops and a welcome kit.
• The most-served creative opens with a challenge: "Most supplements aren't backed by science."
• It launched 978 new creatives in 30 days, more than its whole active set.
• Celebrity and expert pages get their own landing pages, including a Hugh Jackman page.

3. Grüns: gummies to a Unilever deal in under three years

Grüns started selling greens gummies in August 2023 and passed a $300 million annualized run rate by October 2025. Along the way it rolled into Target, Walmart, Costco and Ulta.

Unilever announced it would buy Grüns in April 2026 and completed the deal in June.

Grüns brand page in Adspo showing 901 active creatives and 1,161 ads

Adspo data:

• Website: gruns.co
• Monthly visits: 1.2M
• Est. monthly revenue: ~$25M (reported: over $300M annualized run rate, Modern Retail)
• Active ads: 1,161 ads across 901 unique creatives (67% video)
• New creatives in the last 30 days: 388
• Top markets: US 91%
• Instagram followers: 174K

Growth lesson:

Find the audience with a new problem. Grüns' longest-running ad speaks to GLP-1 users, a group that barely existed as a target three years ago.

What their ads show:

• Its longest-running active ad (517 days) is a static: "20+ Vitamins for GLP-1 Support".
• The most-served creative is a price drop: "We're Lowering Our Prices", $29.99 for a first order.
• Customer testimonials are its top visual format (38%).
• Its top landing page is a first-order gift page, and "flip to win" offer pages turn the discount into a game.

4. Cymbiotika: bootstrapped to $150M

Cymbiotika was founded in 2019 and bootstrapped to $150 million in annual revenue, EBITDA-positive every year. Fortune says its average order is over $100.

It launched in Target in 2025 and in 1,000+ Ulta stores in March 2026.

Cymbiotika brand page in Adspo showing 417 active creatives and 1,373 ads

Adspo data:

• Website: cymbiotika.com
• Monthly visits: 953K
• Est. monthly revenue: ~$12.5M (reported: $150M annual revenue, Fortune)
• Active ads: 1,373 ads across 417 unique creatives (73% image)
• New creatives in the last 30 days: 194
• Top markets: US 87%, Canada 53%
• Instagram followers: 560K

Growth lesson:

Sell the format, not just the ingredient. Cymbiotika's ads lead with liposomal delivery and absorption, which lets it charge premium prices for familiar nutrients.

What their ads show:

• Almost all statics: product shots (45%) and features-and-benefits cards (34%).
• Its longest-running active ad (468 days) pitches Liposomal Glutathione on subscription.
• Its top landing page is the new Liposomal Beauty Peptide Complex, a beauty-from-within product that fits the Ulta launch.
• It barely discounts. The ask is a subscription, not a sale.

5. Hiya: kids' vitamins without the candy

Hiya sells sugar-free children's vitamins on a monthly subscription, in a refillable glass bottle. USANA bought a 78.8% stake for $205 million in cash in December 2024, when Hiya had $103 million in trailing net sales.

By the end of 2025 it had 181,700 active monthly subscribers, and USANA guides Hiya to $140 million to $155 million in net sales for 2026.

Hiya brand page in Adspo showing 387 active creatives and 455 ads

Adspo data:

• Website: hiyahealth.com
• Monthly visits: 810K
• Est. monthly revenue: ~$10.8M (reported: $130.0M net sales in FY2025, USANA)
• Active ads: 455 ads across 387 unique creatives (68% image)
• New creatives in the last 30 days: 355
• Top markets: US 89%, Canada 15%, UK 14%
• Instagram followers: 176K

Growth lesson:

Name the enemy your buyer already worries about. Hiya's whole pitch is the sugar in the gummy vitamins parents already buy.

What their ads show:

• Its longest-running active ad (217 days) asks why you'd give kids "a sugar-coated gummy vitamin every day".
• The evergreen offer is 50% off the first order.
• The most-served creative bundles a second product free: "Bedtime's On Us This Month".
• Its top landing page is the Kids Daily Essential multivitamin (22% of ads), with UK and Canada versions running too.

6. Ritual: a traceable multivitamin built for every life stage

Ritual was founded in 2015 by Katerina Schneider and raised $25 million from investors including Founders Fund to sell a subscription multivitamin with traceable ingredients.

It stayed online-only for seven years before launching in Target in 2023, then 300 Ulta stores in 2025. It reports 2 million customers and a 92% repeat purchase rate.

Ritual brand page in Adspo showing 65 active creatives and 79 ads

Adspo data:

• Website: ritual.com
• Monthly visits: 777K
• Est. monthly revenue: ~$21M (reported: more than $250M gross revenue in 2024, Modern Retail)
• Active ads: 79 ads across 65 unique creatives (62% image)
• New creatives in the last 30 days: 198
• Top markets: US 85%
• Instagram followers: 451K

Growth lesson:

Grow by life stage. Ritual started with one women's multivitamin and now sells into each stage after it: prenatal, postpartum and perimenopause.

What their ads show:

• A small active set but fast turnover: 198 new creatives in 30 days against 65 live, and its oldest active ad is only 76 days old.
• Its most-served creative is a demo video for its new Stress Relief product.
• Perimenopause pages and starter sets are its top landing pages.
• Offer and discount creatives make up 43% of its visual formats, led by bundle savings on starter sets.

7. MaryRuth's: a founder-owned liquid vitamin brand

MaryRuth's is best known for its liquid multivitamins. In 2024 private equity firm Butterfly sold most of its stake back to founder MaryRuth Ghiyam and her family.

Its hero product is the Liquid Morning Multivitamin + Hair Growth, which costs $74.95 one-time. Its ads now also point buyers to Walmart.

MaryRuth's brand page in Adspo showing 395 active creatives and 599 ads

Adspo data:

• Website: maryruthorganics.com
• Monthly visits: 751K
• Est. monthly revenue: $1M to $3.3M (est., own site only)
• Active ads: 599 ads across 395 unique creatives (82% video)
• New creatives in the last 30 days: 297
• Top markets: US 92%, Canada 5%, UK 2%
• Instagram followers: 34K

Growth lesson:

Let one benefit carry the whole catalog. MaryRuth's sells a wide catalog, but its long-running ads lead with one benefit: hair growth.

What their ads show:

• The most video-heavy account in this group at 82%, and customer testimonials are half its visual formats.
• Its longest-running active ad (466 days) is a skit about the "drastic side effects" of its hair growth vitamin, headlined "The 'Viral' Vitamin for Hair Growth".
• The most-served creative is a static: "Up to 35% off!" on its best-selling bundles.
• Its top landing page is a bundle offer page (22% of ads), plus a "three for the price of two" hair growth pack.

Targeted supplement brands: hair, gut and gummies

These brands sell one job done well: hair growth, gut health or a daily gummy habit. Each one built its ads around a single problem.

8. Nutrafol: hair growth, sold through dermatologists

Nutrafol was founded in 2014 and sells hair growth supplements on subscription and through thousands of doctors, salons and clinics. Modern Retail reported that 85% to 90% of its online customers are subscribers.

Unilever bought a majority stake in 2022, and co-founder Giorgos Tsetis stayed on as CEO.

Nutrafol brand page in Adspo showing 144 active creatives and 307 ads

Adspo data:

• Website: nutrafol.com
• Monthly visits: 1.7M
• Est. monthly revenue: $4.3M to $8.7M (est., own site only)
• Active ads: 307 ads across 144 unique creatives (61% image)
• New creatives in the last 30 days: 195
• Top markets: US 76%
• Instagram followers: 474K

Growth lesson:

Use referrals instead of discounts. Nutrafol's longest-running ad isn't a sale. It pays existing subscribers to bring friends.

What their ads show:

• Its longest-running active ad (303 days) is a refer-a-friend static: give $20, get $20.
• The most-served creative is a new listicle video, "Five reasons you should try Nutrafol Women", for its biotin-free formula.
• 98% of its ads link through ad-server tracking URLs, so Adspo can't see the final page for most of them.
• Retail ads point to Ulta, and life-stage ads target menopause and postpartum.

9. Seed: one probiotic and the most patient ad in this list

Seed launched its DS-01 Daily Synbiotic in 2018 and raised a $40 million Series A in 2021. It went into every Target store in September 2024.

DS-01 costs $49.99 a month on subscription, and Seed now sells a multivitamin and energy and sleep products alongside it.

Seed brand page in Adspo showing 143 active creatives and 257 ads

Adspo data:

• Website: seed.com
• Monthly visits: 911K
• Est. monthly revenue: $1.2M to $2.7M (est., own site only)
• Active ads: 257 ads across 143 unique creatives (59% video)
• New creatives in the last 30 days: 179
• Top markets: US 83%, Canada 77%
• Instagram followers: 479K

Growth lesson:

Send cold traffic to a quiz, not a product page. 84% of Seed's ads point to "Is DS-01 right for you?", which qualifies buyers before it sells.

What their ads show:

• Its longest-running active ad (718 days) is also its most-served: "Gut health has never been easier", priced at less than a daily cup of coffee.
• Video explainers handle objections: "Many probiotics don't survive digestion" and "This is not a laxative."
• Offers include 20% off through the quiz and a buy-one-get-one landing page.
• A comparison article, "Seed vs. other probiotics", also takes traffic. We broke it down in our supplement landing page examples.

10. Goli: the gummy brand that rebuilt itself

Goli was founded in 2018 and made apple cider vinegar gummies a mass-market product. In 2024 it was bought by a consortium including an original founder under a court-approved restructuring, with about 100,000 retail placements worldwide.

Its Zero Sugar gummies are now its focus, and they launched at GNC in March 2026 after reaching Target in 2025.

Goli brand page in Adspo showing 169 active creatives and 446 ads

Adspo data:

• Website: goli.com
• Monthly visits: 498K
• Est. monthly revenue: $700K to $2.1M (est., own site only)
• Active ads: 446 ads across 169 unique creatives (92% video)
• New creatives in the last 30 days: 192
• Top markets: US 99%
• Instagram followers: 567K

Growth lesson:

Bundles raise the order value that gummies can't. A $25 bottle is a hard way to pay for ads. Goli sells a six-bottle bundle instead.

What their ads show:

• The most video-heavy account in this list at 92%, with talking heads making up 27% of its visual formats.
• Its longest-running active ad (417 days) is a static: "Up to 49% OFF + 100% FREE Shipping".
• Hooks follow an "If X, take Y" pattern, like "If you can't stop eating junk food, take apple cider vinegar."
• 55% of its ads go to one Zero Sugar bundle page, where six bottles cost $72 against a $150 compare-at price.

Protein powder and meal shake brands

Protein is the biggest sports nutrition category, and meal shakes sit right next to it. These four brands sell the most-used tub in the kitchen.

11. Myprotein: the world's largest online sports nutrition brand

Myprotein belongs to THG, which calls it the world's largest online sports nutrition brand. Its products are now in more than 40,000 retail doors, and it sold over 43 million licensed products in 2025.

THG's Nutrition segment, led by Myprotein, reported £609.1 million in revenue for 2025, up 5.0%.

Myprotein brand page in Adspo showing 290 active creatives and 380 ads

Adspo data:

• Website: myprotein.com
• Monthly visits: 5.8M
• Est. monthly revenue: ~£51M (reported: £609.1M THG Nutrition revenue in FY2025, THG)
• Active ads: 380 ads across 290 unique creatives (63% image)
• New creatives in the last 30 days: 126
• Top markets: UK 74%, US 18%
• Instagram followers: 1.2M

Growth lesson:

License a flavor people already crave. Myprotein's MARS and SNICKERS whey sells the taste before the protein.

What their ads show:

• 11 of its 12 most-served creatives are video, mostly high-production flavor launches like "Our creamiest Impact Whey Protein ever."
• Its longest-running active ad (277 days) drives app downloads.
• Licensed flavors lead the copy: "20g protein. Iconic flavour."
• Its top landing pages are single product pages, like Impact Whey Protein Collagen and Protein Iced Coffee.

12. Huel: complete nutrition, now part of Danone

Huel was founded in 2015 and sells nutritionally complete powders, drinks and meals. It reported £254 million in revenue for the year to July 2025, up 19%, and has sold more than 500 million meals.

In March 2026, Danone agreed to buy Huel in a deal reported at about €1 billion.

Huel brand page in Adspo showing 448 active creatives and 573 ads

Adspo data:

• Website: huel.com
• Monthly visits: 2.7M
• Est. monthly revenue: ~£21M (reported: £254M revenue for the year to July 2025, Companies House)
• Active ads: 573 ads across 448 unique creatives (60% video)
• New creatives in the last 30 days: 123
• Top markets: US 90%
• Instagram followers: 512K

Growth lesson:

Price it per meal. "Under $3 per meal" makes a $45 bag look cheap, and Huel puts that math in almost every ad.

What their ads show:

• 78% of its ads point to one product, Huel Black Edition.
• Its longest-running active ad (659 days) is a static: "Like a healthy banana milkshake, but better", $2.65 per meal plus a free shaker.
• The most-served creative is a testimonial video that opens, "He doesn't eat any solid meals ever."
• A dedicated landing page targets GLP-1 users.

13. Ka'Chava: a flavor launch every few weeks

Ka'Chava sells a plant-based all-in-one nutrition shake at $69.95 a bag, or $59.95 on subscription. It reached 1,700+ Target stores and launched a Costco-exclusive bag in Los Angeles in June 2026.

On its own site, subscribers to two bags get a free five-flavor variety pack.

Ka'Chava brand page in Adspo showing 236 active creatives and 449 ads

Adspo data:

• Website: kachava.com
• Monthly visits: 715K
• Est. monthly revenue: $1.4M to $3M (est., own site only)
• Active ads: 449 ads across 236 unique creatives (85% image)
• New creatives in the last 30 days: 120
• Top markets: US 83%
• Instagram followers: 353K

Growth lesson:

Use flavors as news. Ka'Chava doesn't discount to create urgency. It launches, retires and brings back flavors.

What their ads show:

• 85% image, mostly product shots (53%) and benefit cards (43%).
• The most-served creative announces "NEW Chocolate Mint is Back!"
• Each flavor gets its own landing page, like /lp/strawberry and /lp/salted-caramel.
• No active creative is older than about six months, so the account rotates constantly.

14. Naked Nutrition: clean label, nothing to hide

Naked Nutrition has sold minimal-ingredient protein and supplements since 2014 and says it has more than 1 million customers. Its grass-fed whey costs $139.99 for a 5 lb tub.

It also runs UK and Canada stores and a dedicated FSA-eligible supplements page.

Naked Nutrition brand page in Adspo showing 1,036 active creatives and 1,483 ads

Adspo data:

• Website: nakednutrition.com
• Monthly visits: 520K
• Est. monthly revenue: $600K to $4.3M (est., own site only)
• Active ads: 1,483 ads across 1,036 unique creatives (57% image)
• New creatives in the last 30 days: 131
• Top markets: US 75%, UK 12%, Canada 4%
• Instagram followers: 124K

Growth lesson:

Keep winners running for years. Naked has the biggest active creative library in this list, and many of its statics have run for more than 500 days.

What their ads show:

• Its longest-running active ad (728 days) is a pre-workout static: "Clean Energy. Peak Performance."
• The most-served creative is a UGC video: "So I just found the perfect way to get my daily intake of collagen."
• FSA and HSA eligibility is a major acquisition angle.
• Its top landing page is the grass-fed whey product page (17% of ads).

Sports performance supplement brands

Creatine, pre-workout and recovery. This group runs the most product-focused ads in the list, and creatine shows up in all four accounts.

15. Transparent Labs: science-backed doses for lifters

Transparent Labs sells protein, creatine and pre-workout with full-dose labels and no proprietary blends. Its homepage claims more than 130,000 active subscribers.

Its newer Protein Coffee is now also sold at The Vitamin Shoppe. Whey isolate costs $64.99 for 30 servings and Creatine HMB $49.99.

Transparent Labs brand page in Adspo showing 498 active creatives and 660 ads

Adspo data:

• Website: transparentlabs.com
• Monthly visits: 1.7M
• Est. monthly revenue: $2.7M to $6.5M (est., own site only)
• Active ads: 660 ads across 498 unique creatives (61% image)
• New creatives in the last 30 days: 123
• Top markets: US 100%
• Instagram followers: 236K

Growth lesson:

Speak to one buyer at a time. Transparent Labs' hooks name the reader: "Men over 35, if you want to stay athletic, this should be non-negotiable."

What their ads show:

• Creatine HMB is its top landing page (20% of ads), followed by protein bars and shakes.
• The most-served creative is a story video for Protein Coffee: "Break Up With Your Barista".
• Its long-running statics lead with "Science-Backed Supplements" and 10% off a first order.
• A dedicated Creatine HMB page targets GLP-1 users.

16. Momentous: the pro-athlete brand goes to Target

Momentous sells NSF Certified for Sport supplements to more than 200 pro and college programs. It ranked on the 2025 Inc. 5000 with 1,024% three-year revenue growth.

In August 2026 it launched 12 products in Target, after entering The Vitamin Shoppe earlier in the year.

Momentous brand page in Adspo showing 91 active creatives and 100 ads

Adspo data:

• Website: livemomentous.com
• Monthly visits: 784K
• Est. monthly revenue: $1.1M to $2.5M (est., own site only)
• Active ads: 100 ads across 91 unique creatives (77% image)
• New creatives in the last 30 days: 126 (+107%)
• Top markets: US 92%, Australia 2%
• Instagram followers: 164K

Growth lesson:

Make quality the product. Momentous sells creatine, the most commoditized supplement there is, on testing standards.

What their ads show:

• The most-served creative claims "10x fewer impurities than other premium creatine".
• Its longest-running active ad (375 days) is an expert video with Dr. Stacy Sims.
• Education pages like /pages/creatine-quality and /pages/momentous-standard take a third of its traffic.
• Creative velocity more than doubled in the last 30 days, around the Target launch.

17. GHOST: licensed flavors, now owned by Keurig Dr Pepper

GHOST was founded in 2016 as a lifestyle sports nutrition brand. In 2024 Keurig Dr Pepper agreed to buy 60% of GHOST for about $990 million, with the rest to follow in 2028.

The deal was driven by GHOST Energy drinks, but its supplements, from whey to pre-workout, still run the Meta account.

GHOST brand page in Adspo showing 146 active creatives and 814 ads

Adspo data:

• Website: ghostlifestyle.com
• Monthly visits: 726K
• Est. monthly revenue: $930K to $1.9M (est., own site only)
• Active ads: 814 ads across 146 unique creatives (92% image)
• New creatives in the last 30 days: 44
• Top markets: US 83%, Australia 8%, UK 4%
• Instagram followers: 563K

Growth lesson:

Collabs are creative. GHOST's flavor partnerships give every launch a built-in hook and a recognizable pack shot.

What their ads show:

• The most image-heavy account in this list: 92% statics, and product shots make up 80% of its visual formats.
• Its longest-running active ad (600 days) is a GHOST Whey static with a free-shipping code.
• Licensed flavors lead its product pages, like Lucky Charms Cereal Milk whey and Chocolate Chip Cookies whey.
• Few creatives, many placements: 146 creatives run as 814 ads.

18. Create: creatine as a gummy

Create was founded in 2022 and turned creatine into a gummy. It raised a $20 million Series B in March 2026 and says it has sold more than 250 million gummies.

It's now in Target, The Vitamin Shoppe, Sprouts, GNC and Wegmans. A one-month tub costs $60.

Create brand page in Adspo showing 224 active creatives and 279 ads

Adspo data:

• Website: trycreate.co
• Monthly visits: 358K
• Est. monthly revenue: $690K to $1.5M (est., own site only)
• Active ads: 279 ads across 224 unique creatives (67% video)
• New creatives in the last 30 days: 197
• Top markets: US 93%
• Instagram followers: 113K

Growth lesson:

Change the format and you change the buyer. A creatine gummy pulls in people who would never buy a tub of white powder.

What their ads show:

• Its longest-running active ad (216 days) is headlined "The Supplement GLP-1 Users Are Missing".
• The most-served creative is a testimonial for a limited Juice Box bundle at 35% off.
• 45% of its ads use a single auto-applied discount link, and flavor drops run as limited bundles.
• Customer testimonials are its top visual format (32%).

Hydration and electrolyte brands

Hydration powders turned a sports drink into a stick pack. These two brands own the category online, with opposite strategies.

19. Liquid I.V.: hydration powder at mass scale

Liquid I.V. was founded in 2012, and Unilever bought it in 2020. Food Dive calls it the No. 1 powdered hydration brand in the US.

A 16-stick box costs $24.99, or $17.49 on subscription. It sells widely in stores and on Amazon, so our own-site estimate only covers a slice of its sales.

Liquid I.V. brand page in Adspo showing 74 active creatives and 161 ads

Adspo data:

• Website: liquid-iv.com
• Monthly visits: 4.8M
• Est. monthly revenue: $3.4M to $8.3M (est., own site only)
• Active ads: 161 ads across 74 unique creatives (57% video)
• New creatives in the last 30 days: 196 (+92%)
• Top markets: US 92%
• Instagram followers: 537K

Growth lesson:

Make the subscription the offer. Liquid I.V.'s longest-running ads all sell one thing: 30% off every order when you subscribe.

What their ads show:

• Its longest-running active ad (156 days), "Say Yes to 30% Off Every Order", ties a Ring Pop flavor to the subscription.
• The most-served creatives are only days old, pushing sugar-free flavors for pickleball and surfing.
• It runs Spanish-language video for Hispanic shoppers.
• Some ads send paid traffic to Target and Amazon, not just its own store.

20. LMNT: salt, not sugar, and no discounts

LMNT is a zero-sugar, high-sodium electrolyte mix co-founded by Robb Wolf for low-carb and fasting athletes. Its last public filing reported $206.27 million in net sales for 2023, up from $78.71 million in 2022, with $41.9 million in net income.

A 30-stick box costs $45 with free US shipping, and LMNT Sparkling cans extend the line.

LMNT brand page in Adspo showing 102 active creatives and 135 ads

Adspo data:

• Website: drinklmnt.com
• Monthly visits: 1.7M
• Est. monthly revenue: ~$17M (reported: $206.27M net sales in FY2023, SEC filing)
• Active ads: 135 ads across 102 unique creatives (52% image)
• New creatives in the last 30 days: 38
• Top markets: US 82%
• Instagram followers: 504K

Growth lesson:

A sharp enemy beats a discount. "Salt, not sugar" positions LMNT against every sports drink, and it never has to cut its price.

What their ads show:

• No percentage-off offers at all. Every ad carries "Free U.S. Shipping".
• Its longest-running active ad (272 days) is a combat-athlete testimonial: "Rehydrate With Salt, Not Sugar".
• 74% of its ads go to one product page, the Recharge stick pack.
• New flavors and formats, like Lemonade Iced Tea and 12 oz Sparkling cans, rank high among its most-served creatives.

Supplement brands at a glance

Every number below matches the brand entries above. Adspo data pulled October 8, 2026.

5 trends shaping supplement brands in 2026

GLP-1 users are the new target audience

Four brands in this list run ads or landing pages built for people on GLP-1 medication. Grüns' longest-running ad is a GLP-1 support static at 517 days, Create's is "The Supplement GLP-1 Users Are Missing", and Huel and Transparent Labs both run dedicated GLP-1 landing pages.

The angle is about nutrition gaps, not weight loss claims, which keeps it within what supplements can say.

Actionable takeaway: If your product fits a GLP-1 user's routine, build a separate landing page and ad set for them rather than adding a line to your main ads.

Creatine is everywhere

Creatine shows up across the sports group and beyond. Momentous sells it on purity, Create made it a gummy, Transparent Labs' top landing page is Creatine HMB, GHOST is pushing a new creatine flavor collab and Thorne sells it too. Create says it has sold more than 250 million gummies.

Actionable takeaway: When a commodity ingredient takes off, compete on format, quality proof or audience, not price.

Statics still outnumber video

12 of the 20 brands run more image creatives than video. GHOST (92%), Ka'Chava (85%) and Momentous (77%) are almost all statics. The video-led accounts, like Goli (92%) and MaryRuth's (82%), run on creator testimonials.

Actionable takeaway: A product shot with one clear claim is still the workhorse in supplements. Make enough of them to test, and save video for testimonials.

Two offer camps: discount hard or never

Goli headlines up to 49% off, Create runs 35% to 40% bundle offers and MaryRuth's sells "up to 35% off". At the other end, LMNT offers only free shipping, Thorne and Cymbiotika barely discount, and Nutrafol uses referrals. AG1 sits in between with free gifts.

Actionable takeaway: Pick a camp on purpose. Deep discounts work when bundles raise order value. Premium brands protect price with gifts, referrals and proof.

The winners get bought

Big consumer companies are buying supplement brands. Unilever owns Liquid I.V., Nutrafol and Grüns, Danone agreed to buy Huel, Keurig Dr Pepper bought into GHOST, USANA bought Hiya and L Catterton took Thorne private. Most of these brands also moved into Target, Costco or Ulta first.

Actionable takeaway: Use DTC to prove demand and build a subscriber base, then take that proof to retail.

How to apply these lessons to your brand

Send cold traffic to the right page

Seed sends 84% of its ads to a quiz. Grüns runs first-order pages for every angle. LMNT and Huel point most ads at a single product page. The page matters as much as the ad.

Action step: Check the top landing pages for the brands in your niche in Adspo, then read our breakdown of 12 supplement landing page examples to pick the right page type.

Study the ads that keep running

The longest-running ads here, like Seed's 718-day static, Naked's 728-day pre-workout ad and Huel's 659-day milkshake ad, keep paying back. Runtime is one of the best signals of a winner.

Action step: Follow the brands in your category in Adspo and sort their ads by longest running. Brief your next round from what has lasted. Our 50 best Facebook ad examples shows how to read them, and our 25 best supplement Facebook ads does it for this category.

Own one problem in your copy

Hiya fights sugar in kids' vitamins, LMNT fights sugar in sports drinks, and Nutrafol owns hair growth. Each brand says one thing again and again.

Action step: Write down the one problem your product solves, then count how many of your active ads say it in the first line.

Match your launch pace to your offer

Ritual and Liquid I.V. launched far more creatives in 30 days than they have live. Ka'Chava and GHOST treat flavors as launches. New products and flavors give ads something new to say.

Action step: Plan a launch calendar of flavors, bundles or formats, and track your competitors' creative velocity in Adspo so you know when they're pushing. For a wider view, see our top DTC brands breakdown.

Conclusion

The top supplement brands of 2026 are subscription businesses first. They win on one clear claim, a landing page built for the angle, and either a protected price or an offer designed around bundles. Many of them are now owned by the world's biggest consumer companies.

Every number in the "Adspo data" blocks above came from Adspo. You can see the same data for any brand: active ads, runtime, landing pages, target countries, creative velocity and traffic. Start your free Adspo trial and study your own category the same way, or compare plans and pricing.