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Creatine was once associated with gym bros who would scoop the supplement before workouts. Now, thanks to a recent marketing makeover, women and older adults are buying into the creatine craze and more brands are getting on board.
“Many people used to think of creatine as something that bulks you, but today, creatine is recognized as one of the most-researched nutrients for supporting strength, lean muscle tone, recovery, and even brain health,” says Simon Huck, co-founder of Lemme, the supplement brand co-founded by Kourtney Kardashian Barker.
Lemme launched creatine gummies in January, where each serving contains five grams of creatine monohydrate to help with body toning, strength and recovery, and cognitive health. “Research shows that women naturally have lower creatine stores than men, and levels can fluctuate with hormonal changes, which makes supplementation especially impactful for overall energy, performance, and even hormone support,” says Huck.
At health and nutrition retailer GNC, creatine sales are up 200% this year versus last, according to the company. Luxury London gym Third Space and fitness studio Barry’s have incorporated creatine as an add-on at their shake bars. Singer-songwriter Ciara fronted Thorne’s creatine campaign in September 2025, while Lemme tapped Kris Jenner — who, at 70, became the face of creatine for older women. According to Grand View Research, the creatine market is expected to quadruple to $4.2 billion by 2030, at an annual growth rate of 25%, which is well ahead of the projected 6.4% for the wider supplement market.
Experts say that part of creatine’s growing popularity is in response to the rising use of GLP-1 drugs, to support muscle mass amid weight loss. Should brands hop on board, or is it the latest supplement fad?
A new reputation and look
A new crop of social media influencers and podcasters have helped to change creatine’s reputation as a supplement for men looking to bulk up.
“A lot of the health influencers are talking about it, and 10 years ago, we weren’t all clamoring to listen to podcasts to tell us what we should do to optimize our health,” says Rachel Kreider, VP of product innovation at vitamin and supplement retailer GNC. “There’s now research about creatine in menopausal women and the benefits for them. The secret is getting out there to more people.”
Curated Beauty was launched in 2025 as a skincare, haircare, and wellness brand for midlife women as they begin to grapple with the changes in their bodies. The brand launched creatine in January after its female founders Sam Grocutt, Ros Simmons, and Natalie Ingham noticed their husbands taking it. “Women lose a lot of muscle as they get older, particularly in menopause,” says Simmons.
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