Create Wellness, the company known for its popular creatine gummy, has successfully secured $20 million in a Series B funding round. The investment was led by Alliance Consumer Growth, with significant participation from Impact Capital and existing investor Unilever Ventures. This capital will accelerate the brand's omnichannel expansion, enhance consumer education, and solidify creatine's place in modern wellness routines.
Strategic Investment to Fuel Mainstream Adoption
The funding round unites investors with deep experience in the consumer goods sector. Alliance Consumer Growth (ACG) has a history of backing rising brands, while Impact Capital is the family office of CPG entrepreneur Mike Repole. Their collective expertise signals strong confidence in Create Wellness's potential to lead the category's mainstream evolution.
Josh Goldin of ACG praised Create Wellness for making creatine accessible and convenient for new consumer segments. Mike Repole of Impact Capital highlighted the brand's success in redefining how consumers connect with the trusted supplement. Both investors expressed excitement in supporting the company's next phase of strategic growth and market penetration.
Rapid Growth and Retail Expansion
Create Wellness has demonstrated remarkable growth, quickly establishing itself as a category leader. Following a nationwide retail launch in October 2025, its creatine gummy became a top seller at Target, The Vitamin Shoppe, and Sprouts. This success is complemented by a strong presence on Amazon and its direct-to-consumer website.
To support this expansion, the company has significantly scaled its internal operations. The team has grown from five to twenty-five employees since late 2025, adding senior leaders from prominent wellness and CPG companies. This includes executives from AG1, Vital Proteins, and SmartSweets, fortifying the company's commercial and brand-building capabilities.
Product Innovation and Market Positioning
Coinciding with the funding, Create Wellness is broadening its product line with the launch of Creatine + Electrolytes. This new offering combines five grams of creatine monohydrate with essential electrolytes and one gram of taurine. The formulation is designed to support hydration, energy, and cognitive performance, meeting diverse consumer wellness goals.
The new product will be available online and will launch exclusively in Target stores, doubling the brand's retail distribution. This strategic move underscores the company's focus on innovation and making creatine an integral part of daily routines. All products maintain high-quality standards, including third-party testing and NSF for Sport certification.
A Vision for Creatine's Future
Company leadership views this investment as a powerful endorsement of their mission and market position. Co-CEO Sienna McCormick stated that the funding validates creatine's upward trajectory and affirms Create's role as the category leader. The company is now poised to introduce creatine to a much wider audience with its partners' support.
Izzy Hemington of Unilever Ventures noted that Create has successfully transformed creatine from a niche product into a mainstream supplement. Co-CEO Dan McCormick added that the new products and brand identity reflect the core belief that creatine is for everyone. This vision is central to the company's strategy of unlocking the next phase of category growth.
This $20 million capital infusion marks a pivotal moment for Create Wellness, providing resources to accelerate its growth and innovation. The company is strategically positioned to expand its retail footprint, educate consumers, and cement its leadership in the wellness industry. By making creatine more accessible, Create Wellness is on track to redefine the supplement's role in daily health.