Creatine, collagen, greens: why everyone is launching a powder, even celebrities
A football star, a Hollywood actress, YouTubers, a fitness influencer: in just a few years, the biggest celebrities have launched or fronted a nutritional powder. Behind the trend is a format that ticks every box. And you can launch yours.
Your powder starts here →
- Powder accounts for about 80% of creatine sales (Grand View Research).
- AG1 generated about $600 million in revenue in 2024; Bloom Nutrition exceeds $300 million.
- Powder allows doses impossible in capsules: creatine, protein, collagen.
- In France, since the 2023 influencer law, sponsored posts must be disclosed and only EU-authorised health claims may be used.
- Irati Production manufactures powders and stick packs in Saumur, France, white label or custom, with small batches on standard formulas.
When celebrities get involved
David Beckham and IM8. The former England captain co-founded IM8 with Prenetics. After a first multi-nutrient powder in 2024, he launched Daily Ultimate Longevity in October 2025, a pomegranate powder sold at $149 a month.
AG1, the podcast green powder. Created in 2010, this 75-ingredient powdered drink was championed by Tim Ferriss, Andrew Huberman and Joe Rogan, with Hugh Jackman, Cindy Crawford and Lewis Hamilton among its investors. Revenue: about $600 million in 2024.
Bloom Nutrition. Starting from a simple greens powder launched by influencer Mari Llewellyn, the brand made $1 million in sales in a single day. It now exceeds $300 million in annual revenue and 50,000 retail doors.
Jennifer Aniston and Vital Proteins. The actress became the collagen brand's Chief Creative Officer in November 2020, with collagen peptides powder as the flagship product.
Prime, the lesson. Launched by Logan Paul and KSI in 2022, including powdered hydration sticks, the brand reached $1.2 billion in sales in 2023 before UK sales collapsed by 71% in mid-2025. Fame launches a product; only quality makes it last.
In France too. Nutripure, born online in 2017 and backed by athletes such as Ciryl Gane and Perrine Laffont, generated €40 million in revenue in 2024.
Why powder is so appealing
- Doses impossible in capsules: a serving of creatine, protein or collagen does not fit in a capsule.
- A daily ritual: a shaker, a coffee, a glass of water. The product becomes part of the routine, so it gets reordered.
- A versatile format: jar for home, stick pack for sport and travel, discovery box.
- A powder-driven market: according to Grand View Research, powder accounts for about 80% of creatine sales.
The powders on the rise
Creatine
Jar or sticks, unflavoured or flavoured
Electrolytes
Sugar-free sticks
Collagen
Jar or sticks, with vitamin C
Greens and superfoods
Jar with scoop
Mushroom coffee, matcha
Sticks or jar
Launching a powder without being a star
You don't need millions of followers or a factory. You need a safe, compliant formula, a taste that makes people come back, and a partner manufacturing in France.
Mind the rules: in France, since the 2023 influencer law, sponsored posts must be disclosed as advertising, and only health claims authorised by the European Union may be used. For creatine, for example, the performance claim targets adults doing high-intensity exercise, at 3 g per day.
We can make it
At Irati Production in Saumur, France, we manufacture your powders and stick packs, white label or custom: creatine, electrolytes, collagen, protein, functional drinks. Our standard formulas are available in small batches to launch your brand, then we scale up with you.
- ISO 22000 and HACCP certified, FDA registered
- Small batches on our standard formulas
- Jar, sticks or doypack, taste and solubility optimised
- Storage and order fulfilment in Allonnes
- Reply within 48 hours
Frequently asked questions
Why are powder supplements so popular?
Because powder allows high doses (creatine, protein, collagen) that are impossible in capsules, fits into a daily ritual and comes in jars or stick packs. According to Grand View Research, it accounts for about 80% of creatine sales.
Which powders sell best?
Creatine, electrolytes, collagen, greens and superfoods, as well as mushroom coffee and matcha.
Can I launch a powder brand in a small batch?
Yes, on our standard white-label formulas. For a custom formula, the minimum quantity depends on development; Irati Production replies within 48 hours.
What are the rules for promoting a powder with influencers in France?
Since the 2023 French law on commercial influence, sponsored posts must be disclosed as advertising, and only health claims authorised by the European Union may be used.
Where can I have a powder or stick packs manufactured in France?
Irati Production in Saumur manufactures powders and stick packs, white label or custom: creatine, electrolytes, collagen, protein, functional drinks. ISO 22000 and HACCP certified, FDA registered.
Sources: IM8 and David Beckham (NutraIngredients) · AG1 (Wikipedia) · Bloom Nutrition (Forbes) · Jennifer Aniston and Vital Proteins (PR Newswire) · Prime (Wikipedia) · Nutripure (Wikipedia) · European creatine market (Grand View Research) · Influencers and supplements (Kohen Avocats)