In a report from Spate, wellness is continuing to break into beauty and redefine consumer priorities when it comes to their long-term beauty and health. Today's leading wellness brands are those that tap into the fast-growing nutrition, beauty, fitness and functional health trends being driven across major platforms like TikTok.
According to Spate, "This year, emerging and established players are breaking out for different reasons: some through ingredient-led innovation, others through culture-driven virality and many through a blend of both. From functional snacks going mainstream to supplements crossing into food, the category’s winners are meeting consumers where their health journeys—and cultural conversations—are evolving."
Below are the top wellness brands ranked by popularity increase year-over-year, as reported by Spate.
Top Wellness Brands by Popularity Increase
- Goli | 1.5 billion increase
- Goli is a supplement brand gaining momentum on TikTok and TikTok Shop through its bestselling gummy lineup.
- Nello | 697.9 million increase
- Nello is a functional powder brand building momentum through frequent flavor drops and TikTok-friendly wellness positioning.
- Alani Nu | 359.5 million increase
- Alani Nu is an energy drink brand that has expanded into supplements. Its vibrant flavor lineup and strong creator presence, paired with its nostalgia-leaning visuals, drove engagement.
- Mary Ruth's Organics | 251.4 million increase
- Mary Ruth's Organics is a wellness brand gaining traction through its liquid multivitamins and probiotics.
- 1st Phorm | 238.0 million increase
- 1st Phorm is a high-performance nutrition brand growing through sports partnerships and product expansion.
- Built Bar | 209.0 million increase
- Built Bar is a protein bar brand gaining traction for its ingredients like protein, collagen and chocolate while benefits tied to weight loss, health and taste drive overall appeal.
- Snap Supplements | 164.2 million increase
- Snap Supplements is a wellness brand highlighting budget-friendly nitric oxide and prostate health products.
- Natural Vitality | 84.9 million increase
- Natural Vitality focuses on calming routines, bedtime rituals and magnesium products for relaxation and sleep support.
- Barebells | 69.1 million increase
- Another protein bar brand, Barebells' engagement-driven momentum is fueled by flavor reactions, product hauls and taste-test reviews.
- Tru Niagen | 57.8 million increase
- A longevity-focused supplement brand, Tru Niagen offers educational, science-led content that supports healthy aging.
3 Takeaways For Wellness Brands
1. Functional Benefits Drove Brand Growth
Across every winning brand, consumers gravitate toward clear functional promises in areas like stress relief, gut health, hair growth, energy, longevity and brands that pair strong ingredient stories with fast, noticeable outcomes rise the fastest.
2. TikTok + Creator-Led Storytelling Fuel Momentum
TikTok is the cultural engine for brand visibility, with creators using everyday routines, testimonials and simple hacks to make functional wellness feel personal. Paid views work best when they amplify these authentic creator formats.
3. Related Categories Reveal a Symptom-Driven Consumer Pathway
Related categories show consumers moving from a problem to an ingredient solution to a brand, and the winners are those that meet this pathway with credible ingredients, clear benefits and platform-native education.
