The Tamesis
Creatine was once associated with gym bros who would take the supplement before working out. Now, thanks to recent marketing changes, women and seniors are embracing the creatine craze, and more brands are getting in on the action.
“Many people used to think that creatine could make you stronger, but today, creatine is considered one of the most researched nutrients for supporting strength, muscle tone, recovery and even brain health,” says Simon Huck, co-founder of Lemme, a supplement brand co-founded by Kourtney Kardashian Barker.
Lemme launched Creatine Gummies in January, containing 5 grams of creatine monohydrate per serving to help with body shaping, strength and recovery, and cognitive health. “Research shows that women naturally have lower creatine reserves than men, and that creatine levels fluctuate with hormonal changes, making supplementation particularly impactful for overall energy, performance, and even hormonal support,” Haack says.
Creatine sales at health and nutrition retailer GNC are up 200% this year compared with last year, according to the company. Luxury London gym Third Space and fitness studio Barry’s add creatine as an additional ingredient to their smoothie bars. Singer-songwriter Ciara is leading Thorne’s creatine campaign in September 2025, while Lemme hired Kris Jenner, 70, to become the spokesperson for older women. According to Grand View Research, the creatine market is expected to quadruple to $4.2 billion by 2030, growing at an annual rate of 25%, well ahead of the broader supplement market’s forecast of 6.4%.
Experts say part of the reason for creatine’s growing popularity is the increasing use of GLP-1 drugs to support muscle mass during weight loss. Should brands get on board, or is this the latest supplement fad?
A new reputation and look
A new crop of social media influencers and podcasters are helping to change creatine’s reputation as a muscle-building supplement for men.
“A lot of health influencers are talking about this, and 10 years ago we weren’t all clamoring for podcasts telling us what we should do to optimize our health,” said Rachel Kreider, vice president of product innovation at vitamin and supplement retailer GNC. “There is now research on creatine and its benefits in menopausal women. The secret is getting more people aware.”
Curated Beauty launched in 2025 as a skin care, hair care and wellness brand for mid-life women who are beginning to deal with physical changes. 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 age, especially during menopause,” Simmons says.
