{"id":319704,"date":"2026-02-27T07:37:10","date_gmt":"2026-02-27T07:37:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/319704\/"},"modified":"2026-02-27T07:37:10","modified_gmt":"2026-02-27T07:37:10","slug":"how-gym-bro-favorite-creatine-became-the-new-it-girl-supplement","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/319704\/","title":{"rendered":"How Gym Bro Favorite Creatine Became the New It-Girl Supplement"},"content":{"rendered":"

Creatine was once associated with gym bros<\/a> 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.<\/p>\n

\u201cMany 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,\u201d says Simon Huck, co-founder of Lemme, the supplement brand co-founded by Kourtney Kardashian Barker.<\/p>\n

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. \u201cResearch 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,\u201d says Huck.<\/p>\n

\"Image<\/p>\n

Lemme\u2019s creatine gummies. Photo: Courtesy of Lemme<\/p>\n

At health and nutrition retailer GNC, creatine sales are up 200% this year versus last, according to the company. Luxury London gym Third Space<\/a> and fitness studio Barry\u2019s have incorporated creatine as an add-on at their shake bars. Singer-songwriter Ciara fronted Thorne\u2019s creatine campaign in September 2025, while Lemme tapped Kris Jenner \u2014 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.<\/p>\n

Experts say that part of creatine\u2019s 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?<\/p>\n

A new reputation and look<\/p>\n

A new crop of social media influencers and podcasters have helped to change creatine\u2019s reputation as a supplement for men looking to bulk up.<\/p>\n

\u201cA lot of the health influencers are talking about it, and 10 years ago, we weren\u2019t all clamoring to listen to podcasts to tell us what we should do to optimize our health,\u201d says Rachel Kreider, VP of product innovation at vitamin and supplement retailer GNC. \u201cThere\u2019s now research about creatine in menopausal women and the benefits for them. The secret is getting out there to more people.\u201d<\/p>\n

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. \u201cWomen lose a lot of muscle as they get older, particularly in menopause<\/a>,\u201d says Simmons.<\/p>\n","protected":false},"excerpt":{"rendered":"Creatine was once associated with gym bros who would scoop the supplement before workouts. Now, thanks to a…\n","protected":false},"author":2,"featured_media":319705,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[2121,103,61,60,4212,410,1184,5172],"class_list":["post-319704","post","type-post","status-publish","format-standard","has-post-thumbnail","category-health","tag-womens-health","tag-health","tag-ie","tag-ireland","tag-latest","tag-mental-health","tag-wellness","tag-workouts"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/319704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=319704"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/319704\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/319705"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=319704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=319704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=319704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}