Sleep and relaxation
The largest single reason people buy a supplement for the first time.
- Melatonin
- Magnesium glycinate
- Magnesium L-threonate
- GABA
- L-theanine
- Valerian root
- Chamomile
- Passionflower
- Lemon balm
- Lavender
- Ashwagandha
- Saffron
- Apigenin
- Glycine
- 5-HTP
- Tart cherry
- Reishi
- CBN
Energy and focus
Where formulation differentiates fastest, because people feel the result the same day.
- Caffeine anhydrous
- Paraxanthine
- Natural caffeine from green tea
- Guarana
- Yerba mate
- Organic matcha
- Guayusa
- L-theanine
- Taurine
- B12 and B complex
- Alpha GPC
- CDP choline
- Bacopa monnieri
- Rhodiola rosea
- Lion's mane
- Cordyceps
- L-tyrosine
- Creatine monohydrate
Hydration and electrolytes
One of the two biggest growth engines in active nutrition right now.
- Sodium citrate
- Sea salt
- Potassium citrate
- Magnesium citrate
- Calcium
- Chloride
- Coconut water powder
- Trace mineral concentrate
- Taurine
- Electrolyte blends
- Vitamin C
- Zinc
Immune support
Seasonal, repeatable and one of the most reliable volume drivers in the category.
- Vitamin C
- Vitamin D3
- Zinc
- Elderberry
- Echinacea
- Quercetin
- Bromelain
- Astragalus
- Manuka honey
- Garlic
- Olive leaf
- Beta glucans
- Turkey tail
- Bovine colostrum
- Selenium
- NAC
- Probiotics
Gut and digestive health
Still nowhere near saturated, and moving well past probiotics.
- Probiotic blends to 60 billion CFU
- Spore probiotics
- Postbiotics
- Bacteriophages
- Akkermansia
- Prebiotic inulin and chicory root
- Acacia fiber
- Psyllium husk
- Resistant starch
- Digestive enzymes
- L-glutamine
- Slippery elm
- Bovine colostrum
- Apple cider vinegar
- Ginger
- Peppermint oil
- Zinc carnosine
Cognitive and nootropic
A premium lane where buyers know their ingredients unusually well.
- Alpha GPC
- CDP choline
- Bacopa monnieri
- Lion's mane
- Rhodiola rosea
- Panax ginseng
- L-tyrosine
- L-theanine
- Phosphatidylserine
- Ginkgo biloba
- Magnesium L-threonate
- PQQ
- CoQ10
- Omega-3 DHA
- Creatine monohydrate
Men's health and performance
High average order value and strong repeat behavior.
- Tongkat Ali
- Fadogia agrestis
- Ashwagandha
- Fenugreek
- Boron
- DIM
- Zinc
- Magnesium
- Vitamin D3
- Maca root
- Horny goat weed
- Saw palmetto
- Stinging nettle
- Lycopene
- Shilajit
- Creatine monohydrate
- L-citrulline
Women's health and hormone support
Underserved relative to demand, with room for genuinely different formulas.
- Siberian rhubarb
- Shatavari
- Black cohosh
- Chasteberry
- Dong quai
- Evening primrose oil
- Myo-inositol
- Methylfolate
- Iron bisglycinate
- Cranberry
- D-mannose
- Maca root
- Saffron
- Magnesium
- Vitamin B6
- Collagen
- Creatine monohydrate
Beauty, hair, skin and nails
Visual results drive social proof, which drives acquisition cost down.
- Collagen peptides
- Biotin
- Hyaluronic acid
- Vitamin C
- Vitamin E
- Zinc
- Silica from bamboo
- Keratin
- Astaxanthin
- Ceramides
- Saw palmetto
- MSM
- Aloe vera
Metabolic and weight management
Perennial volume, and the lane where claims discipline matters most.
- Berberine HCl
- Ceylon cinnamon
- Chromium picolinate
- Gymnema sylvestre
- Banaba leaf
- Bitter melon
- Apple cider vinegar
- Green tea extract and EGCG
- L-carnitine
- Akkermansia
- Glucomannan
- Psyllium husk
- Alpha lipoic acid
- Inositol
- Whey and plant protein
Longevity and healthy aging
The science led lane that keeps pulling new buyers into supplements.
- NAD+ precursors NR and NMN
- Spermidine
- Urolithin A
- Resveratrol
- Fisetin
- Quercetin
- CoQ10 and ubiquinol
- PQQ
- Taurine
- Glycine and NAC
- Astaxanthin
- Alpha ketoglutarate
- Creatine monohydrate
Joint, bone and mobility
An aging demographic with high adherence and long customer lifetimes.
- Glucosamine
- Chondroitin
- MSM
- Turmeric and curcumin
- Boswellia
- Collagen type II
- Hyaluronic acid
- Calcium
- Vitamin D3
- Vitamin K2 as MK-7
- Omega-3
- Green lipped mussel
- Tart cherry
- Ginger
Heart and circulatory
Practitioner credibility and mass volume overlap here more than anywhere else.
- Omega-3 EPA and DHA
- Algal EPA and DHA
- CoQ10 and ubiquinol
- Hawthorn
- Olive leaf
- Hibiscus
- Beet root and nitrates
- Garlic
- Pomegranate
- Grape seed extract
- Magnesium
- Vitamin K2
- Plant sterols
- L-citrulline
Functional mushrooms
Moved from fringe to mainstream in under five years.
- Lion's mane
- Reishi
- Cordyceps
- Chaga
- Turkey tail
- Maitake
- Shiitake
- Tremella
- Agaricus
- Fruiting body extracts
- Beta glucan standardized extracts
Sports and performance
Price competitive but enormous, and the proving ground for new actives.
- Creatine monohydrate
- Whey protein isolate and concentrate
- Plant protein blends
- Bovine colostrum
- Essential and branched chain amino acids
- Beta alanine
- L-citrulline malate
- Betaine anhydrous
- Electrolyte blends
- HMB
- Tart cherry
- Caffeine anhydrous
- Taurine
- L-glutamine
Hemp derived cannabinoids
Our longest running category. Placed under the federal and state rules where the product will be sold.
- CBD isolate
- Broad spectrum CBD
- Full spectrum hemp extract
- CBG
- CBN
- CBC
- THCV
- CBDA
- Delta 9 THC
- Water compatible cannabinoid emulsions
- Terpene blends
- Hemp seed oil
Hemp and cannabinoids, and the December 2026 federal change →
Kratom, kava, kanna and alternative botanicals
Relaxation, mood and alcohol alternative botanicals, placed with manufacturers who test every batch.
- Kratom leaf powder
- Kratom leaf extract
- Noble kava root
- Kava extract standardized to kavalactones
- Kanna extract
- Blue lotus flower
- Damiana
- Skullcap
- California poppy
- Passionflower
- Lemon balm
How we place kratom, kava and kanna →
Topical actives
For creams, balms, roll ons, serums and patches.
- Arnica
- Menthol
- Camphor
- Capsaicin
- Magnesium chloride
- CBD isolate
- Hyaluronic acid
- Niacinamide
- Ceramides
- Peptides
- Bakuchiol
- Squalane
- Shea butter
- Beef tallow
- Calendula
- Colloidal oatmeal
- Zinc oxide
Detox, cleanse and liver
Strong seasonal spikes and high impulse conversion.
- Milk thistle
- Dandelion root
- NAC
- Glutathione
- Alpha lipoic acid
- Chlorella and spirulina
- Artichoke extract
- Beet root
- Turmeric
- Burdock root
- Psyllium husk
