Create Wellness, Inc., a NYC-based creatine brand, has raised $20 million in a Series B funding round led by Alliance Consumer Growth (ACG), along with Impact Capital.
The round also saw participation from existing company investor Unilever Ventures.
The company plans to use the funds to grow faster, expand retail distribution, educate consumers, develop new products, and boost marketing to make creatine more widely used.
Create has quickly become a leader in the category, driven by strong growth across multiple channels and retail expansion. Since its nationwide rollout in October 2025 at Target, The Vitamin Shoppe and Sprouts, the brand has been a top-selling creatine gummy, with additional availability at GNC, Wegmans, Amazon and direct-to-consumer.
The company has grown from five full-time employees in late 2025 to 25 today, bringing in senior leaders like Beckley Mason (former VP, Brand & Creative at AG1), Jakob Zeh (former SVP, Commercial Sales at Vital Proteins), and executives from Mammoth Brands, SmartSweets, and The Farmer’s Dog.
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Along with the funding, Create is expanding its product line with Creatine + Electrolytes. This new formula combines 5g of creatine monohydrate, electrolytes like sodium, potassium, and magnesium, and 1g of taurine to support hydration, energy and focus. Focused solely on creatine, Create is emphasizing product quality and flavor innovation to help consumers use the supplement in their daily wellness routines.
The new product will be sold on Create’s website, Amazon, and exclusively in Target stores, doubling the brand’s distribution just six months after its initial rollout.
“Create Wellness is one of the most exciting new brands in the supplement industry. They’ve made top-quality products in a fast-growing category, making creatine accessible, tasty, and convenient for consumers who may not have tried it before,” said Josh Goldin, Co-Founder of Alliance Consumer Growth.
“Creatine is a trusted supplement worldwide, and Create is changing how it connects with today’s wellness-focused consumers. By making it more appealing and easy to use, the brand is reaching a wider audience,” said Mike Repole, Founder of Impact Capital. “Our team has experience scaling new brands, and we’re excited to support Create’s next phase of growth.”
“This investment shows the growing importance of creatine and confirms Create’s place as the category leader,” said Sienna McCormick, co-CEO of Create Wellness. “We’ve built the most trusted creatine brand. With support from ACG, Impact Capital, and Unilever Ventures, we’re ready to bring creatine to every consumer who can benefit from it—which we believe is almost everyone.”
“When we first partnered with Dan and Sienna, we saw the chance for creatine to grow from a niche performance supplement to a mainstream product. Create has made that vision real, combining innovation and high-quality products with an easy-to-use approach to reach more consumers,” said Izzy Hemington, Principal at Unilever Ventures.
“Our consumers use creatine every day,” said Dan McCormick, co-CEO of Create Wellness. “The new products, packaging, and formats make it easier than ever to take Create anywhere. Our updated brand, supported by NSF for Sport Certified products, shows what we’ve always believed: creatine is for everyone.”
About Create Wellness, Inc.
Founded in 2022 by Dan McCormick and Sienna McCormick, Create Wellness, Inc. is a New York-based creatine brand. The company popularized creatine monohydrate gummies and is a leader in both retail and online channels. Create’s products use high-quality ingredients, are third-party tested by Eurofins, and are NSF for SportⓇ Certified. Its mission is to make the benefits of creatine—for strength, recovery, and cognitive performance—available to everyone.
About Alliance Consumer Growth
Founded in 2011 by Josh Goldin and Julian Steinberg, Alliance Consumer Growth (ACG) is a leading growth equity fund that invests in fast-growing consumer brands. Since 2011, ACG has supported emerging brands across food, beverage, beauty, wellness, pet, and apparel sectors. Its portfolio includes well-known brands like Shake Shack, OUAI Haircare, Suja Juice, KRAVE Jerky, Milk Makeup, Tata Harper, barkTHINS, SKIMS, Mammoth Brands, Athletic Brewing Company, Momofuku Goods, INNBEAUTY Project, and The Honest Kitchen.
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