Create Wellness, a company specializing in creatine monohydrate gummies, has raised $20 million in growth capital in a Series B funding round led by Alliance Consumer Growth (ACG), along with Impact Capital, the family office of CPG entrepreneur Mike Repole, a co-founder of vitaminwater and BodyArmor, and existing company investor Unilever Ventures.

The funding will be used to expand retail distribution, consumer education, product innovation, and marketing efforts to support the mainstream adoption of creatine as a core component of modern wellness routines.

“Create Wellness is one of the most exciting emerging brands in the VMS industry. They’ve created best-in-class products in a large, fast-growing category. Create is making creatine accessible, delicious, and convenient for a whole new set of consumers who may not have considered it before,” said Josh Goldin, co-founder of ACG.

“Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today’s wellness-driven consumers,” said Repole. “By making creatine more accessible and appealing, the brand is resonating with a broader audience. Our team has expertise in scaling emerging brands and we are excited to support Create’s next phase of growth.”

Create rolled out across Target, The Vitamin Shoppe, and Sprouts in October 2025, with additional distribution in GNC, Wegmans, Amazon, and direct-to-consumer. The company scaled from five full-time employees in 2025 to 25 today, adding senior leadership including: Beckley Mason, former VP of brand and creative at AG1; Jakob Zeh, former SVP of commercial sales at Vital Proteins; and executives from Mammoth Brands, SmartSweets, and The Farmer’s Dog.

“This investment is a validation of where creatine is headed, and of Create’s position as the category leader,” said Sienna McCormick, co-CEO of Create Wellness. “We’ve built the most trusted creatine brand in the market. With ACG, Impact Capital, and Unilever Ventures behind us, we’re well-positioned to take this brand to every consumer who should be taking creatine, which in our view is essentially everyone.”

Create will expand into the hydration market with the launch of Creatine + Electrolytes, a multi-functional format combining 5 grams of creatine monohydrate with sodium, potassium, magnesium, and taurine to support hydration, energy, and cognitive performance. The product will be available on Create’s website, Amazon, and in-store at Target.

“When we first partnered with Dan and Sienna, we saw the opportunity for creatine to evolve from a niche performance product into a mainstream supplement. Create has executed against that vision, combining innovation and a deep focus on product quality with a highly accessible consumer proposition to unlock the next phase of growth for the category,” said Izzy Hemington, principal at Unilever Ventures.

“Our consumers have built creatine into their daily routines,” said Dan McCormick, co-CEO of Create Wellness. “The new products, packaging, and formats make it easier than ever to take Create anywhere. And our new brand identity, backed up by best-in-class NSF for Sport Certified products, reflects what we’ve always believed: creatine is for everyone.”