Tru Niagen, Snap and 1st Phorm were among the most-searched names on Google, TikTok and Instagram – see the full list and shop the buzziest bestsellers
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As longevity becomes an increasing part of conversations about health, a class of wellness brands have earned the title of this year’s most-searched brands among those seeking to boost their fitness, nutrition and overall well-being.
A new report by AI-powered market forecasting platform Spate crunched data from Google, TikTok and Instagram to determine a popularity index and year-over-year growth for wellness brands that consumers are searching for to address concerns about longevity, stress, gut health, energy and hair growth. The companies that topped the list spanned across functional health, fitness, beauty and nutrition, and Spate found that the winners found success in search by leaning into creator-driven storytelling on TikTok (think personal stories about how creators fit products into their everyday routines) and connecting how their formulas provided the solution to specific health problems.
Curious about trying this year’s top trending names in wellness? Tru Niagen (which recently launched its first beauty product), Snap, 1st Phorm and Snap are among the buzziest brands of the year, especially on TikTok. Below, see who took home the No. 1 spot and see some of the best products to try from Spate’s most popular wellness brands of 2025. (Before you gulp down any powders and gummies, be sure to consult your medical practitioner to make sure it’s right for you.)
10. Tru Niagen NAD+ Pro
$116
Coming in at No. 10 on the list, Tru Niagen’s popularity index was 70.6M, resulting in 452% YoY growth, according to Splate. The company’s bestselling NAD+ Pro is NSF Certified for Sport and packs 1000mg of nicotinamide riboside into its vegetarian capsules. The company says its clinical-strength supplement helps to increase NAD+ levels to 150% in 3 weeks “to support optimal cellular function, energy production, and cellular repair.”
Researchers regularly use the brand’s products in peer-reviewed studies, and it recently expanded into beauty with its new supplement featuring 100mg of Niagen NR with astaxanthin, biotin and hyaluronic acid to support healthy skin, hair and nails.
9. Barebells Protein Bars Variety Pack
$32.99
Available online at Amazon, GNC, the Vitamin Shoppe, Walmart, and Target, Barebells offers protein bars and sodas in a variety of flavors and sugar-free options. The 9-year-old company saw a 69.9M increase (and 69% YoY growth) in its popularity in 2025, landing it on Spate’s No. 9 spot.
8. Natural Vitality MaxCalm Powder
$23.99
Unsurprisingly, getting better sleep and reducing stress was among shoppers’ top concerns, as evidenced by the No. 8 brand on the list. With a popularity index of 84.9M (or 142% YoY growth), Natural Vitality is known for its magnesium-infused powders, gummies and capsules to support stress relief and relaxation. The Max Calm unflavored powder is the brand’s bestselling product and contains 350mg magnesium citrate and glycinate that easily warm water to create a fizzy, fast-acting and highly absorbable drink.
7. Snap Nitric Oxide Beet Soft Chews
$39.95
Known for its nitric oxide powders, Snap grew 330% YoY in popularity, scoring it the No. 7 spot on the list. It recently launched soft chews for its bestselling beet supplement, which it says is a natural source of energy without the crash of caffeine. The plant-based, sugar-free supplement contains a contration of 4:1 beet root extract to support blood flow and cardiovascular function, plus CoQ10 and acai for cellular health and antioxidant support. Other top products include supplements for prostate and urinary wellness, liver health, immune support and more.
6. Built Bar 12-ct Mixed Box
$29.99
Protein that tastes like candy bars (but without the sugar overload)? Built was the sixth most popular brand of the year thanks to its marshmallow-y protein bars, which come in sweet tooth-pleasing flavors (at 15-17g of protein) such as S’mores Chunk Puff, Brownie Batter Puff, Lemon Meringue Pie Puff, Salted Caramel Puff and the new Chocolately Hazelnut Puff, to name a few. They’re available online at Built’s website and Amazon.
5. 1st Phorm Phormula-1 Clear
$44.99
The fifth most popular name on Spate’s wellness brand list is 1st Phorm, which offers whey protein isolate, superfood powders, pre-workout mixes, protein bars, wellness supplements, daily nutrient packs and more. The company’s Legionnaire ambassador program includes trainers, athletes and industry insiders who share their fitness journeys – no doubt that has helped boost their popularity index to 170.1M, or more than a 1,000% increase YoY.
Co-founded by MaryRuth Boehmer and her mother, Colleen Boehmer, MaryRuth Organics was the fourth most popular wellness brand with an index of 737M and 51.8% YoY growth. (Gary Vaynerchuk is a board member and advisor, too.) The wellness company is known for its vegan, non-GMO morning and nighttime liquid vitamins and supplements, and is sold online at Grove, Target, Amazon, Walmart, Vitamin Shoppe, TikTok Shop and its own website.
3. Alani Nu Energy Drinks Variety Pack
$19.98
Alani Nu’s Hawaiian shaved ice-inspired energy drinks, protein bars and fruity pre- and post-workout supplements landed the Celsius-owned company the No. 3 spot with a 599.1M popularity index (150% YoY growth), likely in part due to its collegiate ambassador program and TikTok success. The brand is stocked at Target, Amazon, Walmart and elsewhere in addition to its website.
2. Nello Superfocus Mojito
$39.95
Further supporting that we all need to snooze more soundly (along with getting more greens and boosting focus), Nello came in at No. 2 with its lineup of Super Calm, Super Greens and Super Focus powders. The Utah-based company boasted a popularity index of 1.1B, or a 194% YoY increase; its sugar-free mixes are available to shop on its own website and at Amazon.
1. Goli Apple Cider Vinegar Gummies
$13.99 ($14.98), 7% off
Last but not least, Goli scored the No. 1 spot with a 1.5 billion popularity index, resulting in 217% YoY increase in popularity. The nutrition brand made a name for itself with its apple cider vinegar gummies featuring the vitamin B12-rich hero ingredient that has been used traditionally for gut health and digestion. Goli notes that its vegan gummies “help support cellular energy production, immune function, heart health, healthy nutrient metabolism, a healthy nervous system and overall health and wellbeing.”
The supplements company has since become a go-to for gut health and hormonal imbalance, and its bestsellers (including Matcha Mind, Ashwaganda and Pre+Post+Probiotics) are available at goli.com, Target, Amazon, Walmart and other retailers.
