AG1, previously known as Athletic Greens, is making its debut at Ulta Beauty. As of today, May 11, the daily supplement drink will be offered in over 1,500 Ulta Beauty locations across the country and online at ulta.com. This marks the brand’s first collaboration with a beauty retailer, following its recent expansions into Target stores in April and Costco last year.
For those unfamiliar, AG1 is a daily greens powder that has been available since 2010. Rather than taking multiple supplements each morning, users simply mix a scoop with water to receive a blend of vitamins, probiotics, antioxidants, and superfoods in one convenient drink. Over the years, AG1 has garnered a loyal following, including athletes like Allyson Felix and Lewis Hamilton—who is also an investor—as well as well-known figures such as Cindy Crawford and Hugh Jackman.
Here’s what you can find in stores now:
- AG1: The flagship greens powder, packed with vitamins, probiotics, antioxidants, and superfoods.
- AGZ: A special formula designed for nighttime use, aimed at promoting relaxation and sleep.
- The AG1 Start Here Kit: This kit includes seven servings, a shaker bottle, and a habit tracker, tailored for newcomers.
Both AG1 and AGZ hold the NSF Certified for Sport designation, one of the most stringent independent certification programs in the supplement industry.
For Ulta Beauty, this partnership aligns well with their strategy to expand the wellness section. “We’re noticing a growing interest from our guests in daily rituals that enhance their appearance and overall well-being,” said Laura Beres, VP of Wellness at Ulta Beauty. “This collaboration allows us to effectively connect beauty and wellness by introducing trusted, science-backed solutions that support self-care from the inside out.”
AG1’s CEO, Kat Cole, expressed similar sentiments: “We are thrilled to partner with Ulta Beauty, a retailer that shares our belief that true beauty begins with proper nutrition and quality sleep.”
The addition of AG1 and its range of products at Ulta Beauty signifies a significant step towards integrating health and beauty, allowing customers to elevate both their wellness and self-care routines.
