Honestly—I’m not sure yet. But what is clear is that Grüns has taken the supplement space by storm.
The Numbers Don’t Lie
- Grüns recently raised a $35M Series B at a $500M valuation, with $100M+ in ARR and 4 million gummies sold per day.
- They’re now stocked in 5,000+ retail stores, including Target and Sprouts, and are logging 10,000+ Amazon orders per month.
- TikTok and DTC are driving the lion's share of sales volume. One founder-reported stat: they hit profitability within 14 months.
That’s rare air for a consumer brand not named Ozempic or Wegovy.
Background
Launched in 2023, Grüns took a sleepy corner of the supplement aisle—greens powders and multivitamins—and transformed it into something fun, functional, and weirdly snackable. The product? A superfood gummy that tastes like candy but acts like a full-spectrum daily nutrition stack.
Grüns’ value proposition is undeniably clever—but not truly innovative. It’s a remix of two proven hits: AG1, the all-in-one greens powder that promises better gut health, immunity, and energy, but comes with a chalky, hard-to-love taste. And Goli, which took the harsh ritual of apple cider vinegar shots and made it palatable and poppable through bright-red gummies.
Grüns is to AG1 what Goli was to ACV shots.
It borrows the functional benefits of AG1 and the format magic of Goli, wrapping them into a product that’s convenient, kinda craveable, and easy to consume—an enjoyable daily ritual. It’s less product innovation, more packaging genius—and that’s exactly why it works.
Why Micro-Influencers Were the Perfect Growth Engine
Grüns didn’t just ride the creator economy—they engineered it to their advantage.
Instead of burning cash on big-name macro influencers, the brand built a high-performing engine powered by micro and nano creators: wellness coaches, fitness TikTokers, and lifestyle influencers with small but deeply engaged audiences.
These creators are trusted, relatable, and perfect for storytelling. They're the ideal messengers to highlight both the unpleasantness of choking down greens powder and the health benefits and convenience of a gummy alternative.
In 2025, the most effective marketing isn’t broadcast—it’s conversational. And micro-influencers do conversation better than anyone, because followers consider them peers.
The strategy was especially successful when juxtaposed with AG1's big-budget macro-influencer approach, featuring names like Joe Rogan and Andrew Huberman. Compare Rogan’s forced-sounding, emotionless AG1 promo to Grüns’ energetic nano-influencer posts from @alli.weisss and @fashionistabreaux. Which piece of content would make you buy?
According to Performance Without Payment, micro-influencers can drive organic post rates of 20–40%, generate content that cuts through with authenticity, and convert with minimal upfront cost. Their audiences trust them: 82% of consumers act on micro-influencer recommendations, and 61% of Gen Z say they trust creators as much as friends or family.The Marketing Machine Behind the Gummy
Grüns doesn’t rely on celebrities or one viral moment. It runs a programmatic creator strategy, activating hundreds of micro and nano influencers every month, each sharing simple, relatable testimonials that feel more like FaceTime calls than polished ads.
And these creators aren’t just for show—they’re driving performance.
- 100 500 TikTok/Instagram creators and 150 YouTubers were contacted weekly as part of a gifting + affiliate hybrid model.
- Within months, Grüns had collected 1,500+ pieces of UGC, which they repurposed across paid ads, organic content, and TikTok Shop.
- The brand has cultivated an “influencer community” of 250K+ individuals, most of them micro or nano in scale.
This isn’t spray-and-pray. It’s targeted. It’s scalable. And it works.
What CMOs Should Steal from Grüns
- Rethink influencer tiers: Build a long tail. 100 creators with 1,000–10,000 followers will often outperform a single creator with 1 million.
- Make gifting a key top-of-funnel tactic, not a giveaway: Grüns turned product seeding into a growth loop. Gifting → organic posts → Spark Ads → trackable sales.
- Use TikTok like it’s your storefront: Grüns runs TikTok Shop promotions with discounts up to 45%. That’s not margin erosion—it’s high-efficiency customer acquisition.
- Act DTC-native, even in retail: Yes, they’re in Target. But the brand still feels indie, clickable, and designed for Instagram. That’s a key edge legacy supplement brands can’t replicate.
How Big is Big?
Grüns looks like a meme brand and a trend that can fizzle out. The supplement industry is littered with brands that failed when their trends died. However, the numbers say otherwise. Behind the pastel packaging is a meticulously built content and commerce engine. It doesn’t just reflect the future of wellness—it reflects the future of marketing.
We’ve seen this movie before: a wellness brand goes viral on TikTok, floods Instagram with pastel packaging, and announces a monster fundraiser that makes it look like they’re printing money. But Grüns? It might actually be different.
This is what influencer marketing looks like in 2025: decentralized, high-frequency, platform-native, and conversion-first—not clout-first.
