The Idea

New research is constantly revealing the vast benefits of creatine; not just for muscle mass, but wide-ranging functions in cognition, memory, hydration, even gut health and the immune system. It’s a substance virtually everyone could benefit from… So why do so few people take it?

Bad branding.

Walk down the supplement aisle of your local store and you’ll find ugly, intense, and (comically-so) ultra-masculine in-your-face packaging. Most creatine products look like they’re designed to induce heart palpitations. Others, with their “froot loop” flavors and “sour patch” gummies, are simply candy, disguised as “health” supplements.

The industry needs a rebrand.

Before,

there was no luxury-grade creatine.

there was no glass jar creatine.

there was no aesthetic option at all.

Until Aetheria.