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**When Beauty Aisles Start Selling Protein**

2h ago · 3 sources · launch

Supplements are leaving the niche aisle and walking straight into the spotlight.

BODi is taking Shakeology into brick-and-mortar for the first time, launching in 80+ locations at Sprouts Farmers Market and rolling out across 640+ stores at The Vitamin Shoppe later this year. The brand also signed a distribution partnership with KeHE, whose network reaches 30,000 retailers. That is not a toe in the water. That is cannonball energy.

Price point matters. Shakeology will retail for $34.99 for a seven-serving bag at both retailers. Premium, but positioned for discovery beyond DTC.

Meanwhile, AG1 is landing in 1,500+ stores at Ulta Beauty, plus Ulta’s website and app. The brand is offering 7-count and 14-count packs and a Start Here Kit, a smart move for a beauty shopper who wants to trial before committing. Ulta is backing it with a 300- to 600-square-foot store-within-a-store wellness concept, complete with education and advisors.

Add in Carrie Underwood expanding fit52 into a CPG platform with HiNote, a nutrition powder brand aimed primarily at female consumers, and the message is clear. Wellness is no longer a side hustle. It is prime shelf.

Why it matters. Retailers are redrawing the map. Beauty stores want supplements. Grocery wants performance nutrition. Distribution partners can open 30,000 doors fast. The line between protein drinks, nutrition powders, and beauty is fading. The next growth fight will not just be about ingredients. It will be about who owns the wellness shopper’s routine, from mascara to macros.

Key facts

  • BODi’s Shakeology line is launching in more than 80 Sprouts Farmers Market locations and will roll out across The Vitamin Shoppe’s 640-plus stores later this year, marking its first brick-and-mortar retail partnerships for nutrition products.
  • BODi has signed a distribution partnership with KeHE, whose network reaches more than 30,000 grocery, supermarket and online retailers.
  • Shakeology will retail for $34.99 for a seven-serving bag at both Sprouts and The Vitamin Shoppe.
  • AG1 is rolling out to more than 1,500 Ulta Beauty stores, as well as Ulta’s website and app, including 7-count and 14-count packs and the AG1 Start Here Kit.
  • Ulta Beauty unveiled a store-within-a-store wellness concept earlier this year, featuring a 300- to 600-square-foot footprint with interactive education and on-site wellness advisors.
  • Carrie Underwood is expanding her health and wellness app business fit52 into a CPG-aligned platform company with the launch of HiNote, a nutrition powder brand aimed primarily at female consumers.
  • 80+ locations
  • 640+ stores
  • 30,000 retailers
  • $34.99
  • seven-serving bag
  • 160 calories
  • 16 grams of protein
  • 17 grams of protein

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