These 11 Shopify health & wellness brands (Trace, Vital Proteins, AG1, Oura, etc.) lead the U.S. market through subscription models, transparent ingredient claims, and personalized tech - read on for growth tactics you can replicate.
For businesses across industries, Shopify has made possible, among many other things, a means to grow. Today it is home to some of the fastest-growing brands in the health and wellness industry.
We will be listing out 11 of such high-growth health and wellness Shopify brands, to draw inspiration from.
Why These Brands Made the List
The brands featured in this list were carefully selected based on their ability to innovate, scale, and stand out in the highly competitive U.S. health and wellness market on Shopify. Each brand demonstrates a combination of strategic elements that drive growth and customer loyalty. Key reasons these brands made the list include:
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Subscription & Retention Models – Many of these brands, like AG1 and Ritual, leverage subscription-based offerings that not only increase customer lifetime value but also create predictable revenue streams.
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Transparency & Product Quality – Brands like Vital Proteins and Moon Juice prioritize ingredient transparency, third-party testing, and clear labeling, building trust with health-conscious consumers.
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Tech-Enabled Personalization – Wearable and tech-driven products, such as Oura, use Shopify integrations to offer personalized experiences, enhancing engagement and satisfaction.
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Strong Branding & Storytelling – These brands connect emotionally with their audience through compelling narratives, lifestyle branding, and community-focused initiatives.
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Data-Driven Marketing & Growth Tactics – Effective use of Shopify analytics, targeted social campaigns, and influencer collaborations ensures optimized performance and scalable growth.
Collectively, these criteria ensure the brands featured are not just popular but represent best-in-class strategies for health and wellness businesses operating on Shopify.
11 Health & Wellness Shopify Brands in the U.S. (and What You Can Learn from Them)
These are some of the high-growth Shopify health and wellness brands to keep an eye on and learn from.
1. Trace Minerals - Building Trust Through Purity and Proven Performance
With more than 50 years of experience in the industry and vast research and technological innovations, Trace Minerals has become a staple in the health and wellness industry.
The brand offers a wide range of multis and minerals, active lifestyle nutrients, wellness products like muscle cramp solutions, mineral mouth rinsers and more.
Trace, powered by Shopify, is also committed to offering customers a seamless purchase experience, with easy auto-applied offers and incentives. The brand also clarifies its priorities to its customers and showcases how it is aiding causes such as “The Breast Cancer Research Foundation” to make an impact and aid advancements in healthcare.
Takeaway: Trace Minerals drives growth by focusing on product purity, traceable sourcing, and mineral-based wellness education.
Tactics to Copy:
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Highlight purity and sourcing details through certification badges and transparent ingredient labeling.
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Build authority with educational blogs or short videos explaining mineral health benefits.
2. Transparent Labs - Clean Label Supplements with Radical Transparency
Transparent Labs is a health and nutrition brand that offers natural nutrition supplements crafted for sports and fitness goals such as muscle recovery, pre-workout energy-boosting and enhancing overall health.
Transparent Labs stands by its brand name and prioritizes high quality and transparency in its products, which is further reflected in its Shopify website.
The brand offers transparent ingredient labels to ensure that nothing is hidden from its customers and they feature products with science-backed ingredients, free from fillers, preservatives or artificial additives.
Takeaway: Transparent Labs wins consumer trust with fully disclosed ingredients, research-backed formulations, and minimalist Shopify UX.
Tactics to Copy:
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Showcase complete ingredient breakdowns on product pages for trust and compliance.
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Use a minimal, content-focused Shopify layout to emphasize data-driven product integrity.
3. XTEND - Performance Hydration Powered by Athlete-Centric Marketing
XTEND is another industry-leading health and fitness brand that focuses on sports nutrition. The brand offers a range of products like BCAAs, hydrating electrolytes, essential amino acids and other nutritional supplements.
This Shopify health and fitness brand offers products that combine goal-based performance ingredients to help athletes and fitness enthusiasts get the best results.
Understanding how its target audience values successful results more than anything, XTEND also showcases its customer reviews on their homepage to back its claims.
Takeaway: XTEND builds brand loyalty through athlete partnerships and science-driven hydration formulas targeting active consumers.
Tactics to Copy:
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Feature user-generated athlete testimonials to boost social proof and engagement.
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Offer bundles for active lifestyles (pre-workout + hydration + recovery) to increase AOV.
4. Cellucor - Innovation-Driven Nutrition Brand with Proven Retail Presence
Cellucor is a health and nutrition brand that houses a wide range of sports nutrition supplements and other fitness products focused on boosting hydration, enhancing muscle-building, improving energy, enhancing focus etc.
The brand has been in the industry for over 20 years and its commitment to generating results for its customers has made it stand out from its competitors.
This Shopify brand also employs clever licensed collaborations with other brands to create unique products that can entice customers.
Takeaway: Cellucor scales its Shopify success through product innovation, bold branding, and omnichannel visibility across retail and DTC.
Tactics to Copy:
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Promote new product launches with timed Shopify landing pages and email drops.
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Integrate loyalty programs that reward repeat customers across online and retail channels.
5. Vital Proteins - Ingredient Transparency & Celebrity Branding Done Right
Health and wellness brand Vital Proteins with its goal of supporting health, beauty and fitness, offers a range of collagen-based products including collagen peptides, creamers and other supplements. All of the brand's offerings are gluten-free and sustainably sourced and come in diverse flavors.
The brand prioritizes transparency and safety and clearly states how its products are paleo-friendly, kosher, Whole30-approved and made with zero artificial sweeteners.
One of the best things about Vital Proteins is their online store itself, with its easy-to-navigate design, and bold visuals that complement the brand's values and claims.
Takeaway: Vital Proteins built trust through transparent ingredient sourcing and high-profile ambassadors.
Tactics to Copy:
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Feature ingredient sourcing transparency with visuals and certifications.
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Leverage influencer partnerships that align with brand values.
6. Goli Nutrition - Fun, Accessible, and Influencer-Led Wellness Branding
Goli is a fast-growing health and wellness brand that has been dominating the industry with its products that focus on making health and nutrition, “simple and delicious”.
Goli’s Ashwa vitamin in 2021 was even selling 200 bottles every minute, making it one of the best players in the industry.
Goli offers a range of innovative, high-quality nutrition supplements for daily use, all of which are formulated with safe ingredients.
The brand also makes sure that the customers know how they have made an impact on other customers, by having a section on their website showcasing customer reviews.
Goli is also a Certified B Corporation that takes part in initiatives such as Eden Reforestation Projects and Vitamin Angels to uplift communities and commit to protecting the environment.
Takeaway: Goli Nutrition makes daily health simple through playful branding, gummy-format innovation, and powerful influencer collaborations.
Tactics to Copy:
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Use influencer and affiliate programs to amplify user-generated content and brand reach.
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Create educational reels or short-form videos that make supplements feel fun and easy.
7. AG1 (Athletic Greens) - Personalization and Subscription Powerhouse
Athletic Greens, renamed in 2021 as AG1 is a health and wellness brand and product, which claims to improve overall health by alleviating issues like bloating, improving digestion, enhancing energy and providing the body with essential nutrients like vitamins, probiotics, antioxidants, minerals etc.
Endorsed by the likes of Allyson Felix and Sir Lewis Hamilton, AG1 is vegan, gluten-free and dairy-free, third-party certified for safety and is backed by thorough research.
The brand has been able to appeal to customers mainly due to how it eliminates the need to take multiple supplements acting as an easy, straightforward solution to achieving better gut health and daily base nutrient requirements.
Takeaway: AG1 has mastered recurring revenue through personalization and community-led marketing.
Tactics to Copy:
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Offer personalized quiz funnels to tailor product recommendations.
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Build community-based content that drives long-term subscriptions.
8. Ritual - Simplifying Supplements through Science and Storytelling
Shopify brand Ritual’s home page welcomes you with the bold words, “The future of health- is clear.” This growing daily health and wellness brand has been setting an example in the industry with its high-quality products that range from unique health bundles, multivitamins, pregnancy care products, sleep and stress relief solutions, proteins and much more.
With a strong commitment to scientific solutions, Ritual has researched diets and genetics to create its daily essentials that provide exactly what human health requires. And to offer customers complete transparency, Ritual shares their sources, studies and suppliers, which can all be traced.
Takeaway: Ritual wins by merging minimal design, clinical transparency, and recurring subscriptions.
Tactics to Copy:
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Publish third-party lab results and scientific claims for credibility.
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Use minimalist branding to reinforce trust and ease of decision-making.
9. Oura Ring - Merging Wearable Tech with Wellness Insights
Oura is a smart ring that can continually collect data on more than 20 biometrics that impact your everyday wellness. The Oura ring has become a revolutionary smart ring that got so popular that the brand neared over $500 million in annual sales as of September 2024.
Understanding how sales from their website are crucial to boosting these numbers, Oura’s Shopify website reflects perfectly the “minimal yet effective” philosophy of the product.
The Oura Ring offers an enhanced approach to tracking personal health, sleep, fitness, stress etc. as it provides insights around the clock.
The ring can also monitor heart health and assist people to focus on their fitness goals. Besides this, the ring can translate your sleep data to find your optimum sleep schedule, understand moments of stress to help you find balance, track daily movement to help achieve fitness goals and more.
Takeaway: Oura blends physical products with data-driven digital experiences for consistent engagement.
Tactics to Copy:
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Use connected app experiences to enhance product value.
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Combine hardware sales with subscription-based analytics or insights.
10. Moon Juice - Blending Beauty, Wellness, and Adaptogenic Rituals
Moon Juice, launched in 2011 is a popular wellness brand that offers skin care products, stress management and relaxation supplements, hair care solutions and more. With a holistic philosophy at its core, the brand offers plant-based, science-backed solutions for health, fitness, healing and growth.
Moon Juice offers a range of products like cellular waters, adaptogen blends, skin care products etc., with all of the ingredients being transparent and 100% traceable. This way the brand offers customers all the right reasons to trust their product, which has significantly contributed to their success.
Takeaway: Moon Juice connects holistic wellness and skincare by blending adaptogens with modern self-care storytelling.
Tactics to Copy:
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Craft cross-category bundles that merge skincare and wellness for holistic marketing.
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Build brand loyalty with email flows around “rituals” — morning, night, and beauty wellness routines.
11. Four Sigmatic - Leading the Functional Mushroom Movement on Shopify
Four Sigmatic is a health and wellness brand that offers diverse products that focus on the power of functional mushrooms and adaptogens to enhance health and performance.
The brand is most renowned for its Mushroom coffee, which includes mushrooms like Chaga, Lion's Mane, Reishi etc. all of which come with their own health benefits like improving cognitive functions, immunity and overall wellness.
Four Sigmatic was founded in Finland and in the past 11 years, has become a pioneer in creating accessible, convenient, and tasty products that blend these natural ingredients into everyday beverages and foods like coffee, lattes, protein powders, and more.
Takeaway: Four Sigmatic dominates the adaptogen niche through educational content, sustainable sourcing, and consistent product innovation.
Tactics to Copy:
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Build a learning hub around functional mushrooms to position your brand as a thought leader.
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Highlight sustainability and ethical sourcing to connect with eco-conscious customers.
Actionable Takeaways for Shopify Merchants
If you’re a Shopify merchant in the health and wellness space, these brands offer several actionable strategies you can implement to accelerate growth:
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Implement Subscription Options – Encourage repeat purchases and build predictable revenue by offering subscription plans for your products. Tools like Recharge or Bold Subscriptions integrate seamlessly with Shopify.
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Prioritize Transparency – Showcase ingredient sourcing, lab results, or certifications to establish trust and differentiate your brand from competitors.
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Leverage Personalization – Use Shopify apps and analytics to deliver personalized product recommendations, customized bundles, or tailored marketing messages to your audience.
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Build a Strong Brand Story – Engage customers with a lifestyle-focused narrative, share your mission, and foster a community around your products.
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Use Data to Optimize Marketing – Track campaigns, analyze customer behavior, and test strategies continuously to scale efficiently and reduce wasted spend.
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Invest in Technology & UX – Integrate tools for improved website navigation, faster checkout, and mobile-friendly experiences to boost conversion rates.
By applying these strategies, Shopify merchants can replicate the growth and success of leading health and wellness brands while creating a loyal, high-value customer base.
Conclusion
Shopify being an all-in-one commerce platform offers health and wellness brands the right tools and functions needed to grow in the industry. Your success however lies in how you leverage these features for the best results.
Want to grow your brand on Shopify and learn how to make the most out of the platform as you scale?
Reach out to Xgentech’s Shopify experts!
Frequently Asked Questions About Health & Wellness Shopify Brands
Q1: Which Shopify health and wellness brands are leading in the U.S.?
A: Brands like AG1, Vital Proteins, Ritual, Oura, and Four Sigmatic are top U.S. Shopify health and wellness brands, known for subscriptions, personalized products, and tech-enabled experiences.
Q2: How do these brands scale their Shopify stores successfully?
A: They use subscription models, product transparency, personalized experiences, community engagement, data-driven marketing, and seamless mobile UX to drive growth.
Q3: Do Shopify wellness brands offer subscriptions?
A: Yes, most leading wellness brands such as AG1, Ritual, and Vital Proteins offer subscription options to increase customer retention and predictable revenue.
Q4: How do wellness brands ensure product quality and trust?
A: By using third-party certifications, clinical or lab-backed evidence, transparent ingredient lists, and detailed product information on their Shopify stores.
Q5: Can wearable health products be sold successfully on Shopify?
A: Absolutely. Brands like Oura Ring leverage Shopify for eCommerce while integrating apps and dashboards for subscriptions, analytics, and customer support.
Q6: What marketing strategies do top wellness Shopify brands use?
A: Influencer partnerships, email automation, content marketing, social proof, and personalized recommendations help brands grow organically and retain customers.
Q7: Are these Shopify wellness brands suitable examples for small Shopify merchants?
A: Yes, they provide actionable tactics like subscriptions, personalization, and transparent marketing that smaller Shopify stores can adapt and implement.
