AG1—formerly known as Athletic Greens—is coming to Ulta Beauty. Starting today, May 11, the daily supplement drink will be available in more than 1,500 Ulta Beauty stores nationwide and on ulta.com, marking the brand’s first partnership with a beauty retailer following recent expansions into Target stores in April and Costco last year.
If you’re not already familiar, AG1 is a daily greens powder that’s been around since 2010. Instead of taking multiple supplements each morning, users mix one scoop with water to get vitamins, probiotics, antioxidants and superfoods in a single drink. Over the years, the brand has built a loyal following that includes athletes like Allyson Felix and Lewis Hamilton—who is also an investor—as well as celebrities including Cindy Crawford and Hugh Jackman.
Here’s what’s available now:
- AG1: The brand’s flagship greens powder featuring vitamins, probiotics, antioxidants and superfoods.
- AGZ: A nighttime formula designed to support relaxation and sleep.
- The AG1 Start Here Kit: Includes seven servings, a shaker bottle and a habit tracker for first-time users.
Both AG1 and AGZ are NSF Certified for Sport, one of the supplement industry’s most rigorous independent certification programs.
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For Ulta, the move fits with how the retailer has been expanding its wellness section. “We’re seeing growing guest interest in building daily rituals that support how they look and feel,” said Laura Beres, VP of wellness at Ulta Beauty. “This partnership allows us to further bridge beauty and wellbeing—bringing trusted, science-backed solutions into the beauty space and helping guests engage with self-care from the inside out.”
AG1 CEO Kat Cole echoed the sentiment: “We are incredibly proud to partner with Ulta Beauty, a retailer that shares our belief that beauty starts with foundational nutrition and quality sleep.”
