As big as the powdered nutritional supplement market is in the US, Bloom co-founder Mari Llewellyn easily found a sliver of white space: a preworkout powder crafted specifically for women.

Five years ago, when she and her co-founder Greg LaVecchia were first exploring the idea of creating their own line, the fact that Llewellyn couldn’t easily access a great-tasting supplement with high quality ingredients—that visually spoke to her as a fitness-minded female—was all the incentive the duo needed to dive into entrepreneurship.

Now, with a product line that includes the original Pre-Workout powder along with a High Energy preworkout iteration and the TikTok juggernaut Greens & Superfoods Blend, Venice, California-based Bloom is in 7,000 retail doors across Target, Walmart, and Sam’s Club.

Adding retail to the equation has been a game-changer for Bloom, says LaVecchia, who expects brand revenue to grow by at least 100% this year. “Entering retail in October 2022 was massive for us,” he says. “Within a year we quickly became the #1 to #4 top-selling supplement in the vitamin and nutrition category at Target. Likewise, we launched in Walmart in February 2022 and became the #1 greens supplement. Now we’re the #1 greens brand in the US.”

According to Llewellyn, Greens & Superfoods Blend, which hit the six-million-unit mark this past January and is currently meeting a sales target of more than $1 million per day, represented a turning point for Bloom when it launched in 2020.

“There are a few pivotal moments for the brand, but I think the most impactful would be changing from a fitness to a wellness brand,” says Llewellyn, who became an influencer when she documented her pre-Bloom physical transformation on social media and quickly developed a huge following.

“We started with the Pre-Workout because that’s where I was at in my life,” she explains. “However, I really wanted to focus on overall wellness. We were inspired to create Greens because I wanted to have a daily supplement with fruits and veggies to boost my nutrition. This changed the company and who we are today.”

Perhaps because it isn’t a bright pink powder like the flagship Pre-Workout formula, Greens & Superfoods Blend is finding a solid male customer base.

“Greens are great for everyone, so it’s not a women-only product,” says Llewellyn. “Greg drinks Greens all the time, but as a brand, we’ve created space for women in the supplement category. When I was on my personal [fitness] journey, Greg and I realized that the supplement space was filled with hypermasculine brands not made with the best ingredients in mind. We wanted to create a space for women in the category who are looking to better their health. This is why we’ve targeted women and continue to target women. But we’re open-minded to creating Greens specifically for men.”

Given that Llewellyn initially built her following on social media, has a fitness app, and regularly records new episodes for her “Pursuit of Wellness” podcast, it’s not surprising the brand values its social-first roots.

But as LaVecchia points out, Bloom also has a robust email and Short Message Service community, with more than 1.6 million subscribers. And then there’s that retail footprint…

“We’re nationwide at Target and Walmart with an approachable product,” he says. “With its size and price point, it’s easily accessible at shelf, and easy to locate in-store, with a unique, eye-catching display.”

While LaVecchia is grateful for the TikTok virality attached to the Greens & Superfoods Blend, as well as the subsequent halo effect on the rest of Bloom’s products, the brand is committed to firing on multiple cylinders. 

“We’ve developed a strong brand identity, and TikTok gave us the opportunity to share who we are and why we’re here,” says LaVecchia. “Beyond TikTok, we’ll focus on expanding our community through strategic partnerships based on our target audience—where they like to shop, where they work out, and other brands they like.

“Additionally, we’ll push innovation,” adds LaVecchia. “We’ll have several new products down the line that will not only excite our existing customers but will bring in new ones.”