10 Most Viewed Wellness Brands On TikTok, Including Goli and Oura

March 11, 2025

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In-depth wellness routines have become the new “get ready with me” on TikTok.

Every day influencers flock to the app to share what they are doing and consuming for their health, and viewers are eager to take it all in, particularly when it comes to supplements. Ingestibles accounted for nine out of the top 10 most viewed wellness brands on TikTok in recent weeks.

According to data from NielsenIQ, the vitamins, minerals and supplements category recently exceeded $35 billion in omnichannel sales over a year, up 18 percent from the year prior. That in mind, capsule alternatives continue to be a key driver in the category, seen through brands like Goli, which sells gummies, and MaryRuth Organics, which sells liposomal liquids, topping the charts on TikTok.

“Consumers are prioritizing wellness solutions that fit seamlessly into their daily lives with a strong demand for convenient, enjoyable and highly functional products,” said Addison Cain, insights and marketing lead at Spate.

Energy drinks are also creating a buzz. Alani Nu, which was recently acquired by Celsius for $1.8 billion, ranked at number two on the list. The brand, which has protein shakes and greens powders, too, is known for its energy drinks that combine caffeine and B vitamins.

While ingestibles made up the majority of the top 10 brands, Oura, now valued at more than $5 billion and known for its health tracking ring, also made the list.

“From wearable health tracking (Oura Ring) to targeted supplements (MaryRuth Organics, Micro Ingredients), the emphasis is on personalization, performance and proactive health maintenance,” Cain said. “The rise of gummy vitamins (Goli) and flavored collagen supplements (Vital Proteins) further highlights the shift toward wellness products that are both effective and easy to incorporate into everyday routines.”

Here, a look at the top 10 wellness brands on TikTok based on views and how they are growing year-over-year.