How Creatine Became Fashionable

A supplement that spent decades buried in the back of gym bags, next to the pre-workout and the protein powder, suddenly started appearing somewhere else entirely. In morning routines, wellness media and conversations amongst female friends. 

Not as a punchline, but as a genuine recommendation.

So what changed?

The category that finally caught up

Creatine's reputation was built in one room and never really left it. Bodybuilding culture claimed it early, the marketing followed, and for years the assumption stuck. Everyone else walked past the tub and didn’t look back.

What that narrative missed, is that creatine's role in the body extends well beyond muscle. Its relationship with the brain, specifically how it supports energy production under stress, sleep deprivation, and sustained mental demand. Researchers have been building a case that nobody in the mainstream was talking about, not because the evidence wasn't there. Because the industry had no commercial reason to complicate a story that was already selling.

That's starting to change. And the shift didn't come from inside the supplement industry, it came from the people asking better questions outside of it.

A generation that does its research

The wellness conversation has matured significantly, the obsession with transformation, dramatic results, extreme protocols, aesthetics above everything, has quietly given way to something more grounded. Longevity. Sustained energy. Cognitive resilience. 

This is the backdrop against which creatine found a new audience. A generation now in their thirties and forties, raised before wellness was an industry, who came to their health decisions through lived experience rather than marketing. They read the research. They talk to each other. They're not easily sold to, but they are genuinely persuadable by evidence.

For that audience, creatine's profile made sense immediately. Decades of safety data. A mechanism that's well understood. Benefits that map directly onto the things they're actually navigating - mental fatigue, physical recovery, the particular demands of a full and fast-moving life.

Where fashion comes in

Australian Fashion Week is, among other things, a window into how a certain kind of woman moves through the world. She's across everything. Culture, health, aesthetics, what's coming next. She maintains a routine under pressure, travels constantly, and performs across multiple contexts in a single day. Her standards for what earns a place in her life are high, because they have to be.

That's the woman SOME was designed around. Not as a gym supplement with lifestyle ambitions, but as something that genuinely belongs in a considered daily routine, the kind that gets maintained on a flight to Sydney, in a hotel room before a 7am call, or between shows on a packed Fashion Week schedule.

The liquid sachet format is part of that story. It's not a novelty but a practical answer to the reality of how that life actually runs. Slips into a handbag, needs nothing else, delivers the same thing every time regardless of where you happen to be. It was designed to travel as well as the person taking it.

The product that fits the moment

What's happening with creatine right now isn't really a trend. Trends arrive, spike, and disappear. This feels more like a correction, a supplement finally being understood for the full breadth of what it does, by an audience sophisticated enough to appreciate it.

SOME launched into exactly this moment. Not by chasing it, but by being built for the person at the centre of it.