Ancient+Brave has built a loyal brand anchored on daily rituals.

Courtesy of Ancient+Brave

In a category obsessed with hero ingredients, viral launches, and shelf wars, Ancient + Brave is proving that a ritual-first philosophy brings the brand into the consumers’ everyday life. That ritual-first philosophy has taken the UK-founded brand from $1.7M in turnover in 2022 to $72M in 2025, a 1,462% two-year run that earned it the title of the UK’s 5th fastest-growing company in 2024. With its first US activation now complete and a measured city-by-city rollout underway, Ancient + Brave is on a trajectory to cross $100M in global revenue.

Kate Prince, CEO and founder, built the brand around a simple premise: most supplements fail because they're hard to take, harder to trust, and impossible to fold into real life. The brand's earliest hero, True Collagen, was designed to dissolve cleanly into a morning coffee with EU-sourced Type I Hydrolyzed Bovine Collagen peptides, free from growth hormones and routine antibiotics, with provenance documentation that meets the bar UK and EU consumers have been quietly demanding for years. That sourcing rigor became its competitive advantage as it entered the US, as consumers caught up to the same questions their European counterparts had been asking- where does this come from, how was it raised, what's the science? The brand's B Corp certification, awarded in 2021, gave it the institutional credibility most challenger brands spend years chasing. The clinical trial pipeline gave it the data that wellness buyers increasingly refuse to live without. Ancient + Brave has invested heavily in studies covering recovery, energy, joint comfort, sleep, and overall wellbeing.

The brand's online presence includes morning rituals, evening wind-downs, the matcha that becomes the afternoon reset, and the collagen latte that anchors the start of a workday. Every product is engineered to disappear into an existing habit rather than create a new one, which is the single biggest predictor of long-term consumer retention in the supplement category. These small daily rituals are what have allowed the brand to grow profitably without investors.

That insight is what's powered triple-digit growth into 2025 and built the kind of repeat-purchase behavior that lets a DTC business compound. It's also what's translated cleanly into the brand's first US activation, where the ritual itself became the product. Ancient + Brave formally entered the US market with the Live Bravely pop-up on Abbot Kinney Blvd in Venice, this past winter. Abbot Kinney remains one of the most influential commerce corridors for wellness-forward brands in the country, and Los Angeles offered the right combination of cultural proof and commercial signal for a city-first launch.

At the center of the activation sat a ritual bar fueled by Groundwork Coffee, the iconic LA chain, with a bespoke menu built around Ancient + Brave's hero Power Duo: a collagen and creatine-spiked latte alongside a matcha and collagen option. Butcher's Daughter, the plant-forward institution, debuted the brand on their menus with a signature mocktail called the Creatini, created by their in-house team. Every guest left with a Discovery Box of samples, and access to a loaded water station designed to introduce the products in the format consumers most want them in. Powder remains the preferred delivery method for 71% of US collagen users, but that same group consistently flags taste, cost, and mixability as friction points. The pop-up was engineered to neutralize all three concerns inside a single visit. The activation ran alongside the brand's first US out-of-home campaign, reinforcing LA as both a cultural statement and a commercial entry point.

Since launching in the US, True Collagen and True Creatine+ have been top sellers. The newest US launch, True Biome, is the brand's bet on gut health as the next major consumer category. The triple-action daily formula combines PHGG prebiotic fiber, L-glutamine, and the clinically studied postbiotic Lactobacillus planta. New York is the brand's next priority market. Early DTC traction in the city is already showing up without paid acquisition pressure. Beyond New York, the rollout will be measured and data-led, with consumer engagement, ritual adoption, retail performance, and repeat purchase behavior all gating the pace of expansion with wellness-forward markets like Texas and Florida on the horizon.

As Ancient+Brave is expected to cross over $100 million in sales this year, Prince continues to stick to a slow and deliberate build, ensuring all products are clinically backed and accessible for the consumer to integrate into everyday life.