Bloom Nutrition, a supplements company founded by fitness influencer Mari Llewellyn, reports that its products have garnered over 12 billion views on TikTok. 

As Llewellyn said in an interview with Inc., the company’s success stems from an unconventional approach to fitness influencer marketing.

The 30-year-old launched Bloom Nutrition in 2019 after growing her social media following to nearly two million. The brand’s growth coincided with the rise of TikTok and increased consumer interest in wellness products during the COVID-19 pandemic.

Unlike traditional influencer marketing strategies, Bloom Nutrition’s in-house team gives creators significant creative freedom. 

Since 2021, the company has collaborated with 5,600 influencers, who have generated the reported 12 billion views on Bloom-related content.

This influencer-driven approach consumes approximately 75% of Bloom Nutrition’s marketing budget. Llewellyn claims this investment contributed nearly $170 million in revenue last year, representing a doubling of annual growth compared to 2022. 

Bloom also reports achieving $1 million in sales during a single day.

How the Brand Came About

Llewellyn’s journey to founding Bloom Nutrition began in 2017 when she shared her fitness transformation on Instagram. Within a year, her following grew from 900 to over 400,000. 

This growth led to her creating a fitness guide PDF, which sold for $5 and evolved into a Shopify store called Mari Fitness.

In 2018, Llewellyn and her husband, Greg LaVecchia, pivoted from Mari Fitness to develop their own line of supplements. 

They spent a year working with a food manufacturer in New York to create products tailored to women’s needs, using earnings from Mari Fitness to fund research and development.

Bloom Nutrition’s product line includes collagen, adaptogens, and prebiotics blends. The company’s Greens & Superfoods blend, launched in early 2020, reportedly experienced significant sales growth as consumers prioritized nutrition during the pandemic.