Best 10 Shopify Health & Wellness Stores in 2025: Liquid I.V.'s Billion-Dollar Rise and Oura's $500M Empire

2025 marks a record year for wellness: McKinsey's latest survey found that 84% of US consumers now rate wellness as a "top or important" life priority—the highest percentage ever recorded. Building on a global wellness economy that reached $6.8 trillion in 2024 and is projected to hit $9.8 trillion by 2029 (Global Wellness Institute), Shopify has become home to some of the industry's fastest-growing brands—from hydration powerhouses approaching $1 billion to smart ring makers doubling revenue year-over-year.

We analyzed the top Shopify health and wellness stores—ranked by a combination of verified revenue, growth trajectory, and category leadership—to reveal what's driving their success and how you can apply these strategies to your own store.

The Top 10 Shopify Health & Wellness Stores in 2025

Ranking methodology: Stores are ranked by a combination of verified revenue, growth trajectory, category leadership, and Shopify ecosystem impact. All revenue figures are from company announcements, press releases, or credible industry reports. Some stores use headless Shopify architecture (custom frontend with Shopify Plus backend).

1. Oura Ring: Wearable Health Tech Leader

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Oura Ring has emerged as the dominant smart ring brand, doubling revenue for two consecutive years and selling over 5.5 million rings.

Key Statistics

• 2025 Revenue: On track for $1 billion in sales; projecting $1.5-2 billion in 2026
• 2025 Valuation: $11 billion (October 2025 funding round, $900M raised)
• 2024 Revenue: $500+ million (doubled from 2023)
• Rings Sold: 5.5 million total (2.5 million since June 2024 alone)
• Market Share: ~80% of global smart ring market

What Makes Them Win

Hardware + Subscription Model: The Oura Ring itself generates ~80% of revenue, but the $6/month membership creates recurring revenue. With 2 million subscribers, that's ~$110 million annually in predictable income.

Retail Expansion: Launching in Target and Amazon in April 2024 dramatically expanded reach beyond tech-savvy early adopters.

Women's Health Features: August 2025 additions including Pregnancy Insights and Perimenopause Check-In expanded their addressable market significantly.

Product Innovation: The Oura Ring 4 launch in October 2024 drove strong second-half performance.

Lessons for Your Store

• Hardware + subscription creates multiple revenue streams
• Retail partnerships can accelerate growth beyond DTC
• Feature additions expand addressable markets

2. AG1 (Athletic Greens): The Subscription Powerhouse

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AG1 has built an estimated $600+ million business around a single product: their all-in-one nutritional supplement.

Key Statistics

• 2025 Revenue: $600+ million projected (up 4x from $160M in 2021)
• 2025 Valuation: $1.2 billion
• 2025 Product Launch: New flavors (Tropical, Berry, Citrus) added to original
• Business Model: ~90% subscription-based DTC; expanding to retail channels in 2025
• Leadership: CEO Kat Cole (former Focus Brands) took over from founder in July 2024

What Makes Them Win

Product Simplification: Rather than selling 20 different supplements, AG1 combines everything into one daily drink. This simplicity drives adoption.

Subscription-First: AG1 heavily incentivizes recurring orders. Most customers are subscribers, creating predictable revenue and high lifetime value.

AI-Powered Recommendations: Health assessments and personalized recommendations make the experience feel customized.

Podcast Marketing: AG1 is one of the most-advertised products on podcasts, reaching health-conscious audiences through trusted hosts.

Lessons for Your Store

• Sometimes one great product beats a full catalog
• Subscription models create predictable revenue
• Meet customers where they already pay attention (podcasts, influencers)

3. Liquid I.V.: The Hydration Powerhouse

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Liquid I.V. has become Unilever's fastest-growing wellness brand, quadrupling in size since the $500 million acquisition in 2020 and now approaching $1 billion in annual revenue.

Key Statistics

• 2025 Revenue: Approaching $1 billion (€1B target in "near future" per Unilever)
• 2025 Status: Largest brand in Unilever's €1.9B Health & Wellbeing Collective
• 2024 Revenue: ~$800 million+ (quadrupled since 2020 acquisition)
• Market Position: #1 powdered hydration brand in the US
• Retail Presence: Available in 80,000+ US retailers

What Makes Them Win

Category Creation: Liquid I.V. pioneered the "hydration multiplier" category, using Cellular Transport Technology (CTT) to deliver hydration faster than water alone. This science-backed positioning created a new segment in the beverage market.

Subscription + Retail Hybrid: While available at Target, Walmart, Costco, and Amazon, Liquid I.V. maintains a strong DTC presence through Shopify. Their Shop Campaigns reduced cost-per-acquisition by 40%, with acquired customers 2x more likely to repurchase.

Strategic Partnerships: Collaborations with Major League Soccer, the US Soccer Federation, and fitness influencers have built credibility among active consumers.

Product Innovation: Expanding beyond original hydration to Sugar-Free, Sleep, Immunity, and Energy variants has grown wallet share with existing customers.

Lessons for Your Store

• Category creation is more defensible than competing in existing markets
• Strategic acquisitions can accelerate scale while maintaining brand identity
• Multi-channel distribution (DTC + retail) maximizes reach and revenue

4. Huel: Complete Nutrition, Simplified

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UK-based Huel generates over $270 million annually (£214M for FY2024) with meal replacement products. Profits nearly tripled in 2024, with pre-tax profits surging 194% to £13.8 million.

Key Statistics

• 2025 Revenue: ~$285-300 million estimated (5-10% growth projected from FY2024)
• 2025 Milestone: Surpassed $1.34 billion cumulative revenue since founding (10-year anniversary)
• FY2024 Revenue: £214 million (~$270M); EBITDA up 86%
• Profit Growth: Pre-tax profit tripled to £13.8 million (194% increase)
• Retail Presence: Expanded to 25,650 stores worldwide (up from 11,250)

What Makes Them Win

Mission Clarity: Huel's mission is to provide nutritionally complete, convenient, affordable food with minimal environmental impact. Every product serves this mission.

Product Variety: Powders, protein shakes, bars, hot meals, and even pasta—multiple formats for different consumption occasions.

Subscription Model: Like AG1, Huel incentivizes recurring purchases, creating stable revenue.

Global Scale: Available in most major markets with localized sites and fulfillment. Retail presence expanded to 25,650 stores worldwide.

Lessons for Your Store

• Clear mission statements guide product development
• Multiple product formats serve different customer needs
• International expansion requires localized infrastructure

5. Alo Yoga: Premium Wellness Activewear

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Alo Yoga has grown from a yoga apparel brand into a $250+ million wellness lifestyle empire, with e-commerce representing roughly 65-90% of annual revenue. The brand is doubling its brick-and-mortar presence and reportedly preparing for an IPO.

Key Statistics

• 2025 E-commerce Revenue: $1.6 billion estimated (6-month run rate per industry data)
• 2025 Expansion: Opened first Asia flagship in Seoul (July 2025); targeting 100 global stores by 2026
• 2024 E-commerce Revenue: $589.7 million (20-50% YoY growth)
• Growth Rate: 276% growth from Q3 2021 to Q3 2024 (vs. Lululemon's 14%)
• Valuation: Reported $4 billion valuation; IPO reportedly in preparation

What Makes Them Win

Mindful Movement Positioning: Alo doesn't just sell activewear—they sell a lifestyle. The brand connects yoga practice, wellness culture, and premium fashion into a cohesive identity.

Celebrity & Influencer Ecosystem: Partnerships with celebrities like Kendall Jenner, Hailey Bieber, and Taylor Swift have positioned Alo as the premium choice for style-conscious fitness enthusiasts.

Alo Moves Subscription: Their digital fitness platform creates recurring revenue and deepens customer relationships beyond apparel purchases. With 300,000+ subscribers at $20/month, that's significant recurring revenue.

Premium Pricing Power: Positioned above mass-market activewear but competing directly with Lululemon, Alo commands premium prices ($100+ leggings) while growing faster than established competitors.

Lessons for Your Store

• Building lifestyle brands creates stronger customer loyalty than product brands
• Digital subscriptions can complement physical product sales
• Celebrity partnerships work when authentically aligned with brand values

6. Bloom Nutrition: Social Media-Driven Greens

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Bloom Nutrition exploded to ~$200 million in revenue (2024) in just five years, driven by founder Mari Llewellyn's viral weight-loss journey and strategic social media marketing. The company is projecting $350-400 million for 2025.

Key Statistics

• 2025 Projection: $350-400 million revenue
• 2025 Investment: Nutrabolt increased stake to ~$210 million total (September 2025), acquiring majority ownership
• 2025 Product Success: Bloom Pop soda sold $2.7 million in first weeks (July 2025); Sparkling Energy hit eight figures in 6 months
• 2024 Revenue: ~$200 million (up from $170M in 2023)
• Growth: 1,224% three-year growth (Inc. 5000 #357 in 2024)
• Market Position: #1 Greens brand in the US

What Makes Them Win

Founder Story: Mari Llewellyn's authentic 90-pound weight-loss transformation built a loyal community before the first product launched. Her journey documented on social media created trust and relatability.

Social-First Marketing: Bloom leveraged TikTok and Instagram influencer partnerships to generate massive user-generated content. The Greens powder went viral with millions of customer testimonials.

Taste Differentiation: In a category known for unpalatable products, Bloom prioritized taste. As Mari noted, competitors taste like "the bottom of a lawnmower."

Omnichannel Expansion: Started DTC, then expanded to Target, Walmart, Sam's Club, GNC, and Amazon—meeting customers wherever they shop.

Lessons for Your Store

• Authentic founder stories build community before product
• Social media-native brands can scale faster than traditional marketing
• Solving a real product problem (taste) creates word-of-mouth
• Omnichannel distribution accelerates growth

7. Vital Proteins: Collagen Mainstream

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Vital Proteins made collagen supplements mainstream, becoming the #1 collagen brand in the US with over $200 million in annual sales across channels including Amazon, where they rank as a top-3 supplement brand. Acquired by Nestlé Health Science in 2020 (with full acquisition in 2022), the brand pioneered an entirely new supplement category now valued at $5.2 billion globally.

Key Statistics

• 2025 Market Position: #1 collagen brand in US; B Corp certified; expanding internationally
• 2025 Product Launch: First-ever ready-to-drink protein shake with collagen
• Total Revenue: $200M+ annually (Amazon sales alone exceeded $200M in 2023; approaching $300M total)
• Market Position: #3 supplement brand on Amazon; available on 35,000+ retail shelves in 25+ countries
• Parent Company: Nestlé Health Science (collagen division valued at $2.2 billion; acquired 2020-2022 for ~$700-800M)

What Makes Them Win

Category Creation: Vital Proteins didn't compete in existing supplement categories—they created a new one. Collagen peptides are now a wellness staple.

Celebrity Validation: Jennifer Aniston joined as Chief Creative Officer in 2020, lending credibility and expanding reach to mainstream audiences.

Product Expansion: From original collagen peptides to creamers, bars, and ready-to-drink formats—meeting customers across consumption occasions.

Retail Distribution: Available at Target, Whole Foods, and other major retailers alongside DTC. Expanding internationally with new distribution centers.

Lessons for Your Store

• Creating a category is harder but more defensible than competing in one
• Celebrity partnerships work when authentically aligned
• Multiple formats expand usage occasions

8. MaryRuth Organics: Family Wellness

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MaryRuth's built over $250 million in revenue (2023) by focusing on organic, family-friendly supplements. Founded by MaryRuth Ghiyam in 2014 after overcoming significant personal challenges, the brand now offers 130+ products and achieved Certified B Corporation status in 2023.

Key Statistics

• 2025 Status: IPO planned; Butterfly Equity sold majority stake (August 2024); King Street Capital providing growth financing
• 2025 Valuation: Explored sale at ~$1 billion including debt (2023); new capital structure gives family majority ownership
• 2023 Revenue: $250+ million (tripled since Butterfly's 2021 investment)
• 2023 EBITDA: ~$50 million (quadrupled profitability under Butterfly)
• Products: 130+ SKUs; USDA Organic and B Corp certified

What Makes Them Win

Liquid Vitamins: Easier absorption and easier to give to children than pills—a key differentiator that opened the family market.

Organic Focus: USDA organic certification appeals to health-conscious parents willing to pay premium prices.

Family Coverage: Products for every family member—kids, adults, prenatal, and pets—maximizing household wallet share.

Subscription Model: Auto-delivery with discounts locks in repeat purchases and predictable revenue.

Founder Story: MaryRuth Ghiyam built the company from $700,000 in debt to $100+ million without outside investors initially, creating an authentic founder-led brand narrative.

Lessons for Your Store

• Product format can open new demographics (liquid for kids)
• Certifications matter to specific customer segments
• Family-focused positioning expands wallet share
• Bootstrap success creates authentic brand stories

9. OLLY: Vitamins with Design Appeal

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OLLY transformed vitamin packaging from clinical to beautiful, becoming one of the leading gummy vitamin brands in the US. Acquired by Unilever in 2019, the brand continues to show double-digit growth and has become a key player in Unilever's Health & Wellbeing portfolio alongside Liquid I.V.

Key Statistics

• 2025 Growth: Strong double-digit growth in China (women's health supplements); continued expansion globally per Unilever
• 2025 Status: Key brand in Unilever's €1.9B Health & Wellbeing Collective alongside Liquid I.V.
• Retail Sales: ~$500 million retail sales; 3rd largest vitamin brand in mass market retail channel
• Acquisition: Purchased by Unilever in 2019; exceeded $100M annual revenue by 2018
• Distribution: Available at Target, CVS, Walgreens, and major grocery chains

What Makes Them Win

Design First: OLLY's colorful packaging stands out in any store. They made vitamins something you'd display, not hide.

Gummy Format: Easier to take than pills, more enjoyable experience, especially for supplements meant to be daily habits.

Benefit-Focused Naming: "Sleep," "Stress," "Focus"—product names tell customers exactly what problem they solve.

Omnichannel Excellence: Available at Target, CVS, Walgreens, and major grocery stores. Strong digital presence with double-digit growth on DTC and Amazon.

International Expansion: Gaining traction in China, particularly with women's health offerings, per Unilever's 2024 earnings report.

Lessons for Your Store

• Design can differentiate commodity products
• Product format affects habit formation
• Clear benefit communication reduces confusion
• Brand acquisition can accelerate global expansion

10. Four Sigmatic: Functional Mushroom Pioneer

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Four Sigmatic created the functional mushroom coffee category and has grown to approximately $60 million in annual revenue. Founded by 13th-generation Finnish farmer Tero Isokauppila in 2012, the brand became the #1 mushroom coffee and protein brand, turning functional mushrooms from niche supplements into mainstream wellness products.

Key Statistics

• 2025 Sales Growth: Significant increase reported (June 2025); 11 new products launching by summer 2025
• 2025 Market Context: Mushroom-infused food/beverage sales up 450% since 2021 (NielsenIQ); mushroom drinks market reached $3.9B globally (Grand View Research)
• Annual Revenue: ~$62 million (Crunchbase estimate)
• Market Position: #1 mushroom coffee brand; regularly Top 3 ground coffee on Amazon; 300M+ cups sold
• Distribution: 6,200+ US stores (Whole Foods, Target, Costco, Sprouts) plus Canada and EU

What Makes Them Win

Category Creation: Four Sigmatic didn't just sell supplements—they created an entirely new category by combining functional mushrooms with everyday beverages like coffee and hot chocolate.

Founder Authenticity: Tero Isokauppila brings genuine expertise as a 13th-generation Finnish farmer with deep knowledge of functional mushrooms, lending credibility in a space prone to questionable claims.

Product Innovation: From the original mushroom coffee to protein powders, creamers, and adaptogen blends—Four Sigmatic continuously expands how consumers can incorporate functional mushrooms into daily routines.

Education-First Marketing: Extensive content explaining the science behind lion's mane, chaga, reishi, and other functional mushrooms builds trust and differentiates from commodity supplement brands.

Premium Positioning: Higher price points ($15-50 per product) signal quality in a category where consumers worry about sourcing and efficacy.

Lessons for Your Store

• Creating a new category can be more defensible than competing in existing ones
• Founder expertise and heritage builds authentic brand stories
• Education-first marketing works for complex or unfamiliar products
• Product format innovation (mushrooms + coffee) can unlock new markets

Key Patterns Across Health & Wellness Winners

Subscription Dominance

Every top performer leverages subscription models. In consumables and wearables, this creates:

• Predictable monthly revenue (Oura's $6/month membership, AG1's subscription-first model)
• Higher customer lifetime value
• Reduced customer acquisition cost (only need to acquire once)
• Automatic replenishment solves compliance

Category Creation Over Competition

The biggest winners created new categories rather than competing in existing ones:

• Liquid I.V. pioneered "hydration multipliers"
• Vital Proteins made collagen mainstream
• Four Sigmatic created functional mushroom coffee
• Oura defined the smart ring category

Transparency as Strategy

In an industry with historical trust issues, transparency differentiates:

• Ingredient sourcing (MaryRuth Organics' USDA Organic certification)
• Full-dose disclosure vs. proprietary blends
• Third-party testing validation
• Founder authenticity (Four Sigmatic, Bloom Nutrition)

Social Media & Founder-Led Growth

Authenticity drives modern wellness brands:

• Bloom Nutrition's founder-led social media strategy (1,224% growth)
• User-generated content and influencer partnerships
• Building community before launching products
• Alo Yoga's celebrity ecosystem

Hardware + Software

The biggest growth story (Oura) combines hardware with recurring software revenue—a model increasingly common in wellness. With ~$500M+ in hardware sales and $110M+ in subscription revenue, this dual model creates exceptional business fundamentals.

Digital + Physical Hybrid

Top brands combine physical products with digital experiences:

• Alo Yoga's Alo Moves fitness subscription complements apparel sales
• Liquid I.V.'s omnichannel strategy (DTC + 80,000 retail locations)
• This hybrid approach increases customer lifetime value

What This Means for Your Health & Wellness Store

The top Shopify health and wellness stores share clear success patterns:

1. Subscription-first thinking - Build products and systems for recurring revenue
2. Category creation beats competition - Define new markets rather than fighting for share
3. Transparency builds trust - In an industry with skeptics, openness wins
4. Content drives organic growth - Educational content builds authority
5. Competitive awareness is essential - Know what competitors launch before customers do

The wellness market reached $6.8 trillion in 2024 and continues to grow at 7.6% annually. Position yourself to capture a piece of this massive opportunity by applying these proven strategies.

Frequently Asked Questions

Which Shopify health store has the highest revenue?

Liquid I.V. leads the health/wellness Shopify stores with approximately $800 million+ in revenue (approaching $1 billion), followed by AG1 (Athletic Greens) at $600 million+. Oura Ring is notable for doubling revenue two consecutive years to reach $500+ million and targeting $1 billion in 2025 sales. Huel ($270M+), MaryRuth Organics ($250M+), Alo Yoga ($250M+), and Vital Proteins ($200M+) round out the top performers.

How did Liquid I.V. grow so fast?

What makes health supplement brands successful on Shopify?

How big is the wellness market in 2025?

References

1. Oura Surpasses 5.5 Million Rings Sold - BusinessWire
2. Smart Ring Maker Oura Expects $2B in 2026 Sales - CNBC
3. Oura Reaches $11 Billion Valuation - CNBC
4. Oura Ring Headless Shopify Build - Commerce-UI
5. AG1 Projected to Reach $600 Million in Revenue - Fortune
6. The AG1 Phenomenon: Single-SKU $1.2 Billion Empire - Pati Group
7. Liquid I.V. Powers Growth with Partnerships and Innovation - Unilever
8. Liquid I.V. Case Study - Shopify
9. How to Build a Billion Dollar Beverage Brand: Liquid I.V. - Beverage Daily
10. Huel Sales and Profits Surge - The Grocer
11. Alo Yoga Marketing Strategy 2025 - Brand Vision
12. Alo Yoga Challenges Lululemon - Chain Store Guide
13. How Bloom Hit $1 Million in Sales in 1 Day - Inc.
14. Nutrabolt Expands Partnership with Bloom Nutrition - Food Dive
15. Vital Proteins Top Supplement Brand on Amazon - Supply Side
16. How Vital Proteins Dominated Amazon's Collagen Market - SmartScout
17. MaryRuth Organics: From $700K Debt to $100M Revenue - Foundr
18. MaryRuth Organics Explores Sale - MarketScreener
19. Four Sigmatic Made Mushrooms A Multi-Billion Dollar Category - Taste Radio
20. How Four Sigmatic Built a $60M Mushroom Coffee Business - LinkedIn
21. McKinsey Future of Wellness Trends 2025
22. Global Wellness Economy Reaches $6.8 Trillion - Global Wellness Institute
23. Top 25 Healthcare Brands Using Shopify - Skai Lama
24. 12 Wellness Trends to Capitalize On for 2025 - Shopify Enterprise
25. Circana: Smart Rings Account for 75% of Fitness Tracker Revenue - GlobeNewswire
26. NielsenIQ: Mushroom-Infused Food Sales Up 450% Since 2021 - Axios
27. Mushroom Drinks Market Size $3.9B - Grand View Research
28. Jennifer Aniston Joins Vital Proteins as Chief Creative Officer - PRNewswire
29. AG1 Names Kat Cole Chief Executive Officer - BusinessWire
30. Oura Ring 4 Announced for $349 - CNBC
31. Oura Ring Available at Target - TechCrunch
32. Oura Launches Pregnancy and Perimenopause Features - BusinessWire
33. Bloom Nutrition Launches Bloom Pop at Walmart - PRNewswire
34. America's Hydration Obsession: A $1.5 Billion Business - CNN
35. Huel Celebrates $1.34 Billion Cumulative Revenue - Stack3d
36. Collagen Market Size $5.2 Billion - Global Market Insights
37. Alo Yoga Opens First Asia Flagship in Seoul - WWD

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