New Longevity Brand Targets Female Physiology
Creatonics entered the supplement market this month with a specialized dual-phase creatine system designed for women in midlife and beyond. The brand delivers 10g of pure micronized creatine daily, split across day and night formulas. Co-founded by Olympic gold medalist Amy Williams MBE and biomedical researcher Chris Curwen, the company aims to address gaps in longevity nutrition. Most existing products on the market provide doses of 5g or less, which the founders argue fails to reach the saturation levels necessary for cognitive health.
Chris Curwen, who developed his understanding of aging during a Master’s program at University College London, identified a distinct lack of research focused on female biology. Much of the current longevity science relies heavily on male data, leaving women without tailored evidence-based support. Creatonics targets physiological shifts associated with menopause and aging, such as muscle loss, brain fog, and disrupted sleep quality.
The Logic Behind Day and Night Formulation
The dual-blend system splits the 10g dose to improve absorption and reduce potential digestive discomfort. By separating the ingredients, the brand integrates specific botanicals and nutrients based on the time of day. The morning blend features lemon balm, vitamin D3, vitamin K2, and methylated B vitamins to support energy, mood, and hormone regulation. These ingredients aim to provide stable support throughout the day without the jittery effects associated with some stimulants.
Conversely, the evening formula focuses on recovery and systemic balance. It includes magnesium glycinate, zinc, cocoa, and shatavari. These ingredients serve to support immune health, hair and skin maintenance, and cognitive function. Shatavari, a traditional herb, is included to assist with hormonal balance during the transition through midlife. The combination reflects a move toward ingredient-specific supplementation that acknowledges the body's changing needs over a 24-hour cycle.
Future Strategy and Industry Context
Creatonics is placing a heavy emphasis on education as part of its marketing strategy. Amy Williams, who won gold in skeleton at the 2010 Winter Olympics, plays a key role as brand ambassador and co-developer for customer training programs. The brand intends to shift the conversation around creatine away from gym-focused performance and toward long-term brain health. They believe that educating consumers on the broader benefits of muscle growth for longevity will attract a demographic that has historically been ignored by traditional sports nutrition brands.
This launch aligns with a broader trend in 2026 where sports nutrition companies are pivoting toward lifestyle performance and healthspan. Other brands, such as Tonic Health, have also recently launched creatine products with higher, efficacy-focused doses targeting cognitive health. As consumer trust becomes a primary currency in the supplement industry, companies are relying more on athlete advocacy and evidence-based formulations to carve out market share. The success of the Creatonics model will depend on whether they can sustain this narrative as the market for female-focused longevity products becomes more crowded.