In pursuit of being forever young, hot, and fit, health and wellness obsessed Americans are now taking their cues right out the mouths of babes: colostrum, or powdered breastmilk, has become the hottest supplement on the market and, increasingly, in people’s daily diets.
More specifically, colostrum is an early, nutrient-dense form of breastmilk produced by mammals after giving birth that’s vital to infants’ development and often called “liquid gold” for its yellowish hue.
Don’t baby barf just yet…
What these grown-ups are drinking is a powdered form of cow colostrum — so, not quite what you were probably imagining.
It’s being peddled by a growing number of companies, touted for a whole range of benefits, including skin and gut health, hair and muscle growth, reduced inflammation, and immune support, per Bloomberg.
- Armra, which introduced its colostrum products in 2021, has been one of the earliest entrants and biggest winners of the colostrum hype, with sales bolstered by endorsements from celebrities like Jennifer Aniston, Dua Lipa, and Gwyneth Paltrow. For four scoops a day, it costs ~$110 a month.
- Cowboy Colostrum sells $69 bottles of colostrum powder in different flavors, including a $89 matcha option. It launched in January 2024 and saw 1.3k% YoY growth in May 2025.
- Kourtney Kardashian’s Lemme brand started selling them in gummy and liquid form, marketed as a vanilla-flavored creamer, in November
- Supplement brand Bloom Nutrition, by wellness influencer Mari Llewellyn, offers a powdered form that blends it with collagen and probiotics. A $30 jar includes 25 servings.
- Kroma Wellness recently launched Super Core, a dairy-free colostrum powder that retails for $120.
Does it work?
Well, there’s little scientific evidence to back it up — Bloomberg found many of the studies conducted on colostrum are small, conducted on animals rather than humans, or funded by industry groups.
But that doesn’t seem to matter to consumers, who’ve left 11k+ five-star reviews for Armra’s products, or for the bottom line: sales are through the roof.
- US sales of colostrum supplements surpassed $22m+ between January 2025 and 2026 — up 3k%+ from ~$612k two years prior.
That’s small beans compared to the market for other supplements like melatonin and collagen, both valued at $1B+, but it’s boom time for colostrum and the companies milking its hype — however long that might last.
Health And Wellness
