Amanda Kloots on Proper, her new brand of supplements in partnership with The Center

Amanda Kloots on Proper, her new brand of supplements in partnership with The Center

To her 769,000 Instagram followers, fitness entrepreneur-turned-brand founder Amanda Kloots feels like a friend who just happens to sometimes star in movies or host TV shows — she wrapped her gig on CBS's "The Talk" when the show ended last year and hosts "Live From The Other Side" on Netflix. Some of her fans have been following her journey since she started teaching fitness classes nearly a decade ago, in 2016. That was when she first transitioned out of her previous career as a Radio City Rockette and Broadway dancer and started building her fitness business, Amanda Kloots Fitness. Earlier this month, Kloots launched Proper, a wellness brand that debuted with five powder supplements. It is the seventh brand to launch in partnership with Ben Bennett's incubator, The Center — its other brands include Naturium, which exited to E.l.f. Beauty at the end of 2023. Bennett and Kloots are striving to create products that appeal to the "everyday woman who comes to my classes, who is really just looking for something to keep her happy and to make her feel her best," Kloots said on this week's episode of the Glossy Beauty Podcast. Proper's first five products include the greens powder Daily Boost, Metabolism + Energy Boost, Digestion + Bloat Relief, Immune Support, and Calming Aid. Each is $28 and, for now, exclusively available direct-to-consumer. And they're brightly colored to represent the idea of "drinking the rainbow," Kloots said. On this week's episode of The Glossy Beauty Podcast, Kloots discusses how the early days of the boutique fitness boom made her social media savvy, what business lessons she learned from past ventures and collaborations, and what's next for Proper.

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Glow Recipe’s lawsuit, L'Oréal Group’s acquisition — and Drybar's Alli Webb on her new hair brand

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On this week's episode of the Glossy Beauty podcast, Sara Spruch-Feiner, senior reporter at Glossy Pop, and Emily Jensen, Glossy senior beauty reporter, are joined by Gabi Barko, senior reporter at Gl...

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Maison Louis Marie (20:00) was founded in 2012 and has never taken on investment, which, according to the married couple behind the brand, Marie du Petit Thouars and Matthew Berkson, has allowed it to...

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Sports agent Jacki Gemelos on beauty’s WNBA sponsorship opportunity, plus industry news

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The WNBA kicked off its new season last week with beauty brands lining up to gain access to the league’s growing cohort of fans.  In a gold rush that started around 2020, some of the industry’s top b...

22 Touko 202551min

Multi-shoring your supply chain with Modern Retail’s Melissa Daniels — plus Drunk Elephant’s sales slump and Touchland’s big acquisition

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Despite a new, 90-day pause on President Trump’s sky-high tariffs on goods imported from China, near-shoring and multi-shoring are leading topics on the minds of business insiders now.  But the idea ...

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ColourPop’s Vivian Weng talks omnichannel evolution — plus, Walmart tests beauty bars and clinical testing gains steam

ColourPop’s Vivian Weng talks omnichannel evolution — plus, Walmart tests beauty bars and clinical testing gains steam

Few beauty brands have had an evolution quite like Southern California-based ColourPop cosmetics (20:50).  Launched in 2014 at the height of the DTC era, the brand once released around 40 collections...

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TikTok derm Dr. Muneeb Shah on building content and his own brand — plus, Ulta's big weekend and layoffs at Coty and UPS

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About four years ago, Glossy profiled Muneeb Shah. At the time, he was a resident who had accumulated an impressive 6 million TikTok followers. He had started posting during quarantine. Now, that numb...

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