The 58 Creators Every Supplement Brand Is Already Paying
Thirteen supplement and greens brands have paid 2,411 YouTube creators since 2021. Fifty eight of those creators have been booked by four or more of the thirteen, and that overlap is what a new brand is actually bidding against.
Senior Partnerships Manager · August 15, 2026 · 8 min read
Fifty eight creators decide what this shelf costs
Stack the rosters of thirteen supplement and greens brands on top of each other and one short list falls out of the middle. Fifty eight creators have been paid by four or more of those thirteen, and one creator has been paid by six of them.
That list is the whole category quietly voting on who converts, and it is who a new brand ends up bidding against. IM8 has booked one of the fifty eight.
The shelf underneath that list is far wider. Across AG1, LMNT, Ritual, Huel, Seed, Armra, Momentous, Ka'Chava, Live it Up, Thorne, Field of Greens, Bloom Nutrition and Bulletproof we hold 10,769 recorded paid YouTube deals with 2,411 creators, from a video uploaded on 16 May 2021 through to one uploaded on 1 August 2026. That averages 4.5 deals per creator.
The sharing falls away fast underneath the top. 1,778 of those 2,411 creators have taken money from exactly one of the thirteen brands, 452 from two, and 123 from three. Almost everyone on this shelf belongs to a single brand, and the whole crowd is standing on the same small platform at the top.
Of the 2,411 creators on this shelf, 1,778 have been paid by exactly one of the thirteen brands, and 58 have been paid by four or more.
What each brand actually bought
Roster size is the number everyone quotes and it is the least useful one. What separates these thirteen is who they bought and how many times they went back. Five of them have enough people and enough repeat buying to draw a shape. If you want the wider picture of who is paying creators across every category this year, that is the brands paying YouTube creators most in 2026.
AG1 bought reach and mostly did not come back
AG1 has 1,101 creators and 3,114 deals, which is 28.9 percent of every deal on the shelf. It is also the loosest programme here. Only 46 percent of those creators were ever booked a second time, and the average creator got 2.8 bookings.
Where the money went is the interesting part. Lifestyle took 667 deals and travel took 463, twice the shelf average. Automotive took 218, which is 2.8 times the average and 7 percent of everything AG1 bought. No other brand on this list has gone near car channels in any volume.
There is a core in there, 58 creators booked ten or more times. The other thousand names look like an enormous test that never got a second round.
LMNT bought depth in the most expensive room
LMNT is the opposite shape and the strongest programme on the shelf. 413 creators, 2,622 deals, 6.3 bookings each, and 64 percent of its creators came back. Sixty six of them have been paid ten or more times, which is more than AG1 managed on a roster nearly three times the size.
Health took 37 percent of its spend, 983 deals, twice the shelf average. Lifestyle took 459 and sports took 375. On a quarter of the shelf's deals, at 24.3 percent, LMNT holds that share with a third of AG1's names.
It is the same pattern we found next door among the wellness drink brands that rebook their creators. Nobody rebooks a placement six times because it felt nice.
Huel bought an audience nobody else wanted
Huel went somewhere else entirely. Sports took 340 deals at 31 percent of its spend, and entertainment took 284 at 26 percent, four times the shelf average. Health channels got 39 deals out of 1,086.
396 creators, 2.7 bookings each, 52 percent rebooked, 10.1 percent of the shelf. Only 13 creators were booked ten or more times, so the depth is thin. The category mix is still the least contested thing any of these thirteen brands has done, and it is the one worth copying.
Seed put a gut probiotic on business podcasts
Seed spent 17 percent of its deals on finance channels, 141 of them, which is 9.5 times the shelf average. Food took 88 deals at over three times the average. Lifestyle is still the biggest single block at 292.
204 creators, 834 deals, 4.1 bookings each, 52 percent rebooked, and 25 creators booked ten or more times, all on 7.7 percent of the shelf. It is the clearest example here of a brand deciding its buyer is a person rather than a topic, then going to find that person somewhere cheap.
Armra has the best repeat rate on the shelf
Armra started late, with its first recorded deal in March 2023, and it rebooks 75 percent of its 144 creators, the highest rate of any brand here. 546 deals, 3.8 bookings each, 11 creators booked ten or more times.
Health took 41 percent of that spend, 222 deals, and lifestyle took 148. It is a small tight programme built on the most expensive audience in the category, which makes the repeat rate more impressive and the entry price higher for anyone following it in.
Eight of the thirteen could not fill a chart
That is a finding, so here it is plainly. A pyramid needs 100 creators and an average of more than 2.2 bookings before it shows any shape at all, and eight of these brands miss one half of that or both.
Ritual is the surprising one. It has the second widest roster on the shelf, 806 creators and 1,741 deals, and it still misses, because the average creator got 2.2 bookings and 45 percent came back. The buying itself is clear enough, 57 percent lifestyle and 3.9 times the average on fashion. It just never repeats, which is a lot of money spent introducing yourself.
Momentous missed by three people, 97 creators against the 100 needed, with business channels at 7.7 times the average. Live it Up has 49 creators and 2.2 bookings each, under both halves. Ka'Chava has 33, Field of Greens 21, Bloom Nutrition 18, Thorne 17, and Bulletproof 7.
Thorne is worth a second look anyway. 69 percent of its deals are on health channels, the most concentrated mix of the thirteen, and technology is 15 times the shelf average across 11 deals. Seventeen creators is not a programme, it is a preference.
The categories this shelf has worn out
| Category | Creators | Deals | Deals per creator | Share of shelf | Brands buying |
|---|---|---|---|---|---|
| Lifestyle | 675 | 2,754 | 4.1 | 25.6% | 13 of 13 |
| Health | 207 | 2,019 | 9.8 | 18.7% | 12 of 13 |
| Sports | 235 | 1,102 | 4.7 | 10.2% | 12 of 13 |
Health is the worst of the three by a long way. Only 207 creators carry those 2,019 deals, an average of 9.8 each, and 12 of the 13 brands are already there. A health channel on this shelf has read a version of this same script nine or ten times, and its audience has heard it nine or ten times.
Lifestyle is broader and shallower. Every one of the thirteen brands buys there, it is a quarter of every deal on the shelf, and 675 creators split those deals 4.1 times each.
The cost of that crowding does not show up as a higher invoice. It shows up as a placement that performs like a reminder rather than a discovery, on an audience that already has a tub of something on the counter.
Where nobody is buying
| Category | Creators | Deals | Deals per creator | Brands buying |
|---|---|---|---|---|
| Fashion | 52 | 149 | 2.9 | 7 of 13 |
| Beauty | 33 | 89 | 2.7 | 5 of 13 |
| Gaming | 42 | 69 | 1.6 | 3 of 13 |
| Outdoors | 28 | 113 | 4.0 | 5 of 13 |
Gaming is the emptiest pocket on the map. 42 creators, 69 deals between them, 1.6 each, and only three of the thirteen brands have ever bought a placement there.
Here is the honest caveat, and it matters more than the finding. These pockets are small because they are small. Gaming's 69 deals are a rounding error against health's 2,019, so nobody should read this as a hidden market waiting to be harvested.
What it is worth is the price. A gaming creator has almost certainly never been pitched a greens powder, and that shows up in the quote and in how much of the video you get. Automotive proves the mechanic already worked once, because AG1 took 218 of the 271 automotive deals on this whole shelf, and it did that essentially unopposed.
The creators everyone already shares
| Creator | Subscribers | Category | Brands | Deals |
|---|---|---|---|---|
| McKenna Walker | 466,000 | Lifestyle | 6 | 11 |
| Mark Hyman, MD | 1,490,000 | Health | 5 | 64 |
| Julia and Hunter | 328,000 | Lifestyle | 5 | 32 |
| The Athlete Special | 142,000 | Sports | 5 | 30 |
| Louisa Nicola | 93,600 | Health | 5 | 26 |
| Tyler and Todd | 274,000 | Lifestyle | 5 | 23 |
| Healthy Elizabeth | 89,200 | Food | 5 | 23 |
| Dominique Sachse | 1,900,000 | Lifestyle | 5 | 21 |
| Rachel Vinn | 144,000 | Lifestyle | 5 | 20 |
| Beth Grace Moore | 96,800 | Lifestyle | 5 | 19 |
Mark Hyman has taken 64 supplement deals from five of these brands. Julia and Hunter have taken 32 from five. McKenna Walker is the only creator on the shelf who has been paid by six, on 11 deals.
Look at the subscriber column, because it is the part people get wrong. Half of this list is under 150,000 subscribers, and Louisa Nicola has 93,600. Size is not what put them here. Something about the way they sell this particular product worked, five separate brands found that out one at a time, and each of them paid to learn it.
This is where a new brand gets hurt. You build a shortlist, the same eight names keep coming back as the obvious choice, and every one of them has read a rival's code twenty times. The quote is higher, the audience is saturated, and a health creator making claims about what a supplement does to your body is also the placement most likely to bring a regulator into your week. Checking two years of a creator's descriptions for rival codes, and checking what they have promised on camera, is most of the work we do before a name reaches a client's shortlist, and it changes both the price and the script.
What we would actually do with this
Stop opening with health creators. They are the most expensive audience on the shelf and the one that has heard the pitch most often. LMNT and Armra earned their positions there over years, and buying into that room cold means paying their tuition again.
Copy LMNT's 6.3 bookings per creator. One lane bought repeatedly beats five lanes tested once. AG1 spent 28.9 percent of the shelf's deals to rebook 46 percent of its people, and LMNT holds nearly the same share of the shelf with a third of the names.
Take a pocket nobody has planted a flag in. Gaming, beauty, outdoors and fashion are all thin, and Huel already proved a supplement works fine on entertainment and sports channels at four and three times the shelf average.
Decide how you are paying before you write the first email. A creator who has never touched this category prices differently from one who has read five rival codes, and that changes whether a flat fee or a commission makes more sense, which we pull apart in paying supplement creators cash against commission.
If you want the shortlist built rather than argued about, that is the work. We pull the rival history on every name, cut the ones already carrying four other codes, price the pocket nobody is bidding in, and write the briefs so the claims stay on the right side of the line. Tell us which shelf you are on and we will show you your own version of the picture at the top of this page.