AG1 vs Maybelline
Side-by-side comparison of AI visibility scores, market position, and capabilities
Single-SKU greens supplement brand projecting $600M revenue in 2025 at $1.2B valuation; built almost entirely on DTC subscriptions with no retail distribution; endorsed by Andrew Huberman and powered by word-of-mouth among health-conscious consumers.
About
AG1 (formerly Athletic Greens) is a New Zealand-founded, US-focused nutritional supplement company that manufactures a single flagship product: a daily all-in-one greens powder. Founded in 2010 and now headquartered in Las Vegas, the company bootstrapped to approximately $160 million in revenue before raising $115 million in a growth round in January 2022 at a $1.2 billion valuation, led by Alpha Wave Global.\n\nAG1 projects revenue of approximately $600 million in 2025, driven almost entirely by direct-to-consumer subscriptions sold online. The company has no retail distribution and no SKU diversification — an unusual strategy that has proven powerful for brand clarity and margin preservation. AG1 products are endorsed by high-profile athletes and health podcasters including Andrew Huberman, fueling viral word-of-mouth and podcast advertising at scale.\n\nIn 2025 the company began expanding into complementary product lines while retaining its minimalist brand identity. Its subscription model creates strong LTV economics, and the company has been reportedly cash-flow positive since well before its funding round. AG1 is often cited as a benchmark for DTC supplement brand building.
Mass-market cosmetics brand in 129 countries; L'Oréal Group-owned with Great Lash mascara, Fit Me foundation, and Sky High mascara as category-leading drugstore products.
About
Maybelline New York is one of the world's most widely distributed mass-market cosmetics brands, offering foundation, mascara, lip color, eye shadow, and skincare products in over 129 countries through drug stores, mass retailers, and department stores. Founded in 1915 by Thomas Lyle Williams (who created an early mascara for his sister Mabel — combining her name with Vaseline to get "Maybelline") and acquired by L'Oréal Group in 1996 for $758 million, Maybelline generates billions in annual revenue as L'Oréal's flagship drugstore cosmetics brand.
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