Amanda Kloots Launches Proper Supplements to Make Wellness Easy and Enjoyable

Fitness entrepreneur and television personality Amanda Kloots is setting out to simplify the path to wellness for busy individuals with the launch of her new supplement line, Proper. Officially available starting this Tuesday, Proper is designed to be a convenient and flavorful option for those looking to enhance their health without the fuss often associated with traditional supplements. Developed in collaboration with The Center, a prominent beauty incubator, Proper offers five unique powdered blends, each priced at $28. The blends include Daily Boost, Digestion + Bloat Relief, Immune Support, Metabolism + Energy Boost, and Calming Aid, all of which can be easily mixed into smoothies, yogurt, or simply stirred into water. Kloots aims to make healthy living not just achievable but also enjoyable, particularly for individuals with hectic schedules. Kloots, who is no stranger to the wellness industry, initially garnered attention for her accessible fitness platform, which encourages quick and effective workouts. Reflecting on her personal journey as a single mother balancing multiple jobs, Kloots expressed the difficulty many face in maintaining a healthy lifestyle. “I love creating anything that I believe will help people stay healthy, and I know how hard that is because I'm a single mom and I have five jobs,” she remarked in an exclusive interview with WWD. Her frustration with the limited options available in the supplement market led her to create Proper. “I wanted to create a line with the same approach as my previous products,” Kloots explained, emphasizing her desire for supplements that not only taste good but fit seamlessly into daily routines. Alongside the powdered blends, Proper will also offer a water bottle priced at $14 and an electric mixer for $13. As Kloots and her team look ahead, industry experts project that the brand could achieve between $15 million and $18 million in retail sales within its first year. Kloots partnered with Ben Bennett, CEO of The Center, to bring her vision to life. The duo, both hailing from Ohio and raised by single mothers, share a mutual understanding of the challenges faced by working women. “What rang the bells for me was thinking about the challenges that a working woman has on a daily basis,” Bennett noted, highlighting their focus on creating accessible and relatable products rather than targeting elite athletes. Their mission is clear: to empower everyday women with supplements that are affordable and practical. “It was important for us to make something that felt really approachable, something that wouldn't intimidate anyone,” Kloots added. The supplements are designed to be tailored to individual needs, allowing users to adjust their wellness routine based on day-to-day variations. “Sometimes my day is filled with stress and anxiety and I need something to help me calm down. Sometimes I'm eating super healthy and I don't need a daily greens... You can tailor it to what you need,” Kloots explained. The Proper brand is currently launching exclusively online, with plans to extend into brick-and-mortar retail in the near future. Bennett hinted at upcoming discussions with retailers, indicating a strong desire to broaden the brand’s reach and accessibility. As Proper makes its debut, it signifies a significant shift in the wellness landscape, where taste, convenience, and efficacy come together to create a more enjoyable experience for consumers. This launch not only marks Kloots' continued dedication to health and wellness but also her commitment to making these ideals attainable for everyone, particularly the everyday woman. With a pipeline of additional products planned for the future, Proper is poised to make a lasting impact in the wellness space.