– Green machine. In the new issue of Fortune I wrote about AG1, the moss green, celebrity-loved supplement powder that promises to improve focus, reduce stress, boost digestion, support heart health and more. The story explains how the company, which claims to be “science-backed,” became a juggernaut in the wellness space, thanks to factors including chic branding, a starry troop of investors, and myriad celebrity endorsements from the likes of Allyson Felix, Cindy Crawford and Hoda Kotb. AG1 is projected to reach $600 million in revenue this fiscal year and, the company says, is profitable.  

The piece also examines recent criticism by scientists and health experts who question AG1’s marketing claims, as well as the rigor of its research and testing processes (the supplement industry is notorious for its lack of regulation). Additionally, I tell the complex story of the brand’s founder, Chris Ashenden, who stepped down as CEO last summer after 14 years at the helm.

Now leading the company is Kat Cole, who was promoted to the top job after three years as AG1’s president and COO. Cole is tasked with taking the supplement giant into its next chapter which, as she told me, will involve channel diversification. While the brand became famous for its influencer-driven direct-to-consumer model, it recently launched vending machines in select airports, has tested drinks in Starbucks and plans to enter premium grocery stores in the near future. 

Of course, Cole also has the questions about AG1’s integrity to contend with. She is no stranger to challenges—or controversy—having started her career at Hooters where, over 15 years, she rose through the ranks from hostess to a vice president role. In 2010, she joined Cinnabon as president and by 2017, she was COO and president of the bakery company’s umbrella group, Focus Brands. 

Jon Premosch—The New York Times/Redux

Cole was an AG1 customer before she was hired by the company and says it was the “quality of the product,” and the impact it had on her “energy, gut health, and immune system,” that piqued her interest in working for the brand. “As a businessperson [and] a mom trying to live long and strong for my young kids,” she also relished the opportunity to work for a company that encourages people to take ownership of their own health. 

One of her priorities since taking over as CEO, she told me, is “raising the standard” of clinical research and undertaking testing on larger groups of people. Currently, the company’s three-stage testing process has been carried out on groups of around 30 adults. For comparison, a Harvard Medical School professor who I interviewed for the story explained that some clinical trials for multivitamins involve 15,000 people.

“I agree that the supplement industry has got to get way more rigorous in finished research in clinical settings on products,” Cole told me. “We have begun that journey.” AG1’s critics will be watching closely to see how it progresses.

Read the full story here.

Ellie Austin
ellie.austin@fortune.com

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ALSO IN THE HEADLINES

- Messages from Mexico. President of Mexico Claudia Sheinbaum said she doesn’t expect U.S. tariffs to be imposed on Feb. 1—but if they are, she says Mexico has a plan. Sheinbaum also responded to President Donald Trump’s deportation plans, saying that there are 50,000 jobs ready and waiting for returning Mexican migrants. And as for Trump renaming the Gulf of Mexico, Sheinbaum said her country will request that Google calls North America “Mexican America” on its maps. New York Times

- Fight fire with fire. In more tariff news, Canada’s former finance minister Chrystia Freeland said Canada should retaliate with a list of products they’ll target if the U.S. imposes tariffs: “Our counterpunch must be dollar-for-dollar.” Freeland is running for prime minister. Fortune

- Switching sides. Health and human services nominee Robert F. Kennedy Jr. has changed his pro-choice stance on abortion, now saying during his confirmation hearing that he will implement President Donald Trump’s policies restricting abortion access. Kennedy also said he would study abortion drug mifepristone’s safety, at the request of the president. MSNBC

- Welcome Waymo. Waymo, with co-CEO Tekedra Mawakana, will be testing its autonomous vehicles in 10 new cities this year—Las Vegas and San Diego are up first. The company is focusing on “generalizability,” or seeing how well its cars can get used to driving in new cities. The Verge

MOVERS AND SHAKERS

The Marshall Project, a criminal justice-focused nonprofit news organization, named Katrice Hardy chief executive. Hardy is currently executive editor and vice president of The Dallas Morning News.

Amundson Group, a construction and infrastructure recruitment firm, named Hannah Chancellor CEO. She previously served as the company’s COO.

Great American Insurance Group appointed Vanessa Teo as deputy CEO of its Singapore branch.

EBG, an e-commerce company, appointed Lisa Checchio as chief commercial officer. Most recently, she was EVP and CMO at Wyndham Hotels & Resorts.

Suki, an AI technology developer for healthcare, named Demetra Airaudi SVP of marketing. She was most recently SVP of brand marketing and communications at Navan.

ON MY RADAR

Trump’s press chief shows she’s more than capable of going full North Korea Guardian

King and Kloss: More to be conquered Sports Business Journal

How far would you go to make a friend? The Cut

PARTING WORDS

“Being a CEO is a high-intensity sport. For the right person, it’s extraordinary. But it’s not for everyone.”

— Courtney della Cava, senior managing director and global head of portfolio talent and organizational performance at Blackstone, on the firm’s CEO search process