Flat lay of trending supplement ingredients like ashwagandha root powder, apigenin capsules, and natural herbs used in private label wellness products

From Ashwagandha to Apigenin: Trending Ingredients Powering the Next Wave of Private Label Supplements

In 2025, ingredients are the star of the supplement world. Shoppers aren't settling for vague promises of “immune support” or “better sleep.” They’re digging into specifics — names they’ve seen in TikToks, heard on podcasts, or read about in their own research.

If you’re crafting or expanding a private label line, what you choose to put inside the product now matters more than ever. With the right ingredients — and the right story, format, and science — you can set your brand apart from the noise.

Here are 10 ingredients dominating the spotlight this year, from fan favorites to rising names.

1. Ashwagandha
Category: Stress, hormones, performance
Why it’s hot: Ashwagandha is no longer niche — it’s gone mainstream. Known for lowering stress, balancing cortisol, aiding sleep, and even supporting testosterone, it’s everywhere. Branded extracts like KSM-66® and Sensoril® now carry serious recognition.
Private label tip: Position it as an everyday adaptogen. Use it in sleep formulas, stress stacks, or focus blends. Versatile in gummies, powders, or capsules.

2. Apigenin
Category: Sleep, longevity, cognition
Why it’s hot: This chamomile-derived flavonoid is picking up steam thanks to longevity-focused content and biohacking influencers. It supports sleep, calms anxiety, and may aid healthy aging via GABA modulation.
Private label tip: Combine with magnesium threonate and L-theanine in cognitive or sleep stacks. Appeals to performance-focused, label-reading buyers.

3. Magnesium (Threonate or Glycinate)
Category: Sleep, brain function, recovery
Why it’s hot: The form matters — and people know it. Threonate is loved for cognition, while glycinate is the go-to for sleep support without gut issues.
Private label tip: Be specific. Use the form in your marketing. Blends that combine different types (“tri-mag”) are trending for all-in-one nightly recovery.

4. Berberine
Category: Metabolic, weight support
Why it’s hot: Dubbed “nature’s Ozempic,” berberine has captured attention for balancing blood sugar and aiding weight control — especially among wellness-savvy consumers and those managing PCOS.
Private label tip: Great for glucose control or longevity formulas. Position as a natural, clinically backed alternative — especially in fasting or metabolism stacks.

5. Spermidine
Category: Cellular health, anti-aging
Why it’s hot: With buzz around autophagy and cell renewal, spermidine is gaining ground in the anti-aging space. It’s backed by early research and favored by longevity enthusiasts.
Private label tip: Ideal for 40+ premium lines. Stack with resveratrol or NMN for elevated formulations targeting proactive aging.

6. Rhodiola Rosea
Category: Mood, energy, focus
Why it’s hot: A go-to adaptogen for mental fatigue, Rhodiola shines for stress-related burnout. It’s becoming a favorite for caffeine-free alertness.
Private label tip: Pair with nootropics or adaptogens for AM energy blends. Hits home with remote workers, students, and wellness purists.

7. L-Theanine
Category: Calm, sleep, concentration
Why it’s hot: Found in green tea, L-theanine offers calm without sedation. Whether paired with caffeine for productivity or with melatonin for sleep, it’s versatile and well-tolerated.
Private label tip: Works in productivity gummies, daily calm blends, or evening support formulas. Vegan and clean-label friendly.

8. Quercetin + Zinc
Category: Immune, antioxidant, inflammation
Why it’s hot: These two gained fame during the pandemic, and their reputation has stuck. Quercetin’s antiviral and anti-inflammatory traits pair well with zinc’s immune support.
Private label tip: Smart immunity isn’t going away — blend with C or elderberry and frame around resilience and cellular defense.

9. Creatine (Beyond Muscle)
Category: Brain, energy, strength
Why it’s hot: Once just for bodybuilders, creatine is gaining a brain health reputation. It’s being explored for mood, menopause fatigue, and cognitive support.
Private label tip: Add to non-fitness stacks for women, brain fog, or daily energy. Creatine monohydrate still rules, but HCl is an emerging variant.

10. Astaxanthin
Category: Skin, recovery, antioxidants
Why it’s hot: Known as a beauty powerhouse, astaxanthin helps skin glow while protecting eyes and aiding muscle recovery. It’s a hero in the inner-beauty category.
Private label tip: Bundle with collagen, biotin, or hyaluronic acid for a luxe beauty supplement. Great for youth- and glow-focused lines.

Choosing Smart: Ingredient Strategy in 2025
These aren’t just buzzwords — they’re building blocks for brands that last. Here’s how to approach them:

  • Align with your niche — beauty, sleep, brain, or longevity.

  • Highlight clear benefits and clinical backing.

  • Choose formats that fit user habits — gummies, powders, sticks.

  • Tell a strong story — sourcing, purity, and science all matter.

Final Word
From ancient botanicals to high-tech bioactives, 2025’s supplement landscape is driven by smart ingredient choices. Shoppers want control — and they’re picking brands that align with their goals, values, and lifestyle.

The win isn’t being first — it’s being right on time, with the right product, for the right person.