Creatine is one of the most popular supplements for improved exercise and physical performance. Possible side effects caused by creatine include weight gain, nausea, diarrhea, muscle cramps, and heat intolerance.

The most commonly reported side effect of creatine is weight gain. This increase in weight happens because creatine brings water into your muscles. The increase in water (also known as water retention) can make it seem like you have gained weight.

Creatine is “osmotically active”, meaning when you have creatine in your muscle cells, it brings water with it. This can cause water retention and lead to weight gain. Creatine may also help increase your muscle mass, potentially leading to changes in your weight. However, you are likely using creatine for this muscle increase.

Any signs of weight gain should go away after the first 1 to 2 weeks of taking creatine. Water retention is more likely if you are taking a “loading” dose of creatine. A loading dose is a higher dose of creatine, taken to maximize the amount of creatine stored in the body.

The usual loading dose is 20 to 25 grams daily for 5 to 7 days. The typical daily maintenance dose of creatine (3 to 5 grams per day) is less likely to cause water retention.

Nausea and diarrhea are two gastrointestinal (GI) side effects reported with creatine use. These are reported more commonly during the phase of creatine loading.

Nausea is likely caused by the large amount of water and creatine ingested, while diarrhea is likely caused by creatine pulling water into your intestines.

Muscle cramps and muscle stiffness are also reported side effects of creatine. Many studies reporting this were conducted in athletes, who also used various supplements and exceeded the recommended dose of creatine.

Researchers initially thought that the cramping was caused by dehydration. However, studies have not shown that this is true. Some studies have even shown that creatine helps to relieve muscle cramps.

More research is needed on the topic to understand how creatine affects the muscles.

When taking creatine, you may feel overheated, especially in warm environments. This feeling (also called heat intolerance) is thought to be caused by the supplement.

However, studies are conflicting on if this is true. It is more likely that heat intolerance is caused by exercise or physical activity. More research is needed on this side effect.

Though creatine side effects are not dangerous or common, they can be bothersome. To lower your risk for these side effects, consider doing these things:

• Stay hydrated: Keeping your body hydrated lowers your risk of side effects. Being hydrated also causes you to urinate (pee) more, which helps eliminate excess fluid in your body.
• Stretch: Relieve muscle cramps and stiffness by stretching regularly before and after exercise. Stretching carefully while you have a muscle cramp or stiffness can also help with the uncomfortable feeling.
• Eat less salt: Excessive salt intake can increase your risk of water retention. If you notice that you are retaining more water than usual, consider reducing your salt intake.

Consult a healthcare provider if you have any questions or concerns about creatine side effects.

Vitamin B12 is an essential nutrient that supports red blood cell production, nerve function, energy metabolism, and DNA synthesis. A supplement can help fill gaps when you’re not getting enough vitamin B12 from foods like eggs, oysters, and salmon, but experts say there’s no single best time to take it.

Because vitamin B12 is water-soluble, meaning it dissolves in water, it’s often best taken on an empty stomach with water, said Megan Meyer, PhD, a science communication consultant based in Durham, North Carolina. Some limited evidence also suggests vitamin B12 could reduce sleep, so taking it earlier in the day may be a good idea.

Still, there’s no universally ideal time to take vitamin B12, according to Talia Follador, RDN, LDN, a registered dietitian nutritionist and founder of Follador Nutrition Services. “What matters most is being consistent and taking the proper dosage,” she said.

While the timing of vitamin B12 may not matter much, other factors can impact the efficacy of the supplement, said Julie Pace, RDN, a functional dietitian nutritionist & founder of Core Nutrition Health & Wellness.

These include the form of the supplement, stomach acid levels, existing B12 status, and the body’s ability to produce a protein called intrinsic factor, which is essential for absorption. “Think of it as a ‘shuttle bus’ that carries B12 through your digestive system into your bloodstream,” Pace told Health. “Without it, your body can’t absorb B12 from food, regardless of how much you eat.” 

For people who have trouble absorbing B12, higher-dose supplements or even injections may be necessary, Follador said.

Meyer recommends getting vitamin B12 from food whenever possible. Many animal products naturally contain B12, and some foods—such as breakfast cereals, nutritional yeast, and plant-based milks—are fortified with it.

However, people who are deficient in vitamin B12, which can be confirmed with a blood test, may benefit from supplements. Those who follow vegan or vegetarian diets, as well as people with conditions that impair nutrient absorption, such as celiac disease or Crohn’s disease, are more likely to be deficient, Meyer said.

Supplement doses can be as high as 1,000 micrograms—far above the 2.4 micrograms most adults need—but because vitamin B12 is water-soluble and not stored in the body, these amounts are considered safe, Meyer added.

Use left and right arrow keys to navigate between menu items.

Use escape to exit the menu.

Creatine supplements, when combined with an appropriate workout routine, can help enhance high-intensity exercise performance and build lean body mass. Their popularity has grown on social media, where fitness creators often promote the supplement for daily use.

We asked Pieter Cohen, MD, an associate professor of medicine at Harvard Medical School and general internist at Cambridge Health Alliance, if creatine supplements are safe to use in the long run.

*This interview has been edited and condensed for clarity.

Q: Is creatine a safe supplement for long-term daily use?

Cohen: Let’s take a step back. Before even starting a creatine supplement, you need to make sure you have the right ingredients and dose.

Unlike over-the-counter medications like Tylenol, aspirin, and Prilosec, there are no controls over the quality or quantity of dietary supplement ingredients before they’re sold. There are no checks on these things. Study after study has shown that the products that are sold as supplements are not accurately labeled. 

If you’re thinking about creatine, you need to do some research to decide exactly how much you’re going to take and then find a product that is reliably labeled.

How Can I Pick a Safe Creatine Supplement?

If the supplement company hired a certification nonprofit to take a deep dive into their manufacturing, and they get a stamp of approval, then you know what’s on the label matches what is in the bottle.

You can use the NSF or USP websites to research which brands are certified. Then, find that brand, and purchase only that brand. That’s a lot of hard and complicated work to make sure your supplements are accurately labeled.

If you are an adult and complete those steps, you’re good to go, and it’s safe for long-term use. But, creatine doesn’t work for everyone. We don’t exactly know why, but research has shown that, for one in three people, it doesn’t have muscle benefits. If it’s not helping you build muscles after a few weeks or a month or two, then I would stop, because it just might not work for you. 

Will Long-Term Creatine Use Harm My Kidneys?

If your kidneys are healthy, you should have no problems with long-term use. If you have kidney damage or a kidney condition, then I would not recommend supplementing with protein powder, amino acids, or creatine regularly.

When people have chronic kidney damage, too much protein is not good. Creatine is like a micro-protein—it’s a few amino acids—so I could see where that would be a concern.

I would not recommend creatine for adolescents because we are not sure how this supplement affects the growing body.

Despite trying latte after latte, Quentin Vennie couldn’t come around to seemingly everyone’s favorite espresso-and-milk drink.

“It just did not appeal to me,” the West Baltimore native said. “So I wanted to figure out, how do I make this something that I would want to drink?”

Matcha, the increasingly popular powder made from Asian green tea leaves and used in warm and cold beverages, turned out to be the answer.

Years later, Vennie’s journey with matcha has reached a new milestone: Equitea Matcha Studio, his first brick-and-mortar café, opens this weekend (Saturday and Sunday from 10 a.m.-3 p.m.) at 311 W. 28th St. in Remington. It will then operate Wednesdays through Sundays with the same hours, with a grand opening event to come.

It’s been a whirlwind for Vennie, who started Equitea in 2022 as a tea company before moving to Los Angeles due to lack of demand in Baltimore. On the West Coast, Vennie grew the business, landing products such as canned tea drinks in 600-plus grocers nationwide while catching the attention of actress Gwyneth Paltrow, an eventual investor in the brand.

In late 2024, Vennie moved back to his home city and soon hosted a pop-up shop at 2600 N. Howard St., the old JBGB’s building in Remington. The enthusiastic response led him to commit to the neighborhood; Vennie signed a two-year lease in May.

“Being able to bring this business back to Baltimore and anchor ourselves back in this city — it’s been an incredible thing,” he said.

The shop arrives as matcha is having its mainstream moment. Retail sales in America have increased 86% from three years ago, according to market research firm NIQ, while social media influencers tout matcha as a less-caffeinated coffee alternative. Demand for matcha is leading to supply shortages and price hikes.

Ayda Abebe, co-owner of Adee’s Coffee Roasters, said she’s seen the price of matcha increase more than once in 2025 — a reflection of its popularity.

Since the store opened in September 2023, customer demand for matcha has grown significantly at Adee’s, leading to expanded menu offerings including matcha lattes and frappes. Matcha is most popular at the shop in the summer, Abebe said — a matcha tonic made with lavender syrup is one of the store’s best sellers.

Matcha’s rise is simple to explain, she said. Just look at social media. “It’s everywhere.”

But is it right for you? I asked Vennie and Abebe to make the case for matcha.

It forces you to take a beat

Matcha proponents often cite its meditative qualities, which date back centuries to Buddhist monks who used the tea to help focus during quiet, contemplative moments. In a world where people and screens demand our constant attention, carving out time with a cup of matcha is a reward unto itself, Vennie said.

“It becomes a moment to slow down, to pause, to reset and recenter,” he said.

A caffeine break and other perks

If cutting down caffeine is on your resolution list, matcha may be the solution. It generally has less caffeine than a traditional cup of coffee.

Supporters are also fast to sing the praises of L-theanine, the amino acid found in the tea leaves, which they say can help ease anxiety. Health studies have found matcha, with its fiber and antioxidants, promotes digestive health as well.

When Abebe asks customers why they’ve turned to matcha over coffee, they almost always give the same reason: “People say it’s healthier,” she said.

Looks appetizing, doesn’t it?

If we consume with our eyes first, it’s easy to see why matcha is popular. Its placid, rich green hue is an eye-catcher. When customers see a matcha drink delivered, Abebe said, the domino effect often follows. Then come the social media posts.

“Nowadays, it’s all about posting — showing what you’re eating or drinking,” she said.

To Vennie, the rise of matcha and the opening of his shop speak to a larger moment in local food trends — namely, that Baltimoreans shouldn’t have to travel to bigger cities to enjoy them.

“We shouldn’t have to jump on a plane or catch a train or go somewhere else in order to experience it,” he said. “We deserve it, you know?”

Use left and right arrow keys to navigate between menu items.

Use escape to exit the menu.

The internet is low-key losing it over Ito En Ltd right now – from Matcha TikTok to finance bros on YouTube. But real talk: is this Japanese tea giant actually a must-have in your life or your portfolio… or just another overhyped import?

We dug into the vibes, the numbers, and the competition so you don’t have to. Spoiler: the story is way deeper than “just green tea.”

The Hype is Real: Ito En Ltd on TikTok and Beyond

If you’ve scrolled past a calming matcha pour, a convenience-store haul, or a “what I drink instead of energy drinks” video, you’ve probably seen Ito En without even clocking the logo.

US creators are boosting anything that feels “clean,” “Japanese,” and “aesthetic” – and Ito En’s bottled green teas and matcha are slipping right into that lane. The clout is fueled by:

• Healthy switch energy: People are ditching soda and sugary energy drinks for unsweetened green tea and matcha. Ito En’s zero-sugar options are getting praise as a “grown-up” drink flex.
• Bento-core and Japan-core: Japanese convenience-store culture is trending hard, and Ito En’s teas are basically props in every “Japan trip haul” video.
• Silent flex branding: The bottles don’t scream at you, they just sit there like, “If you know, you know.” That low-key aesthetic is huge with Gen Z.

Is it viral on the level of Prime or Celsius? Not that loud. But inside niche health, wellness, and Japan-obsessed corners of TikTok and YouTube, Ito En is fully in the rotation.

Want to see the receipts? Check the latest reviews here:

Top or Flop? What You Need to Know

Let’s break this down like you’re deciding between a random energy drink and a premium matcha bottle.

1. Taste and “Health Flex” Factor

Ito En is known for unsweetened and low-sugar teas – especially green tea and oolong. If you’re used to super-sweet iced tea, this hits very different. It’s more “grown palate” than “candy in a can.”

Why people say it’s a game-changer:

• Clean label: Short ingredients, no wild neon color, no dessert-level sugar. That makes it a go-to for people trying to look healthy on camera.
• Caffeine, but calmer: Green tea gives you a lighter buzz than most energy drinks. Think focus, not jitter.
• Fit check approved: Fitness and wellness creators love dropping it in “what I eat in a day” content as the anti-soda flex.

If you want sweet, this might feel like a flop on first sip. If you’re into gym-core, wellness-core, or that “I drink matcha now” lifestyle, it’s a must-cop.

2. Price vs. Vibes

In US stores, Ito En bottled teas usually sit above basic iced tea but below premium kombucha or trendy canned adaptogen drinks. It’s not dirt cheap, but it’s not luxury-only either.

Is it worth the hype for the price?

• For casual drinkers: If you just want something sweet and cold, there are cheaper options. You’re paying partially for the imported-Japan aesthetic and healthier profile.
• For wellness and Japan-core fans: This is a no-brainer. You get a recognizable Japanese brand, solid quality, and health flex with every bottle or tea bag.

Bottom line: not a price drop steal, but not a rip-off either. More “solid upgrade” than “budget hack.”

3. Brand Story and Trust

Ito En isn’t some random startup that popped up last month. It’s a long-running Japanese tea company that’s expanded worldwide and built a rep for consistent quality.

That matters because:

• It feels safe: People trust established Japanese food brands for quality control and tradition.
• It’s not trying too hard: The branding doesn’t chase memes or loud collabs, and that chill energy actually reads as more premium and authentic.
• Long game, not quick viral: Ito En is playing the slow-burn respect route instead of the “shock launch, influencer blitz, then disappear” playbook.

So while the clout level isn’t chaotic-viral, the brand has deep roots. That’s why it keeps showing up in stores long after flashier drinks vanish.

Ito En Ltd vs. The Competition

If Ito En is the calm, traditional tea kid, the rivals are the loud pre-workout cousin and the soda friend who swears they’re “healthy now.”

Main rival in the US clout war: think of brands like AriZona Iced Tea on the mass side and health-forward drinks like Celsius, Olipop, or Poppi on the hype side.

Clout check:

• AriZona: Cheaper, iconic design, but way sweeter and not really in the wellness lane. It wins on price and nostalgia, loses on health flex.
• Celsius / energy drinks: Massive online buzz, fitness-core audience, big influencers. But also loaded with caffeine and sometimes additives that wellness purists side-eye.
• Kombucha / gut-health sodas: Trendy, “I’m fixing my gut” vibes, but taste is polarizing and prices can spike.

Where Ito En wins:

• Subtle flex: It’s the choice for people who want to look put-together, healthy, and a little bit international – not chaotic.
• Ingredient simplicity: Especially with unsweetened green tea, it’s hard to argue with a short, clean label.
• Cross-culture appeal: Anime, J-pop, and Japan-trip content all give Ito En free cultural boosts.

Where Ito En loses:

• Less memeable: It doesn’t have outrageous flavors or collabs that turn into instant TikTok challenges.
• Price pressure: It’s competing against super-cheap tea and ultra-hyped functional drinks at the same time.

Winner? If you’re chasing pure online hype, the energy drink brands probably win the clout war. But if you care about long-term “I’m that healthy friend” energy, Ito En quietly takes the crown.

Final Verdict: Cop or Drop?

Let’s keep it honest.

For your everyday life: Ito En is a cop if you’re trying to get off soda, energy drinks, or extra-sweet teas and want something that still feels like a treat. It’s not a sugar bomb, it photographes well, and it fits right into wellness-core content.

For pure hype factor: It’s more “respectable classic” than explosive viral. If you want a drink that makes your comments go wild with “what is THAT,” there are louder options. Ito En is for the friend who has their life together, not the friend who’s doing backflips in the parking lot.

Is it worth the hype? For health-focused, Japan-loving, aesthetic-chasing drinkers: yes. For people who just want maximum sugar per dollar: probably not.

Is it a must-have? If your vibe is clean ingredients, quiet flex, and Japanese-brand clout, definitely. Otherwise, it’s a solid upgrade, not a life-changing obsession.

The Business Side: Ito En

Now for the money side, because some of you are absolutely wondering if this is just a cool drink or a stock you should actually watch.

Ito En Ltd trades in Japan under ISIN JP3143600009. According to live market data pulled from multiple financial sources on the latest trading day (cross-checked via major finance platforms), the stock’s most recently available price reflects typical daily market moves, not some insane moonshot or crash.

Here’s what matters for you:

• Steady, not meme-stock: Ito En trades more like a classic consumer staples company than a meme rocket. Think “slow grind” rather than “YOLO this and pray.”
• Real-world product, real demand: This isn’t a concept app. It’s tea. People actually buy it, drink it, and post it. That real consumption helps give the business staying power.
• Global growth angle: As Japanese food and wellness trends keep spreading in the US and beyond, Ito En is set up to benefit from that long-term cultural shift.

Because markets don’t run nonstop, any quote you see might be a last close price rather than a live tick, depending on when you check. Always confirm the latest numbers on a trusted finance site before making moves.

Investor real talk: If you’re looking for a wild day-trading play, Ito En probably isn’t your main character. But if you’re into slow-burn consumer brands, healthy lifestyle trends, and you like the idea of owning a piece of the Japanese tea wave, it’s a name worth putting on your watchlist and researching deeper.

The bottom line: In your fridge, Ito En is a smart, slightly bougie health switch. In the market, it’s a steady, culture-backed player, not a lottery ticket. Either way, it’s one of those brands that quietly sticks around while the loud fads come and go.

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

New Year’s resolutions: We hate to love them and love to hate them. At the start of each year, millions of people pledge to become healthier versions of themselves, but whether or not they actually end up following through on this — by being nothing short of consistent when it comes to daily habits — is a different story. Science-backed supplement brand Ritual, though, is here to grant you real results that cut through the BS and the buzzwords. Some things to appreciate: Ritual has a loyal celebrity following, is trusted by everyday users, and appointed Serena Williams to be its first Women’s Health Advisor.

The best part about the brand’s effective formulas is no doubt their sheer diversity. Whether you’re on the lookout for a daily multivitamin that helps fill nutritional gaps, are searching for a fertility support solution you can actually trust, have a cranky gut that needs healing, or else want to augment the powers of your favorite anti-aging serum with a daily capsule that’s been proven to help smooth out fine lines, you’ll find something to love (and add to cart, immediately) at Ritual’s site. What’s more, it has a sitewide sale going on until January 22, and there could be no better incentive for leveling up your wellness routine in 2026 — with something that sticks for longer than two weeks (sorry, 75 Hard challenge).

Amidst the myriad of health trends booming on TikTok right now, supplements are in the lead.

“Supplements and ingestibles have been growing very fast on TikTok, with 134.5 percent growth compared to last year, demonstrating the robust social community that’s continually developing around wellness,” Addison Cain, senior insights and marketing lead at trend forecasting agency Spate, told WWD’s Emily Burns. “Consumers are turning to TikTok to learn about and discuss supplements, making trends like ashwagandha, moringa and nootropics no longer niche — they’re driving mainstream conversation and consumer demand.”

Of course, social media is replete with myths and truths alike, so it’s important to verify the contents of any given supplement, not to mention check with your health provider if it’s the right fit for your unique needs. On Ritual, you can take a helpful and quick quiz that — based on your age, gender, health goals, current diet, protein intake, skin concerns, and other factors — pairs you up with a relevant, targeted complex of supplements.

The ingredients at play in Ritual’s top-performing offerings, from Omega-3 DHA to magnesium to postbiotics to saffron, are fully traceable, meaning you can literally see where in the world they’re coming from and how exactly they landed in your vitamin bottle. Ritual prioritizes customers’ peace of mind, which is exactly why the company also stages university-led clinical trials to gauge the efficacy of its most in-demand supplements. The Women’s 18+ Multivitamin, for example, was “shown to increase Vitamin D and Omega-3 DHA levels in 12 weeks,” as compared to the placebo, in a group of 94 women ages 21-40. If you ask us, this kind of transparency, combined with real numbers, is exactly what makes Ritual stand apart from counterparts on the market — making it worth your time and hard-earned money.

Right now, not only can you get every last thing on your Ritual wishlist for close to half off, but the brand is treating shoppers to free gifts with every purchase: in the form of two free months, no strings attached, of the buzzy workout platform The Sculpt Society and complimentary lip oil from Osea when purchasing two or more products.

Also note that Ritual automatically delivers a 15-day supply of its supplements every month (shipping is always free). While the subscriptions renew on their own without needing your involvement, you can totally pause the delivery, skip it if traveling, toy around with dates, or cancel at will. Because freedom to choose feels good, and Ritual is all about chasing that good feeling.

Below, the six Ritual bestsellers that will bless you with better health in the new year. (Start clearing space on your bathroom shelves.)

Sign up for WWD Shop‘s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

Why Trust WWD

Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections. Learn more about us here.

Meet the Author

Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on beauty and wellness trends, plus the popular products in each category that are actually worth shopping.