Wellness Briefing: Fiber brand BelliWelli’s Walmart playbook includes celeb cameos, giveaways and fashion partnerships

Glossy interviews BelliWelli CEO and co-founder Katie Wilson about the brand’s successful Walmart playbook, which includes celeb cameos.

What happened

For the Wellness Briefing, Glossy interviews BelliWelli CEO and co-founder Katie Wilson about the brand’s Walmart playbook, which includes celeb cameos, giveaways, endcap marketing and fashion partnerships. Additionally, Oura delays its IPO, Function hires its first CMO, and Europe-based biohacking chain The Longevity Suite hits the high seas. BelliWelli is using a media company playbook to supercharge fiber sales at Walmart

Why it matters

In a lot of ways, 6-year-old supplement maker BelliWelli operates more like a media company than a fiber brand.

On October 2, the company launched an endcap program into 3,200 Walmart doors that encapsulates this holistic marketing strategy. It includes a giveaway, snackable celebrity content, a fashion partnership, an evocative OOH marketing strategy and boots-on-the-ground consumer outreach.

“We try to bring people in and make them feel a part of [the brand] versus serving you another static [post] explaining why fiber matters,” BelliWelli CEO and co-founder Katie Wilson told Glossy. “Of course, it’s great to drive a bunch of brand awareness, but we want customers to feel like they’re part of this journey.”

This news brief is based on reporting published by Glossy on 2026-10-07. The original report is linked below.