Amanda Kloots launches supplement line named 'Proper'
Amanda Kloots has launched a line of supplements called 'Proper' consisting of five packed powders, partnered with the beauty platform 'The Center'.
Amanda Kloots has launched a line of supplements called 'Proper'.
The 42-year-old TV personality - who also runs her own fitness platform - has partnered with the beauty platform 'The Center' for the new venture, which
includes five superfood-packed powders; Daily Boost; Digestion + Bloat Relief, Immune Support, Metabolism + Energy Boost and Calming Aid, as well as a water bottle and an electric mixer.
When speaking to WWD about the launch, she said: “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."
Amanda - who has previously launched fitness products - also explained that throughout her entrepreneur journey, her ethos has stayed the same.
She added: “When I launched my first product, my jump rope, my whole thing was, if you only have 10 minutes, just jump rope for 10 minutes.
“[I thought] what if I created a supplement that was really good, tasted good, I wanted to take and that really met the needs of somebody like me: this everyday woman that is running on empty, trying to raise her family."
Amanda has partnered with Ben Bennett - who is the founder and chief executive officer of The Center - to launch the line after it felt like the right fit as they both shared the idea that the target market for the line was a working woman.
She said: “There’s a lot of parallels in our lives, but what rang the bells for me when we talked about what she wanted to do was thinking about the challenges that a working woman has on a daily basis."
Ben added: “She didn’t want to make an all-encompassing super supplement for these super athletes.
"When we look at other brands, we see who we think their customer is, and it doesn’t feel like it’s our girl.”
Amanda said: “It was important for us to make something that was affordable and attainable to everyone, so that you felt like you were getting so much bang for your buck.”
