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Fitness guru-turned-television presenter Amanda Kloots has earned a devoted Instagram audience of 773K through her upbeat demeanor, health advice, and happy snapshots from her AK! Body workout sessions. Most recently, the host of Live from the Other Side with Tyler Henry is marking another significant achievement. Her wellness brand, Proper, made its retail debut at Target on April 6.
Kloots, a globetrotting fitness instructor and former Rockette, shares that her motivation behind starting her supplement line was to offer an accessible and personalized range of products that not only taste great but also cater to individual needs and daily routines. Being a busy working mom, she acknowledges the struggles with stress, anxiety, sleep issues, and maintaining a balanced diet.
Shop Proper at Target
To mark the first appearance of Proper in Target stores, Kloots recently organized a glamorous launch event at vegan eatery The Butcher’s Daughter in Los Angeles. Notable attendees included Katie Couric, comedian Fortune Feimster, Grammy-winning musician Finneas along with his partner Claudia Sulewski, former Teen Vogue editor Elaine Welteroth, identical twin actors Gregory and Lawrence Zarian, actress Nichelle Hines, celebrity hair stylist Barbara Guillaume, American Ninja Warrior co-host Akbar Gbajabiamila, and many others.
Partnering with entrepreneur Ben Bennett from The Center, known for incubating brands such as Phlur fragrances, Make Beauty, Prequel skin care, among others, the author of “Live Your Life” reveals her motivation behind starting Proper. Over the years, she has tried numerous products and was disheartened to find that many ended up unused on her countertop, often representing wasted money. She refers to this collection as a ‘supplement graveyard’, lamenting that she grows tired of certain supplements after a short period, leaving her with a feeling of dislike towards green juices or pills, leading to the unused products being discarded and wasted.
Kloots, inspired by her active lifestyle, aimed to develop a product tailored for everyday women. She envisioned something useful for those who maintain a balanced diet but struggle with sleep issues, anxiety, or digestive problems. The end result is a collection of five tasty superfood powders, brimming with essential vitamins, minerals, and antioxidant-rich nutrients.
However, this is just the start for Proper. Kloots has grand ambitions for the brand and shares, “We’ve got a couple of new powder products launching this spring and summer.” She also mentions that properhealth.com will be the platform for these launches. “We’re determined to stay ahead of trends,” she continues, hinting at further expansions in their product line. So, keep an eye out for more exciting developments from Proper.
To mark the debut of Kloots’ new venture, we invited her to reveal the essentials that make up her daily life – ranging from her preferred denim, skincare products, fragrances, literature, and not forgetting, her insights on how to maximize the benefits of using Proper.
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2025-04-16 04:24