![]()
January 28, 2026 - BY Glossy
The new wave of protein is for the girls
An onslaught of protein products and the rise of “protein maxing” led some to question if we hit peak protein in 2025. But brands like David and Starbucks are pushing the macronutrient beyond a gym bro supplement and into a building block of an aspirational lifestyle — one that includes matcha lattes and toned Pilates arms.
January 28, 2026 - BY Glossy