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Fitness expert turned television personality Amanda Kloots has amassed an avid Instagram following of 773K thanks to her positive attitude, wellness tips and joyful moments from her AK! Body workout classes. Now, the Live from the Other Side with Tyler Henry moderator is celebrating another major milestone. Her wellness brand, Proper, launched in Target on April 6.
“I wanted to create an affordable and attainable line of supplements that tasted good, and that you can tailor to who you are and what you need in your day,” explains Kloots, a former Rockette, who teaches fitness classes around the world from New York and L.A. (where she’s based) to Maui and St. Tropez after launching her business in 2016. “As a working mother with a lot going on, I’m constantly battling stress, anxiety, sleep, [and] eating the right foods.”
To celebrate Proper’s Target debut, Kloots recently hosted a starry launch party at vegan restaurant the Butcher’s Daughter in Los Angeles, where guests included Katie Couric, comedian Fortune Feimster, Grammy-winning musician Finneas and partner Claudia Sulewski, former Teen Vogue editor Elaine Welteroth, identical twin actors Gregory and Lawrence Zarian, actress Nichelle Hines, celebrity groomer Barbara Guillaume, American Ninja Warrior co-host Akbar Gbajabiamila and more.
Having found the right partner with longtime entrepreneur, Ben Bennett of brand incubator and investment firm The Center (which is also behind Phlur fragrances, Make Beauty, Prequel skin care and others), the Live Your Life author says she was inspired to create Proper after testing so many other products over the years. “I have millions of [supplements] on my countertop,” she admits. “I call it a ‘supplement graveyard’ because I look at it and see money going down the drain. I’ll buy something, and I like it for two days, but then I’m like, ‘I can’t stand that green juice anymore,’ or ‘I am so sick of taking pills.’ So, these things sit on my countertop, and they go to waste.”
Influenced by her own on-the-go lifestyle, Kloots says she wanted “to create something that is for the everyday woman. Maybe she’s eating healthy, but she’s not sleeping or maybe she needs something to help her with her anxiety. Or maybe she needs something that night to help her with digestion.” The result is five delicious, superfood-packed powders (see below), which are full of vitamins, minerals, and antioxidant-rich nutrients.
But this is only just the beginning. Kloots has big plans for Proper. “We’ve got a couple new powders that are launching this spring and summer,” she says, sharing that properhealth.com will offer the latest. “We’re really focused on staying ahead of trends. So, we’re already working on expanding the product line. There’s definitely more to come.”
To celebrate Kloots’ Proper launch, we asked her to share the things she can’t live without — from her favorite jeans, skincare, perfumes, and books to — of course — her tips for how to best enjoy and get the most out of Proper.
Proper The Essential Variety Pack
“We aren’t the same person every day or every week,” says Kloots, who offers a Proper variety pack so consumers can get a feel for the product. “I use it how I want everybody to use it. Some days, I wake up and have the immunity because everyone’s getting sick, and I want to stay on top of my immunity. Some days, the first thing I have is my greens because I want to flood my body with greens. Sometimes I don’t have anything until after lunch, and I do the digestion one. Sometimes it’s all three of those at different times of the day. Sometimes I don’t have anything until after dinner.”
Proper The Lavenders Calming Aid Dietary Supplement Powder
“I sit down with my calm [supplement],” she says, referencing The Lavenders, which acts as a calming aid infused with lavender flower, reishi mushroom, magnesium and ashwagandha. “I put it in a wine glass. I pretend like I’m having a fancy cocktail, but it’s really a mocktail helping me calm down after my busy day.”
Proper The Oranges Immune Support Dietary Supplement Powder
“I love doing the immunity one hot,” she says of The Oranges, which reportedly promotes immune support with ingredients like ginger root, beta-glucan, and echinacea. “So I mix that with hot water, and I feel like it’s this immunity tea.”
Proper The Pinks Digestion + Bloat Relief Dietary Supplement Powder
“I mixed The Pinks with lemonade and made pink lemonade,” she says of the product, which includes a gut health blend intended to support digestion with pre/probiotics, digestive enzymes and organic flax.
Proper The Greens Daily Boost Dietary Supplement Powder
“At our Proper launch party [in Los Angeles], we were making cocktails,” she says, referencing both The Pinks and The Greens, the latter of which aids overall well-being thanks to nutrients like organic barley grass, wheatgrass, spirulina, kale, and spinach. “We were making Cosmopolitans with the pinks and Appletinis with the greens, and it was delicious.”
Proper The Yellows Metabolism + Energy Dietary Supplement Powder
“You could add it into a smoothie,” she says of The Yellows, an energy-boosting blend with CoQ10, green tea extract, and 100mg of caffeine per serving. “People have been doing that and sharing their smoothie recipes with me.”
Proper Electric Mixer
“Proper is versatile,” says Kloots, who also offers an electric mixer for blending the product. “It’s fun to keep experimenting and figuring out how you can use Proper in your day. You can do it however you want to do it.”
‘Self Help: This Is Your Chance to Change Your Life’ by Gabby Bernstein
“I am in the midst of reading Gabby Bernstein’s book called Self-Help,” Kloots says. “It’s great.”
‘Open: An Autobiography’ by Andre Agassi
“I just read Andre Agassi’s [auto]biography, which was fascinating,” Kloots says. “I love tennis. Tennis is a new hobby I picked up four years ago. I’m obsessed with it and his biography was very interesting. I highly recommend it.”
Skechers Slip-Ins Glide-Step Sole
“I’m obsessed with all my Sketchers,” Kloots says. “I have worn every workout shoe possible. These Skechers are sneakers for working out. They are by far the most comfortable and most supportive [sneakers]. I highly recommend trying their sneakers. They’re better than any Nike, Hoka or Adidas that I’ve worn.”
LDMA Heritage Hoodie and Straight-Leg Pants
“I’m obsessed with sweatsuits,” Kloots says. “I pretty much live in workout wear. So, LDMA is my new favorite sweatsuit. They’re perfect.”
Of the straight-leg pants, she adds, “They’re thick, cozy, and have pockets. They are flattering. It’s so good.”
Prequel Skin Multi-Quench Plumping Hydration Serum
“I am obsessed with a brand called Prequel and their whole line,” she says of the skin care company that also works with The Center. “I’ve been into everything from their cleansers to their serums. It’s a dermatologist-based skin care line that is killing it.”
Cyklar Sex Musk Perfume
“I am a mixer and a layerer,” she says of her fragrance philosophy. “There’s a company called Cyklar, and I love their Sex Musk perfume. So I layer [it with Molecule].”
Escentric Molecules Eau de Toilette Spray Molecule 01
“Molecule is my go-to every day [scent],” she says. “I love it.”
Mother The Checkerboard Duster Flood Cuff
“I also love Mother,” she adds. “If I’m not buying vintage, it’s Mother.”
Vintage Levi 501 Skinny Women’s Jeans
“I’m pretty much a loyalist to vintage Levi’s right now,” she says. “I’m obsessed with finding vintage Levi’s everywhere I go.”
O2 Boost Skincare Oxygen & Hyaluronic Serum
“I am loving this brand called O2 Boost and their oxygen-infused products,” she says. “I love their hyaluronic acid.”
O2 Boost Oxygen & Roses Facial Mist
“I love their facial mist,” she adds. “I keep it in all of my bags.”
AK! Jump Rope
“It’s my favorite piece of equipment,” she says. “I don’t go on vacation without it. I don’t ever leave home without it. I have one in my car. I have one in all of my bags. Whenever I’m anywhere and I need to do a workout, it’s my number one go-to [exercise]. It’s a bestseller.”
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