Celebrity Names: Maria Sharapova / Gabriela Hearst
Brand Name: Amulet
Deal Type: Personal Investment + Strategic Advisory (Sharapova)
Announced: April 2026
Impact: Strengthens Amulet’s positioning in premium wellness, while expanding both celebrities’ presence in the fast-growing health and lifestyle investment space
- Tennis star Maria Sharapova and fashion designer Gabriela Hearst have both made investments in Amulet, a new women’s hormonal supplement brand.
- Amulet’s flagship product, Daily Cycle Support, is a supplement formulated with bio-identical lactoferrin and creatine to support hormonal balance, energy, mood, and cognitive performance throughout the entire menstrual cycle.
- This marks the first time Sharapova has made a personal investment in one of the brands under Squared Circles, the wellness brand incubator co-founded by her partner Alexander Gilkes, and she also joins as a strategic adviser.
- Sharapova personally connected Hearst to Amulet CEO Suzanne Stockbridge, with both women sharing a mission rooted in female performance and empowerment.
Maria Sharapova and luxury fashion designer Gabriela Hearst have jointly invested in Amulet, a women’s wellness brand focused on hormonal health.
The brand, which soft launched in March 2026, sits under Squared Circles, the brand incubator co-founded by Sharapova’s partner, Alexander Gilkes, alongside other labels including Magic Molecule, Freaks of Nature, and Algae Cooking Club.
For Sharapova, this is her first personal investment in a Squared Circles brand. She first tested Amulet’s Daily Cycle Support gummies at home over a year before the public launch and says she noticed real changes in her cycle health and hormonal wellbeing.
She also joins as a strategic adviser to the brand. It’s a natural fit for a woman who has previously invested in wellness names including Bala Bangles, Therabody, Supergoop, and Tonal, and who sits on the board of Moncler.
Hearst was brought in through her friendship with Sharapova, with CEO Suzanne Stockbridge, formerly general manager of Oddity’s SpoiledChild, saying both women embody the brand’s mission of “giving women more good days” every month.
Hearst recently designed the official uniforms for Uruguay’s national football team ahead of the 2026 World Cup, adding to her long record of purpose-driven projects.
This deal echoes a broader trend of athletes and creatives putting capital behind wellness. Just as Donovan Mitchell became a brand ambassador and investor in WellWithAll and Cristiano Ronaldo made a major investment in Herbalife’s pro2col technology, Sharapova and Hearst are betting that science-backed supplementation is the next frontier for women’s performance health.
Takeaways
This deal is more than a celebrity cheque, it’s a signal. Women’s hormonal health has long been underfunded and underrepresented in the supplement space, and Amulet is positioning itself at the intersection of performance science and everyday female wellness.
With Sharapova’s athletic credibility and Hearst’s sustainability-first design ethos, this brand has a uniquely compelling founding team of backers.
What makes this especially interesting is that Sharapova isn’t just lending her name, she was a literal test subject for the product well before launch. That authentic product-market fit story is the kind of thing money can’t buy in a crowded wellness market.
Sharapova has backed Therabody, Tonal, Bala Bangles, and now Amulet, is her portfolio becoming the definitive blueprint for post-career athlete investing? Will Gabriela Hearst’s design-forward, sustainability-led brand identity pull a new type of consumer into the supplement space?
