Be Amazing

Be Amazing started with a cancer diagnosis, not a category study. Co-founder Mike Yewdell was going through chemo for a rare form of Hodgkin's lymphoma when the treatment that ultimately helped save his life carried the acronym BEAM. The acronym of B.E. A.M. stuck, and it became the foundation for the wellness brand he built with two lifelong friends once he came out the other side.

The origin shapes the mission more than any formula sheet. During recovery, Mike was told to load up on greens and plant-based protein, and found that most of what was on the market tasted like a chore. So the brand's whole reason for existing is closing that gap: wellness products that don't force a tradeoff between what's good for you and what you'd actually want to drink or eat again tomorrow.

That's the lane Be Amazing plays in in the beverage and wellness space: greens, plant-based protein, and functional formats aimed at people who want to take their health seriously without treating every sip like medicine. The brand says it prioritizes clean ingredients and seeks out patented and trademarked components where it can, alongside an in-house flavor and formulation team dedicated to making the sensory side hold up.

Giving back is also part of the identity here, not a footnote. The brand points to cancer research, mental health, and sustainability as causes it supports, a direct line back to the story that started the company in the first place.

Be Amazing is for the consumer who wants their wellness routine to feel less like punishment and more like something sustainable, and for anyone drawn to a brand with a founder story that's actually lived-in rather than manufactured for a pitch deck. It's a newer name in a crowded greens-and-protein field, betting that authenticity and taste can be the differentiator where ingredient panels start to look the same.