Carrie Underwood has spent two decades demonstrating that she can hold a note longer than nearly anyone in country music, and now she is naming a company after the idea. Announced from Nashville on May 6, HiNote is the eight-time Grammy winner’s new wellness brand, built for women who want a daily path to feeling good that does not require a personal chef, a two-hour training block, or a total life renovation. The pitch is deliberately modest and, for that reason, quietly radical: movement, nourishment, and community, arranged so that wellness feels attainable even on the most overloaded days.
That framing comes directly from the founder’s own listening. Underwood says that through her app, her workouts, and everyday conversations, she kept hearing the same refrain from women, herself included: the desire to “care for ourselves while still showing up for everything else our busy lives demand.” HiNote, in her telling, exists to house the habits that survive real life, what she describes as “movement, nourishment, and simple routines you can stick with.” It is a founder’s thesis rooted less in transformation fantasy than in consistency, which is precisely where most wellness marketing loses the plot.
The brand’s first product makes the philosophy tangible. HiNote Everyday Energy Daily Nutrition Drink Mix is engineered for sustained energy rather than a spike, delivering 20 grams of protein, split between 15 grams of clear whey and 5 grams of collagen, alongside 5 grams of fiber, a blend of 13 fruits and vegetables, superfoods, greens, and vitamin B. There is no added sugar and no caffeine, a notable choice in a category that often leans on stimulants to manufacture the feeling of vitality. The mix arrives in three flavors, Berry Medley, Juicy Peach, and Strawberry Lemonade, and comes together in about 30 seconds, sold in single-flavor bags or a variety pack with a branded shaker bottle on HiNote.com.
The launch also absorbs an existing piece of Underwood’s wellness universe. Her fitness app fit52, which she introduced in 2020, is evolving into HiNote Life, Powered by fit52. The app pairs guided workouts led by Underwood herself with simple, nutritious recipes, a food tracker, and a built-in support system; the fit52 community had already grown to more than 500,000 members before the rebrand, which gives HiNote something most celebrity launches spend years chasing: an audience that already shows up.
There is a generational dimension to the brand as well. HiNote has partnered with Girls on the Run International, the nonprofit whose after-school programs pair physical activity with confidence-building and life skills for girls in grades three through eight, an investment in the idea that healthy habits are easier to keep when they start early.
For Underwood, HiNote is less a pivot than a consolidation. Her portfolio already includes Find Your Path, her New York Times bestselling book released alongside fit52, the fitness and lifestyle line CALIA by Carrie Underwood, and an equity stake in BODYARMOR. In a celebrity wellness landscape crowded with aspiration, she is betting on something rarer: a brand that meets women exactly where their Tuesdays actually are.
A Note From the Editors: This article is for editorial and informational purposes only and does not constitute medical advice. Products discussed are not intended to diagnose, treat, cure, or prevent any disease. Results vary by individual; consult a licensed dermatologist or healthcare provider before starting any new product or routine, especially if pregnant, nursing, or managing a medical condition. Formulations, pricing, and availability are set by the manufacturer and subject to change. Coverage reflects our own editorial judgment, not a paid partnership unless disclosed.
