Bryce Crawford, a Christian influencer with over 4 million TikTok followers and 3 million Instagram followers, is making waves with his announcement of Praise Energy, a Christian-themed energy drink. The product, which is yet to be released, promises 100 milligrams of caffeine, natural flavoring, no artificial colors, and no sugar. Crawford shared his vision for the drink in a January video, saying he wanted to honor God with what he consumes, expressing his concerns about the health risks of mainstream energy drinks , .
Faith Meets Wellness
The global energy drink market, valued at $80 billion, is increasingly intersecting with wellness trends, and Praise Energy exemplifies this shift. Crawford’s product is part of the broader “faith-washing” phenomenon, where religious branding is leveraged to sell wellness products. This trend has seen Christian influencers and companies promoting supplements, skincare, and other health-related goods, often blending faith-based language with the aspirational messaging of wellness culture , .
American Christians have long supported faith-based consumer goods, from films and concerts to athleisure wear. For online audiences, following influencers like Crawford feels akin to supporting evangelistic ministries. Influencers often use familiar Christian language, such as stewardship and temple, to market products that promise both physical health benefits and spiritual alignment with God’s created order , .
The Business of Wellness
The $6 trillion global wellness industry, projected to grow to $7 trillion this year, has been shaped by decades of moralizing marketing. Terms like “natural,” “organic,” and “clean” have become powerful tools in selling food and beauty products, creating a sense that everyday consumer choices carry life-or-death consequences. Books like The Gospel of Wellness and Strange Rites have explored the religiosity embedded in wellness culture, drawing parallels between exercise classes like SoulCycle and megachurch services, as well as the prosperity gospel’s influence on product marketing , .
The rise of “healthism”—the belief that physical health is the ultimate form of well-being—has become a quasi-religion in itself. This ideology aligns seamlessly with Christian wellness marketing, which often uses Bible verses like 1 Corinthians 6:19 to promote products as spiritually and physically beneficial , .
The Role of Influencers
The partnership between wellness companies and influencers has become increasingly streamlined. Businesses often pay commissions to influencers for promoting products on platforms like Instagram. Alternatively, influencers can request “white-label” supplements—products rebranded under their name but identical to other offerings. This process allows influencers to market supplements as unique to their brand while relying on existing formulations , .
However, former wellness influencer Andrea Ellis warns that this industry operates with minimal regulation. Supplements are not required to undergo FDA approval before hitting the market, leaving consumers to rely on trust in the influencers promoting them. Ellis notes that this trust is often built on parasocial relationships and shared worldviews, making Christian branding particularly effective .
The AI Factor
As trust in traditional medical institutions declines, the supplement industry and wellness influencers are adapting to meet consumer skepticism. Some companies are experimenting with AI-generated personas to market their products directly to consumers, bypassing human influencers altogether. These AI personas use faith-based language and visuals to establish credibility, often mimicking Christian values and aesthetics .
For example, videos featuring AI-generated “influencers” have circulated online, promoting supplements with messages like “God didn’t make you a mother by accident.” While the uncanny movements and speech patterns of these AI personas are currently noticeable, advancements in technology may soon make them indistinguishable from real people , .
Implications for Christian Wellness
The increasing overlap between faith and wellness marketing raises questions about authenticity and trust. While Christian branding can create a sense of shared values, it also opens the door to exploitation, particularly in an unregulated industry. As AI-generated influencers become more prevalent, consumers may need to become more discerning about the products they support and the voices they trust , .
Conclusion
Bryce Crawford’s Praise Energy represents a growing trend in Christian wellness marketing, blending faith-based messaging with the lucrative energy drink industry. As the intersection of faith and wellness continues to expand, consumers must navigate a complex landscape of influencers, AI personas, and unregulated products. Whether this trend ultimately strengthens Christian communities or exploits their trust remains to be seen.