Monster Energy Launches FLRT: The New Woman-Focused Energy Drink Line

Monster Energy just painted its claws pastel. The brand best known for fueling teenage skaters and 3 a.m. Warzone Sessions is launching a new woman-focused drink line: FLRT. Zero sugar. Collagen boosters. Immunity support. Slim cans that look like they came from a Pilates reformer class. Launch set for late Q1 2026, with insiders whispering March 16 as the drop date.

This is Monster stepping into the pink aisle on purpose. They’re chasing the booming girl-coded energy drink market, where Alani Nu just hit $1B and Celsius shot up 84 percent this year. The message is clear: women aren’t just supplement shoppers anymore. They’re the power consumers. So Monster built them a drink that promises glow + go. Their tagline?

Energy should be as vibrant, fearless, and fun as the women who drink it.

Meet The Flavors Like They’re Main Characters

These don’t read like energy drinks. They read like characters in a summer rom-com:

• Strawberry Fling – sweet, pink, probably texts you first
• Guava Lava – the spicy friend who always says, “Let’s just book the flight”
• Berry Tempting – berry mix, chaos energy
• Sunset Squeeze – citrus daydream, ends every sentence with a heart emoji

Each one packs 200mg of caffeine, no sugar, no artificial flavors, and a functional formula meant to care for hair, skin, and collagen while keeping focus sharp. A Monster can also tell you to drink water and stop texting your ex.

Monster tried this once in 2013 with Ultra Pink. It quietly disappeared. Different era. Now? Wellness is a billion-dollar industry, and feminine aesthetics aren’t being mocked anymore. They’re monetized. Pastel-coded productivity. Caffeine with a skincare routine.

Is FLRT a wink at changing consumer power or just another brand trying to cash in on women without actually listening to them? Hard to say. But this time, the market is awake. And women don’t just want “less sugar.” They want more agency over what they put in their body.

FLRT might be a drink. But it’s also a test. If Monster can speak to women without reducing them to a demographic, there’s room for a real shift. If not? Well. The energy drink aisle is about to get very crowded.

Either way, the girlies now have 200mg of caffeine and a mission.