Moon Juice
Moon Juice is a Los Angeles-based adaptogenic supplement and wellness brand selling clinically-formulated magnesium, adaptogen, and mushroom products via DTC e-commerce, subscription, and mass/retail channels (Target, Sephora Canada) to health-conscious consumers.
- Company typePrivate
- Founded2010
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moon Juice does
Moon Juice is a Los Angeles-based, privately-held functional wellness brand founded in 2011 that develops and sells adaptogenic supplements, magnesium formulations, mushroom extracts, hydration products, and ingestible beauty/skincare SKUs. The company applies a proprietary "Source, Dose, Form" formulation methodology emphasizing clinically-proven, bioavailable, third-party-tested ingredients with full traceability—featuring inputs such as Magtein magnesium L-threonate (which crosses the blood-brain barrier), five-magnesium blends (citrate, gluconate, acetyl taurinate, L-threonate, glycinate), adaptogens (ashwagandha, rhodiola, shatavari, schisandra, maca), and functional mushrooms (lion's mane, reishi, chaga, cordyceps). The product portfolio is organized around benefit categories (sleep, stress/cortisol, cognitive function, hydration, energy, hormones, beauty-from-within) and includes both core SKUs and protocol bundles (Cortisol Control Stack, Mineral Magic Stack, AM/PM Magnesium Stack, Nootropic Stack, Hormone Support Stack) priced from $29 to $185.
The business model is a hybrid direct-to-consumer e-commerce and omnichannel retail operation. moonjuice.com is the primary revenue channel, supported by a subscription program (30% first-order, 10% ongoing, free shipping, refill pouches for sustainability, multiple cadences) and Afterpay BNPL. The brand has expanded into prestige retail via Sephora Canada (August 2021), luxury hospitality via Grand Wailea's Kilolani Spa (February 2026), and most recently mass retail via 755 Target stores plus Target.com (February 2026) with a focused three-SKU magnesium assortment. Marketing is built on a content library (Adaptogen Glossary, Ingredients, Doctors + Experts blog with 19+ medical professionals), personalized quiz-based product recommendations, earned media (Vogue, Forbes, Healthline, InStyle, Glamour), and a Rebuy-powered recommendation engine.
Operationally, Moon Juice has 51-100 employees, generated approximately $50M in revenue in 2019, and raised $7M in Series C funding from True Beauty Ventures in February 2022. Founder Amanda Chantal Bacon remains associated with the brand; Federico Troiani was appointed CEO in 2025 to lead the transition from indie wellness label to nationally scaled mass-retail player. Management projects 40%+ wholesale sales growth and 20-30% total business growth driven by the Target launch.
Moon Juice firmographics
Firmographics- Name
- Moon Juice
- Legal name
- Moon Juice
- Website
- https://moonjuice.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Moon Juice is a Los Angeles-based adaptogenic supplement and wellness brand selling clinically-formulated magnesium, adaptogen, and mushroom products via DTC e-commerce, subscription, and mass/retail channels (Target, Sephora Canada) to health-conscious consumers.
- Ownership category
- akta.pro rank
Moon Juice industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Food Manufacturing (311)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Herbal & Botanical Supplements (CRADAGAD), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Moon Juice is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Moon Juice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue channel through moonjuice.com, selling supplements, skincare, and bundles directly to consumers with subscription options offering 30% off first order and ongoing discounts.
- Wholesale/Retail Distribution: Revenue from selling to retail partners including Target (755 stores), Sephora Canada, and Grand Wailea spa. The brand expects wholesale retail sales to grow more than 40% this year driven by the Target launch.
- Subscription Plans: Recurring monthly, bi-monthly, tri-monthly, bi-weekly, tri-weekly, and six-week subscription options with free shipping and ongoing discounts. Subscriptions fulfilled with refill pouches for sustainability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Core supplement products (Magnesi-Om, SuperYou, SuperHair) |
| Unit Pricing | Monthly | Magnesi-Om premium formulation |
| Unit Pricing | Monthly | Neuro Magnesi-Om (premium cognitive formula) |
| Unit Pricing | Monthly | Mini Dew electrolyte powder |
| Unit Pricing | Monthly | Targeted Protocol Stacks |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Moon Juice product offering
Product offeringCore offering
Moon Juice manufactures and sells a portfolio of adaptogenic dietary supplements, magnesium formulations, functional mushroom extracts, and topical skincare products. The company offers Super Supplements (SuperYou, SuperHair, SuperPower), Magnesium products (Magnesi-Om, Sleepy Magnesi-Om, Neuro Magnesi-Om), hydration and energy products (Mini Dew, Ting, Power Dust, Brain Dust, Sex Dust), single mushroom extracts (Cordyceps, Chaga, Reishi), and skincare (Cosmic Cream, Acid Potion, Plump Jelly, Collagen Protect), along with curated protocol bundles combining complementary products.
Product overview
Moon Juice is a holistic wellness brand offering a diversified portfolio of adaptogenic supplements, mushroom extracts, and topical skin care products. The product line is organized into several categories: Super Supplements (SuperYou, SuperHair, SuperPower, SuperBeauty) provide targeted wellness support for stress, hair, immunity, and skin; Magnesium products (Magnesi-Om, Sleepy Magnesi-Om, Neuro Magnesi-Om) address cognitive function, relaxation, and sleep through various magnesium formulations; Energy and Libido products (Ting, Sex Dust, Power Dust, Brain Dust) support vitality; Hydration products (Mini Dew) provide electrolyte and mineral support; Skin Care (Cosmic Cream, Acid Potion, Plump Jelly, Collagen Protect) offer topical wellness; and Mushroom/Adaptogen singles (Cordyceps, Chaga, Reishi) provide targeted botanical support. The company also offers curated protocol bundles (Cortisol Control Stack, Mineral Magic Stack, AM/PM Magnesium Stack, Nootropic Stack) that combine complementary products for comprehensive wellness regimens. All products emphasize clean sourcing, bioavailable forms, and third-party testing.
Differentiator
Problem solved
Functional benefit
Products and services
- SuperYou
- SuperHair
- SuperPower
- Magnesi-Om
- Sleepy Magnesi-Om
- Neuro Magnesi-Om
- Mini Dew
- Sex Dust
- Brain Dust
- Ting
- Power Dust
- Cosmic Cream
- Acid Potion
- Plump Jelly
- Collagen Protect
- Cordyceps
- Chaga
- Reishi
- Cortisol Control Stack
- Mineral Magic Stack
- AM/PM Magnesium Stack
- Nootropic Stack
Quantifiable outcome
- SuperYou clinically shown to help reduce cortisol by 24%
- +5 more outcomes
Companies that use Moon Juice
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Moon Juice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Moon Juice partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Grand WaileaminorGrand Wailea's Kilolani Spa in Hawaii partnered with Moon Juice for lunar-aligned wellness treatments and products, featuring Moon Juice-infused facials, elixirs, and café rituals based on Hawaiian moon cycles and adaptogenic formulations. Builds on Grand Wailea's wellness collaboration strategy.
- TargetcoreMass retail expansion into 755 Target stores nationwide and Target.com, representing Moon Juice's largest move into mass retail to date. Launch focused on three magnesium products priced $21.99-$43.99, with expectations for wholesale retail sales to grow more than 40% this year.
- Sephora CanadacoreMoon Juice expanded into Canada via Sephora in August 2021, representing the brand's first major international retail distribution partnership and entry into the Canadian wellness market.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Moon Juice competitors and assessment
Company assessmentDirect peers
- Ritual: Direct-to-consumer multivitamin and supplement brand built on traceable, clinically-dosed ingredients with strong brand-led marketing—closely comparable to Moon Juice's Source/Dose/Form positioning and DTC-plus-retail GTM.
- Beam: Direct-to-consumer adaptogen and functional wellness brand with a portfolio of mushroom and nootropic drinks and supplements, explicitly named alongside Moon Juice in adaptogen market reports as a key category player.
- Four Sigmatic: Functional mushroom and adaptogen brand offering coffee alternatives, elixirs, and supplements using chaga, lion's mane, reishi, and cordyceps—highly comparable to Moon Juice's mushroom and adaptogen portfolio and mass-retail expansion.
- AG1 (Athletic Greens): Premium daily greens and supplement subscription brand with strong clinical positioning and broad retail distribution, directly comparable to Moon Juice's regimen/stack model and DTC-plus-mass-retail GTM.
- Care/of: Personalized vitamin and supplement brand with quiz-driven product recommendation and subscription model, directly comparable to Moon Juice's personalized Supplements Quiz and recurring subscription engine.
- Olipop: Functional better-for-you beverage brand with strong D2C roots and rapid mass-retail expansion (including Target), highly comparable to Moon Juice's powder/stick functional drinks and Target rollout playbook.
- Hum Nutrition: Beauty-from-within supplement brand targeting skin, hair, and nails through ingestible formulas with Sephora distribution, closely comparable to Moon Juice's SuperHair, Collagen Protect, and Sephora Canada channel presence.
- Sakara Life: Premium wellness and nutrition brand combining supplements, meals, and protocols with a strong founder-led, ritual-driven brand—comparable to Moon Juice's premium positioning, protocol stacks, and founder-led marketing.
Broad incumbents
- Vital Proteins: Large, established collagen and wellness supplement brand with extensive mass-retail distribution (Target, Costco, Whole Foods) and a Nestle Health Science backer—comparable incumbent to Moon Juice's collagen and mass-retail ambitions.
- Goop: Premium lifestyle wellness brand with a supplements, skincare, and protocols portfolio and a media-driven brand engine—comparable to Moon Juice's brand-led, content-driven wellness CPG model at a broader, more mature scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Moon Juice social profiles
Digital presenceMoon Juice compliance and trust
Trust signalCompliance4 records
Moon Juice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moon Juice leadership team
Management profileNumber of profiles
Profiles2 records
Moon Juice funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moon Juice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moon Juice
What does Moon Juice do?
Moon Juice manufactures and sells a portfolio of adaptogenic dietary supplements, magnesium formulations, functional mushroom extracts, and topical skincare products. The company offers Super Supplements (SuperYou, SuperHair, SuperPower), Magnesium products (Magnesi-Om, Sleepy Magnesi-Om, Neuro Magnesi-Om), hydration and energy products (Mini Dew, Ting, Power Dust, Brain Dust, Sex Dust), single mushroom extracts (Cordyceps, Chaga, Reishi), and skincare (Cosmic Cream, Acid Potion, Plump Jelly, Collagen Protect), along with curated protocol bundles combining complementary products.
Is Moon Juice a public or private company?
Moon Juice is a private company. It is classified as venture growth investor backed and is currently operating.
When was Moon Juice founded?
Moon Juice was founded in 2010. It employs 51 to 100 people.
Where is Moon Juice based?
Moon Juice is headquartered in Los Angeles, United States, in the North America region.
How does Moon Juice make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution and subscription Plans.
Who are Moon Juice's main competitors?
Direct peers on record are Ritual, Beam, Four Sigmatic, AG1 (Athletic Greens), Care/of, Olipop, Hum Nutrition and Sakara Life. Broad incumbents are Vital Proteins and Goop.
Does Moon Juice have an API?
No public API is recorded for Moon Juice.
What industry is Moon Juice in?
Moon Juice's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 2833.