Moon Juice

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.

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

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

• Adaptogenic supplements
• Magnesium formulations
• Functional mushroom extracts
• Vegan skincare products
• Nutraceutical wellness brands

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Grand WaileaminorStrategic or Co-development Partner · 1 February 2026Grand 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.
• TargetcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Mass 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 CanadacoreChannel Partner/ Reseller/ Distributor · 1 August 2021Moon 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

Direct 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

• Facebookfacebook.com/MoonJuiceShop
• Instagraminstagram.com/moonjuice
• Xx.com/moonjuiceshop
• LinkedInlinkedin.com/company/moon-juice

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moon Juice