What Magic Mind does

Magic Mind is a Venice, California-based wellness beverage company founded in 2020 by James Beshara after a heart condition prompted him to seek healthier alternatives to traditional caffeine. The company develops and sells a portfolio of 2oz functional shots built on a proprietary nano-encapsulated liquid formula (Nulixir) that the company claims delivers active ingredients 5x more effectively than pills and powders. Each shot combines 12 clinically-backed nootropics, adaptogens, vitamins, and functional mushrooms — including Cognizin Citicoline (used at the full clinically effective dose), Lion's Mane, Bacopa Monnieri, Ashwagandha, Rhodiola Rosea, L-Theanine, and ceremonial-grade matcha — and is third-party tested. The core product line spans four variants: Original (55mg caffeine), MAXX (165mg caffeine), FREE (0mg caffeine/sugar), and Sleep (with microdosed 0.5mg plant-based melatonin or a melatonin-free option), supplemented by limited-edition Mental Performance Gummies, an Erewhon co-branded smoothie, branded merchandise, and a tiered loyalty program.

The company monetizes primarily through direct-to-consumer subscriptions on magicmind.com, offering 50–60% off first orders and ongoing 29–50% discounts on subscription tiers, with flexible pause/skip/cancel mechanics and a 100-day money-back guarantee (sub-1.2% refund rate). It supplements DTC with retail distribution across Erewhon, Whole Foods Market, Sprouts, Target, and Publix and a stated target of 4,000 retail locations by end of 2025. Go-to-market is product-led and community-led: tier-1 celebrity endorsements (Joe Rogan, Kourtney Kardashian, Kim Kardashian, Matthew Stafford, Brooke Shields, Biz Stone, Justin Kan, Matt Mullenweg) and influencer discovery tools (OuterSignal) drive top-of-funnel demand, supported by an educational blog, a 100,000+ Instagram community, a $15/$15 referral program, and HSA/FSA eligibility via Truemed. In 2025 Magic Mind closed a $12.4M Series A and in 2026 extended into travel and adjacent categories through partnerships with Fiji Airways' FlyWell programme and Erewhon.

Name

Magic Mind

Legal name

10000, Inc.

Website

https://magicmind.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Mind is a Venice, California-based wellness beverage company that develops and sells patented nano-encapsulated 2oz mental performance shots containing clinically-backed nootropics and adaptogens. Founded in 2020, it serves health-conscious consumers through DTC subscriptions, retail distribution, and celebrity-driven brand marketing.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

akta.pro secondary industries

Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Herbal & Botanical Supplements (CRADAGAD), Sleep, Stress & Mood Support (HLAIADAG)

Keywords

• Functional wellness shots
• Nootropic beverages
• Mental performance supplements
• Adaptogen health drinks
• Cognitive enhancement products

Headquarters

HQ city

Venice

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Subscription: Magic Mind generates primary revenue through direct-to-consumer subscription sales on its website, offering monthly shipments with significant discounts (50% off first order, then 29-50% off ongoing) and free shipping. Subscribers can pause, skip, or cancel anytime.
2. One-Time Product Purchases: Single-purchase options available for all product variants at non-discounted prices. The company offers a 100-day money-back guarantee for first orders with no return required.
3. Retail Distribution: Magic Mind products are sold through retail partners including Erewhon, Whole Foods Market, Sprouts, Target, and Publix, expanding revenue through physical retail presence.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Magic Mind manufactures and sells 2oz mental performance shots combining 12 clinically-backed nootropics, adaptogens, vitamins, antioxidants, and functional mushrooms using a proprietary nano-encapsulated liquid formula (Nulixir) for enhanced absorption. The product line includes four core variants—Original (55mg caffeine), MAXX (165mg caffeine), FREE (caffeine-free), and Sleep (with microdosed melatonin or melatonin-free)—sold via direct-to-consumer subscription and retail partners.

Product overview

Magic Mind is a wellness beverage company offering a portfolio of functional shots centered on their patented nano-encapsulated liquid formula technology. The core product line consists of four Mental Performance Shot variants: Original (55mg caffeine), MAXX (165mg caffeine), and FREE (caffeine-free), plus the Sleep product (available with or without melatonin). These products deliver clinically-backed nootropics, adaptogens, vitamins, and functional mushrooms including Cognizin Citicoline, Lion's Mane, Bacopa Monnieri, Ashwagandha, Rhodiola Rosea, and L-Theanine. The company also offers limited-edition Mental Performance Gummies, an Erewhon collaboration smoothie, branded merchandise (Magic Merch), and a loyalty rewards program. The 2oz shots claim 5x better absorption than pills and powders, with a 100-day money-back guarantee. Products are available through direct-to-consumer subscription, magicmind.com, and retail partners including Erewhon, Whole Foods, Sprouts, Target, and Publix.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Mind Original: Mental performance shot with 55mg caffeine (about half a cup of coffee), containing clinically-backed nootropics and adaptogens.
• Magic Mind Maxx
• Magic Mind Free
• Magic Mind Sleep
• Mental Performance Gummies

Products and services

• Magic Mind Original Mental Performance Shot The flagship 2oz mental performance shot containing 55mg caffeine (about half a cup of coffee) and 3g sugar, delivering 12 clinically-backed vitamins, amino acids, antioxidants and cognitive support compounds including Lion's Mane, Bacopa Monnieri, Cognizin, Ashwagandha, Rhodiola Rosea, L-Theanine, and ceremonial-grade matcha for individual consumers seeking daily focus and sustained energy.
• Magic Mind MAXX Mental Performance Shot High-performance 2oz mental performance shot with 165mg caffeine (about 2.5 shots of espresso) and 4g sugar, providing maximum caffeine and sustained peak energy with 6+ hours of mental performance, designed for heavy caffeine users consuming 3+ cups of coffee daily.
• Magic Mind FREE Mental Performance Shot Caffeine-free and sugar-free 2oz mental performance shot (0mg caffeine, 0g sugar) delivering the same clinically-backed nootropic and adaptogen stack as Original, including Cognizin Citicoline, Lion's Mane, Bacopa Monnieri, and Ashwagandha, designed for caffeine-sensitive individuals or evening use.
• Magic Mind Sleep Sleep support 2oz shot available in two variants: one with microdosed 0.5mg plant-based melatonin and one melatonin-free version, containing calming botanicals (lavender, chamomile, lemon balm), magnesium glycinate, L-theanine, and ashwagandha, designed for falling asleep faster, improving sleep quality, and waking up energized.
• Mental Performance Gummies Limited-edition caffeine-free gummies containing Cognizin, lion's mane, bacopa, ashwagandha, and theanine, in green apple flavor, suitable for adults and children aged 8+, designed for portable, natural cognitive enhancement.
• Erewhon x Magic Mind Citrus Focus Smoothie Limited-edition collaboration smoothie with Erewhon featuring Magic Mind Original combined with coconut water, pineapple, fresh ginger, liquid chlorophyll, creatine, and pineapple compote, available at Erewhon locations in Los Angeles.

Quantifiable outcome

• Ingredients absorb 5x more effectively than pills and powders
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Fiji AirwayscoreGTM or Marketing Partner · 15 May 2026Magic Mind is the official mental performance partner of Fiji Airways' FlyWell programme, making it the first nootropic beverage partnership with a major international airline. Available in Business Class to help travelers 'board sharp' and 'land sharp' with mental clarity support during flights.
• ErewhoncoreGTM or Marketing Partner · 1 January 2026Magic Mind teamed up with Erewhon, L.A.'s wellness-focused market, to create the exclusive Erewhon x Magic Mind Citrus Focus Smoothie. Magic Mind is Erewhon's top-selling wellness shot. The collaboration includes complimentary smoothies for Erewhon members (January 1-14) and full public availability at Erewhon locations.
• TruemedcoreStrategic or Co-development PartnerTruemed enables Magic Mind customers to pay using HSA/FSA accounts, qualifying purchases as eligible health expenses with an average of 30% tax savings. Truemed provides a Letter of Medical Necessity after a health assessment, making wellness spend fully reimbursable for qualified customers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• AG1 (Athletic Greens): AG1 is the leading daily greens/nootropic supplement brand sold via subscription and retail. Most directly comparable to Magic Mind in positioning (premium daily performance nutrition), target customer (knowledge workers, high-performers), and go-to-market (subscription + celebrity-driven brand building).
• Bloom Nutrition: Bloom is a fast-growing functional greens and supplement brand sold primarily DTC and in Target/Sprouts. Highly comparable to Magic Mind in target demographic, premium DTC model, and recent retail expansion, and competes for the same female-leaning wellness consumer.
• MUD\WTR: MUD\WTR is a coffee-alternative functional beverage brand (mushroom + adaptogen blend) sold via subscription and retail. Direct peer in the 'caffeine alternative, nootropic/adaptogen' category with similar target customer and subscription-led GTM.

Broad incumbents

• Celsius Holdings: Celsius is a publicly traded functional energy beverage company with nationwide retail distribution (including Target, Sprouts, and Publix where Magic Mind is also sold). Comparable as a broad incumbent pushing into the functional/performance beverage category Magic Mind is targeting.
• 5-hour Energy: 5-hour Energy is the original mass-market functional energy shot. Comparable as the incumbent leader in the 2oz functional shot format Magic Mind is competing in, though at a meaningfully lower price point and broader retail footprint.
• Olly (P&G): Olly is a premium gummy and functional supplement brand owned by Procter & Gamble, distributed across Target, Whole Foods, Sprouts, and Publix. Comparable as a broad incumbent in the functional supplement space now extending into the shot and nootropic formats Magic Mind occupies.

Emerging players

• Liquid I.V. Liquid I.V. is a hydration-focused functional powder brand owned by Unilever that has expanded into broader wellness. Comparable as a fast-scaling functional wellness brand using retail + influencer-driven growth into premium mass channels like Target.
• Thesis: Thesis is a DTC nootropic brand offering personalized supplement blends. Direct emerging peer in the nootropics category with a similar target customer (high-performers, knowledge workers) and science-led brand positioning.
• Kin Euphorics: Kin Euphorics is a premium functional beverage brand (mood/relaxation positioning) with celebrity involvement and growing retail presence. Comparable as an emerging premium functional beverage brand pursuing similar high-end retail doors and wellness consumers.
• Cirkul: Cirkul is a customizable flavored water and functional beverage brand with strong retail and influencer-driven growth. Comparable as an emerging premium functional beverage peer with rapid retail expansion and a similar mix of subscription, retail, and social-led marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/magicmind
• Xx.com/magicmind

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors5 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 Magic Mind