Urban Moonshine
Urban Moonshine is a Vermont-based, founder-owned herbal supplement company founded in 2008 that sells certified organic, third-party-tested digestive bitters, immunity tonics, and stress/sleep support extracts to health-conscious consumers via DTC e-commerce, subscription, and wholesale retail channels.
- Company typePrivate
- Founded2008
- HeadquartersBurlington, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Urban Moonshine does
Urban Moonshine (legally Starlight LLC) is a privately held, founder-owned and women-led herbal supplement company founded in 2008 by Jovial King and headquartered in Burlington, Vermont. The company develops and sells certified organic liquid herbal extracts across three primary categories — Digestive Bitters (Original Bitters, Citrus Bitters, Healthy Liver Bitters, Calm Tummy Bitters, Cider Vinegar Bitters), Immunity & Seasonal Wellness (Clear Chest Syrup, Immune Zoom, Mushroom Immune, Mothership Mushroom, Throat Spray), and Stress, Mood & Sleep Support (Joy Tonic, Simmer Down Tonic, Hit the Hay, Wonder Human) — plus accessories and branded merchandise. Products are whole-plant, third-party tested for identity, microbial contamination and heavy metals under California Prop 65 limits, and manufactured in GMP-certified facilities, with Chief Herbalist Guido Masé overseeing formulation.
The business operates a direct-to-consumer e-commerce channel via Shopify (urbanmoonshine.com) with a subscription offering (15% discount, minimum two billing cycles) and a separate B2B wholesale portal (wholesale.urbanmoonshine.com) augmented by a Faire Marketplace presence and physical retail partners accessed through a store locator. Retail prices are concentrated in the $11.99-$36.99 band with free shipping over $65 retail and $250 wholesale; the company runs an affiliate/brand ambassador program, a free Herb School education platform, and a product recommendation quiz as demand-generation assets. Recent product expansion has extended the line into standardized fruiting-body mushroom extracts (e.g., 8:1 Lion's Mane/Maitake/Turkey Tail, 16:1 Reishi at 3,800mg/serving).
The company remains founder-owned with no disclosed institutional funding, no parent company, and a small team (11-50 employees, internally described as 'a very small team of real people'). Leadership includes founder Jovial King, President Lexie Daly (joined 2012), Chief Herbalist Guido Masé, Marketing Communications Manager Aisling Badger, Sales Director Morgan Messersmith, and QA/QC specialist Amelia Kaufhold (ex-Badger Balm). Geographic reach is concentrated in North America.
Urban Moonshine firmographics
Firmographics- Name
- Urban Moonshine
- Legal name
- Starlight LLC
- Website
- https://urbanmoonshine.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Urban Moonshine is a Vermont-based, founder-owned herbal supplement company founded in 2008 that sells certified organic, third-party-tested digestive bitters, immunity tonics, and stress/sleep support extracts to health-conscious consumers via DTC e-commerce, subscription, and wholesale retail channels.
- Ownership category
- akta.pro rank
Urban Moonshine industry classification
Industry- Product category
- Herbal Supplements
- NAICS
- Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
- akta.pro secondary industry
- Sleep, Stress & Mood Support (HLAIADAG)
Keywords
Where Urban Moonshine is headquartered
LocationHeadquarters
- HQ city
- Burlington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Urban Moonshine business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Retail sales through urbanmoonshine.com with product offerings including digestive bitters, wellness tonics, mushroom supplements, and merchandise. Customers can purchase one-time or subscribe for recurring deliveries.
- Wholesale Distribution: B2B sales through wholesale portal (wholesale.urbanmoonshine.com) and Faire Marketplace. Requires account for wholesale pricing with free shipping on orders over $250. Offers 30% off gifts and merch, 15% off subscriptions.
- Subscription Model: Repeat delivery subscription model with minimum two billing cycles before cancellation. Subscriptions receive 15% discount and subscribers can manage delivery frequency and items.
- Affiliate & Brand Ambassador Program: Community-driven sales through affiliate program with brand ambassador initiatives for marketing and promotion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core product pricing for digestive bitters, tonics, and supplements |
| Subscription | Monthly | Subscription pricing with 15% discount |
| Subscription | Annual | Wholesale pricing for retail partners |
| One time/ perpetual license | Pay-as-you-go | Gift cards and merchandise |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Urban Moonshine product offering
Product offeringCore offering
Urban Moonshine formulates, manufactures, and sells certified organic liquid herbal extracts including digestive bitters, herbal tonics, syrups, sprays, and mushroom-based supplements for digestive health, immunity, and stress/mood/sleep support. The company sells direct to consumers through its Shopify-powered website with a subscription option, and distributes to retail buyers via a dedicated wholesale portal and Faire Marketplace.
Product overview
Urban Moonshine is a Certified Organic, Female-Founded herbal supplement brand established in 2008, celebrating 18 years of herbal roots. The company offers a comprehensive portfolio of digestive bitters and herbal tonics organized into three main health categories: Digestive Bitters (Original Bitters, Citrus Bitters, Healthy Liver Bitters, Cider Vinegar Bitters, Calm Tummy Bitters, Original Bitters Spray), Immunity & Seasonal Wellness (Clear Chest Syrup, Immune Zoom, Mushroom Immune, Mothership Mushroom, Throat Spray), and Stress, Mood & Sleep Support (Joy Tonic, Simmer Down Tonic, Hit the Hay, Wonder Human). The product line also includes branded merchandise (tote bags, scrunchies, hats), herbal books authored by the founders, functional food snacks (Chikka Chikka Seed Snack), and accessories. All products are third-party tested, made in GMP-certified facilities, and are certified organic with ingredients sourced from certified organic suppliers. The company operates a wholesale division and subscription service for recurring orders.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Bitters Fast-acting herbal bitters tincture providing relief for gas, bloating, heartburn, and indigestion; for individual consumers seeking digestive support.
- Citrus Bitters Digestive bitters with a zesty citrus profile providing fast-acting relief for gas, bloating, and indigestion; for individual consumers.
- Healthy Liver Bitters Digestive bitters supporting gentle detox and healthy liver function with artichoke and fenugreek; for individual consumers.
- Cider Vinegar Bitters Alcohol-free bitters made with apple cider vinegar for relief of occasional heartburn, gas, bloating, and indigestion while supporting healthy blood sugar levels; for individual consumers.
- Calm Tummy Bitters Soothing herbal bitters blend with chamomile and ginger for relief of occasional nausea, upset stomach, and gas; suitable during pregnancy. For individual consumers.
- Original Bitters Spray Convenient spray format of Original Bitters for fast-acting relief of gas, bloating, and indigestion on-the-go; for individual consumers.
- Joy Tonic Fast-acting stress and anxiety relief tonic with nervous system support featuring motherwort and lemon balm; for individual consumers.
- Clear Chest Syrup Bronchial support syrup with elecampane and thyme for immune and respiratory wellness; for individual consumers.
- Immune Zoom Fast-acting elderberry syrup with echinacea, raw honey, and warming spices for immune support; for individual consumers.
- Wonder Human Focus, stress support, and energy supplement with lion's mane, rhodiola, and bacopa for mental clarity and stamina; for individual consumers.
- Simmer Down Tonic Adaptogenic stress support tonic with ashwagandha and milky oats for adrenal support; for individual consumers.
- Hit the Hay Fast-acting sleep support supplement with kava and California poppy; for individual consumers.
- Mushroom Immune Daily immune support tonic with reishi, maitake, and adaptogens; made with certified organic ingredients and third-party tested; for individual consumers.
- Mothership Mushroom Multi-mushroom capsules for immunity, brain health, and vitality featuring lion's mane, reishi, turkey tail, and maitake fruiting body extracts with dandelion and ginger for digestion; for individual consumers.
- Throat Spray Throat coating and soothing spray with sage and spilanthes for respiratory comfort; for individual consumers.
- Chikka Chikka Seed Snack Cardamom fennel seed digestive snack in a 1-ounce reusable tin with approximately 20 servings; functional food for individual consumers.
- DIY Bitters Book 208-page guide by Guido Masé and Jovial King on making classic and innovative bitters at home; book product for individual consumers and herbal enthusiasts.
- The Wild Medicine Solution Book 328-page book by Guido Masé on healing with aromatic, bitter, and tonic plants; book product for individual consumers and herbal enthusiasts.
- The Generosity of Plants Book 232-page collection of teachings and insights on the plant world and herbal healing curated by Rosemary Gladstar; book product for individual consumers and herbal enthusiasts.
- e-Gift Card Digital gift card available in $25, $50, $75, and $100 denominations for purchasing Urban Moonshine products; for individual consumers and gifting.
Quantifiable outcome
- Thousands of 5-star reviews with individual product ratings of 4.8-4.95 stars
- +1 more outcomes
Companies that use Urban Moonshine
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Urban Moonshine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Urban Moonshine partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Faire MarketplacecoreUrban Moonshine maintains presence on Faire Marketplace for wholesale distribution to retail buyers. Using their direct link to shop on Faire avoids commission fees, making it a cost-effective channel for B2B sales.
- Shopify Inc.coreE-commerce platform provider powering both the main retail site (urbanmoonshine.com) and wholesale portal (wholesale.urbanmoonshine.com). Shopify provides the online e-commerce infrastructure enabling product sales, subscriptions, and order management.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Urban Moonshine competitors and assessment
Company assessmentEmerging players
- Sun Potion Transformational Foods: Sun Potion sells adaptogenic superfoods, mushroom blends, and tonic herbs directly to consumers. It is an emerging player with comparable adaptogen and mushroom categories but emphasizes powders rather than tinctures.
- Four Sigmatic: Four Sigmatic built a DTC brand around functional mushroom and adaptogenic coffee, mixes, and supplements. It overlaps with Urban Moonshine's Mothership Mushroom and Wonder Human lines and competes for the same wellness-minded millennial consumer.
- MaryRuth's: MaryRuth's is a fast-growing DTC liquid supplement brand (tinctures, gummies) covering immunity, sleep, and digestion. It competes for the same liquid-format consumer and overlap in sleep/stress/immunity categories.
Broad incumbents
- Gaia Herbs: Gaia Herbs is a large-scale manufacturer of liquid herbal extracts, capsules, and functional wellness products with national retail distribution. Comparable in product format (tinctures, herbs, supplements) and target consumer, but operating at much greater scale.
- Traditional Medicinals: Traditional Medicinals is a large, established herbal wellness brand best known for teas but also expanding into tinctures and tonics. It is a broad incumbent in the herbal wellness category with overlapping distribution and consumer base.
Direct peers
- Banyan Botanicals: Banyan Botanicals produces certified-organic herbal extracts and Ayurvedic supplements in liquid and tablet form. It is comparable through its emphasis on whole-plant extracts, organic certification, and an herbalist-founded brand story.
- WishGarden Herbs: WishGarden Herbs is a Colorado-based maker of liquid herbal extracts and bitters for digestive, immune, and stress support. It overlaps directly with Urban Moonshine's tincture-based product format, target consumer, and herbalist-formulated positioning.
- Herb Pharm: Herb Pharm is a long-established Oregon-based herbal extracts company producing liquid tinctures and herbal supplements. It is a direct peer given the shared focus on liquid herbal extracts, GMP manufacturing, and a comparable herbalist-formulated positioning.
Regional players
- Mountain Rose Herbs: Mountain Rose Herbs is an Oregon-based supplier of organic herbs, essential oils, and herbal extracts serving both consumers and bulk buyers. It overlaps in certified-organic herbal sourcing and wholesale channels, with a stronger bulk/herbalist-supply focus.
- Rosemary Gladstar's Sage Mountain Herbal Products: Sage Mountain is the herbal products line tied to renowned herbalist Rosemary Gladstar, whose book 'The Generosity of Plants' is sold in Urban Moonshine's catalog. It overlaps in herbalist-led, Vermont-rooted herbal products but with a smaller distribution footprint.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Urban Moonshine social profiles
Digital presenceUrban Moonshine compliance and trust
Trust signalCompliance3 records
Urban Moonshine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Moonshine leadership team
Management profileNumber of profiles
Profiles8 records
Urban Moonshine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Moonshine 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 Urban Moonshine
What does Urban Moonshine do?
Urban Moonshine formulates, manufactures, and sells certified organic liquid herbal extracts including digestive bitters, herbal tonics, syrups, sprays, and mushroom-based supplements for digestive health, immunity, and stress/mood/sleep support. The company sells direct to consumers through its Shopify-powered website with a subscription option, and distributes to retail buyers via a dedicated wholesale portal and Faire Marketplace.
Is Urban Moonshine a public or private company?
Urban Moonshine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Urban Moonshine founded?
Urban Moonshine was founded in 2008. It employs 11 to 50 people.
Where is Urban Moonshine based?
Urban Moonshine is headquartered in Burlington, United States, in the North America region.
How does Urban Moonshine make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, subscription Model and affiliate & Brand Ambassador Program.
Who are Urban Moonshine's main competitors?
Emerging players on record are Sun Potion Transformational Foods, Four Sigmatic and MaryRuth's. Broad incumbents are Gaia Herbs and Traditional Medicinals. Direct peers are Banyan Botanicals, WishGarden Herbs and Herb Pharm. Regional players are Mountain Rose Herbs and Rosemary Gladstar's Sage Mountain Herbal Products.
Does Urban Moonshine have an API?
No public API is recorded for Urban Moonshine.
What industry is Urban Moonshine in?
Urban Moonshine's product category is Herbal Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements, with a secondary code of HLAIADAG, Sleep, Stress & Mood Support. Its NAICS code is 325411 and its SIC code is 2833.