MoonBrew
MoonBrew is a New York-based direct-to-consumer brand selling melatonin-free sleep supplements, including drink mixes and gummies featuring a proprietary magnesium blend, marketed to health-conscious adults via Shopify subscription and one-time purchase.
- Company typePrivate
- Founded2021
- HeadquartersNew York, NY, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MoonBrew does
MoonBrew, legally operated as Ritual Blends Inc. and formerly known as The Sleep Treat Company, is a New York-based direct-to-consumer brand that formulates, markets, and sells melatonin-free sleep supplements. The company was founded in 2021 and is headquartered at 145 West 28th Street, New York. Its product portfolio centers on a proprietary ingredient system called MagnesiREM, a combination of magnesium glycinate and magnesium taurate, paired with L-Theanine and seven superfoods, delivered as drink mixes and gummies. Adjacent SKUs extend the line into nighttime recovery (Sleep + Creatine), overnight gut support (Sleep + Fiber), and vitamin-enriched formats, with limited-edition seasonal flavors rotating through the catalog.
The company sells exclusively through its owned Shopify storefront at moonbrew.co, offering both one-time purchases and subscription orders that unlock 20%+ savings and free shipping above $65. Subscription billing and SMS lifecycle messaging are operated through ReCharge Inc., and HSA/FSA eligibility is enabled via a Truemed partnership that produces Letters of Medical Necessity for qualified buyers. Marketing is a multi-channel DTC stack: organic social on Instagram, TikTok, and Facebook; a content blog on circadian and sleep topics; SMS and email lifecycle programs; a VIP affiliate program paying $10 per referred order; and earned media placements in Forbes, Wall Street Journal, Elle, New York Times, Wired, CNET, and MSN, supplemented by a celebrity co-marketing feature with Kristen Bell.
Customer scale signals include marketing claims of 500,000–1,000,000+ served customers, 11,000+ five-star reviews, a 27,911-review product page averaging 4.4 stars, self-reported 95% better-sleep and 98% recommendation rates, and 1,500+ clinicians recommending the product on the FrontrowMD platform. MoonBrew reports 21 employees, no disclosed institutional funding, and operates only within the United States, with the Truemed HSA/FSA service U.S.-only by design. The company completed a 2025 rebrand (Astro) alongside its product line expansions.
MoonBrew firmographics
Firmographics- Name
- MoonBrew
- Legal name
- Ritual Blends Inc.
- Website
- https://moonbrew.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MoonBrew is a New York-based direct-to-consumer brand selling melatonin-free sleep supplements, including drink mixes and gummies featuring a proprietary magnesium blend, marketed to health-conscious adults via Shopify subscription and one-time purchase.
- Ownership category
- akta.pro rank
MoonBrew industry classification
Industry- Product category
- Sleep Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Sleep, Stress & Mood Support (HLAIADAG)
- akta.pro secondary industries
- Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief) (CRADAMAJ), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Sleep Health & Recovery Education (EDAAAHAE)
Keywords
Where MoonBrew is headquartered
LocationHeadquarters
- HQ city
- New York, NY
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MoonBrew business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of sleep supplement products including drink mixes and gummies through moonbrew.co e-commerce platform. Products sold as one-time purchases or subscription orders with 20%+ discount for subscribers.
- Subscription Revenue: Recurring subscription revenue from customers who opt for automated delivery with discounts of 20%+ and benefits including free shipping on subscription orders and orders over $65
- Affiliate/Referral Program: Commission-based revenue from affiliate partners who earn $10 per new customer order through referral codes and links
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription Save Plan - 20%+ off |
| One time/ perpetual license | Pay-as-you-go | One-time Purchase - Full Price |
| Other | Pay-as-you-go | HSA/FSA Payment Option |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels10 records
MoonBrew product offering
Product offeringCore offering
MoonBrew sells melatonin-free, magnesium-based sleep supplement products directly to consumers through its e-commerce storefront. The portfolio centers on two formats—drink mixes (Hot Cocoa, Caramel Chocolate, Coconut Chocolate, Mint Chocolate, Peach, Strawberry, Vanilla, Vanilla Latte, Sleepy Berry, plus seasonal flavors) and gummies (Sleep + Vitamin Gummies)—built around a proprietary MagnesiREM blend of magnesium glycinate and taurate, L-Theanine, and superfoods. Extended SKUs include Sleep + Creatine, Sleep + Fiber, and Sleep + Vitamins Drink Mix targeting recovery, gut health, and overall wellness during sleep.
Product overview
MoonBrew is The Sleep Treat Company offering a portfolio of magnesium-based sleep aid products. The core offering consists of two main product formats: drink mixes (sold under the MoonBrew jar product line) and gummies (Sleep + Vitamin Gummies). The drink line is available in multiple flavors including Hot Cocoa, Caramel Chocolate, Coconut Chocolate, Mint Chocolate, Peach, Strawberry, Vanilla, Vanilla Latte, and Sleepy Berry, plus seasonal offerings like Red, White, and Blue. The product line extends beyond basic sleep support through specialized formulations: Sleep + Creatine (combining creatine monohydrate with sleep support for muscle recovery), Sleep + Fiber (prebiotic fiber with sleep ingredients for gut health), Sleep + Vitamins Drink Mix, and Sleep + Vitamin Gummies. All products feature the proprietary MagnesiREM blend of magnesium glycinate and taurate, L-Theanine, and various superfoods. The company positions itself as a melatonin-free alternative to traditional sleep aids, formulated with third-party lab testing and recommended by over 1,500 clinicians. Products are available for one-time purchase or subscription with 20%+ savings.
Differentiator
Problem solved
Functional benefit
Products and services
- MoonBrew Drinks (Magnesium Sleep Aid Drink Mixes) Magnesium-based sleep aid drink mixes featuring the proprietary MagnesiREM blend of magnesium glycinate and taurate, L-Theanine, and 7 superfoods. Sold as hot or iced nighttime beverages in multiple flavors for adults seeking melatonin-free nightly sleep support.
- MoonBrew Sleep + Vitamin Gummies Sleep vitamin gummies featuring the MoonBrew Sleep Blend with bioavailable magnesiums, L-Theanine, and superfoods, plus 50% Daily Value of vitamins from real fruits. A chewable alternative to the drink mix format.
Quantifiable outcome
- 95% of customers report better sleep after using MoonBrew
- +3 more outcomes
Companies that use MoonBrew
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
MoonBrew technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature4 records
MoonBrew partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- FrontrowMDcoreFrontrowMD is a healthcare platform connecting clinicians with wellness products. MoonBrew is recommended by 1,500+ physicians on the FrontrowMD platform, and MoonBrew partners with FrontrowMD for advertising through clinician badges and reviews across their brand partner network. Data is used to create custom advertising audiences and serve personalized ads to users engaging with health-related content.
- TruemedcoreTruemed enables MoonBrew customers to pay with HSA/FSA funds and qualify for Letters of Medical Necessity. Customers complete a health survey reviewed by licensed providers to determine eligibility. MoonBrew products become qualified medical expenses through this partnership, saving customers approximately 30% on average.
- ReCharge Inc.coreReCharge provides MoonBrew's subscription management and recurring billing infrastructure for SMS mobile messaging programs. Handles subscription opt-out, payment processing, and automated messaging for subscription renewals and cart reminders.
- Shopify Inc.coreShopify hosts MoonBrew's e-commerce platform, providing the online store infrastructure, payment processing, and order management system that enables direct-to-consumer sales.
Scale indicators9 records
Recent moves5 records
Expansion highlights5 records
MoonBrew competitors and assessment
Company assessmentDirect peers
- Natrol: Natrol is one of the largest dedicated sleep supplement brands across melatonin, magnesium, and herbal blends; competes head-to-head in drugstores, mass retail, and D2C with similar price points.
- Olly: Olly is a leading mass-market sleep and wellness gummy brand (now under Unilever) selling melatonin and melatonin-free sleep formulations to broadly the same health-conscious adult consumer via D2C and retail. Direct competitor in the gummy sleep-supplement format.
- Ritual: Ritual is a premium D2C supplement brand with a similar minimalist brand aesthetic, subscription model, and focus on clean, traceable ingredients for the same health-conscious adult buyer; sleep-women's-health adjacency puts it in direct competition for a portion of the audience.
- Care/of: Care/of is a personalized vitamin and supplement D2C brand using the same quiz-driven, subscription-based model for nearly identical health-conscious adult consumers; overlapping sleep and women's-health positioning makes it a direct brand competitor.
- Moon Juice: Moon Juice is a premium D2C wellness and supplement brand that sells magnesium and sleep/calming blends in powder and gummy formats with a nearly identical brand voice and target consumer; very close aesthetic and positioning competitor.
- Natural Vitality (Natural Calm): Natural Vitality's Natural Calm is the leading magnesium-based sleep and stress supplement brand; it is the closest category analog to MoonBrew's MagnesiREM-led proposition and competes for the same magnesium-curious consumer.
- Som Sleep: Som Sleep is a D2C sleep drink brand offering nightly beverage mixes with melatonin and herbal blends; the closest direct competitor to MoonBrew's hot/iced drink-mix format and consumption ritual.
Broad incumbents
- Calm: Calm is the leading sleep, meditation, and relaxation brand with a broad content and digital platform; while it primarily delivers via app rather than supplements, it competes for the same sleep-and-stress consumer wallet share and corporate wellness budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MoonBrew social profiles
Digital presenceMoonBrew compliance and trust
Trust signalCompliance4 records
MoonBrew financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoonBrew leadership team
Management profileNumber of profiles
Profiles9 records
MoonBrew funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoonBrew 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 MoonBrew
What does MoonBrew do?
MoonBrew sells melatonin-free, magnesium-based sleep supplement products directly to consumers through its e-commerce storefront. The portfolio centers on two formats—drink mixes (Hot Cocoa, Caramel Chocolate, Coconut Chocolate, Mint Chocolate, Peach, Strawberry, Vanilla, Vanilla Latte, Sleepy Berry, plus seasonal flavors) and gummies (Sleep + Vitamin Gummies)—built around a proprietary MagnesiREM blend of magnesium glycinate and taurate, L-Theanine, and superfoods. Extended SKUs include Sleep + Creatine, Sleep + Fiber, and Sleep + Vitamins Drink Mix targeting recovery, gut health, and overall wellness during sleep.
Is MoonBrew a public or private company?
MoonBrew is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MoonBrew founded?
MoonBrew was founded in 2021. It employs 11 to 50 people.
Where is MoonBrew based?
MoonBrew is headquartered in New York, NY, United States, in the North America region.
How does MoonBrew make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Revenue and affiliate/Referral Program.
Who are MoonBrew's main competitors?
Direct peers on record are Natrol, Olly, Ritual, Care/of, Moon Juice, Natural Vitality (Natural Calm) and Som Sleep. Calm is listed as a broad incumbent.
Does MoonBrew have an API?
No public API is recorded for MoonBrew.
What industry is MoonBrew in?
MoonBrew's product category is Sleep Supplements. Its primary akta.pro industry code is HLAIADAG, Sleep, Stress & Mood Support, with a secondary code of CRADAMAJ, Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief). Its NAICS code is 456191.