What SuperMush does

SuperMush is a US-based, direct-to-consumer functional mushroom and adaptogen supplement brand founded in 2021 and headquartered in Burlington. The company sells gummy, mint, and sublingual mouth spray formulations built around four core daily SKUs (Creatine, Energy, Passion, Sleep), each available in 28- and 60-count sizes, plus the Dr. G Daily Greens Immunity Gummies co-developed with Dr. Christian Gonzalez. Formulations rely on standardized 10:1 to 20:1 fruiting body mushroom extracts (Lion's Mane, Cordyceps, Reishi, Chaga, Turkey Tail), the Creapure® Creatine Monohydrate supplied by Germany's AlzChem, and synergistic adaptogens such as Rhodiola, Ashwagandha, Maca, and L-Theanine. Products are vegan, gluten-free, sugar-free, Non-GMO, and NSF-certified, and the Daily Creatine Gummies are HSA/FSA eligible.

Revenue is generated through three channels: (1) DTC e-commerce on supermush.com with a Subscribe & Save model offering 25-40% savings over one-time purchase, (2) physical retail through Target, Sprouts Farmers Market, and Urban Outfitters, and (3) wholesale distribution via the Faire marketplace targeting independent retailers. The go-to-market motion combines product-led growth (taste and convenience over pills/powders), community-led acquisition through 40+ brand ambassadors including professional athletes and musicians, and content marketing via the 'Into The Multiverse' podcast. Pricing is positioned in the premium supplement tier, with core gummies at $23.99 one-time / $17.99 subscription for 28-count sizes and $39.99 one-time / $29.99 subscription for 60-count sizes. The company is founder-led by co-founders Alli Schaper (CEO) and Brian Friedman (COO/CPO), operates with a 1-10 person team, and has disclosed only $78K in outside capital from Gaingels in August 2023.

Name

SuperMush

Legal name

SuperMush

Website

https://supermush.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

SuperMush is a US DTC supplement brand selling functional mushroom, adaptogen, and creatine gummies, mints, and mouth sprays for energy, sleep, focus, and recovery, distributed through its own website, retail partners Target/Sprouts/Urban Outfitters, and the Faire wholesale marketplace.

Ownership category

akta.pro rank

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Product Sales: One-time and subscription purchases of functional mushroom gummies, mints, and mouth sprays through supermush.com. Subscription model offers 25-40% savings with free shipping and free gifts for first four months.
2. Subscription Commerce: Subscribe & Save model with monthly, bi-monthly, or quarterly delivery options. Average savings of 30% for subscribers. Includes free samples and exclusive perks.
3. Wholesale/Retail Distribution: Products sold through retail partners including Target, Sprouts, and Urban Outfitters. Wholesale program through Faire marketplace.
4. Merchandise Sales: Branded apparel and accessories including hoodies, joggers, t-shirts, socks, and tote bags.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

SuperMush manufactures and sells sugar-free, vegan functional mushroom and adaptogen supplements in gummy, mint, and sublingual mouth spray formats designed for energy, focus, sleep, recovery, and vitality. Products are sold direct-to-consumer via supermush.com with a subscription-first model, and through retail partners including Target, Sprouts, and Urban Outfitters, plus a Faire wholesale channel.

Product overview

SuperMush is a direct-to-consumer wellness brand offering functional mushroom and adaptogen supplements primarily in gummy, mint, and mouth spray formats. The core product portfolio centers on four daily gummy formulas — Daily Creatine Gummies, Daily Energy Gummies, Daily Passion Gummies, and Daily Sleep Gummies — each available in 28-count and 60-count sizes. Supporting product lines include Daily Greens Immunity Gummies (a collaboration with Dr. G), Daily Flow SuppleMints, and Daily Creativity Connection SuppleMints. The company also markets sublingual mouth sprays (Energy, Immunity, Chill, and Mini Bundle) sold individually or as a Daily Mouth Spray Bundle. These products are offered à la carte, as curated bundles (e.g., Gummies Bundle, BrainBoost Bundle, Day N Night Bundle), or via a Subscribe & Save subscription program. Branded merchandise (apparel, accessories) and digital gift cards round out the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• SuperMush x Dr. G: Collaboration line with Dr. G for Daily Greens Immunity Gummies featuring over 30 superfoods, functional mushrooms, and essential vitamins.

Products and services

• Daily Creatine Gummies Sugar-free vegan gummies delivering 3g of Creapure® Creatine Monohydrate and Cordyceps 10:1 fruiting body extract per 3-gummy serving, designed for strength, power, focus, and recovery.
• Daily Energy Gummies Caffeine-free adaptogenic gummies with Lion's Mane 20:1, Cordyceps 10:1, Rhodiola 8:1, Panax Ginseng, Maca, and L-Theanine for smooth, crash-free sustained energy and mental clarity.
• Daily Passion Gummies Adaptogenic gummies featuring Cordyceps 10:1, Reishi 16:1, Horny Goat Weed 10:1, Maca 4:1, Ashwagandha 10:1, Schisandra Berry 10:1, and Damiana 10:1 to support natural energy, mood balance, and sensual vitality.
• Daily Sleep Gummies Melatonin-free gummies with Reishi 16:1, Chaga 20:1, Chamomile 10:1, Corydalis 10:1, and L-Theanine to support deeper sleep, faster recovery, and sharper mornings without grogginess.
• Dr. G Daily Greens Immunity Gummies Limited-edition collaboration with Dr. G (Dr. Christian Gonzalez) delivering over 30 superfoods including Chaga, Spirulina, Reishi, Lion's Mane, elderberry, Echinacea, Astragalus, and essential vitamins C, D, B6, B12, pantothenic acid, and zinc for immune strength, gut balance, and daily detox.
• Daily Mouth Spray Bundle Bundle of three sublingual sprays — Energy Spray (Cordyceps, Lion's Mane, Rhodiola), Immunity Spray (Turkey Tail, Reishi), and Chill Spray (Lion's Mane, Ashwagandha) — offering 624 sprays / 156 servings of fast-absorbing wellness support.
• Daily Mouth Sprays (Energy, Immunity, Chill) Individual sublingual wellness sprays: Daily Energy Spray, Daily Immunity Spray, and Daily Chill Spray, priced $20.24–$26.99 per unit for fast-absorbing on-the-go use.
• Daily Flow SuppleMints Sugar-free mints with Lion's Mane 20:1 and Rhodiola 8:1 designed to support mental performance and reduce burnout symptoms.
• Daily Creativity Connection SuppleMints Sugar-free mints combining Reishi 16:1 and Bacopa Monnieri to support memory enhancement and brain function.
• SuperMush Merchandise (Apparel & Accessories) Branded lifestyle apparel and accessories including hoodies, joggers, t-shirts, board shorts, tote bags, bandanas, and socks featuring bold psychedelic-inspired designs; includes collaborative lines with The Knocks and SOFI TUKKER.
• SuperMush Digital Gift Card Digital gift cards available in $25, $50, $100, and $200 denominations for gifting SuperMush products.

Quantifiable outcome

• Products rated 4.5-5.0 stars with 1,000+ verified reviews
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Dr. G (Dr. Christian Gonzalez)coreStrategic or Co-development PartnerCo-developed Dr. G Daily Greens Immunity Gummies - a collaboration featuring over 30 superfoods, functional mushrooms (Turkey Tail, Reishi), and essential vitamins formulated with Dr. G for immune strength, gut health, and daily wellness.
• The KnocksminorGTM or Marketing PartnerMusic duo ambassadors featured on Into The Multiverse podcast and product promotion. Collaborative 'Wet Disco Bundle' merchandise line.
• SOFI TUKKER x The Knocks x SuperMushminorGTM or Marketing PartnerCollaborative merchandise line including Wet Disco Hoodie ($110) and Joggers ($80) with music artists.
• FairecoreChannel Partner/ Reseller/ DistributorOfficial wholesale marketplace partner for retail distribution. Offers retailers $100 off first order, 1 year free shipping, buy now pay 60 days later, and free returns for new partners.
• Creapure® (AlzChem)coreTechnology or IntegrationExclusive supplier of ultra-pure creatine monohydrate for SuperMush's Creatine Gummies product line. Creapure® is the most researched form of creatine, manufactured in Germany.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Care/of: Personalized daily vitamin pack subscription brand. Comparable on DTC subscription model, third-party testing emphasis, and direct-to-consumer wellness positioning; differs in format (packs vs gummies).
• MUD\WTR: Mushroom-based coffee alternative brand sold via DTC subscription. Comparable on functional mushroom positioning, lifestyle branding, and direct-to-consumer recurring revenue model.
• Moon Juice: Adaptogen and 'plant-sourced' wellness brand offering powders and supplements. Overlaps with SuperMush on adaptogen-forward formulations and female wellness consumer targeting.
• Onnit: Performance and wellness supplement brand with Alpha BRAIN and mushroom/adaptogen product lines. Overlaps on nootropic and adaptogen positioning targeting fitness and biohacking consumers.
• Four Sigmatic: Direct competitor offering functional mushroom-based coffees, elixirs, and supplements via DTC and retail. Closest category peer in mushroom-forward functional wellness with similar SKU mix (mushroom coffee, mushroom supplements).
• Beam: Functional mushroom and CBD wellness brand with powder and gummy formats. Direct overlap on functional mushroom positioning and adaptogen blends; earlier-stage than SuperMush.
• AG1 (Athletic Greens): Daily foundational greens and adaptogen subscription brand with heavy athletic and podcast-led marketing. Overlaps with SuperMush on the 'one-stop daily wellness' positioning and DTC subscription model.
• Momentous: Premium supplements brand with strong athlete ambassador strategy (similar to SuperMush's NHL/Ninja Warrior roster). Comparable on premium positioning, science-backed claims, and athlete-driven marketing.
• Ritual: DTC vitamin and supplement subscription brand emphasizing clean-label, science-backed formulations. Comparable on DTC subscription model, third-party testing standards, and millennial/Gen-Z wellness positioning.

Emerging players

• Golde: DTC wellness brand offering superfood and functional mushroom mixes targeted at women. Overlaps on functional mushroom positioning and direct-to-consumer e-commerce, though smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/IntoTheMultiverseNetwork
• Instagraminstagram.com/supermush
• Xx.com/iamsupermush
• LinkedInlinkedin.com/company/supermush1

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 SuperMush