Shore Magic

What Shore Magic does

Shore Magic, operated by Generation Joy LLC, is a single-product direct-to-consumer wellness brand that sells premium hydrolyzed marine collagen supplements derived from wild-caught fish skins (cod), enzymatically processed to a molecular weight of 3,000 Daltons for claimed 95% bioavailability. The formulation contains four collagen types (I, II, III, and IV) in a single-ingredient, unflavored powder, with the company citing the only product-specific peer-reviewed marine collagen study, published in Heliyon (Elsevier, 2018) by Hadassah Medical Center and Hebrew University researchers, as its primary scientific differentiator. The product is sold in 10-day, 14-day, 28-day, 30-day, and 3-month supply formats, plus bundled Starter and Duo sets.

The business runs on a Shopify-powered DTC e-commerce site (shoremagic.com) with a Subscribe & Save subscription offering up to 30% off recurring orders, complemented by distribution through Amazon, prestige retailers including Bergdorf Goodman (including its Men's Self-Care Shop) and Neiman Marcus, the specialty boutique Violet Grey, and select wellness retailers such as Bliss 360 Salon, Greens Natural Food Market, Pureen MD, Zitomer, Kiss and Makeup, and Organic Edge. Pricing ranges from $40 for a 10-day sachet pouch to $270 for a 3-month supply ($216 on subscription). Marketing emphasizes content, earned media (Vogue, Harper's Bazaar, Byrdie, WWD, E! Online), and organic social on Instagram, Facebook, TikTok, and YouTube, with a 30-day risk-free guarantee on first purchases as the primary conversion mechanism. The primary customer persona is women seeking premium anti-aging, skin, hair, nail, joint, and gut health benefits, with adjacent segments in joint/mobility, gut health, and premium wellness gifting; male self-care is a newer wedge via the Bergdorf Goodman placement. The company is women-founded and women-owned by CEO Joy Harari, a certified holistic health coach, is privately held with no disclosed external funding, and operates exclusively within the United States.

Name

Shore Magic

Legal name

Generation Joy LLC

Website

https://shoremagic.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (31171), Seafood Product Preparation and Packaging (311710)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Marine & Aquatic Protein Ingredients (Fish Protein, Shellfish Protein, Fish Collagen) (AFAJAHAD)

akta.pro secondary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

Keywords

• Marine collagen supplements
• Collagen powder products
• Collagen single-serve packets
• Beauty nutrition supplements
• Wellness supplement brand

Headquarters

HQ city

New York

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

Revenue model

1. Direct E-commerce Sales: One-time and subscription purchases through Shore Magic's website (shoremagic.com), the primary revenue channel. Products include powder canisters, travel packets, and bundled sets.
2. Retail Distribution: Products sold through luxury department stores (Bergdorf Goodman, Neiman Marcus) and specialty retailers (Violet Grey, wellness spas) at full retail price.
3. Online Marketplace: Products available through Amazon and other online retail partners, expanding reach beyond direct-to-consumer channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Shore Magic manufactures and sells premium marine collagen dietary supplements under Generation Joy LLC. Its core catalog includes collagen powder in 300g (30-day) and 900g (3-month) jar sizes, single-serve stick packets in 14-day and 28-day supply sets, a 140g 14-day powder pouch, a 10-day packet pouch, the Marine Collagen Duo Set, and the Shore Magic Starter Set bundle. The products are positioned for daily use to support skin, hair, nails, and joint health.

Product overview

Shore Magic is a single-product wellness brand offering premium hydrolyzed marine collagen supplements sourced from wild-caught fish skins. The core product line centers on marine collagen powder available in three canister sizes (300g/30-day, 140g/14-day pouch, and 900g/3-month supply), complemented by convenient single-serving packet formats (14-day, 28-day, and 10-day sachet options). The portfolio is anchored by the Premium Marine Collagen Powder, which contains Types I, II, III, and IV collagen with 95% bioavailability. Bundle offerings include the Marine Collagen Duo Set (combining powder and packets) and the Starter Set (powder with frother and mug accessories). All products share the same single-ingredient hydrolyzed marine collagen formula, differentiated only by format and serving size for home or travel use.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Marine Collagen Powder (300g) A 300g jar of premium marine collagen powder providing a 30-day supply, designed for daily use by individual consumers seeking skin, hair, nails, and joint support.
• Premium Marine Collagen Powder (900g) A 900g jar of premium marine collagen powder providing a 3-month supply, targeted at long-term users seeking value-size collagen supplementation.
• Premium Marine Collagen 14-Day Packet Set A 14-day supply of single-serve marine collagen stick packets, designed for trial use and on-the-go daily consumption by individual consumers.
• Premium Marine Collagen 28-Day Packet Set A 28-day supply of single-serve marine collagen stick packets, offering a one-month on-the-go collagen routine for individual consumers.
• Premium Marine Collagen Powder Pouch (140g, 14-day) A 140g refill pouch of premium marine collagen powder providing a 14-day supply, intended for consumers who prefer loose powder in flexible packaging.
• Premium Marine Collagen Packet Pouch (10-day) A 10-day supply of single-serve marine collagen stick packets in pouch format, designed as a short trial or travel-sized option.
• Marine Collagen Duo Set A bundled set of Shore Magic marine collagen products, marketed as a combined value package for individual consumers seeking multiple formats in one purchase.
• Shore Magic Starter Set A starter bundle of Shore Magic marine collagen products, designed to introduce new consumers to the brand's collagen routine.

Quantifiable outcome

• 95% bioavailability - significantly higher absorption than typical collagen supplements
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

One partnership is on record.

• Waterkeeper AllianceminorOthersShore Magic is committed to supporting the Waterkeeper Alliance's mission to sustain and grow a global network to protect everyone's right to a clean water supply. As Shore Magic ingredients are derived from the sea, the company views water conservation as aligned with its brand values and community mission.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Care/of: Care/of is a personalized vitamin and supplement DTC brand owned by Bayer. Comparable in premium DTC positioning, quiz-driven funnel, and women-focused wellness demographic that Shore Magic targets.
• Ritual: Ritual is a premium DTC supplement brand offering traceable, science-backed women's wellness products. Comparable in DTC growth playbook, premium positioning, and content-driven credibility, though not a collagen specialist.

Broad incumbents

• Garden of Life (Nestlé Health Science): Garden of Life, owned by Nestlé Health Science, offers a broad portfolio of certified-organic supplements including collagen. A broad incumbent operating across many supplement categories with overlapping but not specialized collagen offerings.

Direct peers

• Amandean: Amandean is a marine collagen-focused supplement brand sold primarily through DTC and Amazon, with similar claims around low molecular weight and wild-caught sourcing. Highly comparable in product mix, pricing, and marketing posture.
• Sports Research: Sports Research sells collagen peptides (marine and bovine) and adjacent wellness supplements through Amazon and DTC. Comparable on product, channel, and price-tier positioning against Shore Magic.
• Ancient Nutrition: Ancient Nutrition (co-founded by Dr. Josh Axe) sells multi-source collagen peptides and protein supplements through DTC and retail. It directly competes in collagen category positioning and benefit messaging aimed at women and wellness consumers.
• Vital Proteins: Vital Proteins is the leading premium marine and bovine collagen supplement brand in the US, sold via DTC, Amazon, and major retailers. It is the most direct competitor to Shore Magic in product category, customer demographic, and channel strategy.
• Further Food: Further Food is a DTC collagen and wellness supplement brand targeting women's health and beauty benefits. Overlaps with Shore Magic in product, target customer, and content-marketing-led growth approach.
• NeoCell: NeoCell is a long-standing collagen supplement brand sold through mass retail, drugstores, and Amazon. Direct overlap in collagen product lines targeting skin, hair, nails, and joints.

Others

• Augustinus Bader: Augustinus Bader is a luxury skincare brand carried alongside Shore Magic at Bergdorf Goodman. Not a supplement competitor, but operates in the same luxury wellness-and-beauty distribution tier and end-consumer demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSTNA7RH7i2wpPjYM0YxZSg/videos
• Facebookfacebook.com/ShoreMagicByGenerationJoy
• Instagraminstagram.com/shoremagic
• TikToktiktok.com/@shoremagic
• Xx.com/shore_magic
• LinkedInlinkedin.com/company/shore-magic

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Shore Magic