Cymbiotika secures new funding as premium supplement market accelerates
Cymbiotika, a liposomal supplement brand that generated $150 million in revenue last year, has taken on new investment from US-based influencer and entrepreneur Alix Earle.
Earle, whose investment in the supplement was not disclosed, is the latest celebrity to invest in Cymbiotika. The likes of Kendall Jenner, Hailey Bieber, Zac Efron, Steve Aoki and Peggy Gou have already invested in the brand, with singers the Weeknd and Post Malone having participated in Cymbiotika’s $25 million funding round in January this year.
Founded in San Diego in 2019, Cymbiotika specialises in flavoured liquid supplements sold in single-serving liposomal packs. Its one-month supplies range from £58.95 for Liposomal Advanced Creatine to £79.95 for Liposomal Glutathione, an "antioxidant that helps protect the body against free radicals and maintain cellular health".
The brand has a direct-to-consumer presence in the UK through its standalone website, although it is not currently stocked in any retail locations. In the US, the brand has been stocked with retailer Target since 2025 and entered Ulta Beauty in March this year.
Investment flows into supplements
Cymbiotika is one of the latest supplement brands to attract capital, as investors and consumer goods groups are increasingly pursuing supplement brands with established subscriptions, specialist positioning or strong retail potential.
David Beckham’s IM8 secured $1 billion in growth financing from General Catalyst’s Customer Value Fund in July, as the brand looks to accelerate customer acquisition and global expansion. The subscription supplement brand operates in 43 countries and has surpassed a $200 million annualised revenue run rate, according to co-founder Prenetics.
Meanwhile, Procter & Gamble has this month agreed to buy Thorne, a science-led wellness company, for $3.8 billion in cash. The deal, which still needs regulatory approval and other customary closing conditions, would bring a premium supplement business used by more than seven million consumers into P&G’s Health Care portfolio.
Thorne generated more than $500 million in revenue during 2025 and expects annual revenue of $650 million in 2026. Around 60% of its sales come from consumers under 40, while about half of its direct-to-consumer customers in that age group are subscribers.
Smaller specialist businesses are also securing backing. UK fertility supplement brand OVA raised more than $1 million in pre-seed investment in 2025 to support product development and wider retail distribution.
Supplements move into mainstream retail
Retail expansion is broadening access beyond specialist health shops and brand websites. Women’s wellness company Unfabled launched in Sainsbury’s nationwide in May, following its rollout across 737 Boots stores. A study from Unfabled Labs found that 70% of women would prefer to buy supplements during their weekly grocery shop.
Premium brands are also extending into new supplement segments. British medical technology company LYMA launched its first gut-health product, LYMA ID², in June through an exclusive UK retail partnership with Harrods. The launch followed LYMA’s expansion across supplements, beauty devices and skincare, with the company reporting £36 million in revenue for 2025.
