Healthcare and wellness-focused investment firm NDude Labs has led a $3 million Series A financing round in SuperMush, a US-based functional wellness brand focused on research-backed ingredients including nootropics, adaptogens and functional mushrooms.
The fresh capital will be used to expand SuperMush’s product portfolio, increase investment in high-efficacy formulations and strengthen the team and infrastructure required to support the company’s next phase of growth.
SuperMush expands retail footprint
Founded in 2022 by Alli Schaper and Brian Friedman, SuperMush has built an omnichannel wellness business spanning direct-to-consumer, marketplaces and retail.
Over the past year, the company has expanded its presence to more than 1,000 Target stores while maintaining strong sales velocity through its website and Amazon. Its overall retail footprint now exceeds 2,000 stores across the US, including Target and Sprouts.
SuperMush has also expanded its portfolio with the launch of Shilajit, Creatine and Lion’s Mane gummies, alongside its existing range of functional wellness products.
“NDude Labs invests in differentiated, science-backed products and founders with the vision and grit to build enduring brands,” said NDude Labs, COO, Vikram Sehgal. “Our investment in SuperMush provides the capital to accelerate the company’s growth, along with the talent, systems and support needed to scale the business thoughtfully and sustainably.”
Focus on science-backed wellness
SuperMush said it aims to differentiate itself through products built around ingredients supported by rigorous scientific research, as consumers increasingly seek greater efficacy and transparency from wellness products.
“We are so excited to be partnering with NDude Labs for this next phase of our evolution,” said SuperMush, co-founder and CEO, Alli Schaper. “Over the last few years, we’ve built an incredible community, products and brand presence grounded in our mission to bring the power of functional mushrooms to the world. With their team and capital support, we are preparing to scale our efforts to reach more consumers and build a globally recognised brand.”
The company plans to deepen its presence across retail, direct-to-consumer and marketplace channels as it seeks to establish itself as a category leader in functional wellness.
“We’re extremely excited to partner with NDude Labs on this next chapter as we evolve SuperMush into the #1 premium functional supplement brand for active lifestyles,” said SuperMush, co-founder, Brian Friedman. “With their support, we’re going to create the most effective, science-backed supplements using clinically studied ingredients at meaningful doses to help people think better, move better and feel their best.”
NDude Labs expands wellness investment focus
The SuperMush investment follows NDude Labs’ recent investment in Nutriventia, a science-led nutraceutical ingredients company, underscoring the investment firm’s focus on healthcare and wellness businesses built around research-backed and ingredient-focused products.
NDude Labs combines investment capital with operating expertise and an AI-native operating system to support portfolio companies in scaling operations, improving performance and building competitive advantages.
With operations in India and the US, the firm said it will continue to invest in category-leading healthcare and wellness companies and partner with founders and management teams to build businesses with long-term growth potential.