New Times collage. Source images: Cymbiotika products press picture. Musicians photos by Michele Eve Sandberg.
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If you party hard, you ought to recover hard, right? And some of your favorite entertainers are here to guide you on that wellness journey.
As first reported by Traded VC, Cymbiotika — a wellness brand focused on supplements for anti-aging, energy, and immune support — recently hit $150 million in revenue. After crossing that milestone, the brand raised a $25 million seed round led by none other than Miami’s own hospitality mogul David Grutman.
The restaurateur and nightlife impresario tapped into his deep celebrity Rolodex, bringing on a who’s who of musicians and cultural figures as investors. The list includes the Weeknd (who recently bought a home in Miami), Post Malone, Peggy Gou, Marshmello, Steve Aoki, Alesso, Peso Pluma, Daymond John, and even — you knew this was coming — the Jonas Brothers.
Founded in 2018, Cymbiotika has become recognizable for its sleek, minimalist packaging — think pouches over pills — and its wide range of bioavailable supplements. The brand’s latest move? A national retail partnership with Target, placing some of its hero products in 1,900 stores across the U.S. and online. The company says it hopes to reach 200 million customers annually.
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“Our expansion into Target reflects our deep commitment to accessibility without compromise,” said Shahab Elmi, CEO and co-founder of Cymbiotika, in a press release. “We are not just entering retail — we are setting the foundation for something much bigger. This marks an important step in bringing wellness to the forefront of mainstream shopping, and we look forward to elevating Target’s continued success in the wellness space.”
Celebrity involvement in wellness is nothing new. Drake backed MatchaBar energy drinks, Travis Barker launched Barker Wellness, John Legend co-signed CBD gummies, and Katy Perry got into non-alcoholic spirits with De Soi. Jay-Z has invested in Oatly, while Halsey and Ellie Goulding are backing Poppi probiotic soda. Even Ziggy Marley has skin in the game with One Farm. And if canned cocktails count, Dr. Dre’s new Gin & Juice brand with Snoop is the latest sippable wellness crossover.
So, if you’re planning to make it through the back-to-back madness of Thanksgiving weekend and Art Basel Week, you might want to stock up. And maybe reconsider the deeper meaning behind The Weeknd’s “The Party & The After Party” lyrics: “I understand, your body wants it.” This time, your body might just want a hit of magnesium and sea moss to balance the hangover.
