Healthcare and wellness-focused investment firm NDude Labs has invested $3 million in functional wellness brand SuperMush through a Series A funding round. SuperMush develops wellness products using research-backed ingredients, including nootropics, adaptogens, and functional mushrooms.
The fresh capital will help SuperMush accelerate its next stage of growth. In particular, the company plans to expand its product portfolio, invest in advanced formulations, and strengthen the operational infrastructure needed to support a larger customer base.
Founded in 2022 by Alli Schaper and Brian Friedman, SuperMush has built a growing position in the functional wellness market through an omnichannel retail strategy. Currently, the brand sells its products across more than 2,000 retail stores in the United States, including over 1,000 Target locations and Sprouts stores. At the same time, SuperMush continues to grow its direct-to-consumer and marketplace businesses.
Over the past year, SuperMush expanded its retail footprint to more than 1,000 Target stores while maintaining strong performance through its website and Amazon channels. Additionally, the company expanded its product range by launching Shilajit, Creatine, and Lion’s Mane gummies to strengthen its wellness-focused offering.
Vikram Sehgal, COO at NDude Labs, shared, “NDude Labs invests in differentiated, science-backed products and founders with the vision and grit to build enduring brands. 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.”
Alli Schaper, Co-founder and CEO, SuperMush said, “We are so excited to be partnering with NDude Labs for this next phase of our evolution. 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 recognized brand.”
Brian Friedman, Co-founder, SuperMush stated, “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. 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.”
Going forward, SuperMush plans to develop a broader portfolio based on scientifically validated ingredients while increasing its reach across physical retail, direct-to-consumer platforms, and online marketplaces. This strategy will help the company strengthen its presence in the expanding functional wellness and dietary supplements market.
Meanwhile, NDude Labs’ investment follows its recent backing of Nutriventia, a nutraceutical ingredients company. The latest deal further demonstrates the investment firm’s focus on health and wellness businesses that combine ingredient-led innovation with science-backed product development.
