“[Wellness] just is my world,” said Lemme cofounder Kourtney Kardashian Barker.
With their supplement brand, Kardashian Barker and her cofounder Simon Huck have welcomed a cohort of “Lemme girls” into this growing wellness world. During WWD Beauty Inc’s The Catalyst event in New York City last month, the duo sat down with Beauty Inc editor in chief Jenny B. Fine to discuss the supplement brand’s meteoric rise, destigmatizing the women’s health category and what’s next.
To kick-start the conversation, Kardashian Barker shared the initial inspiration for Lemme.
“It started with [my blog] Poosh, with being able to spread this message that wellness is not about perfectionism,” she said. “I’ve been taking supplements since I had [my son] Mason, and he’s turning 16 this year. That’s when my wellness journey started. It was such a passion of mine [and I knew] that it was something that I would love to create and make my version of.”
When Lemme hit the scene in 2022, the brand was an instant hit, thanks to easy-to-understand and fun formulas like Lemme Sleep, $30, and Lemme Debloat, $30. Over the years, the brand has maintained the hype by hopping onto the hottest health trends like colostrum, GLP-1s and sexual wellness, while also launching in major retailers like Target and Ulta Beauty. Although customers may come to Lemme for certain trends or because of Kardashian Barker’s influence or because of the iconic purple bottle — inspired by a 1930s cookie jar that Kardashian Barker had sent Huck a picture of at 4 a.m. six years ago — they stay for the formulas, according to Huck.
“If you take Kourtney out of Lemme, if you take me out of Lemme, if you take community, our gorgeous, stunning brand [out], the number-one reason Lemme has been successful is because the products deliver the results,” he said. “Product efficacy is king in this category because if someone is spending $30, $60, $80 to try to solve for cognition, metabolic health, vaginal health, any of the need states that we play in, and it doesn’t deliver, they’re never coming back regardless of how stunning our bottle is.”
Additionally, as efficacy is always top of mind for consumers, they have become more educated than ever to best discern what products they should invest in.
“They understand the nuance behind formulation, so what is a clinically studied ingredient versus what is a clinically studied ingredient when used at the dosage level,” Huck said. “For us as founders, our job is not just to say, this is what it’s going to do for you. They want to understand the how and why behind the science.”
That being said, Lemme is also disrupting the wellness world by having a bit of fun.
“We exist somewhere between science and a fun brand. If you look at Lemme, we are fun. It’s nostalgic, it’s disruptive, it’s irreverent,” said Huck, emphasizing the brand’s use of clinically studied dosages, third party substantiation and medical advisory board of formulators, scientists and doctors.
Additionally, Lemme has tapped into a variety of formats, including gummies, tinctures, capsules, chews, lollipops and most recently a liposomal liquid that can be used as a coffee creamer — though Kardashian Barker just takes it on its own. This approach is driving consumer consistency, as they don’t experience fatigue over just one format, according to the founders.
“It’s part of keeping it feeling slightly fun and unserious in that way,” said Kardashian Barker, adding that Lemme gummies are her go-to sweet treat. “With wellness, it’s finding the routine that is how you can keep consistent with.”
Huck added: “This is not your grandmother’s vitamins. You are loud and proud. If you go into a Lemme household…they have their Lemme Purr on their counter. They have their Lemme Sleep next to their nightstand. It really is this wellness badge of honor.”
Of course, there’s more to come. According to Huck, Lemme will unveil eight products over the next nine months, a new format in 2027 and two collaborations in the near future.
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