Moon Juice is taking its biggest step yet toward national scale: the Los Angeles-born functional supplement brand entered Target on Monday, landing in 755 stores nationwide and on target.com.
The rollout includes three magnesium products, in a tight assortment: $43.99 Berry Magnesi-Om (30-serving jar), $21.99 Berry Magnesi-Om (seven-count stick pack) and $25.49 Cherry Sleepy Magnesi-Om (seven-count stick pack).
According to founder Amanda Chantal Bacon, who launched the brand in 2011, the expansion is a long-awaited alignment.
“The cool thing is that Target actually started reaching out to me in probably 2013,” she said. “I met with their team in the Midwest…and at the time, and I’d have to assume it’s still the same, their client was the mom. That’s who she is, that’s who they’re speaking to.”
The business was not yet positioned for national scale then, she went on. “I’m still an indie brand now, but I was really indie back then.”
The Target debut also reflects a broader recalibration in where wellness lives at retail. In Moon Juice’s early years, Bacon deliberately entered through beauty rather than traditional vitamin aisles. “So the initial retail strategy was to go into beauty and to not go into grocery, to not go into where supplements were traditionally sold,” she said.
Until now Moon Juice has been sold at Sephora, Ulta Beauty, Amazon and premium natural channels like Erewhon and Sprouts.
Sephora, she noted, was early to recognize the beauty-wellness crossover, but “Sephora has been less successful in really landing, capturing the client when she’s buying wellness.” Ulta Beauty, by contrast, “has really run with that as a point of differentiation,” she added.
Entry into mass can signal a push for growth. Moon Juice enters Target after cultivating a loyal customer base, Bacon said. The launch there follows the company’s decision to close its brick-and-mortar juice shops and narrow its focus to supplements. The next phase centers on driving sell-through and in-store education.
The timing, Bacon continued, is a function of culture and readiness. “It has been really over a decade of waiting for the market and the brand to meet in this moment where we’re both ready. So, the demand is there, the market is there. I’d say post-sleepy-girl mocktail and magnesium at night in a drink has just become a normal thing for millions of American women. And then, now the team is really ready, and that’s a really crucial part. It’s to know and to have the self-awareness of when you have the right team in place to scale in the right way.”
Bringing on chief executive officer Federico Troiani, who joined in 2025 with deep supplements experience, has been pivotal, Bacon added. “He has helped to really build out the right team.”
Troiani pointed to a strong foundation, meaningful brand equity and differentiated formulas.
“Retail distribution helps a lot with just the general awareness of the brand, which is one of our priorities for the business for the year,” Troiani said.
The brand expects wholesale retail sales to grow more than 40 percent this year, driven by the Target launch, and is projecting 20 to 30 percent top-line growth across the total business.
Bacon said Target marks the point where culture, consumer behavior and brand maturity converge. “It feels like we get to show up to Target exactly as we are,” she said, noting that the retailer did not ask the brand to alter its glass packaging or formulas. “It’s all the same.”
