Dive Brief:
- Kourtney Kardashian Barker’s vitamin and supplement brand Lemme has expanded into Target, according to a company release emailed to Retail Dive.
- Four of the brand’s best-selling supplements — Lemme Purr, Lemme DeBloat, Lemme Glow and Lemme Chill — are now available in Target stores nationwide. Products, which began selling on Target’s website on Dec. 26, are priced at $30 each.
- Lemme Glow is formulated to support healthy hair, clear skin and strong nails. Purr is a science-backed vaginal probiotic gummy that supports vaginal health, while Chill is formulated with ashwagandha that is shown to support stress relief, healthy cortisol levels and relaxation. The DeBloat gummy helps to reduce bloating, aid digestion and support gut health.
Dive Insight:
Through its partnership with Target, Lemme is further expanding its distribution network in order to reach more customers.
“As a long-time shopper and fan of Target, I’m so excited to launch Lemme into their stores nationwide this month,” said Kardashian Barker in a statement. “It’s such an exciting milestone for our brand.”
In addition to its own website and Target, Lemme is sold on the brand’s Amazon storefront, at Revolve, Ulta Beauty and Erewhon. Lemme ships products to customers in the U.S., Canada, United Kingdom, Australia, France, Italy, Germany and Ireland.
Lemme first launched in September of 2022 with gummy supplements that are vegan, gluten free and non-GMO. The products are free of artificial sweeteners, synthetic colors and sugar alcohols, and come without corn syrup, glucose syrup, gelatin or palm oil.
The expansion into Target comes as the mass merchant ramps up its health and wellness offerings. In 2021, Care/of launched a new line of vitamins at Target stores and online. Last year Target added Ritual to its assortment. The retailer early last year said it expanded its assortment, adding thousands of wellness and beauty products. At the time, Cassandra Jones, Target’s senior vice president of merch essentials and beauty, said customers were paying attention to what they buy, including supplements.
