Cymbiotika Backed by Alix Earle as Premium Supplement Market Accelerates

Cymbiotika, a liposomal supplement brand that generated $150 million in revenue last year, has secured a new investment from US influencer and entrepreneur Alix Earle.

Earle, whose investment sum was not disclosed, is the latest celebrity backer to join Cymbiotika’s investor roster. Notable investors already include Kendall Jenner, Hailey Bieber, Zac Efron, Steve Aoki, and Peggy Gou, alongside musicians The Weeknd and Post Malone, who participated in Cymbiotika’s $25 million funding round in January.

Founded in San Diego in 2019, Cymbiotika specializes in flavored liquid supplements delivered in single-serving liposomal pouches. Its monthly regimen ranges from £58.95 for Liposomal Advanced Creatine to £79.95 for Liposomal Glutathione, an antioxidant formulated to counter free radicals and support cellular health.

The company maintains a direct-to-consumer presence in the UK through its website, though it does not yet have physical retail store presence in the region. That DTC model reflects broader market strategies for building brand equity, akin to how established skincare brands scale in the UK market. In the US, Cymbiotika entered Target in 2025 and expanded into Ulta Beauty in March, aligned with retailer moves to expand into scalp care and prestige wellness lines.

Investment Flows into Supplements

Cymbiotika is among several high-profile supplement brands drawing capital as investors and consumer packaged goods conglomerates target businesses with recurring subscription revenues, specialized formulations, or strong retail expansion potential.

In July, David Beckham’s supplement brand IM8 secured $1 billion in growth financing from General Catalyst’s Customer Value Fund to accelerate global acquisition. The subscription-based brand operates across 43 countries and has exceeded a $200 million annualized revenue run rate, according to co-founder Prenetics.

Concurrently, Procter & Gamble agreed to acquire science-led wellness company Thorne for $3.8 billion in cash. Subject to regulatory approvals and closing conditions, the deal brings a premium supplement brand serving over seven million consumers into P&G’s Health Care portfolio. Thorne generated over $500 million in revenue in 2025 and forecasts $650 million for 2026, with roughly 60% of sales coming from consumers under 40 and half of that demographic holding active subscriptions.

Niche supplement ventures are also gaining early capital. UK fertility brand OVA raised over $1 million in pre-seed funding in 2025 to support product R&D and broader retail rollout.

Supplements Move into Mainstream Retail

Retail expansion is shifting supplements beyond specialty health stores and direct brand channels into mass retail footprint. UK women's wellness brand Unfabled launched nationwide in Sainsbury's in May following a rollout across 737 Boots stores. Research from Unfabled Labs showed that 70% of female consumers prefer purchasing supplements during their weekly grocery trips.

At the same time, premium health brands are diversifying into adjacent categories. British med-tech firm LYMA introduced its first gut-health offering, LYMA ID², through an exclusive UK partnership with Harrods in June. The launch follows LYMA's broader expansion across supplements, beauty devices, and skincare, supported by £36 million in revenue for 2025.