SuperMush, the mushroom wellness startup, just closed a $3 million Series A, and why internet is buzzing. If you want to know who is behind it, how it grew, and what founders can learn from it, this guide covers all of it.
SuperMush Raises $3 Million in Funding
SuperMush is a US-based startup founded in 2022 by Alli Schaper and Brian Friedman. It recently raised $3 million in a Series A round led by NDude Labs, an investment firm focused on healthcare and wellness.
The brand sells through direct-to-consumer (D2C) and retail channels. According to the company, its products are in more than 2,000 US stores, including about 1,000 Target locations and Sprouts.
How will SuperMush use the funding?
- Expand its product portfolio
- Invest more deeply in high-efficacy formulations
- Strengthen its team and operational infrastructure so it can serve more customers
- Grow across retail, D2C, and marketplace channels
Vikram Sehgal, COO at NDude Labs, explained the bet: “NDude Labs invests in differentiated, science-backed products and founders with the vision and grit to build enduring brands.”
What Is SuperMush? Brand, Mission, and Philosophy
SuperMush operates under the legal entity Into the Multiverse Inc. and is headquartered in Venice, Southern California. It positions itself as a “Modern Performance Wellness Brand.”
The look and feel are inspired by the colorful spirit and iconic music of the 1960s and 70s, paired with a modern demand for health and vitality.
The brand’s core idea is simple. SuperMush argues that mushrooms and fungi were part of the human diet for some 20,000 years, supporting our hormones, nervous system, and immune system. Modern life pushed them off our plates.
Busy people rarely have time for their health, so SuperMush brings mushrooms back as high-potency extracts you can take anywhere, anytime.
Learn About – SuperMush Story
Who Are Alli Schaper and Brian Friedman?
Before SuperMush, both founders were established entrepreneurs with backgrounds in corporate work, tech, and wellness branding.
They teamed up in 2020 to build The Multiverse, an e-commerce marketplace for functional mushroom brands. Running it gave them first-hand insight into what customers wanted, and that inspired SuperMush.
The company started in November 2021 with three mushroom-based mouth sprays, designed to make functional mushrooms easier to consume than capsules. It later shifted toward gummies and supplements.
What Products Does SuperMush Sell?
The range includes Shilajit, Creatine, and Lion’s Mane gummies, alongside earlier Energy, Sleep, and Passion gummies.
| Product category | Examples and stated purpose |
|---|---|
| Mouth sprays | Energy, relaxation, and immune-support sprays using cordyceps, reishi, lion’s mane, and turkey tail |
| SuperMush gummies | Energy, Sleep, Passion, Shilajit, Creatine, and Lion’s Mane |
| Functional mints | Earlier products sold through online and retail channels |
| Lifestyle products | Streetwear and media offered by the parent brand alongside supplements |
What Does SuperMush Claim About Its Ingredients?
- All products have 0 grams of sugar, sweetened with a little sugar alcohol and monk fruit
- Vegan and USDA organic
- Third-party lab tested
- Made with fruiting-body extracts rather than mycelium, which the brand says deliver higher levels of active compounds such as beta-glucans and polysaccharides
Its ingredient claims break down like this:
- Cordyceps: energy and endurance
- Reishi: relaxation and sleep
- Lion’s mane: cognition
- Chaga: endurance
- Turkey tail: immunity
These are wellness-positioning claims, not proven medical treatments. Treat them as supplement marketing, not clinical advice.
How Does the SuperMush Business Model Work?
SuperMush uses an omnichannel model that combines direct-to-consumer sales, marketplace listings, and physical retail.
- Direct-to-consumer: The best channel for early-stage startups. You can test products cheaply without much capital.
- Marketplaces: A good fit for mid-sized brands. You list on platforms like Amazon, with Target and Sprouts as retail partners.
- Retail distribution: The most powerful but most expensive channel. A new brand gets buried by established products unless it pays for placement and builds a proper retail network.
SuperMush uses all three. That means it doesn’t depend on any single acquisition channel, which lets it push growth without holding back.
Decoding SuperMush Growth and Marketing: How Did It Grow So Fast?
TikTok has been SuperMush’s biggest growth lever. The company says it generated over 22 million views and 2.3 million likes within 12 months of launch, making it one of the fastest-growing CPG brands on the platform.
Its content mixes product education, mental-health conversations, mushroom culture, and distinctive 1960s-70s-inspired branding. Instead of relying only on performance ads, it built a media and community layer called Into the Multiverse, which drives awareness and brand loyalty.
A note for marketers: SuperMush didn’t just sell “mushroom supplements.” It took an unfamiliar ingredient category and packaged it in familiar, shareable formats, gummies and sprays. Then it used short-form video, cultural positioning, and retail proof to make the category feel accessible to Gen Z and younger millennials.
If you’re building something similar, copy the playbook: make the unfamiliar feel familiar, and build a community before you buy reach.
SuperMush Funding History: Every Round So Far
- Seed round (2021): About $1.5 million, raised before the public product launch. The money went into product development and building the team.
- Second seed round (2022): Additional investment from Vibrant Ventures and Mystic Ventures. Public profile data lists the amount at roughly $998,900.
- Series A (October 2026): On October 6, SuperMush raised $3 million, led by NDude Labs, an India- and US-based healthcare and wellness investment firm.
Revenue and Traction: What Do the Numbers Say?
These figures come from various sources, listed at the bottom of the article.
- In 2023, the company reported $1.5 million in revenue during its first 14 months, with around 55,000 superfood supplements sold.
- Recent third-party estimates suggest significantly higher traffic and revenue since then. One source puts it at about 31,300 monthly website visitors and roughly $91,900 to $166,900 in monthly revenue.
Treat third-party estimates as directional, not audited.
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Frequently Asked Questions (FAQs)
Are SuperMush gummies available in India?
SuperMush gummies are not officially sold in local stores in India, but you can buy them online and have them imported from the United States through international shipping platforms like Ubuy India.
Where can I buy SuperMush gummies right now?
In the US, you can find SuperMush at more than 1,000 Target locations, select Sprouts Farmers Market stores, via the official SuperMush website, or through its verified storefront on Amazon.
Are SuperMush gummies safe to consume?
Yes, SuperMush products are USDA Organic, vegan, zero-sugar, third-party lab-tested, and manufactured with fruiting-body extracts. Anyone with pre-existing medical conditions, fungal allergies, or pregnant/lactating individuals should consult a physician before starting any new adaptogenic regimen.
Do mushroom gummies cause side effects?
Most healthy adults tolerate functional mushrooms like Lion’s Mane, Reishi, and Chaga well. Some first-time consumers may experience mild digestive upset or slight dry mouth as their digestive system adapts to functional beta-glucans.
Which is the best mushroom gummy for daily energy?
For daily focus and stamina, look for formulations containing high-concentration Cordyceps and Lion’s Mane extracts. Cordyceps supports cellular energy and oxygen uptake, while Lion’s Mane enhances neural clarity without caffeine jitters.
Sources –
Brand Story – SuperMush
News Source – NDude Labs
Product link – Ubuy India
