SuperMush Raises $3M Series A From NDude Labs to Scale Wellness Brand

Healthcare and wellness-focused investment firm NDude Labs has invested $3 million in functional wellness brand SuperMush in a Series A funding round. The investment will support the company’s expansion and growth in the functional wellness market.

Founded in 2022 by Alli Schaper and Brian Friedman, SuperMush develops products using research-backed ingredients, including nootropics, adaptogens, and functional mushrooms. The brand has built a presence through an Omni channel retail strategy, combining physical stores with direct-to-consumer and marketplace sales.

SuperMush currently sells its products across more than 2,000 retail stores in the US, including over 1,000 Target locations and Sprouts stores. The fresh funding will help the company expand its product portfolio, invest in advanced formulations, and strengthen its operational infrastructure to serve a growing customer base.

Key Highlights:

• NDude Labs has invested $3 million in SuperMush through a Series A funding round
• SuperMush sells functional wellness products across more than 2,000 US retail stores
• The funding will support product expansion, advanced formulations, and business growth

Over the past year, the brand expanded its presence to more than 1,000 Target stores and continued to record strong performance through its website and Amazon channels. It also broadened its product lineup with the introduction of Shilajit, Creatine, and Lion’s Mane gummies as part of its wellness-focused portfolio.

Vikram Sehgal, COO at NDude Labs shared, “NDude Labs invests in differentiated, science-backed products and founders with the vision and grit to build enduring brands. Our investment in SuperMush provides the capital to accelerate the company’s growth, along with the talent, systems and support needed to scale the business thoughtfully and sustainably.”

Alli Schaper, Co-founder and CEO, SuperMush said, “We are so excited to be partnering with NDude Labs for this next phase of our evolution. Over the last few years, we’ve built an incredible community, products and brand presence grounded in our mission to bring the power of functional mushrooms to the world. With their team and capital support, we are preparing to scale our efforts to reach more consumers and build a globally recognized brand.”

Brian Friedman, Co-founder, SuperMush stated, “We're extremely excited to partner with NDude Labs on this next chapter as we evolve SuperMush into the #1 premium functional supplement brand for active lifestyles. With their support, we're going to create the most effective, science-backed supplements using clinically studied ingredients at meaningful doses to help people think better, move better and feel their best.”

The company will continue to develop its portfolio around scientifically validated natural ingredients and will be further expanding its footprint in the retail, direct-to-consumer channels and online marketplaces. The strategy targets the functional wellness and dietary supplements market, which is a growing market segment.

The investment also comes in the wake of NDude Labs' recent investment in Nutriventia, a nutraceutical ingredients company, further affirming NDude Labs continued interest in health and wellness companies that are driven by science and ingredients.