Ingestibles brand Lemme’s game plan to be a global leader in women’s health

Lemme is not your average Kardashian-founded brand.

Created by Kourtney Kardashian-Barker and best-friend-turned-business-partner, Simon Huck, the supplement brand is on a mission to make wellness fun through playful flavours, cultural collaborations and enjoyable ingestibles.

Following a strong performance that Huck claims saw sales grow more than 50% in a single year, the vitamin and supplement brand is gearing up a notch as it enters its expansion era within both retail and offering.

Cosmetics Business sat down with Kardashian-Barker and Huck to hear about how Lemme plans to cement itself as a go-to for health across the globe.

Lemme build a brand with my bestie

While many see a Kardashian-adjacent brand and presume it has no personal backing, Lemme builds on Kardashian-Barker and Huck’s long-standing relationship with wellness, supplements and each other.

“Kourtney and I have known each other for over 20 years, and she has always been a person in my life,” shares Huck.

Kourtney Kardashian-Barker teamed up with best-friend-turned-business-partner Simon Huck to launch Lemme

“I remember in 2008 and 2009 I was dealing with sleeping issues, stress issues, and anxiety, and she used to send me ashwagandha and magnesium.

“At the time, there were not 30 aisles in [US department store retailer] Target filled with supplements, so it was somewhat of a novel idea, and I remember taking a magnesium capsule and sleeping really well.

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“[Kourtney] is always looking for things to optimise for her health, whether that was working out or supplementation or different foods, and then I started to kind of explore supplements a little more formally as I was working on my health.”

Kardashian-Barker adds: “I have been in wellness for 16 years now, and that personal investment in helping women feel their best is what I want people to see when they look at Lemme.”

Huck continues: "We spent two years in pre-development and were really intentional about not only how it appeared in terms of packaging, but also in terms of the science, making sure that we use clinically studied ingredients at the clinically studied dosage level that we were delivering on that promise.

“Kourtney and I both knew that we wanted to work, we wanted this brand to live in women's health, we felt that the category was underdeveloped, and that there was just an enormous amount of opportunity.”

How Lemme makes health an enjoyable experience

Since its launch, the brand has gone from strength to strength, with launches addressing everything from multi-vitamins to hormonal support and even intimate health.

A huge part of Lemme’s success lies in the enjoyable formats its products land in – from gummies and chews so tasty they can replace your daily sweet treat to limited-edition lollipops, first launched in 2024, that Lemme fans are still mourning the loss of.

“One of the challenges in the category is making sure that you have really strong repeat and retention,” explains Huck.

Everything that we do is rooted in community feedback

“Indulgence and enjoyment [are] such a critical piece of Lemme’s success.

“You have to want to crave it, so you take it every day.

“We really prioritised science and efficacy, so it has got to deliver on the promise, or none of this works.

“We spent a lot of time fine-tuning the formulation, the taste, and the texture to make it so enjoyable.

“That is where we have had all this success, in making sure that, if we launch something, it has got to be absolutely craveable, because we know in the data that if it is not, consumers are not going to take it.”

This consumer-first approach goes beyond the formats, with Lemme’s team listening to any nuggets of information offered up by their customer to feed into its product plans.”

Huck continues: “Everything that we do is rooted in community feedback.

“We spend a ton of time doing social listening and looking for and speaking to our consumer, and specifically our female consumer.

“We launched Lemme Play, which is our libido intimacy gummy, as a direct result of thousands of people who had reached out to us on TikTok and Instagram, saying this is a concern and there is no product speaking to us specifically in the gummy format as well, which we are so known for.”

Lemme's product range spans capsules, chews, gummies and liquid supplement formats

As the beauty, health and wellness landscape continues to evolve with the uptick in brands pivoting towards longevity and the rising presence of weight loss drugs and jabs, Lemme is gearing up to support its consumers through these changes.

Huck explains: “When it comes to supplementation – and we know this just because there is so much talk around GLP-1 and weight management and metabolic health – in metabolic health as a category, we have seen so much growth and opportunity.

“We have a full suite of metabolic health products, and we are looking to, in the next year, launch new products in metabolic health, as well as longevity and also new formats.”

Lemme create the perfect partnerships

Having flown solo in its first four years, Lemme launched its first-ever collaboration with Kylie Cosmetics – the cosmetics brand founded by Kardashian-Barker’s sister, Kylie Jenner – in early 2026.

Since then, the brand released its second partnership with Gen Z-favourite Starface and, more recently, teamed up with fitness company and workout [solidcore] to bring two new flavours to its creatine gummy offering.

These collaborations not only offer Lemme a chance to expand its product offering, but also introduce the brand to a consumer who doesn’t know how much they have been missing.

We have super exciting international plans for 2027

“How we think about our collaborations is that brands have different, but like-minded audiences,” explains Huck.

“We know the Lemme consumer overindexes in beauty, she wants to make sure that her skin is ageing well, it is hydrated and that it is blemish-free.

“So, for Starface, it was the first time we had done a custom [gummy] shape, so these are surprising moments too.

Beyond the value given to both brands involved, the limited-edition drops also see Lemme collaborate exclusively with specific retail partners to push the products, with the brand able to match the products to the retailer that it feels will perform best.

Lemme has invested heavily into partnerships and collaborations this year, including a six-week limited-edition drop with Starface

“Any of the collaborations we do are always specific to a retailer, so with Kylie Cosmetics and Lemme, it made sense that this lives exclusively at [US beauty retailer] Ulta Beauty

“Kylie Cosmetics is a powerhouse at Ulta Beauty and we have a huge business as the number one wellness brand [at the beauty retailer], so it just made total sense to do it together exclusively,” explains Huck.

“Starface is a six-week partnership that is living on end cap at Target around the country, and not only are we really intentional with the brands that we work with, but we are also intentional with the retailers we work with and where the product is living.”

Lemme tell you what’s next for Lemme

Despite having a limited retail footprint mainly in the US, Lemme has become an international phenomenon, with many consumers carving out time during trips abroad to stock up on their favourite gummies, chews and capsules.

“I have so many friends in Europe who beg me [to send Lemme products],” reveals Huck.

“We have super exciting international plans for 2027 – they are not fully, fully baked, but know that Lemme will be available in more places.

“I have friends who come over to the US and stock up, we get that message, and I am so grateful and humbled that we do.

“With all the tension and the excitement around the world for Lemme products, we are just trying to be strategic in figuring out what the next market is for us and what that offering looks like.

“We will be announcing some international markets and, as well as growing its retail partnerships, the brand is also expanding its product offering through new formats and new ingredients.”

My bigger vision has always been that Lemme becomes the brand women reach for across every part of wellness

Kardashian-Barker adds: “We have new products coming that I think are going to surprise people.

Huck continues: “I am most excited for some new products in new formats that we will be launching.

“We have been working on this for over two years, and just needed to get it right, and so there's one product in particular that I'm very, very excited about that launches at the beginning of 2027

“Knowing that we have ingredients in a formulation that's cutting edge, that has never been done before, those are the things that I get really excited about and motivated by, because I know that our community is going to respond so passionately.

“It is just very gratifying to see it and to watch it come to life.”

Kardashian-Barker concludes, “My bigger vision has always been that Lemme becomes the brand women reach for across every part of wellness.

“We are just getting started on that.”