High cortisol is a thing of the past now that TikTok’s favorite supplement brand Nello is at Target.
The brand is available at all doors nationwide with its bestselling Supercalm, a powder-to-drink formula infused with magnesium glycinate, L-theanine, vitamin D3 and KSM-66 ashwagandha known to support healthy cortisol levels, improve sleep, boost mood and deter stress and anxiety.
Nello’s Supercalm will be available in a pack of 10 on-the-go sticks for $20 in four flavors: Raspberry Lemonade, Blue Coconut, Lemon Lime and Tropical Tangerine. A pack of 20 sticks, $40, will also be available on the retailer’s website. This summer, Target will offer the brand’s newest flavors, Strawberries & Cream and Orange Creamsicle, for a limited time on dedicated end caps. This marks the brand’s first entrance into brick-and-mortar retail following exponential growth on TikTok Shop.
According to data from Spate in March, Nello was the fourth most-viewed wellness brand on TikTok, with an average of 11.6 million weekly views, up 5,600 percent year-over-year. While the brand took off with the concept of “cortisol face” gaining traction on the platform, it has sustained success outside of the trend.
According to the brand’s director of TikTok marketing Tammy Hilgendorf, Nello has thousands of affiliates creating thousands of pieces of content every day — the team expects these creators will continue to drive sales at Target, as more people are introduced to the brand both in retail and on social media. Additionally, the brand reports that it has sold more than 40 million units to date and has reached eight figures in revenue.
“TikTok Shop has been a huge growth engine for us — it’s where we built our earliest community and proved product-market fit. That said, retail unlocks a whole new level of accessibility,” said director of brand marketing Nicole Czarnecki. “Target gives us the chance to meet customers who aren’t necessarily deep in the algorithm but are looking for simple, effective ways to feel more like themselves. They’re dabbling in adaptogens, not diving headfirst into the deep end.”
Cofounder and chief marketing officer Connor Noe added: “We’re one of the few wellness brands that didn’t just test TikTok. We scaled there. We’ve seen incredible growth through direct-to-consumer and TikTok Shop, but long-term, Target brings us ubiquity. It’s not just about being discoverable. It’s about being part of people’s everyday lives.”
Czarnecki emphasized that Target was an ideal fit for the brand’s first retailer, as the team is targeting the everyday wellness enthusiast.
“We aren’t going after hardcore biohackers or almond moms. Nello speaks to the middle — the average person who’s burnt out, perhaps over caffeinated and trying to feel better without becoming a different person,” she said.
While the brand is launching only with its Supercalm product to start, it also has additional stock keeping units that are gaining traction on TikTok, including Superfocus, $40, a mix of lion’s mane, rhodiola rosea, N-acetyl-L-tyrosine, caffeine and more for cognition support, and Supergreens, $40, a combination of powdered vegetables and fruits like apple, spinach and broccoli for a daily nutrient boost.