Cymbiotika Hits $150 Million, Launches First Beauty Supplement

Cymbiotika has sold more than 200 million single-serving liposomal sachets and now wants a share of the beauty supplement market. The San Diego company, founded in 2018, grew revenue 3,000% over the past three years to reach $150 million annually, according to the company.

Its first move into beauty is the Liposomal Beauty Peptide Complex, a supplement for hair, skin and nails. The launch comes with Cymbiotika's biggest campaign to date, backed by a production partner with Rhode credentials: OBB Media, the content company owned by Rhode co-founder Michael D. Ratner. Model Amelia Gray stars.

"The investment was a big one in the sense that we've never really done anything on this level," said Cymbiotika co-founder Durana Elmi. "I think you're starting to see a shift in the consumer's approach toward beauty, and being there in the forefront of that today is something we're really, really proud of."

Elmi laid out the strategy on the Glossy Beauty Podcast with host Lexy Lebsack.

Why is Cymbiotika entering beauty now?

Elmi frames the launch around a consumer shift from topical products to skin health that starts in the gut.

"As we approach wellness from the inside out, we're really kind of moving away from just ingestible beauty and topical beauty. Consumers are more sophisticated and savvier than ever in understanding: Where does real, true skin health come from? It comes from your gut," Elmi said. "And so I think it was a perfect time for us to launch our Liposomal Beauty Peptide product. It's the perfect intersection of wellness meets beauty."

She stopped short of dismissing topicals. "I love my highlighter, I love my serums, but I think real beauty comes from the inside. It's how you're nourishing your body. It's what you're putting in your body," Elmi said.

Where will the product sell?

Distribution is the brand's core asset, and the new supplement plugs directly into it:

• Target, entered in 2025
• Ulta Beauty, entered in March
• Walmart, entered last week
• The Liposomal Beauty Peptide Complex will sell at Ulta Beauty, Walmart and Target

Cymbiotika sells across mass, online and grocery retail, in boxes and in individual pouches at point of sale.

How big is the campaign?

The media plan spans online video, connected TV, digital, out-of-home in Los Angeles and experiential events. A wave of activity lands in the first week of November.

The product is raspberry-flavored — "It tastes like a chocolate-covered raspberry," Elmi said — and the flavor drives the stunt. Cymbiotika sent 35 to 40 influencers an oversized raspberry whose filling contains the product. Alix Earle and Amelia Gray received special deliveries. The brand is also recruiting creators to integrate the Beauty Peptide Complex into brunch-style foods and drinks.

"[The ad will be] everywhere online, CTV, across digital. We also have some out-of-home in Los Angeles, and we're doing some experiential around it," Elmi said.

The beauty supplement category is notoriously competitive, and Cymbiotika is betting that its sachet format, its three-year retail build-out and its largest-ever media spend can convert wellness shoppers at Target, Walmart and Ulta into beauty supplement buyers.