Wellness brand Cymbiotika, which offers premium nutritional supplements featuring its signature liposomal delivery formulation, has been expanding its retail footprint, collaborating with brands and influencers, and attracting high-profile investors like Kendall Jenner, Hailey Bieber, and Zac Efron.

At Natural Products ExpoWest, Cymbiotika Co-Founders Durana Elmi and Shahab Elmi discussed the company’s current position, new products, and plans for the future.

Investments

In certain segments of the supplement industry, CEO Shahab Elmi said there’s a “race to the bottom,” with brands competing primarily on price and format, rather than efficacy. To counter that trend, Cymbiotika has invested in clinical validation and absorption research of its signature liposomal delivery technology.

He also highlighted the company’s first in-house formulation patent for liposomal technology, which will strengthen its position as consumers become more discerning about the supplements they take.

In 2025, Cymbiotika secured $25 million in outside capital with a significant portion earmarked for additional clinical studies and absorption testing to continue validating formulations, noted Shahab Elmi.

As the dietary supplement category becomes increasingly crowded, differentiation comes down to science, transparency, and a refusal to compromise on product quality, he added.

Women’s Health

Durana Elmi, COO and CXO, said women’s health is a central pillar of Cymbiotika’s strategy. She described the brand as “made for women, by women,” noting that nearly 80% of customers are female. The company relies heavily on community feedback to guide innovation, with menopause support among upcoming launches.

Women often drive household purchasing decisions, she noted, making it essential to understand and respond to their evolving health needs.

Authenticity plays a major role in building trust, Durana Elmi said. For Cymbiotika, that includes transparency around sourcing, testing, and formulation details.

Shahab Elmi noted that the company publicly shares formula specifications and production information. That transparency is a core component of the brand’s identity.

New Products and Collaborations

On the product front, the company recently launched Liposomal NAD+ for healthy aging and longevity, and is also focused on menopause support and gut health. These categories reflect growing consumer interest in longevity and foundational wellness.

In January, the company launched Advanced Liposomal Creatine, featuring 5 grams of CreaBev creatine monohydrate. In connection with the launch, Cymbiotika and Pura Vida Miami partnered to create a limited-time Superfood Smoothie available at Pura Vida locations in Florida and California. 

Durana and Shahab Elmi also emphasized continued investment in research and development to support next-generation formulations.

Retail Expansion

Looking ahead, retail expansion is a major focus for the company, with upcoming launches across national retailers and new collaborations in functional food and beverage formats.

Last fall, the company debuted four hero products nationwide at all Target stores and online at Target.com, marking its largest retail expansion at the time.  

More recently, the company entered the beauty retail space with its launch at Ulta Beauty, the nation’s largest beauty retailer. Cymbiotika launched on Ulta.com on March 15 and in over 1,000 Ulta Beauty stores nationwide on March 29

The company also has plans to launch at Whole Foods and Costco.

Meanwhile, the husband-and-wife co-founders are also developing a cookbook to help consumers on their wellness journeys.