The wellness industry worldwide is undergoing a cultural shift. What used to be the purview of biohackers and fringe health enthusiasts has entered the mainstream. Cold plunges are taking the place of energy drinks. Natural solutions are pushing out prescription sleep medications. Podcasts such as The Joe Rogan Experience and figures such as wellness guru Gary Brecka have made self-optimization dinner table talk.
Amidst this change, one brand didn’t burst onto the scene with pushy ad campaigns or celebrity endorsements. It crept in under the radar—armed with a product so accessible, it bordered on too simple.
Introducing I Wanna Gummies —a wellness startup founded on the principle that health should be simple, effective, and, yes, tasty.
The formula was straightforward: replace boring capsules with something people actually look forward to taking, and deliver results without compromise. Four functional health gummies, each with a clear purpose—one for energy, one for focus, one for relaxation, and one for sleep. All are naturally formulated, without the sugar crashes or synthetic additives that plague much of the supplement industry.
With the likes of Goli and celebrity-backed health brands taking over retail shelves, getting noticed wasn’t about to be simple. But I Wanna Gummies enjoys a number of clear advantages: an affordable point of entry with $15 trial kits so anyone can try the entire line without commitment, results that customers can actually feel, and a social format that is easily shareable in the age of social media.
The co-founder duo—Australian entrepreneur Liam Christopher and his Miami business partner —had already gained a deep insight into e-commerce. They knew quite well that paid ads were not the only means to scale. Leveraging their current base of creators, podcasters, and internet influencers, they pushed the product into virality without spending one dime on traditional advertising.
The strategy worked. Placements on well-known, high-profile podcasts like Flagrant, Whatever, and No Jumper exposed the gummies to billions of listeners. Clips of hosts trying them live on air, passing them around a show, and riffing on their effects were posted and reposted on TikTok and Instagram, generating interest far beyond the initial audience.
The journey to that first sell-out was not linear. TikTok Shop verification took more than seven months, holding back the team from monetizing core channels. Early banking partners would not support the company. And when early product runs sold out twice in quick succession, stock gaps sent the brand into overtime to keep up.
However, every challenge presented an opportunity. The sell-outs generated hype. The initial lack of capital fueled innovative growth tactics. And the gradual rollout allowed word-of-mouth momentum to build before the brand expanded.
The soft launch alone generated $100,000+ in sales with low spend and over 10,000 customers—a proof of concept compelling enough to attract serious attention within the wellness industry.
Yet the real hook isn’t so much the story itself—it’s the product. Each gummy is infused with high-quality nootropics, botanicals, and amino acids: lion’s mane for razor-sharp focus, magnesium and lavender to unwind, melatonin and GABA for deep sleep. It has fewer calories than a cup of coffee and flavors that rival your childhood candy.
Consumers are swapping energy drinks for the Wake Up gummy, afternoon caffeine for Focus, evening wine for Relax, and artificial sleep aids for Sleep. The result isn’t just anecdotal—repeat purchase rates have soared since its launch.
Still in its nascent phase, I Wanna Gummies is already thinking well beyond its initial wave of customers. The brand’s ambition: hit 100,000 customers and set itself up for a nine-figure valuation. To achieve that, it’s lining up its inaugural strategic investment round—by invitation only. The objective is to bring in powerhouse operators, growth hackers, and influencer-led investors that bring real value to the table, not just money.
Amidst a market saturated with wellness overpromises, I Wanna Gummies has remained refreshingly authentic: fun, functional, and actually efficacious. More significantly, it’s plugged into the cultural momentum propelling wellness towards accessibility and pleasure. This is not just a case of hawking vitamin alternatives—it’s a case of repackaging everyday health in a way that people actually want to engage with.