Mumbai, Oct 06, 2026: Healthcare and wellness focused investment firm, NDude Labs today announced it has invested and led $3 million in Series A financing for SuperMush, a wellness brand creating next-generation functional products built on research-backed ingredients, including nootropics, adaptogens and functional mushrooms.
The new capital will support SuperMush’s product expansion, deepen investment in high-efficacy formulations, and strengthen the team and infrastructure needed to reach more customers.
Over the past year, SuperMush expanded to more than 1,000 Target stores while sustaining strong velocity on its website and Amazon. In keeping with its wellness-first mission, it also broadened its product lineup with the launch of Shilajit, Creatine, and Lion’s Mane gummies.
Founded in 2022 by Alli Schaper and Brian Friedman, SuperMush is a functional wellness brand with a growing omnichannel presence. The company has built a loyal community of customers and a retail footprint of more than 2,000 stores across the U.S., including over 1,000 Target locations and Sprouts, alongside a strong direct-to-consumer business.
“NDude Labs invests in differentiated, science-backed products and founders with the vision and grit to build enduring brands,” said Vikram Sehgal, COO at NDude Labs. “Our investment in SuperMush provides the capital to accelerate the company’s growth, along with the talent, systems and support needed to scale the business thoughtfully and sustainably.”
“We are so excited to be partnering with NDude Labs for this next phase of our evolution,” said Alli Schaper, co-founder and CEO of SuperMush. “Over the last few years, we’ve built an incredible community, products and brand presence grounded in our mission to bring the power of functional mushrooms to the world. With their team and capital support, we are preparing to scale our efforts to reach more consumers and build a globally recognized brand.”
Brian Friedman, co-founder of SuperMush, added: “We’re extremely excited to partner with NDude Labs on this next chapter as we evolve SuperMush into the #1 premium functional supplement brand for active lifestyles. With their support, we’re going to create the most effective, science-backed supplements using clinically studied ingredients at meaningful doses to help people think better, move better and feel their best.”
SuperMush aims to set the standard for efficacy among functional wellness brands. It will build its portfolio around ingredients backed by rigorous science, earning the trust of a consumer who increasingly demands results. At the same time, the brand will press its omnichannel advantage, deepening its presence across retail, direct-to-consumer and marketplaces to establish itself as a category leader with the scale to match.
The investment follows NDude Labs‘ recent investment in Nutriventia, a science-led nutraceutical ingredients company, and reflects the firm’s continued focus on health and wellness businesses built on research-backed, ingredient-focused products. NDude Labs will continue to back category-leading companies in this space.
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