In today’s fast-paced world, managing stress and maintaining balance is more important than ever, and a new player in the wellness space is sweeping through retail with a fresh solution. Nello, the supplement brand that has taken TikTok by storm, is now making waves in Target stores nationwide. Known for its popular Supercalm product, Nello is on a mission to help individuals achieve healthier cortisol levels, ultimately leading to improved sleep, enhanced mood, and reduced anxiety. This powder-to-drink supplement is easy to incorporate into any lifestyle, combining magnesium glycinate, L-theanine, vitamin D3, and KSM-66 ashwagandha to create a blend that many are eager to try.
Available in convenient on-the-go sticks, Nello’s Supercalm is set to change the game for those looking to manage their stress on the fly. The ten-pack retails for $20 and includes enticing flavors like Raspberry Lemonade, Blue Coconut, Lemon Lime, and Tropical Tangerine. Additionally, a twenty-pack version for $40 can be found on Target’s website. The brand plans to delight fans this summer with the introduction of two new limited-edition flavors—Strawberries & Cream and Orange Creamsicle—available on dedicated end caps in Target stores. This marks an exciting transition for Nello from the digital realm of TikTok to the tangible aisles of one of America’s most beloved discount retailers.
Nello’s rise to popularity is remarkable. As of March, data from Spate reveals that the brand was the fourth-most viewed wellness company on TikTok, receiving an astonishing average of 11.6 million views weekly—an increase of 5,600 percent year-over-year. The brand’s initial success was buoyed by the viral concept of “cortisol face,” which resonated deeply with users and sparked conversation. However, Nello quickly proved that it was more than just a passing trend; its success has now permeated various spheres, from social media buzz to retail shelves.
With a growing army of affiliates, Nello continues to thrive, generating thousands of new content pieces daily. Tammy Hilgendorf, the brand’s director of TikTok marketing, believes this community of creators will play a crucial role in fostering the brand’s growth as it enters the retail space. Nello’s impressive track record includes over 40 million units sold, along with revenues soaring into the eight figures. This trajectory showcases the brand’s potential and hints at even more exciting developments ahead.
The transition to retail represents a significant opportunity for Nello to reach new audiences. Nicole Czarnecki, the director of brand marketing, notes that while TikTok Shop has been instrumental in building an initial community and proving product-market fit, stepping into retail introduces a level of accessibility that can’t be overlooked. Target provides the ideal environment for Nello to connect with customers who may not be deeply engaged with social media algorithms but are actively seeking effective and simple solutions to improve their well-being. This aligns perfectly with Nello’s vision of catering to everyday wellness enthusiasts rather than hardcore biohackers.
As Nello makes its monumental retail debut, it’s important to recognize the thoughtful approach behind its product offerings. Initially launching with just Supercalm, the brand has additional products gaining traction on TikTok, such as Superfocus, which contains a blend of lion’s mane, rhodiola rosea, and N-acetyl-L-tyrosine for cognitive support, and Supergreens, packed with nutrient-dense powdered fruits and vegetables. At a price point of $40, these products promise to enhance wellness routines without overwhelming consumers. Nello’s focus remains on the everyday person who is seeking practical solutions to elevate their health and lifestyle, reinforcing its commitment to accessibility and inclusivity in the wellness space. With its exciting launch at Target, Nello is poised to become a staple in daily wellness, helping individuals feel their best effortlessly.