The feed is the test market
How Lemme flips the usual CPG order, testing on social first and taking only proven winners to retail.
Lemme is the top wellness brand at Ulta Beauty, the biggest beauty retailer in America. It’s Kourtney Kardashian’s supplement company, only four years old, and I wanted to know how it got there so fast.
The best breakdown I’ve found is from Fan Bi’s In The Money, one of the best CPG newsletters around. Fan’s point is that Lemme’s edge is a product-development insight, not a celebrity one. Here’s what I took from it, plus some digging of my own.
1. Launch into the trend within months
Look at Lemme’s launches in order. Matcha, Chill and Focus at the start. Then Debloat and Sleep. Then Purr and Play, for vaginal and sexual health, a category older supplement brands avoided. Then a GLP-1-adjacent gummy. Now creatine for women and NAD+ for longevity.
Fan’s observation is that Lemme launched into each wellness trend within months of it surfacing. The dates back it up. The GLP-1 gummy launched in September 2024, at the height of the weight loss drug boom, and the creatine gummies arrived in January 2026.
2. Let the feed pick the winners
This is the bit that changed how I think. According to Fan, every launch debuts on Kourtney’s feed before a single retail buyer sees it. That makes it the cheapest, fastest test in consumer: which products convert, which get reordered, which creators pick up without being asked. And it isn’t just one feed. Fan counts more than 13,000 creators in Lemme’s affiliate programme, making 53,000 videos.
You can see the signal in the numbers. Purr sold out in its first week, then four more times in six months.
3. Only proven products go to retail
The winners then go to shelves with demand already proven. When Lemme entered Target in January 2024, it took its four most popular gummies. Walmart followed in about 2,000 stores with five proven sellers. Fan calls it inverting the traditional sequence of retail test, then marketing.
A caveat worth holding onto
Moving this fast has a cost. The GLP-1 gummy is facing a class action alleging false advertising, and Purr drew criticism from doctors at launch. Speed only works if the claims hold up.
What I’m taking away
Most of us don’t have 200 million followers. But the order still works at any size: test with the people who already know you, watch what they buy twice, and take only that to a buyer.
Thanks to Fan Bi for the breakdown. The full piece is on In The Money.