By: Pierre Zarokian
Among a wellness market flooded with powders, pills, and overly elaborate morning regimens, one brand has come along and tossed the rulebook out the window entirely. Wellness startup I Wanna Gummies has no 10-step plan, no tortured subscription model, and no flavor profile that involves pinching your nose to choke it down. What it does have is four colorful gummy bears—one for each time of day—that are designed to make your health regimen simple, enjoyable, and remarkably effective.
This back-to-basics philosophy didn’t originate in a corporate boardroom or from an old-school supplement company. The brand was created by an Australian entrepreneur and his Miami-based business partner—two founders with strong backgrounds in digital expansion and an unwavering conviction that wellness could be functional and fun. From the very beginning, they knew I Wanna wasn’t going to be “just another wellness brand.” It was going to be an experience worth sharing.
Whereas the idea was straightforward, getting it into customers’ hands was anything but. TikTok Shop approval took over seven months, holding up the brand from being able to access one of its most significant target markets. Initial discussions with banks were disheartening, with some partners refusing to support the business whatsoever.
Even post-launch, the team experienced stock shortages when I Wanna Gummies sold out twice in quick succession. Supply problems can ruin a young brand, but in this case, they had the opposite effect. The sell-outs contributed to the hype, with customers even more desperate for restocks.
As opposed to most wellness startups that raise millions prior to making their first sale, I Wanna Gummies scaled without any external capital. The company used innovative tactics and proof of concept in place of conventional ad spend.
Viral integrations on huge podcasts such as Flagrant, Whatever, and No Jumper exposed the gummies to audiences in the billions. Videos of hosts trying health gummies during the show, handing them out to guests, and making fun of the flavors quickly took over TikTok and Instagram. These organic moments accomplished more than advertisements could—they provided the product with cultural credibility.
One of the boldest was the brand’s $15 trial kit. Rather than locking customers into subscriptions or forcing them to buy in bulk, I Wanna Gummies offered the chance to try the whole $200 range obligation-free. It was a challenge to the rest of the industry: “If you think your product works, let people confirm it for themselves.”
It worked. Customers raved about the flavors and the effects. Repeat purchase rates climbed quickly. “We were betting on the product to do the talking,” a team member explained. “And it turns out, it shouts.”
Beyond the clever marketing, the real allure of I Wanna Gummies is what’s inside. Each gummy is crafted with top-shelf nootropics, botanicals, and amino acids:
Wake Up – a morning mix to support energy and mental focus.
Focus – with lion’s mane mushroom to help with focus.
Relax – with lavender and magnesium to help soothe tension.
Sleep – powered by melatonin and GABA to support restful sleep.
They all have fewer calories than a cup of coffee and taste more like a sweet treat than a supplement. It’s wellness without bitterness—literally.
When I Wanna Gummies soft-launched sales under the radar, it racked up over $100,000 in revenue with minimal spend. That early momentum has encouraged the brand to think big. It already has plans in motion for major expansions in the U.S., Australia, and Europe.
For the founders, this isn’t about vitamin sales—it’s about changing the way people tackle daily wellness. “People are tired of regimens that take up a second job,” said Liam Christopher, the company’s co-founder. “We stripped it all back. Four gummies. Different times of day. That’s it.” Amidst a saturated market filled with overpromises and underdelivers, I Wanna Gummies has managed to find its niche by remaining fun, functional, and actually effective. The fact that it’s gaining customers without enormous budgets or convoluted marketing funnels indicates something larger is afoot.
Disclaimer: The content provided in this article is for informational purposes only and is not intended as medical, legal, or professional advice. While the information highlights certain products and wellness trends, individual results may vary. Always consult with a qualified healthcare provider before making changes to your wellness or supplement routine. Statements regarding dietary supplements have not been evaluated by the Food and Drug Administration (FDA). These products are not intended to diagnose, treat, cure, or prevent any disease.
