Trendy Wellness Brand Moon Juice Is Raising $7 Million As It Targets Middle America

Moon Juice—the Los Angeles wellness brand known for its juices, skin care products and adaptogenic Sex Dust—is in the process of raising $7 million in new funding.

The Culver City-based company recently secured $5.1 million in fresh capital and intends to raise another $1.9 million, according to an SEC filing.

A representative for Moon Juice identified the filing as a previously reported funding round. In October, Moon Juice teased an “under $10 million” raise to aid the brand’s expansion and marketing efforts targeting the “interior of the U.S.,” the Wall Street Journal wrote at the time.

Founded by CEO Amanda Chantal Bacon in 2011, Moon Juice has evolved from a Venice juice spot into a trendy supplements purveyor stocked on shelves in Sephora beauty stores. In an Insider profile of Bacon last week, former staffers criticized the founder—who has become a prominent lifestyle guru—for her management style.

Though loosely defined, adaptogenic supplements are herbs, botanicals and mushrooms that are believed to relieve stress, boost focus and improve your mood. While ingredients such as ashwagandha and ginseng have roots in traditional medicine, some experts say the broader adaptogenic industry lacks evidence to support its claims.

Update, Jan. 17: This story has been updated to include comment from a Moon Juice representative.