Make Time Wellness, a complement brand founded by Emma Heming Willis and Helen Christoni, has one goal in mind: empowering women to take time for themselves. 

The brand launches Thursday with 4 stock keeping units, including two drink powders: the orange-flavored Make Time for Brain Health, $49, and the apple-flavored Make Time for Prenatal Health, $49, and two gummy vitamins: Make Time Women’s Multi-Vitamin, $24, and Make Time Prenatal Vitamin, $24. The brand can also be working on a brain health gummy. Across the 4 skus, Make Time Wellness is doubling down on the importance of neurological health.

While brain care continues to trend and the neurological health market grows — in response to Deloitte it could grow to $721 billion by 2026 — Heming Willis ideated the brand about three years ago after experiencing what she calls “mommy brain.”

“I went to see a health care provider and he introduced me to this term ‘brain health,’ which was something I had never heard before. Through lifestyle changes and a fistful of pills.…I actually saw such an improvement,” Heming Willis, who’s married to actor Bruce Willis, said.

Although she said she was reaping the advantages, Heming Willis was experiencing pill fatigue from taking too many supplements. Upon discussing her struggle with Christoni, the duo got down to create a line full of ingredients meant to advertise long-term brain health, energy and focus — think B vitamins, omegas and medium-chain triglycerides. They intentionally opted for gummy and powder formats to make the experience more enjoyable, as Christoni explained “compliance of supplements is such an issue.”

In constructing the brand, Christoni and Heming Willis selected to concentrate on women, as they make up nearly two-thirds of Alzheimer’s patients, in response to the Alzheimer’s Association.

“We wish to assist women find time for themselves. We wish them to place their brain, mental, emotional, physical health above all else. Individuals are talking to me about my hair, my skin, my workouts, but just never my brain,” Heming Willis said. “Women make up two-thirds of Alzheimer’s patients and nobody’s talking about that. This conversation really needs to start out sooner. We’re in danger and Helen and I are committed to leading the discussion around brain health.”

While Heming Willis declined to discuss her husband Bruce Willis, who has been diagnosed with frontotemporal dementia, the brand plans to donate 5 percent of each purchase to Hilarity for Charity, a nonprofit that assists families and caretakers affected by Alzheimer’s disease.

Through the brand’s social media channels and website, Christoni and Heming Willis will host neurological experts to share suggestions and the science behind brain health in an effort to offer further education.

While the brand launches Thursday direct-to-consumer, the team is bullish on an omnichannel approach in an effort to make brain care a typical category.

“Exposure for this brand is essential. We’re definitely looking for out brick-and-mortar locations,” Christoni said. “We wish to be on shelves where women are searching for supplements and so we want to really make an impact on that girls’s health shelf.”