Hum Nutrition is heading to Goal. 

The complement brand will now be available in all Goal doors with 4 of its bestselling products, including Flatter Me, $26, a digestive enzyme that breaks down food and controls bloating; Every day Cleanse, $26, a detoxing formula that promotes clear skin; Private Party, $26, a vaginal probiotic, and Hormone Balance, $26, an herb-based capsule that eases symptoms of premenstrual syndrome. Hum Nutrition will likely be shelved in Goal’s Beauty Natural aisle.

While the brand had previously been available in retail, Goal is a serious step, in line with the team as they concentrate on expansion and nationwide accessibility. 

“Once we checked out our data, we realized that the Hum [Nutrition] direct-to-consumer consumer and the Goal consumer had a giant overlap and we thought, ‘Why not make it easy for that consumer to buy in-store,’” said cofounder and chief executive officer Walter Faulstroh. 

He added: “If you happen to take a look at the market, Goal is considered one of the important thing retailers inside the complement space…It really allows us to service the patron nationwide.” 

Because the brand is heavily focused on women’s health, 95 percent of consumers are female. With this, Faulstroh expects the Goal launch to permit for a deeper relationship with existing customers and a chance to amass recent ones. 

Because the complement market continues to grow to be more saturated, Hum Nutrition is doubling down on key differentiators, including its third-party clinical tests — a detail clearly marked on the packaging — and education. In response to Faulstroh, the brand has seen success with short-form, educational content, akin to TikTok videos showcasing how the Flatter Me complement breaks down food over time. 

“Making it very easy for the patron to dissect what the product does, having high-level yet compelling education pieces around each product, that is the strategy,” Faulstroh said.

Moreover, Hum Nutrition’s formulas are benefit-driven, relatively than single-letter vitamins, which is a tactic that has proven successful within the complement space for a lot of brands. In an effort to further streamline the experience for consumers, Hum Nutrition will start with only capsules in-store, though the brand has an array of gummy supplements, which will likely be available on Goal.com.

When asked about future exclusive products with Goal, Faulstroh said, “The launch without delay is all about our bestsellers, after which we’ll see what the longer term brings.” 

Hum Nutrition will likely be available on Goal.com with a broader selection starting Tuesday and the 4 bestsellers will launch in stores on Jan. 8. The brand declined to share specific sales projections but expects this expansion to double retail sales next 12 months.