Lemme is entering a recent complement category.

Kourtney Kardashian Barker’s ingestible wellness brand is launching its first capsule format with Lemme Curb, $40, meant to advertise healthy blood sugar, boost carbohydrate and glucose metabolism and reduce unhealthy cravings.

“I desired to launch Lemme Curb to assist everyone get off the sugar roller coaster. Blood sugar spikes may cause fatigue and inflammation but they really increase your cravings too,” Kardashian Barker said. “Our breakthrough formulation uses natural and clinically studied ingredients to support healthy blood sugar levels and regulate glucose metabolism.”

Although Lemme launched with an array of gummies and now tinctures, offering several formats is strategic for the brand, because the U.S. vitamin, mineral and complement market overall totals $42.5 billion in keeping with Mintel. While gummies are repeatedly growing in popularity — in 2022, 41 percent of consumers preferred gummies over other formats — data from Circana shows that capsules are the most important sect throughout the complement market. In response to Huck, capsules were one among the highest consumer requests because the brand launched.

“Kourtney has been a longtime fan of capsules,” Kardashian Barker’s business partner Simon Huck told WWD. “Gummies for plenty of individuals are the start of their wellness journey and capsules are inclined to find people sort of within the mid-stage of their wellness journey, so it just made sense.”

Lemme Curb employs Chromax, a type of chromium, a mineral which is assumed to spice up metabolism, in keeping with the Cleveland Clinic. The formula also features wild bitter melon, thought to advertise healthy blood sugar levels; cinnamon, known to cut back inflammation and blood sugar; potassium, known to advertise heart health, and a greens mix to supply a each day serving of vegetables, all in keeping with the Cleveland Clinic.

“Science is showing us that glucose spikes can result in heightened inflammation, unwanted cravings, hormonal imbalances, disrupted sleep patterns and even faster aging. We also know that metabolic health is directly correlated with blood sugar levels and insulin responses,” said Leona West, a functional nutritionist who has worked on Lemme formulations. “That’s why we formulated Lemme Curb with clinically studied ingredients to support healthy blood sugar levels, help insulin function and support blood sugar metabolism.”

With this recent launch, Lemme, which recently launched at Ulta Beauty, is predicted to proceed to innovate with capsules in addition to additional formats, in keeping with the brand.

The brand new product will likely be available starting July 25 on Lemme’s website.