Olly is betting on sexual wellness and men’s health. 

The brand is launching Mighty Mojo, $35, its second men’s health-focused complement that goals to support testosterone production and sex drive. This launch is indicative of two key markets Olly is seeking to expand in: men’s health and sexual health. 

Based on the brand, their female-focused sexual health complement Lovin’ Libido, $20, has quickly turn into a top performer, leading the corporate to further explore the category. 

“[Lovin’ Libido] has catapulted us into this latest space and excited about sexual wellness as one among our latest core segments that we expect we will win in,” said Emily Zwerner, Olly’s vp of promoting.

With this, the brand can also be seeking to expand their reach with male consumers. Based on the brand, their core customer skews heavily toward Millennial women. Nevertheless, by adding this product to its male-centric assortment, which currently includes the Men’s Multi, $14, the brand expects to amass latest consumers. Zwerner noted that while Olly has more women-focused products, several stock keeping units resonate with the male consumer, like Goodbye Stress, $14. 

“Essentially the most viable goal [for Mighty Mojo] is the Millennial man,” Zwerner told WWD. Based on the Cleveland Clinic, testosterone levels start declining at age 30, which might result in decreased sex drive, lethargy and erectile dysfunction. “On the flip side of that we’re also approaching this in two ways with the expectation that some partners buy it for his or her male counterparts, so I believe we’ll learn rather a lot through the method and understanding who’s buying it,” Zwerner continued. 

The product itself features tongkat ali, a clinically studied flowering plant which will support testosterone levels, sex drive and overall wellness, in addition to alleviate stress. With the aim to increase these general wellness advantages, Olly also added resveratrol and pine bark, antioxidants which will support immune function. Mighty Mojo employs the clinically studied dosages of those ingredients. 

Mighty Mojo will likely be available on Olly’s website and on Amazon, in addition to at Walmart and Goal. While the brand declined to share specific sales figures, industry sources estimate Mighty Mojo could garner between $10 and $20 million in first-year retail sales.