Nature & Neuroscience Power New Mushroom Gummies

By Maya Regan

As addressed in Mind/Body Beauty, neuroscience is driving product innovation in the beauty space, offering beauty products a scientifically proven approach to emotional and physical wellbeing. Applying this to the supplements realm, cognitive wellness brand Noon (US) has launched a collection of functional mushroom gummies that support focus, relaxation or sleep.

The brand’s offering is ushering in a new era of wellbeing, where plant technology is creating powerful, delightful rituals. Engineered with a dual-layer system, the gummies’ active ingredients are absorbed more efficiently, enabling them to deliver faster, more potent results compared with traditional cognitive supplements. 

Formulated with green tea extract, lion’s mane mushrooms, goji berries and core daily vitamins, Focus is designed to provide instant clarity, clear brain fog and scattered thoughts, elevate energy and reduce stress. Chill features ashwagandha, passion flower extract and seven different functional mushrooms (including chaga and reishi) for emotional balance and reduced anxiety. Meanwhile, Sleep is infused with tremella mushrooms, camomile and magnesium to help access deeper sleep and mind-body rejuvenation. 

Each gummy boasts appealing flavours – spanning Orange-Peach, Crisp Apple, and Berry White Tea – to elevate the ritualistic experience of functional food consumption.

As highlighted in Sleep-Centred Self-Care & Wellbeing, alternative sleep-inducing supplements are coming to the fore as consumer awareness and education about their effectiveness grows. Brands embracing innovation in areas like adaptogens and nootropics are offering forward-thinking formulas and sleep solutions for the 80% of adults globally who want to improve their sleep (Philips, 2019).

Given that 25- to 34-year-old Americans are as interested in brain-boosting products as those aged 55-75 (NBJ, 2023), there’s a great product opportunity for brands in this market with such an open range of demographics to engage with.

For more on how brands are innovating in the mushroom supplements sphere to boost healing and wellbeing benefits, see Beauty’s Mushroom Boom. Not a Stylus Member? Contact the team for more information about our tailored membership solutions.

This article was first published on Stylus.com on December 16.