The Future of Moon Juice: Navigating Change in the Wellness World
The wellness industry is more dynamic and fast-paced than ever, yet one pioneering brand, Moon Juice, finds itself at a pivotal crossroads. And this is precisely where many brands face tough decisions—balancing tradition with innovation, loyalty with transformation. But here's where it gets controversial: as Moon Juice begins to shed its early roots, many question whether its future lies in bold expansion or cautious retreat. This story is more than just about a brand; it's about the evolving landscape of wellness itself.
Before the recent popularity of Erewhon’s celebrity-endorsed smoothies, there was Moon Juice—a trailblazing wellness label based in Los Angeles. Debuting its first flagship store in 2011, Moon Juice gained fame for offering intriguing products like Strawberry Milk, crafted with colloidal silver, ripe organic strawberries, and raw organic almond milk. The brand also sold unique snacks, such as activated cashews priced at $30 per bag. Over time, Moon Juice transformed into a cult favorite, backed by venture capital, and gained a loyal following for its range of dietary 'dusts' designed for enhancing libido, sleep, and overall well-being.
Today, wellness is arguably more ingrained in our culture than ever before. Yet, Moon Juice itself is experiencing significant change. This month, the brand closed its historic Venice Beach store—just seven months after shutting down its Silver Lake location in Los Angeles in May, and two years after closing its Melrose Place boutique. To add to the challenges, the brand also lost a key retail partner, Sephora, which recently announced its decision to exit the supplement category altogether. Sephora's withdrawal highlights larger shifts within the beauty and wellness retail space—what does this mean for brands like Moon Juice?
Amanda Chantal Bacon, the founder of Moon Juice, describes the store closures as a necessary but difficult step. "It was a tough decision because the space was so beloved," she explains. "However, the daily grind of food and juice production was taking us away from our larger, more impactful goals."
What are those broader ambitions? Expansion, not only across the U.S. but globally, through traditional retail, direct-to-consumer channels, and online giant Amazon. Earlier this year, Bacon announced the appointment of Federico Troiani as the new CEO—an industry veteran from Ritual and Bulletproof—tasked with steering Moon Juice’s DTC and wholesale strategies. As the brand prepares for the next three years approaching 2026, it must navigate an industry rife with rapid trend shifts and consumer skepticism, where today's wellness craze can quickly become yesterday's fad.
But the story wouldn't be complete without understanding the woman behind the brand. Bacon, once a fine dining chef more passionate about fungi than steaks, emerged as a key figure of the 2010s wellness boom. She popularized the use of adaptogens and functional beverages, sharing her aesthetic, health-focused lifestyle through sleek cookbooks, blog posts, and social media—all intentionally crafted to inspire and attract a Millennial audience.
Yet, with notoriety came controversy. In 2015, Elle published a viral article where Bacon detailed her breakfast routine packed with esoteric ingredients like cordyceps, reishi, ho shou wu, and Quinton shots—items that seemed to straddle the line between health and mysticism. A subsequent 2016 piece in The Cut characterized her wellness regimen as making Gwyneth Paltrow look like Guy Fieri, sparking heated debates among followers and skeptics alike.
"It’s always been a polarizing topic," Bacon admits. "There was a brief period where people simply admired it, but with the rise of the internet, critics became louder, expressing disdain for what wellness brands promote."
Despite the criticism, controversy often brought more attention, leading to increased sales and investor confidence. Moon Juice has raised about $10 million in funding, including a notable $7 million Series C round led by True Beauty Ventures in 2022. Its products are available in major retail outlets—Ulta Beauty, Revolve, Free People, Nordstrom, Erewhon—and online. Bacon herself admits skepticism; she recognizes the broad dismissiveness of wellness claims—some brands oversell, others underperform, and many products are not as pure or effective as promised.
Looking ahead, the landscape for wellness brands like Moon Juice looks complex. The rise of movements like MAHA and ongoing skepticism about vaccines have fractured the community, alienating some of the most devoted consumers. Even former giants like Goop are shifting focus from supplements toward beauty and fashion.
Bacon reflects on retail dynamics, suggesting that the French may not fully grasp what wellness means to Americans—that it takes years of effort and trust-building to truly establish a new category in a retailer’s portfolio. Currently, Moon Juice’s best sales come from direct online channels and Amazon, with Amazon sales surging particularly after the viral trend of 'sleepy girl mocktails'—a drink made with magnesium, which Moon Juice promoted through influencer collaborations. Bacon claims to have been the innovator behind this trend, even trademarking the term in 2023 (though it was later abandoned in 2025).
While Bacon has proven adept at creating wellness trends, she emphasizes her intent to prioritize long-term stability over fleeting fads. She has avoided overly hyped trends like CBD or animal-based wellness powders, choosing instead to focus on her core line of brain-boosting products—especially after experiencing a traumatic brain injury herself earlier this year.
Contrary to rumors that Moon Juice might sell or exit the market, Bacon states unequivocally that no merger or acquisition talks are underway. Her vision is to nurture Moon Juice into a centennial brand, a legacy that endures beyond fleeting trends.
"People often pressure us to chase every new trend—to mass market, cut costs, or overspend on marketing," she explains. "But at Moon Juice, we’ve steadfastly stayed true to our principles. Our goal is to build something lasting, not just fleeting hype."
Would you agree that staying consistent and true to your core values in a world driven by hype offers the best long-term strategy? Or is embracing rapid trend shifts the smarter move? Share your thoughts below—this debate is far from settled.
