Lemme expands its lineup with Immunity, a gummy supplement featuring vitamins, minerals, and a clinically studied postbiotic strain, as the immune health market accelerates toward a $44 billion future.
The immune health category is expanding at a rapid pace, with consumers increasingly drawn to science-backed supplements that promise everyday resilience rather than quick fixes. Analysts estimate the global immune health supplements market was worth $24.38 billion in 2023 and is expected to climb past $44 billion by 2032, growing nearly seven percent each year. North America alone accounts for more than one-third of that total, underscoring the strong consumer appetite for wellness products that feel both preventative and functional.
Within this growing landscape, postbiotics have emerged as one of the buzziest areas of research and development. Unlike probiotics, which introduce live microorganisms, postbiotics are non-living microbial byproducts with proven benefits for gut and immune function. This science-driven angle has given brands new tools to differentiate in a crowded supplement aisle.
It is here that Lemme, the supplement brand cofounded by Kourtney Kardashian Barker and Simon Huck, is making its latest move. Next week, the company introduces Lemme Immunity, a $30 gummy supplement formulated with vitamin C, vitamin D, zinc, astragalus root, and the clinically studied postbiotic strain LAC-Shield. The product will also roll out at Target starting October 5, further solidifying Lemme’s retail presence.
“My personal wellness routine has always been about doing the little things consistently that add up. I wanted Lemme Immunity to reflect that same idea,” Kardashian Barker said in a statement.
For Kardashian Barker, the launch reflects her personal approach to wellness. “My personal wellness routine has always been about doing the little things consistently that add up. I wanted Lemme Immunity to reflect that same idea,” she said.
Huck described the development of the supplement as an inevitable step for the brand, explaining that immune support is often where consumers begin their supplement journeys. “When we think about supplements, for most people who’ve started on their supplement journey, immunity is the entry point,” he said. Despite Lemme’s broad assortment, he admitted that he and Kardashian Barker were still sourcing immunity products from outside brands, which highlighted the gap in their lineup.
The new formulation is positioned not as a seasonal product but as a year-round ritual. Huck elaborated: “We’re programmed in our head to take immunity products when we feel we’re getting sick, or as we go into flu season or cold season, when it actually is a 365 approach. You should be taking your immunity product every single day to support your immune system.…We are marketing this and positioning this to people as everyday immune support.”
At the center of the formula is LAC-Shield, a patented postbiotic strain that has been clinically studied for immune benefits. Huck pointed to its gut health focus: “Seventy percent of your immune function is in your gut, which is why it was so important to have that in our formulation.” Dr. Kathleen Valenton, a member of Lemme’s medical advisory board, echoed this perspective, stating: “What makes Lemme Immunity stand out is its use of a unique and highly researched postbiotic strain, which is an exciting area of gut and immune health science right now. It’s a smarter, more natural way to help keep your body’s defenses strong every day.”
The launch will also strengthen Lemme’s retail partnership with Target, which already carries products such as Debloat Gummies, Sleep Gummies, Tone Gummies, and Fiber Gummies. Huck said that distribution has been central to the brand’s momentum: “Target has been the perfect home for Lemme and we’re proud to now be the number-one beauty ingestible brand there. Launching Lemme Immunity Gummies at Target means even more consumers can easily access our science-driven formulations right where they already shop for their wellness essentials.”
Consumer demand for alternative supplement formats is also shaping the company’s strategy. Gummies remain its strongest performers, but experiments such as the limited-edition Lemme Glow lollipop have generated unexpected enthusiasm on social media. Huck noted, “We have learned that the customer is looking for those innovative formats. That’s something we are working on, and you’re going to continue to see in the next 12-to-24 months.”
Lemme has an ambitious pipeline that includes several women’s health launches through 2025, followed by broader category expansion in 2026. Huck characterized the approach as building a comprehensive toolkit for wellness, with immunity and gut health as central pillars.
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