Moon Juice founder Amanda Chantal Bacon has tapped Federico Troiani as chief executive officer.

“Federico is really the first executive that’s come to Moon Juice with a background in supplements,” said Bacon, who launched Moon Juice in Venice, Calif., in 2011 — when the wellness movement was in its early days. The business grew from a local juice bar to a player in the adaptogen supplements and beauty space, with retail partners including Sephora, Ulta Beauty and Mecca. “What he’s able to bring to the table will be incredible.”

Troiani has more than two decades of experience in scaling brands at the intersection of wellness, lifestyle and consumer innovation. He most recently served as chief commercial officer of plant-based nutrition company Ka’Chava. Previously he held leadership roles at wellness brand Ritual, joining as chief marketing officer before being elevated to chief commercial officer, and at Bulletproof 360, where he was chief growth officer.

“This is a dream role for me,” Troiani said. He succeeds former Moon Juice CEO Nina Fuhrman. “It brings everything together that I really love, which is a clear mission, product excellence and cultural relevance.”

Troiani, based in Los Angeles — with the company headquartered in Culver City — plans to continue scaling the business by boosting brand awareness, improving marketing efficiency and reaching potential new consumers, he said. “The second big driver of growth is going to be omnichannel growth, driven by retail expansion, in addition to continuing elevating the DTC experience, which is always at the core of Moon Juice,” he said.

Overall he plans an accelerated focus on product innovation, specifically targeting women’s health needs, he added.

With a team of about 40 and a brick-and-mortar shop in Venice, Moon Juice remains a private company, with Bacon as the majority shareholder. Moon Juice has reportedly raised a total of $7 million across two funding rounds; the most recent was a series C round in 2022, led by True Beauty Ventures.

Bacon said Moon Juice is at “an incredible inflection point” with a strong brand DNA and loyal community. At the heart of the brand is her personal journey, which she has shared as a key influence in Moon Juice’s creation while managing autoimmune challenges.

“We’re not just going to sell you a product,” Bacon said. “It’s a lifestyle, it’s a community, it’s a library of information.”