Midi Health is entering the supplement market. 

The women’s health platform focused on midlife on Wednesday launched its supplement line, which includes Daily Cortisol Support, $50, Daily Brain Boost, $35, and Daily Fiber+, $55. According to industry sources, Midi Health’s supplement line could exceed $30 million in sales its first year on the market. 

This marks Midi Health’s first foray beyond its medical practice, which includes telehealth visits and personalized prescriptions for skin, hair, weight and sexual health, such as GLP-1s, estrogen-based face cream and testosterone cream. According to the team, Midi Health sees 20,000 patients a week.

“We found that women are… very supplement curious, and what they were asking us for is guidance on what to take, and that included medications, and it included supplements,” said Midi Health cofounder and chief executive officer Joanna Strober, specifying that 75 percent of Midi Health patients each week are asking for supplement recommendations. “I was surprised by how many people were, in their visits, bringing up what supplements should [they] be taking. Increasingly, we were starting to do the research to figure out what supplements we should be taking and where to get them from.” 

According to Strober, the team landed on three core supplements that support the needs of women entering midlife that were not easily accessible on the market. 

“We’re trying to do the ones that are very specific to what our ladies needed,” she said. “There’s no other company out there that’s specifically making things for women in their midlife, and these are specifically formulated for that audience.”

Therefore the lineup includes a fiber supplement, which has become an increasingly hot category as the majority of Americans don’t consume enough fiber, which supports metabolic function, digestion and satiety. Midi Health’s Daily Fiber+ combines five grams of fiber with green banana powder and chromium picolinate in a zero-sugar gummy. The lineup also includes Daily Cortisol Support, formulated with magnesium, L-theanine, ashwagandha, magnolia bark extract and phosphatidylserine, to reduce stress and support mood and sleep; and Daily Brain Boost, formulated with vitamin B12, choline and CoQ10 to boost mental functional and energy. Per Strober, Midi Health practitioners were recommending each of these ingredients separately, which ultimately led to these unique blends.

“There are millions of women in this country who don’t get appropriate care,” she said. “They can’t get care for sleep, for anxiety, for weight loss, for mental health issues, for their bone issues, for their brain issues. There’s just a huge lack of expert women’s care in the country, and so our opportunity is to fill that gap.”

According to Strober, these supplements are a response to the two main challenges in women’s health: increased confusion due to the mass amount of brands entering the market and the lack of expert care and education. 

“Historically, there’s been medical care and then there’s been supplements, and it’s been very segregated, and I actually think it needs to be closer together,” said Strober. “I don’t think you should have to go to one person to talk about your supplements and a different person to talk about your medical care. It should be in one place.”

Strober said that the brand has several other supplements in the works, some of which are also a gummy format, which is often touted as the fastest-growing ingestible format and most popular after capsules. 

”We’re working on specific products to help with the issues that we are hearing from women that we can’t otherwise get them an easy replacement,” Strober said.

While the launch is a direct response to what Midi Health patients were asking for, Strober said it’s also an opportunity for new customer acquisition. 

“From a business perspective, it is true that we are also looking at the supplements as a way to get people into Midi,” she said. “We are going to be marketing the supplements separately.” 

Strober also emphasized that the supplements are suitable for all Midi Health users, whether or not they are using hormone replacement therapy to support the symptoms of perimenopause and menopause.

“This is not a replacement for hormone replacement therapy. It is an option for people who want to take hormone replacement therapy, and it’s an option for women who don’t want to take hormone replacement therapy, and certainly for women who have breast cancer [who] can’t take hormone replacement therapy. One of the things that we are looking at carefully for our supplement line is having great supplements for women who cannot take hormones,” said Strober.

In addition to this launch, Strober said the team is focused on expanding its insurance coverage and ultimately accessibility to care.

“As I think about evolving the brand, it is around scaling expert care,” she said.