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Lemme Marketing Strategy: How Kourtney Kardashian Built a Supplement Brand That Went Viral

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Let’s be honest—when a celebrity launches a wellness brand, we all raise an eyebrow.

But Lemme, the supplement brand co-founded by Kourtney Kardashian, isn’t just another influencer vanity project. It’s a masterclass in modern marketing.

From viral TikToks to quirky copywriting, Lemme proves that when you mix authenticity, community, and just the right amount of celebrity, you can turn gummy vitamins into a full-blown movement.

Here’s exactly how Lemme pulled it off—and what you can steal for your own marketing strategy.

1. Use influencer gifting to spark viral UGC

Instead of traditional paid sponsorships, Lemme sent out its products as gifts, with no posting requirements. That’s right—no scripts, no contracts, no pressure. Just genuine experiences.

One standout example? TikTok creator Christina Kirkman received Lemme Sleep gummies and posted an unsponsored review. 

@christinakirkman

goodnight.

♬ original sound - CHRISTINA KIRKMAN

The result: 48 million views, thousands of comments, and a flood of organic interest.

This isn’t just influencer marketing. It’s trust marketing.

By letting creators share unfiltered feedback, Lemme turned product seeding into viral UGC. Fans felt like they were watching real people—not paid actors—share real results.

To keep the momentum going, Lemme features this user-generated content (UGC) across social media and marketing channels. When customers see their content shared, it fuels a positive feedback loop—more sharing, more engagement, more loyalty.

2. Build a social-first brand with relatable video content

Forget boring brand posts. Lemme’s social media is buzzing, relatable, and full of personality.

Their secret? A heavy focus on short-form video, particularly on TikTok and Instagram Reels. The content isn’t overly produced—it’s raw, funny, and usually includes real customers or Kourtney herself.

They jump on trending audio and formats to stay culturally relevant.

@lemme

but who's counting? 😉💅✨

♬ original sound - lemme

They spotlight real people talking about their wellness journey—not just pretty product shots.

@lemme #duet with @Malia 💋🫶🏽 cheers to #lemme ♬ original sound - Malia 💋🫶🏽

Plus, with TikTok Shop integrations, users can buy as they watch, creating a seamless path from discovery to checkout.

This social-first strategy builds a tight-knit community where followers feel seen and heard—not sold to.

3. Hook your audience with quirky, relatable copywriting

Let’s talk tone.

From product names like “Lemme Sleep” to cheeky CTAs like “Lemme Socialize,” the brand’s copywriting is a masterclass in speaking your audience’s language.

Lemme copywriting example: “Lemme Socialize”

It’s fun. It’s flirty. It’s effective.

Why it works:

  • The voice feels human, not corporate.
  • It makes wellness feel approachable.
  • It turns boring benefits into scroll-stopping headlines.

In a sea of supplement jargon, Lemme keeps it light, memorable, and shareable.

4. Drive retention with a high-performing email strategy

Email is far from dead, and Lemme knows it.

They send around 10 emails a month, balancing promotions with real value. Some are plain text. Others are visual. All of them feel like a friend dropping into your inbox with something helpful.

They use website popups to build their email and SMS lists, with a fullscreen welcome popup for new visitors paired with a teaser.

Lemme website popup teaser
Lemme website popup first step asking for email
Lemme website popup seconds step asking for phone number

After subscribing, you get a welcome email series. Take a look at the first email: 

Lemme welcome email

Their emails offer a mix of wellness tips, product education, and back-in-stock alerts.

5. Tell stories that build trust and sell products

Lemme’s product pages aren’t just about ingredients—they tell stories.

From Kourtney’s personal wellness journey to in-depth ingredient breakdowns, the brand leads with transparency.

Their website highlights:

  • Clinical research
  • Doctor partnerships
  • Real customer testimonials

The brand works closely with doctors and scientists to develop clinically-backed formulas. And this collaboration is more than a footnote—it’s a core part of the brand story.

Lemme medical team highlighted on product page

For health-conscious buyers, this adds serious credibility. In a market full of vague claims, Lemme offers evidence-based transparency.

This storytelling-first approach builds emotional connection while answering the big question: “Does this actually work?”

6. Position your brand as a thought leader

Education is baked into Lemme’s DNA.

Whether it’s a recipe using their supplements or an Instagram post about sleep science, Lemme consistently teaches its audience something new. They even have a blog with great educational articles. 

Lemme blog

But here’s the kicker—they always link it back to a product.

This isn’t fluff content. It’s strategic thought leadership that drives revenue and loyalty.

7. Use subscription and bundling to boost AOV & loyalty

Want to boost average order value (AOV) and customer lifetime value? Look at how Lemme structures their offers.

Subscription options include monthly, 3-month, and 6-month deliveries. The perks of subscribing include VIP drops, guaranteed delivery (even when items sell out), gift/swap options, and more. 

These lock in recurring revenue and reduce churn by making reordering frictionless.

Lemme subscription options include monthly, 3-month, and 6-month deliveries

Lemme also encourages bundling with discounts and free shipping, making it easy to try more (and save more). This increases AOV while letting customers explore new products, leading to higher satisfaction and retention.

Lemme custom bundle

Wrapping up

Lemme isn’t just selling supplements—it’s building a wellness experience.

By combining UGC, social video, quirky copy, and science-backed products, the brand has created a marketing flywheel that fuels both trust and traction.

So, if you’re a marketer or brand founder wondering how to grow without relying on tired tactics, take a page from Lemme’s playbook.

Be real. Be helpful. And lemme tell you—don’t sleep on TikTok.

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Written by
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Nikolett Lorincz

Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
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