Premama

About Premama

Premama, operating under the corporate name Luna Pharmaceuticals Inc. since 2013, is a specialized provider of maternity wellness supplements. The company was founded in 2010 as Premama Wellness by Brown University students Dan Aziz and William Do. The idea originated after observing expectant mothers' dissatisfaction with large, hard-to-swallow prenatal pills that often caused discomfort. While a student, Aziz developed the business concept and won the Rhode Island Business Plan Competition, securing initial seed capital to launch the venture instead of pursuing a career in finance.

Premama targets the maternity wellness market, offering a range of products designed to support individuals through every stage of their parenthood journey, from preconception to postnatal care. The company's core product line consists of pill-free alternatives, such as powdered drink mixes and soft chews, which can be mixed with liquids or soft foods. These formulations are designed to be more palatable and bioavailable. The product portfolio is structured into a four-stage system: Balance, Conceive, Carry, and Care, but products can also be used individually. Offerings include fertility support for both men and women, prenatal vitamins, lactation support, and digestive aids. The products are formulated with physician-approved, non-GMO, gluten-free, and vegan/vegetarian ingredients.

The company generates revenue through a multi-channel sales strategy. After an initial focus on retail partnerships with major stores like Target, CVS, and Walgreens, Premama pivoted its strategy in 2017 to prioritize direct-to-consumer (DTC) sales via its own website to better understand customer lifetime value and control the customer experience. This shift proved successful, with its DTC channel now accounting for approximately 60% of sales, complemented by a significant presence on Amazon (30%) and a renewed, more selective retail footprint (10%) in stores like The Vitamin Shoppe and Sprouts. The company has secured multiple funding rounds, including a $3.25 million Series B round, to fuel product development, marketing, and expansion.