Durana Elmi Brings Cymbiotika to Target and Breaks Barriers for Female Founders
Written by Rhiannon Frater
Durana Elmi, founder of Cymbiotika, has once again proven that vision and persistence can rewrite the rules of an industry. This fall, her San Diego–based wellness brand makes its biggest leap yet with a nationwide launch at Target stores and Target.com. For Elmi, the moment is about more than retail expansion: it is about representation, resilience, and raising the bar for what is possible.
“As a female founder, I know firsthand the challenges of breaking into industries that have been dominated by legacy players. Our partnership with Target shows what’s possible when vision, resilience, and purpose align,” says Elmi.
From Innovation to Accessibility
Since its inception, Cymbiotika has been dedicated to creating supplements that are not only science-backed but also designed for everyday life. The brand has sold over 100 million supplement packets, a testament to its growing influence in the wellness space. Now, by bringing its top formulations to Target, Elmi is making premium wellness solutions more accessible than ever.Target guests will find four Cymbiotika favorites in stores nationwide: Liposomal Glutathione, Liposomal Vitamin C, Irish Sea Moss, and Liposomal Magnesium Complex. Each is available in convenient 12-count packs tailored for modern lifestyles—an intentional move to bring wellness into the daily routines of millions of families.
Representation and Leadership
Durana Elmi’s leadership is deeply personal. As one of the few women to found and scale a health and wellness brand of this magnitude, she has become a voice for representation in an industry where female founders are often underrepresented. Her ability to build a trusted, high-growth brand in such a competitive space demonstrates not only business acumen but also cultural impact.For Beverly Hills and beyond, her success resonates as both entrepreneurial triumph and an inspiring cultural shift. It reminds young women that industries once closed to them can be transformed when passion and purpose come together.
A Movement Beyond Supplements
Cymbiotika’s entry into Target is just the beginning. With additional products set to roll out through 2026, Elmi is building more than a company—she is building a movement. One that makes health accessible, empowers consumers to take ownership of their wellness, and sets a new standard for what supplements can and should be.In a city that celebrates ambition, vision, and reinvention, Durana Elmi is leading the way, proving that the future of wellness is not only innovative, but inclusive.
