Durana Elmi Redefines Wellness with Cymbiotika’s Target Launch
Written by Wyles Daniel
Durana Elmi has always been more than a founder—she’s a force. As the woman behind Cymbiotika, the San Diego–based wellness company that has disrupted the supplement industry, Elmi has now secured her biggest partnership yet: a national rollout at Target stores and Target.com this fall.
“When I started Cymbiotika, my mission was to reimagine how people access wellness. This launch with Target proves that innovation and accessibility can walk hand in hand,” says Elmi.
A Female Founder’s Vision
In a city like Los Angeles—where wellness isn’t just an option but a lifestyle— Durana Elmi’s story resonates deeply. She is one of the few female founders leading a health and wellness company of this scale, and her influence stretches far beyond products. Her work represents representation, empowerment, and progress.Cymbiotika, which has already sold more than 100 million supplement packets, is known for its science-backed formulations and sleek, on-the-go packaging. By making its debut at Target, Elmi brings her vision of “A New Era of Supplements” to the mainstream, a move that democratizes wellness in ways Angelenos understand and appreciate.
Supplements That Fit Modern Life
At Target, shoppers will find four Cymbiotika favorites:- Liposomal Glutathione – A master antioxidant to protect cells and promote longevity.
- Liposomal Vitamin C – A vital nutrient for immune health, collagen production, and skin vitality.
- Irish Sea Moss – A nutrient-rich blend supporting gut health, radiant skin, and hormonal balance.
- Liposomal Magnesium Complex – A stress-easing, sleep-promoting 3-in-1 formula.
Each product is now available in exclusive 12-count packs designed for modern lifestyles: travel-friendly, easy to try, and made for those who balance wellness with busy schedules.
A New Era of Supplements in Los Angeles and Beyond
Elmi’s rise mirrors the city she often calls a second home—bold, ambitious, and unafraid to challenge the status quo. Her message to women entrepreneurs is simple: “When young women see a female-founded company thriving on shelves across America, they know their own ideas can reach the same heights.”For West Hollywood locals—where health trends often begin before they spread nationwide—Cymbiotika’s arrival at Target marks more than just another product launch. It’s a signal that Elmi’s vision of wellness for all is not just aspirational, but achievable.
With more products set to roll out through 2026, Elmi is just getting started. Cymbiotika’s tagline says it best: “A New Era of Supplements is Here.” And if her track record is any indication, this is only the beginning of an even bigger story.
