Primal Queen lands at Target, claiming $300M lifetime revenue

Primal Queen says it has crossed $300 million in lifetime net revenue in under 30 months, and the female-focused supplement brand is now in national retail: its Beef Organ Superfoods and Goddess Creatine are on Target shelves, a launch the brand says spans more than 900 stores.

Created by co-founder Shelby with Abdurahim Shodmonov and Charles Gregory, the company reports in-store sales running well above expectations. The figures are the brand’s own; they have not been independently audited, which is worth saying plainly about any private company’s numbers, and they describe one of the faster claimed ramps in the supplement category.

Why it matters

Ancestral nutrition, organ supplements and creatine have all been creator-driven, direct-to-consumer categories. What Target is testing here is whether that demand survives contact with a mass shelf, where the buyer is not arriving from a podcast or a founder’s feed but walking past the product cold.

The female-focused positioning is the differentiated part. Creatine in particular has spent two years crossing over from bodybuilding to general wellness, with women the fastest-growing buyer group. A brand built for that customer from the start, rather than repositioned toward her, gets to the shelf with cleaner equity.

What to watch

Velocity after the launch window. Supplement brands with strong communities routinely post big first resets at mass retail because the existing audience shifts its buying; the test that matters is the second and third reset, once the launch spike normalizes. Watch too whether the claimed direct-to-consumer scale converts into more doors, at Target and beyond, or whether club and grocery buyers wait for audited numbers.

Originally reported on Instagram: see the post