Supplement brands New Chapter, Om, and O Positiv each announced the launch of products at Target stores and online at Target’s website.

Earlier this year Target announced that it intended to expand its wellness assortment, with the goal of adding 2,000 new items, more than half being under $10.

“We understand that wellness is deeply personal, and it spans many different aspects of people’s lives, so at Target our approach to wellness reaches into every category of our assortment,” said Rick Gomez, executive vice president and chief commercial officer at Target. “Across beauty, personal care, tech, food, beverage, nutrition and more, we’re adding exciting new products to make it easier for people to find everything they need at prices that allow them to take care of themselves and their families without having to spend a lot of money.”

New Chapter, a Vermont-based vitamin and supplement company that manufactures whole food-based supplements, will introduce its Every Woman’s One Daily Multivitamin, Every Woman’s One Daily 40+ Multivitamin, and Magnesium + Ashwagandha.

“New Chapter has been a pioneer in the supplement space since 1982, setting the standard for expertly crafted, science-backed formulas that work in harmony with the body,” said Lori Lennon, senior director of sales, drug, club, mass, and new business at New Chapter. “Target is an ideal retailer to help us bring our whole-food, nutrient-rich supplements to more consumers, making it easier than ever to nourish wellness every day. This launch marks an exciting milestone in our mission to support health for every body at every stage of life.”

Every Woman’s One Daily features more than 20 fermented nutrients, including eight B vitamins for cellular energy metabolism, biotin for hair and nail growth, and vitamin C to protect collagen for skin health.

Every Woman’s One Daily 40+ is formulated for women over the age of 40, with key ingredients to support immune, bone, and hormone health.

The Magnesium + Ashwagandha formulation supports relaxation and recovery with sea-sourced magnesium, magnesium glycinate, and organic ashwagandha.

O Positiv, which already offers products like Uro Vaginal Probiotics and Menopause Relief Gummies at Target, has expanded its lineup on the retailer’s shelves with the launch of Uro Boric Acid Suppository and Uro Bladder Control.

Uro Boric Acid is formulated to support vaginal balance and relieve occasional vaginal odor and discomfort. The OBGYN-developed formula also features lactic acid and aloe to maintain a healthy vaginal environment, and the product is free from parabens, artificial fragrances, and dyes. The formula is designed to provide relief within several days of consistent use.

Uro bladder control supplements were found to resolve bladder issues in 90% of participants after 12 weeks of treatment in a clinical study, O Positiv reported. The formulation of pumpkin seed, saw palmetto, and soy germ extracts is formulated to help with occasional urinary urgency, frequency, and leakage.

Om will be debuting three of its top-selling gummy SKUs at the retailer, including Lion’s Mane, Relax, and Master Blend.

Lion’s Mane features 1,000 mg of Lion’s Mane to support cognitive function, mental clarity, and focus. Relax, which features 1,000 mg of reishi and ashwagandha, is designed to support stress management. Master Blend gummies pack 10 mushrooms and ashwagandha to support immune health, gut health, and stress relief.