Make Time Wellness Hits Target Shelves, Pushing Women's Brain Health Forward

LOS ANGELES, CA – April 23, 2026 – This month, the wellness aisles at select Target stores nationwide are undergoing a significant transformation. Make Time Wellness, the rapidly growing women's supplement line co-founded by Emma Heming Willis and Helen Christoni, has made its debut in national retail, bringing its mission of prioritizing women's brain health directly into the path of millions of consumers.

The launch introduces a curated selection of the brand’s cognitive formulas, including three new products—Make Time for Menopause & Brain Health, Make Time for NAD+ & Rhodiola, and Make Time for Brain, Body & Beauty Stick Packs—alongside the original Make Time Beauty Sleep Gummies. This move from a primarily digital presence marks a pivotal moment for the brand and a major step forward in making specialized cognitive support more visible and accessible.

A Personal Mission Goes Mainstream

At the heart of Make Time Wellness is a deeply personal story. Co-founder Emma Heming Willis has been open about her own frustrating journey with brain fog and cognitive challenges, experiences she felt were often dismissed by the medical community as simply stress or fatigue. This struggle to find answers and effective support became the catalyst for creating a brand dedicated to the often-overlooked complexities of women's brain health.

"When I first started trying to understand my own brain health, I couldn't find the products or the information I needed and I knew I wasn't alone," said Emma Heming Willis in a recent statement. "Bringing Make Time Wellness into Target means that more women can discover that her own brain health matters, without having to search for it. That kind of access and visibility is exactly what the Make Time movement is about."

This mission has gained even deeper resonance through her public role as a caregiver for her husband, actor Bruce Willis, following his diagnosis of frontotemporal dementia (FTD). Her advocacy has evolved to include robust support for dementia research and caregiver resources. The brand formalizes this commitment by donating five percent of its proceeds to organizations like Hilarity for Charity and The Emma & Bruce Willis Fund, which works to raise FTD awareness and fund critical research. This blend of personal experience and public advocacy lends the brand an authenticity that resonates powerfully in a crowded wellness market.

Tapping into a Booming Wellness Market

The expansion into Target is a strategically timed move that aligns with two powerful market currents: the explosive growth of the brain health sector and Target's aggressive push into the wellness category. The global brain health supplement market is on a steep upward trajectory, with analysts from Grand View Research projecting it will reach a valuation of $23.52 billion by 2030, growing at an impressive compound annual growth rate of 13.7%. This growth is fueled by a more proactive consumer base, an aging population, and a rising awareness of the impact of stress and anxiety on cognitive function.

Simultaneously, Target has been carving out a dominant position as a go-to destination for accessible wellness. The retailer has recently expanded its wellness assortment by 30%, adding thousands of new items with a focus on affordability and trend-forward categories. By integrating wellness across food, beauty, and apparel, Target is positioning itself as a holistic lifestyle partner for its customers. The inclusion of a mission-driven, science-backed brand like Make Time Wellness fits perfectly within this strategy, offering consumers a sophisticated solution that was previously found primarily online or in specialty stores.

The Science Behind the Supplements

Make Time Wellness distinguishes itself by focusing on root-cause solutions formulated with clinically studied ingredients, moving beyond mere symptom management. The products are designed to supply the brain with specific nutrients and compounds essential for optimal function.

Key ingredients in the product line include:

• Cognizin® Citicoline: This proprietary compound has been the subject of clinical studies, including one that found daily supplementation improved attentional performance and reduced errors on cognitive tasks in healthy middle-aged women. It is believed to support focus and mental energy by enhancing the synthesis of phospholipids, which are vital to brain cell membranes.

• NAD+ (Nicotinamide Adenine Dinucleotide): A crucial coenzyme for cellular energy and metabolism, NAD+ levels naturally decline with age and during menopause. Supplementation aims to support cellular energy, enhance mental clarity, and combat the fatigue and brain fog often associated with these life stages.

• Rhodiola Rosea: As a potent adaptogen, this herb helps the body manage stress by regulating cortisol levels. Its inclusion is targeted at improving mental stamina, concentration, and resilience, which are often compromised by hormonal fluctuations and chronic stress.

• Acetyl-L-Carnitine (ALCAR): Known for its ability to cross the blood-brain barrier, ALCAR supports mitochondrial function and the production of acetylcholine, a key neurotransmitter for memory and learning. It contributes to overall mental energy and alertness.

This emphasis on scientifically vetted ingredients allows the brand to bridge the gap between clinical research and daily well-being, offering tangible support for cognitive performance.

Empowering Women to Prioritize Brain Health

Perhaps the most significant impact of the Target launch is its potential to normalize conversations around women's cognitive health. For years, symptoms like brain fog, memory lapses, and difficulty concentrating—especially during perimenopause and menopause—have been downplayed or misattributed.

"Many women spend years feeling that their brain fog is dismissed or told that what they are experiencing is 'just stress' or 'just part of menopause'," explained co-founder Helen Christoni. "We created Make Time to help educate women, so they feel empowered, supported, and more like themselves again. My hope is that when a woman sees Make Time on the shelf, she feels understood and knows she is not alone."

The brand's philosophy is encapsulated in its tagline: prioritize your brain, body, and beauty—in that order. By placing these products in major markets like Los Angeles, Chicago, and Miami, Make Time Wellness is not just selling supplements; it is championing a cultural shift. It offers a tangible reminder that taking proactive steps to support cognitive health is a valid and essential part of self-care, empowering women to take control of their well-being without apology.