Lemme, the supplement brand founded by Kourtney Kardashian, announced Thursday that it is set to enter the lucrative weight loss industry by introducing an “all-natural” GLP-1 — also known as the hormone found in the very popular weight loss drug Ozempic — supplement.

Despite the name, Lemme’s GLP-1 Daily does not actually contain the hormone. Instead it is made using natural ingredients such as Eriomin lemon fruit extract, Supresa saffron extract and Morosil red orange fruit extract, meant to mimic its affects. The capsules aim to “reduce hunger and cravings and support healthy weight management.”

The capsules will be available to purchase on the brand’s website beginning Sept. 16 and will be sold via a subscription-model priced at $72 for a month’s supply.

Lemme is just the latest wellness brand attempting to take advantage of the growing demand for weight loss products. Hims & Hers launched a weight loss division in December of last year, and rolled out GLP-1s in May. For the brands that are able to make it work, there’s major potential: It’s forecasted that the GLP-1 market will be worth $100 billion by 2030, according to J.P. Morgan Research.

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