Expo West 2025: How Kuli Kuli ‘Failed Our Way Forward’

Lisa Curtis launched Kuli Kuli a little over a decade ago to introduce the green superfood moringa into more American diets. Her mission continues with a refreshed brand identity rolling out across 11,000 stores nationwide amid a period of “unprecedented” growth for the supplement brand.

At Natural Products Expo West in Anaheim, Calif., Curtis discussed rising interest in moringa stoked by AI-generated TikTok videos that spiked Kuli Kuli’s sales at major retailers last year. The redesigned packaging came in response to this supercharged demand as Kuli Kuli sets out to distinguish itself as a trusted source.

Watch the full interview to learn about Kuli Kuli’s recent triumphs – including a new Target partnership – as well as sourcing challenges under the Trump administration.