Behind the Brand
Magic Mind was founded by James Beshara in 2020. James, former CEO and co-founder of social payments app Tilt, was diagnosed with a heart condition called atrial fibrillation at the age of 26. He had suffered through a prolonged period of irregular heartbeats and heart palpitations until he one day decided to see a doctor. His doctor quickly discovered that James’ heart rate was over 170 beats per minute, in contrast to a normal resting heart rate of 60-100 beats per minute, and immediately rushed James to the emergency room. Just one hour later, James was undergoing a procedure to get his heart rate under control.
After further conversations with his doctor, James realized that the reason for his health issues was his extreme caffeine consumption. He had been drinking up to seven coffees a day to run his company Tilt, and knowing now that he needed to reduce his intake, James proceeded to spend the next seven years studying and experimenting with different formulas and nootropics to create a healthier morning ritual for himself. He rented a small commercial kitchen outside of San Francisco to develop a prototype and soon amassed 200 fanatic monthly subscribers. With this validation, James enlisted the help of six scientists and doctors to finalize his formula and traveled all over the world to build relationships with his suppliers. He built an organic following of over 11,000 followers on Instagram, and just five months after launching Magic Mind, the company grew to a $1 million revenue run rate. What started as a small side passion now fuels the days of thousands of people across the globe, and James remains an outspoken advocate for stress management and mental health.