Funnel Teardowns

Moérie

Hair Care & Hair Growth

Science-driven, mineral-based hair care brand built around a fulvic-acid complex (77 minerals, biotin, rosemary, caffeine) that targets thinning, shedding, and slow growth. Sold primarily through paid-social quiz funnels into a subscription bundle.

Arctic Goddess

Menopause & Hormone Supplements

Ancestral women's hormone-support supplement built around wild Arctic reindeer organs (ovary, uterus, liver) and Nordic botanicals, positioned for menopause-related weight gain, fatigue and mood swings. Sold almost entirely through a paid-social 'hormone quiz' funnel into a single hero SKU on Shopify.

Bioma

Gut Health & Menopause Supplements

DTC gut-health brand selling prebiotic/probiotic/postbiotic 'synbiotic' capsules. This is its menopause line (Menopause Support Probiotics), sold through a Healthline-style partner quiz flow (flow=hlw) that reframes menopause symptoms as a gut-bacteria problem and routes into a subscription bundle.

Badlands Ranch

Dog Food & Pet Nutrition

Katherine Heigl's premium air-dried dog food brand (product line: Superfood Complete) built on beef/chicken/salmon, organ meat, and superfood vegetables. A Golden Hippo / Golden Pet Brands property sold almost entirely through paid-social direct-response survey funnels into a monthly subscription.

Hims

Telehealth & Hair Loss Rx

Direct-to-consumer men's telehealth brand (Hims & Hers) covering hair loss, ED/sexual health, weight loss, mental health and skin. The funnel is deliberately staged as a licensed medical consultation — intake questions, provider review and photo/ID verification — that converts into prepaid 3- and 5-month treatment subscriptions.

Obvi

Collagen & Weight-Loss Supplements

Bootstrapped DTC collagen and wellness brand best known for Collagenic Burn, a 'collagen-infused fat burner' aimed at women 35+ who want weight loss plus skin/hair/joint benefits. Grown almost entirely on paid-social quiz funnels and a large private community, from $10K bootstrap to ~$40M revenue.

Javvy

Protein Coffee & Functional Beverages

DTC protein-coffee brand built around an instant, just-add-water concentrate that blends 100% real coffee with 10g of whey protein per scoop — no added sugar, no artificial sweeteners. Sold almost entirely through paid-social quiz funnels into a subscribe-and-save bundle.

Grüns

Kids Nutrition & Gut Health Supplements

Gummy-format 'daily greens' DTC brand (30+ fruits & vegetables, 21 vitamins, prebiotic fiber) that turned a chewable supplement into a category disruptor — from 2023 launch to a ~$1.2B Unilever acquisition in under three years. This is the funnel for Grüns Cubs, its kids' line (ages 2–13), sold on a dedicated quiz subdomain (quiz.gruns.co).

Frøya Organics

Hair Care & Hair Growth

Norwegian-inspired natural hair & scalp care brand built around cold-pressed Arctic botanicals (rosemary, sea buckthorn, arctic herbs) marketed at thinning, shedding, and aging hair in mature women. Runs almost entirely on paid-social quiz funnels into a subscribe-and-save "Complete System" bundle. Also sells a parallel Arctic skincare line.

Forge Men

Men's Beautycare

Men's anti-aging skincare brand selling bio-identical tallow balm, positioned as a simple 30-second daily routine to reverse visible skin aging.

Hike Footwear

Health Footwear

Minimalist barefoot shoe brand targeting adults 40+ with foot, knee, and back pain — positioned as a podiatrist-developed alternative to overly cushioned footwear.

ColonBroom

Health & Wellness Supplements

Clinically proven high-fiber supplement brand for gut health, weight loss, and bloating relief — positioned as a premium daily wellness routine with subscription pricing.

Mars Men

Men's Health Supplements

Natural testosterone support supplement brand for men, positioned as a scientifically-backed T-Revival System with 8 clinical-dose ingredients for energy, strength, focus, and drive.

Spartan

Men's Hair Care

Men's hair loss brand selling a DHT-blocking Root Activator Shampoo, positioned as a simple 2-minute hair wash ritual for thicker, fuller hair in as little as 10 weeks.

Liven

Mental Health & Self-Development

Digital well-being management platform offering personalized self-development plans based on behavioral science research from Harvard, Oxford, and Cambridge.