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.

KilgourMD

Hair Care & Hair Growth (Scalp Health)

Dermatologist-founded "scalp-first" hair growth brand by Dr. James Kilgour (Stanford-trained, board-certified), selling drug-free Prevention + Treatment scalp serums to women 35+ losing hair to menopause, postpartum shifts, and GLP-1 rapid weight loss. Acquisition runs on a quiz-first paid-social funnel framed as a dermatologist's diagnostic, prescribing a 3-month serum system on subscription backed by a "give it 90 nights, if nothing grows back you pay nothing" guarantee. Reported $50M+ ARR within 18 months of launch on two SKUs.

Rejuveen

Women's Menopause & GLP-1 Support Supplements

Rejuveen sells a line of women's midlife/menopause supplements — KeraLush (hair), Osteva (joints), Uflora (vaginal health), Provitalean (weight & gut), Ossiguard (bone) — at $49–$99 with subscribe-and-save bundles. Acquisition is classic DR paid social: advertorial listicles, an embedded hair 'diagnostic' quiz funnel, and an Amazon storefront. KeraLush is the trend-riding GLP-1/Ozempic hair-shed SKU, launched Feb 2026.

Reverse Health

Menopause Weight Loss & Fitness App

Menopause-first weight-loss and fitness app subscription for women 40+ — personalized meal plans, 15-20 min home workouts (wall pilates, chair yoga, somatic yoga), fasting protocols, and habit coaching, claiming 1.1M+ users. Acquisition is quiz-first: Meta ads drive body-type quiz funnels on tour.reverse.health under rotating challenge angles ("weekly cortisol cleanse", wall-pilates challenges), localized for ES/DE/FR. Intro offers run $7.14 (1 week) to $26.77 (12 weeks), rebilling into a ~$39.99/mo membership. Flagship brand of the Reverse Tech subscription-studio portfolio.

FitFlow

Health & Fitness — Senior Intermittent Fasting App

Subscription health-coaching app (iOS/Android/web) selling personalized intermittent-fasting protocols, 28-day Wall Pilates and chair-yoga challenges, and meal plans — aimed squarely at older adults. Acquisition is quiz-first: display ads (~79% of desktop traffic) plus paid social drive users into a "Senior Fasting" quiz that sells a $29.99–38.95/month auto-renewing plan. The quiz page's internal title calls itself a "Fasteasy skin" — a white-label re-skin of an existing fasting-quiz template. Operated by VitalCore USA Inc (New York) and VitalCore BV (Netherlands).

Erodus

Men's Sexual Health & Testosterone Support

Erodus sells ERODUS Formula, a powdered daily "male vitality" drink mix (ashwagandha, Tongkat Ali, cordyceps, L-citrulline, zinc, boron, D3 and more) targeting men 40+ with testosterone, blood-flow, and erection-quality claims — positioned as the natural alternative to TRT and ED pills. Shopify store with subscription-first pricing ($69.99/mo sub vs $89.99 one-time, bundles down to $44.99/mo), a free-gift stack, and a heavy affiliate/advertorial review-site network feeding the quiz funnel.

AMUA

Women's Body-Shaping Supplements

Amua sells VitalDrops, a $29.99–$39.99 liquid phytoestrogen supplement (maca root, fenugreek, ashwagandha, beet root, L-arginine) marketed to naturally skinny women who want fuller hips, thighs and glutes — the mechanism claim is that phytoestrogens 'route' fat storage to curves instead of the belly. Acquisition is TikTok-creator-heavy plus the 'Curve Quiz' funnel and sponsored advertorials; upsells include Curve Bites gummies and a Curve Blueprint ebook. The visible front-end sells one-time bundles with discount timers and a 90-day guarantee.

Happy Aging

Longevity & Anti-Aging Supplements

Women's longevity supplement brand behind the "world's first NAD+ Longevity Shot" — liposomal NAD+/resveratrol berry shots (~$60 per 30-day box) plus capsules, a $99 Essential Duo, and a $499 TruDiagnostic biological-age test. Founder-led (influencer Martha Graeff + Harvard-trained Dr. Daniel Yadegar), positioned as pro-aging for women 40+, sold DTC on Shopify with a quiz funnel, e-book lead magnets, and a modest paid-social layer.