DTC Supplement Empire

The Liver King built a $100M supplement business by creating a controversial personal brand focused on ancestral living and masculine identity, then leveraging that influence to sell liver and ancestral supplements through multiple channels.

Key Points:

• Brand Building:

  • Created "Liver King" persona focused on extreme masculine lifestyle
  • Gained 2M followers in 24 months through hired agency
  • Built controversial but engaging content around "ancestral living"
  • Family participates in brand (sleeping on floor, eating raw meat)

• Product Lines:

  • Main product: Liver supplements (alternative to eating raw liver)
  • Multiple supplement brands and stores:
    • Heart and Soil supplements
    • The Fittest.com
    • Associated with multiple other supplement stores

• Distribution:

  • Primary sales through Amazon
  • Own direct-to-consumer websites
  • Multiple associated supplement stores
  • Claims $100M in supplement sales across platforms

• Marketing Strategy:

  • Heavy social media presence
  • Controversial messaging about masculinity and "soy boys"
  • Extreme lifestyle demonstrations
  • Strong brand narrative around ancestral living
  • Uses multiple channels/stores to capture market share