Beef Tallow Skincare Success

Robert Oliver shares how his company invested in a beef tallow skincare brand called Evil Goods that became extremely successful.

"Evil Goods has been a really good case study of beef tallow in the skincare section. That was an investment. One of our students saw that category as similar to longevity - holistic wellness is obviously becoming huge, people don't like toxic skincare, this seems to have some good supporting evidence. It has this grassroots Twitter movement, so let's bet on that.

Pretty much whenever you see the ability to market to fear - like big pharma or insecurities - run into that. That would do well on this platform because people feel like they're learning something. It checked all those boxes.

He came out with a crazy aggressive name - Evil Goods. We'll see if that could disrupt the ability to go to retail, but at the same time, look at Liquid Death. Hopefully that plan works out, but this thing has gone just nuclear.

We got 600 million views in a month - that's an insane number. We spent a little over a hundred grand that month. That was before TikTok Shop too, so Shop now is changing the unit economics. Back then we were just sending people to Amazon and not even tracking it. We figured if we can get 600 million views, we're gonna be alright."