You launched both of those businesses while students at Miami University. What advantages did this give you to connect with your target audience?Miami is not known for being a particularly tattooed school. However, it does have a strong entrepreneurial ecosystem that supports and champions startups. Selom and I were able to leverage this ecosystem to launch our natural tattoo care products business.
Our success at Mad Rabbit came from addressing a pain point in the industry. Tattoos don't always heal well, and a big reason for that is the recommendation of using petroleum jelly. It's great for scrapes and cuts because it helps build up a scab, which protects against bacteria and dirt. But it's terrible for tattoos because the ink gets stuck in the scabs, and when they fall off, your tattoo can look awful in week two.
Being on Shark Tank gave us access to a huge audience, even if they weren't necessarily our target customer. The people who watch the show aren't necessarily heavily tattooed, but they might have nieces, nephews, or grandkids who are interested in tattoos. That goes a long way for gifting during the holiday season and overall brand awareness.
A lot of the CPG giants out there are formulating for the mass consumer, and until the number of US adults with at least one tattoo passes 51%, they don't see it as a market worth formulating for. But we're small and nimble, and we listen to our customers. We can ideate and innovate accordingly. We also saw an opportunity in the health and wellness industry. Health fans care about what they put in and on their bodies, and they want their tattoos to look good too. That's why GNC saw a great opportunity for us to expand beyond supplements and into skincare.