A look inside the multi-channel machine behind this $500M+ brand

Hey, it’s Arik.

I’ve been studying this company for a while now.

They literally went from a bootstrapped startup to a billion-dollar valued company by building multiple growth flywheels across DTC, Amazon, retail, and partnerships.

If you don’t know who I’m talking about, I’m about to tell you everything you need to know, so strap in; this will be a lengthy one.

MaryRuth Organics.

If you search them up, they're crushing on TikTok, they're crushing on Amazon, they're crushing on Facebook ads, and they've basically got everything spinning at once.

The Backstory:

The company was founded by MaryRuth and David Ghiyam along with her mother, Colleen, in 2014 to empower others to take their health and wellness into their own hands.

Their first two products were a custom blend raspberry flavored Liquid Morning Multivitamin and a coconut flavored Liquid Nighttime Multimineral, inspired by her belief in liquids till lunch: that is, consuming only water, coffee, tea, green juice, smoothies, etc., until lunch.

Fast forward to today, they’re now rumored to be doing $500M+in annual revenue, and are selling 1 bottle every 3 seconds, making MaryRuth one of the few female founders of a company with a billion-dollar valuation.

The Breakdown:

🛍️ DTC Flywheel
MaryRuth's built a strong direct-to-consumer presence through their website, offering a wide range of vegan, non-GMO, and gluten-free vitamins and supplements for all life stages. From the second you land, the entire site is structured around who the product is for, not just what’s being sold.

What they’ve done right:
• Clear segmentation by need state (not by SKU or bundle)
• Massive emphasis on transparency — ingredients, sourcing, usage guides, FAQs
• Founder's story is everywhere, but never overwhelming. It’s human, not hype.
• Smart cross-sell structure via quizzes, education articles, and bundle suggestions

Why it works:
They don’t assume you’re ready to buy when you land, they meet you where you are, and walk you forward.

📦 Amazon Flywheel
MaryRuth knows Amazon buyers are in a different headspace. So they stripped out the fluff, and set up their catalog in a way that makes it easier for customers to reorder there, vs going back to DTC, without losing brand consistency.

They’re dominating categories with:
• Thousands of 5-star reviews
• Strong SEO-backed PDPs
• Enhanced Brand Content that tells the same story as DTC
• Strategic selection of repeat-purchase SKUs (multivitamins, kids drops, probiotics)

🏬 Retail Flywheel
Once the DTC and Amazon flywheels were working, retail became inevitable.

The brand expanded to retail stores, including Whole Foods Market, in 2021. Since then, it has further expanded into stores like Natural Grocers, Sprouts Farmers Market, Walmart, Target, and more.

But here’s what’s smart: they didn’t go to retail first to prove product-market fit. They went after building traction. So when they showed up on shelves, people already recognized the brand. And they bought.

🤝 Partnerships Flywheel
This might be the most underrated part of their playbook.

MaryRuth Organics doesn’t just partner for reach, they partner for strategic distribution and cultural alignment.


Examples:

• MaryRuth’s x Cocomelon: This was one of their biggest partnership wins, tapping into the massive reach of the Cocomelon brand to co-create kid-friendly supplement products that sold out fast. It was a way to get in front of a massive, highly specific audience (parents with toddlers) and instantly build trust by aligning with a brand they already interact with daily.

• MaryRuth's x VeeFriends: This collab with Gary Vee focused on aligning the shared values of building community, kindness, and accountability.

• MaryRuth's x Liquid Death: MaryRuth Organics and Liquid Death collaborated to create "Sleep Like the Dead," a limited-edition multimineral water infused with sleep-promoting nutrients. The collaboration was driven by MaryRuth Organics' desire to expand into the sleep supplement space and explore a more unconventional marketing approach, while Liquid Death sought to diversify its product offerings and expand its marketing reach.

What they’re not doing:
Just tossing products to random influencers, jumping into flashy celeb partnerships with no follow-through, or sponsorships that don’t lead to conversion.

Instead, they build partnerships that:
- Expand category awareness
- Tap into warm audiences
- Drive long-term acquisition through trust

Why it works:
They’re playing the long game, understanding the whole ecosystem rather than chasing quick publicity. Their partnerships serve as a welcoming entry point into the brand, and once you're in, the rest of the flywheels do their job.

Why This System Is So Durable:
None of these channels is doing all the work, but together they create a business that’s:

• Resilient
• Profitable
• Hard to copy

And that’s what makes MaryRuth Organics one of the most impressive case studies in the wellness space right now.

Bite-Size Takeaways:

- Use DTC to educate, not just sell
- Let Amazon handle convenience, speed, and restock behavior
- Use education as a competitive advantage
- Partnerships work best when they align with your core customer
- Each channel should have a defined role; stop trying to make one do everything.


See you next Thursday,
Arik

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