Mad Rabbit, a brand synonymous with cutting-edge tattoo aftercare, has carved a unique space in a market steeped in tradition. Co-founders Oliver Zak and Selom Agbitor, who launched their venture from a college campus, have injected fresh energy into the tattoo industry, primarily through their flagship product, Mad Rabbit Tattoo Balm. This all-natural balm is at the heart of their mission to modernize tattoo aftercare and provide superior healing and maintenance for tattooed skin. Let’s delve into the story of Mad Rabbit, exploring how their community-centric approach and innovative products, like their renowned tattoo balm, have disrupted the status quo.
The inception of Mad Rabbit was sparked by a common frustration. Oliver Zak, preparing for a new tattoo, encountered the age-old advice of using petroleum jelly for aftercare. Feeling that this traditional method was outdated and potentially unhealthy, he questioned his tattoo artist about natural alternatives. The lack of satisfactory options ignited an entrepreneurial spark in Zak and his co-founder, Selom Agbitor. Driven by the desire to find a better solution, they embarked on a journey to create their own natural tattoo care products.
Experimentation became their initial playground. Sourcing ingredients from Amazon and local apothecaries, Zak and Agbitor meticulously formulated and tested various combinations. Their breakthrough arrived in the form of an all-natural tattoo balm. This balm, crafted with seven carefully selected natural ingredients, became their foundational product. Its effectiveness in promoting tattoo healing and enhancing vibrancy was quickly evident. Leveraging the power of Facebook ads for marketing, they witnessed remarkable success, generating $300,000 in sales during a single summer. This early triumph validated their product-market fit and fueled their ambition to expand the Mad Rabbit brand. Later, the introduction of a soothing gel further solidified their position in the tattoo aftercare market, demonstrating their commitment to addressing diverse needs within the tattoo community.
Launching Mad Rabbit while still students at Miami University in Ohio proved to be a strategic advantage. Despite Miami not being a tattoo-centric university, its robust entrepreneurial ecosystem provided fertile ground for their startup. Zak and Agbitor effectively tapped into resources like a business fraternity, gaining invaluable support from faculty, alumni, and fellow students within the Farmer School of Business. This vibrant entrepreneurial community nurtured their initial growth and provided a platform to refine their business acumen. Recognizing the broader tattoo demographic, Mad Rabbit strategically launched a college ambassador program targeting metropolitan areas with higher tattoo prevalence, further expanding their reach and brand visibility beyond the university setting.
The driving force behind Mad Rabbit’s meteoric rise can be attributed to their astute identification of a significant opportunity within the evolving tattoo landscape. Oliver Zak astutely observed the increasing mainstream acceptance of tattoos. Once considered niche, tattoos have surged in popularity, with nearly 50% of US adults sporting ink in 2023, a dramatic increase from just 20% in 2012. This global trend, coupled with the modernization of tattoo legislation in countries like Japan and South Korea, signaled a market ripe for disruption.
Zak recognized the tattoo industry’s historical resistance to change. Characterized by cash-based transactions, informal training, and a closed-door approach to artistry, the industry was yearning for innovation. Mad Rabbit stepped in to address a critical pain point: inadequate tattoo aftercare practices. The common recommendation of petroleum jelly, while suitable for minor scrapes, proved detrimental to tattoo healing. Petroleum jelly’s occlusive nature, while promoting scab formation, could trap ink and lead to ink loss when scabs detached, resulting in compromised tattoo aesthetics.
Mad Rabbit’s innovation lay in offering a superior, healthier alternative. Their Mad Rabbit Tattoo Balm, formulated with clean, natural ingredients, resonated deeply with consumers seeking effective and skin-friendly aftercare solutions. This balm not only aided in healing but also prioritized the long-term vibrancy and health of the tattoo. By directly addressing a genuine need and delivering tangible results, Mad Rabbit solidified its position as a trusted and innovative brand within the tattoo community.
The decision to appear on Shark Tank catapulted Mad Rabbit into the national spotlight. While co-founder Selom Agbitor initiated the Shark Tank application, Oliver Zak, a long-time viewer of the show, recognized the immense potential of this platform. Shark Tank offered unparalleled brand exposure to a vast audience, extending beyond their core target demographic. Even viewers without tattoos themselves might have family or friends interested in tattoos, creating significant gifting opportunities and broader brand awareness, especially during peak seasons.
Their Shark Tank appearance proved transformative. Securing a deal with Mark Cuban brought not only financial investment but also invaluable mentorship and strategic guidance, particularly in navigating the retail landscape. Cuban’s partnership further legitimized Mad Rabbit and opened doors to new avenues of growth and expansion.
Building upon the success of their initial Mad Rabbit Tattoo Balm, the brand has strategically expanded its product line, driven by the voice of their community. Mad Rabbit has cultivated a strong online community encompassing diverse subcultures united by their passion for tattoos. This vibrant community actively engages with the brand, providing direct feedback and suggestions for new products. This direct line of communication has become a cornerstone of Mad Rabbit’s product innovation strategy. Consumer requests for soaps, lotions, and daily care products have directly shaped their product development roadmap, extending their offerings beyond the initial aftercare phase into comprehensive tattoo maintenance.
This community-centric approach distinguishes Mad Rabbit from larger CPG giants who often cater to mass markets. Mad Rabbit’s agility and focused approach allow them to cater specifically to the needs of the tattoo community, a demographic often overlooked by mainstream brands. Once product ideas are generated from community feedback, Mad Rabbit leverages a rigorous prototyping and development process. Working closely with chemists and manufacturers, they create samples and refine formulations. A crucial step in their quality assurance process involves consultation with Dr. Elliot Love, a tattooed dermatologist and skin cancer surgeon on their advisory board. Dr. Love’s expertise provides scientific validation and ensures the efficacy and safety of Mad Rabbit’s formulations.
Mad Rabbit’s retail strategy is as innovative as their product development. While initially focused on direct-to-consumer (DTC) sales through their Shopify store, Facebook, and Amazon, they strategically expanded into select retail partnerships. Recognizing the importance of reaching their target demographic where they naturally shop, Mad Rabbit partnered with “brand accretive” retailers like Urban Outfitters, aligning with their customer base of young, metropolitan, and trend-conscious individuals.
They also identified the health and wellness sector as a strategic avenue for expansion, partnering with GNC. This partnership tapped into health-conscious consumers who prioritize both internal and external well-being, recognizing tattoos as part of a healthy lifestyle and self-expression. Crucially, Mad Rabbit recognized the tattoo parlor channel as a vital point-of-care and influential marketing space. By distributing their aftercare products directly in tattoo studios, they ensure immediate accessibility for freshly tattooed clients, capitalizing on the tattoo artist’s trusted recommendation – a pivotal factor in aftercare choices. As tattoo acceptance continues to grow, Mad Rabbit is poised to further expand into fragmented retail spaces catering to tattooed individuals across diverse communities, from surfers to chefs, leveraging tattoos as a unifying element.
With recent Series A funding secured from Lucas Brand Equity, Mad Rabbit is poised for accelerated growth. A significant portion of this funding is allocated to building a dedicated boots-on-the-ground sales team. Focusing on the approximately 30,000 tattoo parlors across the US, this sales team will strengthen artist relationships and expand distribution within this crucial channel. Moving beyond their digital roots, this marks a significant step in building a physical presence and fostering direct engagement within the tattoo industry.
Further fueling their growth, Mad Rabbit is investing in enhanced content production. The upcoming launch of their Los Angeles headquarters, envisioned as a content-enabled tattoo studio, will serve as a hub for creating engaging 360-degree content, showcasing pro team artists, and capturing authentic product testimonials. This space will also empower tattoo artists by providing a platform to create content and cultivate their personal brands, fostering a mutually beneficial relationship. Finally, Mad Rabbit remains committed to product innovation, expanding beyond consumer-facing products to develop solutions that enhance the tattoo artist experience, further solidifying their position as a holistic and community-focused brand within the tattoo industry, always with Mad Rabbit Tattoo Balm and its natural ethos at its core.
