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From The Desk of Robert Lyon
The Lion’s Den
From Capsules to Cashflow: The White-Label Play That Works
I've built multiple dropshipping and ecom brands in the past. Made some good money, learned a lot—but I always circled back to high-ticket sales because, well, I like big paydays.
But lately… I’ve been diving deep into the supplement game.
Why? Because I think it might be time to build something long-term. Something sticky. Something that scales.
And supplements? They check all the boxes.
💰 Why Supplements Are a Smart Play
$50 Billion Market (and growing fast)
Repeat buyers – people take them daily = monthly subscriptions
High margins – up to 90% with white-labeling + DTC
Low startup cost – test a product with $3–5K
Emotional buyers – people want to feel better, look better, perform better
Trend-driven – New angles go viral fast (gummies, sleep hacks, focus fuel, etc.)
Easier than ever to launch – with platforms like Shopify, TikTok Shop, and plug-and-play manufacturers
Americans are consumers. They’ll buy all kinds of stuff if it promises to help them sleep deeper, lose belly fat, or feel 10% better at work.
🌎 ⚠️ But… It’s Competitive
This isn’t 2013. You can’t just slap a label on a bottle and expect Shopify cha-chings all day.
You need an edge.
🔍 Finding the Edge
The winning play is niching down hard. Don’t sell “vitamins”—sell brain fuel for remote workers, bloat relief for busy moms, or sleep gummies for founders with insomnia.
Some niche ideas:
Tired Moms
Dad Bods
ADHD Entrepreneurs
Remote Workers
Gamers & Streamers
Biohackers
Women 40+ in menopause
Hustlers who hate caffeine crashes
Use tools like Google Trends, Amazon Best Sellers, or even just scroll TikTok and Reddit to spot emerging problems and trends.
Want to go deeper? Look at brands like MudWater, Athletic Greens, Magic Mind, etc., and reverse-engineer their:
Positioning
Funnels
Ads
Reviews
Influencer strategy
Success leaves clues.
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🥷 🧠 My Strategy (So Far…)
I’m still early, but here’s the 3-part strategy I’m laying out:
1. Build the Brand (Long Game)
Use Shopify as HQ
Run Facebook, TikTok, and Google Ads
Build SEO, email list, UGC—stack real assets
Tell a story, not just sell a supplement
2. Create Viral Content for TikTok Shop
Post organic videos daily
Test different angles, transformations, “why I built this” stories
If a video pops? Promote it with ads, but here’s the kicker…
3. Send Traffic to Amazon
Use TikTok to drive traffic + sales to your Amazon listing
More sales = more reviews = more free Amazon traffic
Eventually, you win on Amazon SEO without needing to burn ad dollars forever
It’s a flywheel. Content powers ads. Ads boost Amazon. Amazon boosts brand.
💰 ⚖️ The Risks (Because I’m Not Just Hyping)
Regulations – The FCC and FDA don’t play. You need to stay compliant: no sketchy claims, no shady ingredients.
Product quality – If you’re selling trash, your brand will die. Full stop. I want to sell something I’d actually take myself.
Inventory risk – If you go too hard too fast and the product doesn’t move… you’re stuck with a garage full of dust-collecting pills.
So the move is: test lean, launch smart, scale what works.
🧠 Why I’m Excited
I like the idea of building something that actually helps people feel better. Perform better. Show up better.
Sure, I still love high-ticket sales and fast cash.
But this? This feels like something I could scale, brand, and one day sell.
And hey—if it doesn’t work?
At least I’ll have the clearest skin and deepest sleep of my life.
Robert Lyon
CEO & Founder, The Lion's Den
Go. Fight. Win. 🪁
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From The Desk Of Robert Lyon