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© Nathan Resnick and Aaron Alpeter
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Ecommerce on Tap is a world where Supply Chain meets storytelling. Join Nathan Resnick and Aaron Alpeter each week as they offer insights into the backend of successful businesses. Brought to you by Sourcify and Izba Consulting!
127 Episodes
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Fragrance didn’t fail because people wanted fewer options.It failed because it forced certainty in a world that isn’t.In this episode of Ecommerce on Tap, Nathan Resnick and Aaron Alpeter break down how DedCool quietly rebuilt fragrance by questioning its most basic assumptions: gendered scents, signature bottles, and permanence.We explore:Why smell is learned, not universalHow fragrance became a social signal (not just a product)Why layering reduces risk instead of creating confusionHow DedCool grew from a solo founder with an Instagram page into a $25–30M scent platformWhat founders can learn from staying founder-led longer than feels comfortableThis is a deep dive into brand behavior, not trend-chasing, and a blueprint for founders building categories the rightway.🎧 Subscribe for weekly breakdowns of iconic DTC brands🧠 Brought to you by Sourcify & Izba
Fragrance didn’t suddenly work online—it needed a new translator.For decades, fragrance was built around authority, aspiration, and department store counters. Then Phlur quietly broke the rules.In this episode of Ecommerce on Tap, we break down:Why fragrance failed early DTCHow Phlur’s founders built a credible but plateaued clean fragrance brandWhy selling “clean” wasn’t enough to scaleHow TikTok changed fragrance discoveryThe strategic reboot behind Phlur’s breakout product Missing PersonWhy Phlur’s supply chain, manufacturing strategy, and channel mix look nothing like legacy fragrance brandsWhat Phlur teaches operators about category reinvention, hero SKUs, and scaling without dilutionThis isn’t a hype story.It’s an operator case study on how culture, systems, and storytelling intersect to unlock growth.🎧 Listen if you’re a founder, operator, investor, or brand leader navigating:DTC vs retail tradeoffsRising CACsCategory saturationCultural relevance vs operational discipline
Welcome to ECommerce On Tap, where Aaron and Nathan dive deep into the inner workings of the world’s most dynamic consumer categories. This season, they’re unraveling the mysteries of fragrance—from the basics of what constitutes a scent, to the rich history that took fragrance from ancient rituals to global luxury status. Whether you’re curious about the science behind a great perfume, the complexities of launching a fragrance brand, or the trends shaping the $50+ billion global market, this episode sets the stage for it all.Join our hosts as they cover how fragrances are made, who holds the power in the supply chain, the role of storytelling, and the regulations that shape what ends up in the bottle. With personal stories, industry insights, and a look at the cultural icons that changed everything—like Chanel No. 5—this is the essential introduction to a season filled with brand spotlights, founder journeys, and actionable takeaways for ecommerce entrepreneurs.So whether you’re a fragrance fanatic, a brand builder, or simply intrigued by what makes this industry so unique, tune in—ECommerce On Tap is about to make the world of scent come alive. Don’t forget to subscribe and stay with us for the full fragrance deep dive!
This week, host Aaron sits down with James Klein, a true veteran of the supplement industry who’s been shaping the space for over 25 years. From the early days of garage operations and bodybuilder-backed brands, to today's landscape dominated by eCommerce giants and stringent compliance requirements, James Klein shares a candid insider perspective on how regulation, technology, and consumer trust have transformed the supplement market.In this episode, you’ll learn how the birth of eCommerce upended traditional retail, why compliance is now as much about payment processors as government agencies, and what pitfalls and opportunities await founders entering the crowded supplement arena. James Klein breaks down the process of launching a brand from scratch, sheds light on marketing claims that drive him crazy, and offers real talk on what science actually matters for consumers. Whether you’re a seasoned operator or just supplement-curious, this episode is packed with hard-won insights, industry trends, and practical advice for building a standout brand in 2025 and beyond.
In this episode, Aaron and Nathan dive deep into the fascinating world of supplements, spotlighting a true disruptor in the probiotic space: Seed. Known for its research-driven approach, Seed has transformed a crowded wellness category by prioritizing science over hype, building its brand on education and clinical validation rather than marketing gimmicks.
In this episode, hosts Nathan and Aaron dive deep into the rise of Grüns—the supplement brand shaking up the greens category with their innovative gummy format. You'll hear how founder Chad Janis blended his experience in venture capital with cutting-edge supply chain know-how to transform a simple insight (everyone prefers gummies over powders or pills) into a $100 million powerhouse in record time. From the evolution of gummy manufacturing and the hurdles of bringing a high-active, low-sugar supplement to market, to the challenges of rapid retail expansion and fierce industry competition, this episode is packed with lessons for aspiring founders and product innovators. Plus, you’ll get some fun background on the German roots of the brand’s name, the cultural evolution of gummies, and predictions for what’s next in the supplement world. Get ready for candid insights, actionable takeaways, and a fresh perspective on what it takes to build—and disrupt—an industry.
Aaron and Nathan reveal how Bloom Nutrition went from a niche pre-workout brand founded by Mari Llewellyn and Greg LaVacchia to Amazon’s best-selling greens powder, all by tapping into untapped audiences and making strategic moves that AG1 missed. You’ll hear how Bloom leveraged social media influence, taste innovation, and multi-channel growth to win over wellness consumers, landing partnerships with big-box retailers like Target and Walmart, and securing a minority stake sale to Nutrabolt at an impressive valuation.
From pioneering candy-flavored protein and pre-workout supplements through collaborations with household names like Warheads and Mondelez, to expanding into energy drinks, cereals, and snacks, Ghost has become more than just a supplement company—it’s a lifestyle brand that captures the spirit of an entire community.
Aaron and Nathan dove into the fascinating growth story of Nutrafol, the supplement brand that’s redefining hair wellness. We explored how three founders, each with their own hair loss journey, built trust through clinical trials and strategic partnerships with dermatologists, then scaled to a massive Unilever acquisition. We unpacked lessons on positioning, subscription business models, and how to expand your brand by leaning into science-backed results. If you’re building in ecommerce or supplements, Nutrafol’s journey is packed with actionable insights.
We’re kicking off an exciting new category—supplements! We dive deep into the origins, evolution, and explosive growth of the supplement industry in America, taking you from its roots in traditional medicine and early 20th century vitamin discovery, through the postwar boom of multivitamins, the bodybuilding and counterculture movements, and all the way to the modern era of influencer-led brands and trend-driven innovation.
Vacation was founded by a pair of beach-loving creatives who teamed up with the mastermind behind PoolSuite FM, an internet radio station obsessed with retro leisure vibes. Together, they built a brand that’s as much about playful escapism as it is about serious sun protection. From recreating the iconic Orange Gelee tanning gel to launching Instagram-worthy whipped sunscreen, Vacation’s journey is a masterclass on community-driven branding, product innovation, and leveraging cultural nostalgia for explosive growth.Nathan and Aaron break down the science behind sunscreen, the regulatory hurdles for global expansion, and how Vacation has gone from a DTC darling to the #1 sunscreen in Target. With $40 million in revenue and serious acquisition buzz, this episode peels back the layers on what it takes to disrupt a legacy category—and why the future of sunscreen just might look like the past.https://poolsuite.net/Vacation ad: https://www.tiktok.com/@vacationinc/video/7132998444548885802(00:00) - Intro
(01:59) - Non-resident Import Record Loophole
(03:24) - Customs Fraud
(04:12) - Nutrabolt investing in Bloom Nutrition
(05:27) - Skincare Review
(07:15) - Sunscreen 101
(12:56) - Sunscreen around the World
(18:05) - Sunscreen Market
(19:22) - Vacation Founding Story
(32:08) - Brand Identity
(39:47) - Vacation Growth
(41:55) - Exit Potential
(49:27) - Closing
Nathan and Aaron dissect Medik8’s unique “CSA” framework (Vitamin C in the morning, Sunscreen by day, Vitamin A at night), explaining how clear, habit-forming routines became a cornerstone for consumer loyalty and retention. The episode unpacks Medik8’s growth strategy, including their unconventional start through professional channels like medispas and dermatologists, the transition to retail and D2C, and their eventual partnership with private equity for rapid expansion into the US.
Glow Recipe. From their origins as ambitious executives at L'Oréal to becoming founders who redefined how the West thinks about skincare, Christine Chang and Sarah Lee's journey is packed with bold decisions, cultural insight, and some seriously impressive growth.Nathan and Aaron unpack Glow Recipe’s evolution—from a K-beauty curation website born out of a mere $50,000 investment, to a fruit-forward, community-driven skincare powerhouse that’s become a best-seller in Sephora and pulled in over $300 million in revenue. They break down what made Glow Recipe stand out (hint: it’s not just watermelon masks) and discuss the smart supply chain maneuvers, viral community campaigns, and the huge brand pivot that fueled their rapid scale.
Starting from a college dorm room, Topicals quickly evolved into Sephora's fastest-growing skincare line, selling a product every minute at its peak. This isn't just a story of impressive growth—it's about challenging the historic blind spots of the beauty industry, championing cultural representation, and the tenacity of two founders determined to serve overlooked communities.Nathan and Aaron walk us through Topicals' rapid journey: their unique approach to brand-building, the grit required to raise funds, how they cracked the code to a coveted Sephora partnership, and what happens when hypergrowth meets the realities of scale. Beyond Topicals, they also unpack broader trends in ecommerce, recent acquisitions shaking up the space, and the future of culture-driven holding companies.Dr Squatch Article: https://www.linkedin.com/pulse/new-alpha-why-dr-squatch-unilevers-next-flagship-mens-aaron-alpeter-nt5reKellogg Article: https://www.linkedin.com/pulse/quiet-candy-empire-thats-eating-your-breakfast-aaron-alpeter-isuse
On this episode of Ecommerce On Tap, we broke down how Hailey Bieber’s skincare brand, Rhode, achieved a billion-dollar valuation in just three years—with less than ten products, no paid celebrity endorsements, and a viral waitlist strategy. We looked at why authenticity and hands-on founder involvement mattered more than just lending a celebrity name, how tactical storytelling and minimalism fueled insane demand, and what founders can learn about operational excellence, keeping product lines focused, and preparing for a massive exit.
Welcome to a new season of Ecommerce On Tap, brought to you by Sourcify! In this exciting category kickoff episode, hosts Nathan Resnick and Aaron Alpeter dive deep into the world of skincare—a market that’s grown from ancient rituals and status symbols into a multi-billion dollar industry shaped by science, social media, and a global consumer base.Nathan and Aaron trace the fascinating evolution of skincare, from Cleopatra’s milk baths and rice water in ancient China to today’s biotech formulations and viral TikTok routines. They explore how skincare’s meaning has shifted through history—from spiritual purity to social status, and now to self-expression and personalization—and reveal surprising differences in routines and values across cultures.Whether you’re dreaming of launching your own skincare brand, curious about how products are sourced and manufactured, or just want to know why the products on your shelf look and work the way they do, this episode will give you insider access and expert perspectives. Plus, the hosts break down the industry’s vast supply chain, modern regulatory challenges, white-label versus custom formulations, the global landscape, and why M&A is booming in this category.
Did you know the athleisure supply chain is still almost entirely Asia-based, and moving production elsewhere is insanely tough due to the complexity of technical fabrics? (Shoutout Beyond Yoga for doing it in LA!) Plus, just a decade ago, wearing your gym clothes to dinner was unthinkable. Now, multi-billion dollar brands like Lululemon and Gymshark have made “sporty chic” the new normal.
On this episode of Ecommerce On Tap, we unpacked the inspiring story behind Beyond Yoga—a DTC athleisure brand that bootstrapped their way from humble beginnings to a massive $400 million acquisition by Levi’s. We broke down how founders Michelle and Jodi championed body positivity, inclusive sizing, and buttery-soft fabrics, all while manufacturing locally in L.A. Their secret? Resisting industry norms, building real community, and letting their product fanbase fuel organic growth.
In this episode, Nathan and Aaron take us inside the journey of Adanola, the quietly confident UK-based athleisure brand making serious waves after years of flying under the radar. It’s a tale that starts with failure: two brothers, Hyrum and Josh Cook, first launched Zeven Media, an ambitious photo booth startup that ultimately collapsed despite a high-profile run on the UK’s Dragons' Den. But instead of calling it quits, Hyrum dusted himself off, doubled down on a side passion project, and spent years in the trenches perfecting what would become Adanola’s signature product—its Ultimate Leggings.We’ll explore how Adanola went from nearly five years of flatlining sales to a multimillion-pound empire, thriving during the COVID-19 lockdowns through a mix of product obsession, carefully crafted influencer partnerships, and the discipline to scale slowly and profitably. The story is packed with lessons on bouncing back from failure, building a brand on your own terms, and knowing when to step aside to let your company reach the next level.
Today on Ecommerce On Tap, we dove deep into the story of Rhone—a premium activewear brand redefining men’s athleisure by blending high-tech fabrics with a real commitment to mental health and authentic values. We broke down their unique approach to supply chain innovation, how they built a dedicated community before spending a single dollar on ads, and their bold move to buy back shares from their PE investor to preserve their mission. Rhone proves you can scale a brand with integrity, staying true to your purpose every step of the way.
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