At a glance
- Founded 2019 by Oliver Zak and Selom Agbitor
- Backed by Mark Cuban after Shark Tank, $16M raised
- First full tattoo-care line at Walmart, in about 1,850 stores
- Also sold at GNC and Urban Outfitters
- 7,000+ tattoo-artist ambassadors
About Mad Rabbit
Mad Rabbit started with $600 and a crockpot in a Miami University kitchen. Co-founders Oliver Zak and Selom Agbitor turned a tattoo balm into a full line of tattoo care, landed a deal with Mark Cuban on Shark Tank and closed a $10M Series A in 2023. That summer Mad Rabbit became the first tattoo-care brand on Walmart's shelves, launching in about 1,850 stores, alongside GNC, Urban Outfitters and a community of more than 7,000 tattoo-artist ambassadors.
The challenge
Moving from DTC into big-box retail changed the stakes. Every store is a market to win, and Mad Rabbit needed to know where competitors and adjacent body-care brands were showing up in the real world. Too often, the team heard about a competitor's billboard from Instagram, weeks after it went up.
How they use find
- Follow competitors and adjacent body-care brands across markets
- See where competitors run Out of Home near the stores that carry Mad Rabbit
- Compare creative, formats and media owners side by side
- Share findings with their agency to shape the next plan
“We used to hear about a competitor’s billboard from Instagram. Now we see it the week it goes up, and plan our markets around it.”
The results
Mad Rabbit now plans its markets around what competitors are actually running, not what shows up on social. The team spots competitor campaigns sooner and focuses its Out of Home where its retail footprint is.
