Greatest Hits #2 - How to Build a $100 Million Deodorant Business Starting With Only $1,000

**SPEAKER_1** (0:00)
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All right, what's happening? This is another edition of My First Million Greatest Hits, where we look back at some of the past episodes and do some call-outs of my favorite parts and explain to you why they're interesting.
Well, you'll understand in a second. But this episode, Shaan actually said it's his favorite episode of all time.
Last week, we just did one with Suli Ali. So Suli Ali, if you go through your Spotify or iTunes feed, you'll see the Suli Ali one. He started and sold this company for $100 million. And it was really great. Awesome guy. I love him. I know him. I think he's great. But this episode is actually with his brother, his younger brother, probably three years younger. And he sold his company for $100 million, except this company, sorry, Suli, is more impressive. And it's more impressive because he sold it for $100 million with zero money raised. So he, well, they actually ended up, they raised like $400,000, like weeks or months or something like that before they sold. But basically he started the company when he was in his early 30s for like $1,000. And in only two and a half years, he scaled to a $30 million run rate. And then he sold the company for $100 million in cash to Proctor & Gamble. And he did that all in two and a half years.
And I was actually with him. So Moiz and I, we actually shared an office when he started the company. It was like a really small space called Founders Dojo. And if you look up like Sam Parr Founders Dojo, you'll see an article in a video I made on that spot. But it was basically like eight of us working out of a small office. And Moiz was tinkering at first. He was like, maybe I'll sell mattresses. Maybe I'll sell, I forget all what he wanted to sell. And somehow he came across, you know, maybe deodorant would be cool. And so we started this company called Native Deodorant.
And he didn't know really much about anything. And in the podcast, he goes, I don't know anything about deodorant. And all the critics were like, why are you launching this? You know nothing about deodorant. You don't know what you're doing. And he goes, you're right, I don't. But in six months, I'm gonna be an expert on this. And I'm gonna know more than all of you combined. And this is him talking to people saying like, what are you, an idiot? Don't get into deodorant, that's silly.
We know what we're doing.
You don't, stay away. And so anyway, it's a great episode.
And the reason why this episode is great is for actually two different reasons. One, Moiz is in a, this is like a compliment, but he's kind of unhinged. He's kind of a nutcase. And you're gonna hear that.
Not necessarily in a bad way, but he basically says who doubted him and he like even names names, but he'll say who his fulfillment centers were and who his early manufacturers are.
This is like a question that a lot of people say is like, hey, I'm gonna start this company. Who do I get to fulfill this product? Who do I get to make it? Well, he just actually says who it was. He goes, hey, I found this person on Etsy and he says their name and I contacted them and here's what I sent them. He also gives away numbers. So he's like on launch day, we got on product time and we actually made $1,000. But then for the next three weeks or something like that, we made like 100 bucks a day and I was spending this much money on ads and it wasn't working. And see, he names all of it.
And it's incredibly interesting. And he also will say, yeah, these 14 people try to buy us. Here's how I sold the company and what I told them and what I wrote to them in the email. He gets very specific. So I think that's great. Also, what you're gonna hear is Moiz is a fucking animal. Like again, in a good way, but he's pretty ruthless about, he's like, this is my goal. I'm gonna get after it. And he oozes with confidence. And I think that has always worn off on me whenever I hang out with him. And yet in this podcast, you'll say, when this thing happened, I thought this is over, I'm quitting, I'm out. I can't do this. And so it's kind of fun to hear, or maybe fun's not the right word, but it's kind of, I don't know, helpful to hear people who you look up to and think of the best, and these incredibly confident people have doubts. It's helpful to know that everyone has that.