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Ephemeral

biodegradable tattoo ink, raised $20M

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#202A Breakdown of Trendy New Businesses & Boring 9 Figure Businesses2×

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In the moments

2 linked receipts
Idea

Ephemeral tattoos: sell biodegradable ink to 21,000 parlors

Shaan's trend: Ephemeral raised $20M for a biodegradable tattoo ink that fades in 12-15 months and works in a normal tattoo gun. He argues the real play isn't opening their own studios but selling the ink into the existing ~21,000 US tattoo parlors as the 'diet tattoo' option.

“this new one, Ephemeral Tattoo, just raised $20 million. It got my attention. I said, what's going on here? So what these guys have is a biodegradable ink that you— that can go into even like a normal tattoo gun. So you got to go to a place. So Inkbox is sort of like a sticker you just put on your skin and then it just fades away. This is like actually a legit tattoo, but it's a 1-year commitment instead of a 50-year commitment”

Steal thisDistribute your new product through the incumbent's existing channel instead of building your own brick-and-mortar footprint.

EP 202 · 25:27 · SHAAN
Read at 25:27
mfmindex.com№ 0202-1527
Framework

Shrink the commitment to grow the addressable market

Shaan's framing of why a 1-year tattoo wins: every person willing to commit to a permanent tattoo is one circle; offering a tattoo that fades in a year makes that circle 3-4x bigger by lowering the commitment. Reducing commitment expands the market.

“this is a circle that represents the number of people who are willing to get tattoos for life, and you say, and now there's an option that you can have a tattoo, but it's only going to last a year and it'll fade away. Okay, that circle just got like 3 times bigger, 4 times bigger. You're just increasing the size of the addressable market for tattoos, which is smart.”

Steal thisLower the commitment level (time, money, permanence) of a product to multiply the number of people willing to buy.

EP 202 · 29:26 · SHAAN
Read at 29:26
mfmindex.com№ 0202-1766