Researched profile. The figures here are modelled by us from public information, published with the sources they were drawn from. How we research.
Demand here is people looking for MaryRuth’s by name — and the founder is a bigger audience than the brand.
The five largest Google searches they rank for all contain the brand name: “mary ruths” at 90,500 a month, then “mary ruth hair growth” at 74,000. Organic search brings about 230,000 visits a month across 18,032 ranking keywords, and the first generic term, “kids vitamins”, sits at #3.
The product that moved the catalogue was hair growth. The Liquid Multivitamin + Hair Growth listing went up in August 2023, is now the largest earner, shares a parent ranked #143 in Health & Household with four other listings, and has turned its own name into their second-largest search term.
The audience is split between a person and a brand. The founder’s Instagram carries 733K followers against 28K on the brand’s own account, she runs her own Meta advertiser page, and creator handles run branded content paired with her name. TikTok is the brand’s real owned channel, at 624,900 followers since January 2021.
Off Amazon, the growth is on shelves: 22,780 doors across 323 banners by their own locator, and an Inc. 5000 record of 1,336% three-year growth in 2022 and 642% in 2023.
What the public record cannot say is how the channels split. Forbes’ company estimate and the Amazon series are two estimates by different methods, and no public source divides the company’s revenue between Amazon, its own store and retail.