josh whitecase studies · tallow twins
Tallow Twins: 9x monthly sales in 15 months
by Josh White, Fractional COO: I run growth, operations and finance for $1-10M CPG and wellness brands.
Where they were
I first started talking with Madison and Meghan Tylak, the twins behind Tallow Twins, in June 2025. They make tallow skincare in-house in Ontario, and back then they were still shipping orders out of their house. Great product, a loyal little following, and about $40k in Shopify net sales that month (all figures here are CAD).
Over the summer it actually slid. By September 2025 they did about $27k. There wasn't a real team around the founders yet and nobody had a clear view of where the money was going.
Building the team
So we built the team. In September 2025 I set up their Slack and brought on a paid ads lead and a supply chain lead, both on day one. In December we added someone to build an affiliate program from scratch, and in May 2026 an email and SMS lead who later took on creator seeding too. In March 2026 we moved fulfillment to a 3PL, which got product out of the house and gave us room to scale.
Budgets and where the money went
I set the budgets and told the team where the money went. In January 2026 I had our ads lead keep Google steady and double Meta in February, and I was fine letting blended nCAC go from $24 to $30 to get there. By April the plan was "all gas, no brakes". When efficiency slipped this fall we pulled Meta back 10% and kept going.
I made the launch calls too. In December 2025 I said let's get our top 3 products on Amazon to start, and by spring it was its own revenue line. We raised the free shipping threshold to $85 in July, built a creator program around seeding product with a real monthly target, and ran the twins' birthday sale this October. I run the weekly marketing meeting where all of that gets decided.
Books, forecast and cash
On the finance side, one of the first things I did was deploy QuickBooks and build their books from the ground up, so the margins are real. Then I built their Growth Engine (the forecasting model I run the business on) on top of those actuals, added a 13-week cash plan with a hard minimum cash floor, and set up a twice-weekly refresh so the numbers are never more than a few days old.
Pricing got the same treatment. I benchmarked every SKU on price per ml against Primally Pure and a handful of other tallow brands, and we only went after the products that were clearly underpriced.
The numbers
Shopify net sales went from about $40k in June 2025 to $362k in September 2026. That's 9x in 15 months.
Q3 2026 Shopify sales were $1.12M vs $104k in Q3 2025, almost 11x year over year. With wholesale and Amazon on top, Q3 came in around $1.22M across all channels.
The annual run rate went from roughly $475k to about $4.5M. New customers went from 152 a month to over 3,100 a month, about 20x.
In December 2025 I told a vendor we were "slated to do $700k this year, 1.5m next." We passed $2.5M in Shopify sales by the end of September 2026, with Q4 still to go.
What the founders said
“A huge portion of our growth is because of Josh. … He always knew which levers to pull, when to pull back, and how to keep a strong pulse on our numbers so we were growing sustainably, not recklessly.”
MadisonCEO/Co-Founder, Tallow Twins“He came in, quickly got a handle on where we were, and helped us build a budget and financial plan that actually made sense for our stage and goals. For the first time, I felt like I had clarity on our numbers and that changed everything.”
All figures in CAD. Quotes are excerpts from Madison's and Meghan's testimonials.
If this sounds like where you are
If you're a founder still doing everything yourself and you can feel the brand outgrowing the setup, that's the work I do. Book a free 30-minute call and we'll go through your numbers together.
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