I Built a CPG Brand Across Three Countries and Then Shut It Down: What I Learned From The Radiant Rhino

The hardest decision of my career was also the right one.

In 2020, I started working on a business idea. I had no idea what I was doing.

By 2021, I had launched a wellness product brand.

By year three, it was operating in three countries, the US, Canada, and Taiwan, with a team of 5 to 15 people at any given time.

Here's what I learned along the way, completely from scratch:

The Build: Taking a concept to a physical, packaged product.

The Hustle: From mom-and-pop stores and trade shows to pitching major retailers and driving e-commerce via influencers, PR and ads.

The Scale: Managing international logistics and global teams.

The Reality: Navigating cash flow, P&L statements, and margins.

I built The Radiant Rhino from nothing.

And last year, I shut it down.

Customer acquisition costs spiraled out of control. After five years of pouring my soul into the brand, I made the call to close.

It was the hardest thing I’ve ever done in business. It was also the right thing to do.

I didn't walk away empty-handed. I walked away with five years of hard-won lessons, in operations, product, cash flow, team building, and what it actually takes to start something from nothing and scale.

Now I help e-commerce and product founders make the decisions I once had to make alone.

Especially the hard ones.