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Primal Queen Edition. 18 winning tests. $1.3M MRR added (~$15.8M annualized). The full landing page breakdown plus every test that built it.

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This is the actual test program behind one of the fastest-scaling women's supplement brands on Shopify. Every test in this doc shipped on primalqueen.com between 2024 and 2026. Every winner is real, every lift is from production data, and every screenshot is from the live deploy.

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What's in here

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About Primal Queen

Primal Queen does $7M-$10M per month in revenue. Bootstrapped, zero VC. Scaled from $2M to a $100M run rate in 18 months. One SKU, two long-form landing pages, a subscription-first offer, heavy reliance on creator + TikTok traffic.

Founders + team

• Chuckie Gregory (CEO, public-facing operator) and Shelby Gregory (brand face, the "founder voice" on every LP). Married couple. Previously founded Club EarlyBird, sold to Society Brands in October 2023.
• Abdurahim Shodmonov (co-founder).

The LPs run a Shelby-only "tried everything, found organs at 28" narrative because the female-founder voice converts for a women-only product. The actual cap table is a serial-founder couple plus operators. Brand voice and org chart are not the same thing.

Product + audience

• Product: Single capsule formula. 6 beef organs (liver, heart, kidney, ovaries, uterus, fallopian tubes). Positioned explicitly for women. 2 capsules/day, a major adherence edge over Heart & Soil and Ancestral Supplements FEM (both 6/day).
• Audience: Women 28-55. Health-conscious. Skeptical of mainstream supplements. ~75% mobile traffic.
• Price: $35/mo subscription (claimed 35% off $76 list, renews at $47/mo). $54 one-time. The OTP is intentionally less attractive. The value stack does the conversion work on the sub side.
• Social proof claims: 1M+ customers, 4.64/5 average rating (brand-controlled surfaces).

Positioning is intentionally exclusionary. "Not for dudes, not for vegans" is on the page in plain English. Sharpens the ICP and pre-qualifies clicks.

Their funnel