Tattoos are a commitment. And they need care. That’s the wheelhouse for Mad Rabbit, a high-profile and fast-growing personal care brand designed for a specific niche of consumers.

But this consumer niche is much larger today than ever before.

According to an Ipsos poll, about 21% of Americans had a tattoo back in 2019; that percentage jumped to 30% last year. The pandemic may have slowed that growth—tattoo parlors, like other beauty service sectors, were often shuttered during lockdowns—but industry observers say pent up demand will drive the market higher.

A tattoo can range in price from $30 for small, simple and single-color (like the cute heart your college roomie got on spring break that year) to $1000 for a complicated, multi-color design from a high-level artist. A full-back design can go well above that, according to industry sources.

Regardless of the cost, owners want their tats to look their best. But daily wear-and-tear, not to mention even the most basic grooming routine, can impact appearance. That’s where Mad Rabbit comes in.

This fast-growing company, which was founded in 2019 by two college students looking for side hustle—has a growing range of products for the needs of an expanding group of customers. The company’s most recent launch is a new body wash.

According to Mad Rabbit Co-Founder Selom Agbitor, typical body washes tend to have synthetic fragrances and/or alcohols that strip and dry out the skin— which can be particularly harmful with inked skin as it can fade the pigment.

“Mad Rabbit’s body wash was specifically formulated with inked skin in mind to prevent the investment you put into your ink,” noted Erin Murray, SVP of marketing.

Refresh Body Wash is made from natural and organic ingredients, utilizing nourishing plant oils, plant butters and plant-derived ceramides to lock in hydration and restore moisture to the skin. Hero ingredients include glycerin, plant collagen, panthenol, green tea extract and hyaluronic acid that work together to moisturize, promote healthy and glowing skin, improve hydration, minimize the signs of aging and keep skin smooth.

The body wash can be used all over the body—on inked or untouched skin. It is currently available with a coconut vanilla scent that skews genderless. But Agbitor told Happi that it may consider adding other fragrances based on the success of original Mad Rabbit balm, which comes in assorted scents. 

New Products & Marketing Plans

Agbitor’s goal is to make Mad Rabbit “the go-to brand for tattoo session aftercare through innovative products that support fresh ink from natural gentle cleansing to soothing damaged skin,” he said.

For skincare essentials, the brand is focused on simple and multi-purpose solutions that promote healthy skin with or without ink from cleansing to sun-care.

In addition to the new body wash, the Mad Rabbit range of products includes its best-selling balm in Frankincense & Lavender, Vanilla & Coconut and Cucumber scents; a fragrance-free universal moisturizer lotion; SPF 30 sunscreen; and a soothing gel that helps alleviate irritability and itchiness in a fresh tattoo through a combination of anti-inflammatory, hydrating and anti-aging ingredients.

According to Murray, Mad Rabbit prefers to manage its R&D in house along with all of its manufacturing, which is based in Los Angeles.

“It’s important for us to own formulations to build the best consumer strategy,” she said.

Mad Rabbit is also building its brand to meet demand for sustainability. A year ago, Mad Rabbit became a carbon neutral company through the acquisition of carbon offsets that are 100% funded with every consumer purchase in partnership with Neutrl, an online platform that allows consumers to offset their carbon footprint while shopping.

As of January 2022, Mad Rabbit’s carbon offset contributions equated to the removal of 438.9 tonnes of CO2, it said. Additionally, Mad Rabbit’s Body Lotion and Body Wash packaging is made of completely recyclable plastic while the remaining products are housed in sustainable materials like tin and aluminum.

Mad Rabbit is also expanding its presence through unique alliances.

In January, Mad Rabbit announced a partnership with Inked that made it the exclusive tattoo aftercare brand for publication and the Inked store. The accord also includes a three-year digital media deal between Mad Rabbit and Project M, a tattoo industry media monopoly whose portfolio comprises Inked as well as The Hard Times, Revolver Magazine, Brooklyn Vegan and GoldMine.

“Our Inked partnership is really starting to take off—between content partnerships as well as our digital+ social strategy, Inked has become an arm within our organization and allows us to continuously build goals of becoming the go-to tattoo lifestyle brand,” Oliver Zak, co-founder, told Happi.

Industry sources estimate Mad Rabbit’s sales were approximately $3 million in 2020. The company scored $4 million in new funding in February, as reported by Happi.

According to MarketResearch, tattooing accounts for $1.3 billion per year in revenue.  And it appears that Mad Rabbit will be channeling its NPD to tap into the zeitgeist that comes from all areas of the category.

“We are focusing on new products that can support the tattoo artist to the daily consumer. There are a lot of new exciting formulations coming,” said Agbitor.