Monthly paid revenue since launch
Computed from the Shopify order ledger on October 30, 2026: every order since Mar 16, grouped by month, paid (revenue > $0) separated from $0 seeding, wholesale separated from DTC by order tag. May carries the Meta learning-phase test; June is the post-test trough and the QC rebuild; August is wholesale opening.
| Month | Orders | Paid | Seeded ($0) | DTC revenue | Wholesale | Total paid | Units paid | Units seeded |
|---|---|---|---|---|---|---|---|---|
| Mar | 29 | 22 | 7 | $1,043.37 | — | $1,043.37 | 26 | 17 |
| Apr | 21 | 11 | 10 | $529.14 | — | $529.14 | 12 | 22 |
| May | 141 | 58 | 83 | $2,541.62 | — | $2,541.62 | 64 | 208 |
| Jun | 82 | 8 | 74 | $393.95 | — | $393.95 | 10 | 692 |
| Jul | 34 | 15 | 19 | $806.43 | $690.00 | $1,496.43 | 70 | 42 |
| Aug | 133 | 51 | 82 | $2,440.37 | $2,273.12 | $4,713.49 | 246 | 345 |
| Sep | 197 | 153 | 44 | $7,854.24 | $955.90 | $8,810.14 | 358 | 7521 |
| Oct (to 30th) | 101 | 86 | 15 | $4,221.62 | $1,141.06 | $5,362.68 | 247 | 1155 |
| Since launch | 738 | 404 | 334 | $19,830.74 | $5,060.08 | $24,890.82 | 1033 | 10002 |
Headline figures
What sells
Paid units by SKU since launch (legacy product titles merged into current names). Discovery Set is the entry order; singles follow.
| SKU | Paid units | Share |
|---|---|---|
| Build Your Own Bundle (3 Tubes) | 199 | 19% |
| Free Tube — Your Choice | 170 | 16% |
| Discovery Set (3 × mini) | 138 | 13% |
| Coconut Shore Mini | 138 | 13% |
| Vanilla Drift Mini | 138 | 13% |
| Coastal Citron Mini | 127 | 12% |
| Bare Mini | 99 | 10% |
| Build Your Own Bundle (2 Tubes) | 10 | 1% |
| Discovery Set — 2 Pack | 6 | 1% |
Repeat cohort
Paid DTC customers grouped by Shopify customer id; wholesale and $0 orders excluded. "Mature" = first paid order delivered at least 60 days before October 30, 2026, i.e. received long enough ago to have reordered. Two confirmed split records (one person, two email addresses) are merged. Since 6 Oct 2026 a reorder counts wherever it lands: Amazon orders (live since 9 Aug) are matched to the same customers by ship-to name and address, so a customer who first bought on roonbody.com and came back on Amazon is a repeat.
| Cut | Value | Note |
|---|---|---|
| Paid DTC customer records since launch | 247 | by customer id; a known split record (same person, two emails) makes this a floor |
| Official denominator (delivery-gated cohort) | 93 | customers whose first order was DELIVERED at least 60 days ago — recent buyers are excluded until they age in, and the 91 customers still waiting on the stockout backlog never enter |
| Raw all-paid rate, no maturity gate | 8.9% | 22 of 247 — depressed by the 91 paid customers who have not yet received an order at all; it measures fulfilment, not loyalty |
| Repeat customers | 22 | two are split records (one person, two emails) confirmed by shipping address on 22 Sep 2026 |
| Cross-channel repeats | 3 of 22 | first order on roonbody.com, reorder on Amazon (matched by ship-to name + address, 6 Oct 2026); 4 more households already buy on both channels and age into the cohort from mid-October |
| Discount-assisted repeats | 2 | used the LOYAL30 win-back code on Aug 3 — the only assisted reorders; the other 20 paid full price |
| Shopify's own returning-customer rate | not used | swung 12% → 21% → 13% in three weeks because it counts $0 comps as orders |
Paid acquisition
Early Meta testing (Mar 11 – Jun 18, 2026) ran to train the pixel and establish the CAC↔LTV model the acquisition plan is built on, not to scale. Paid media relaunched on proven creative in August. Meta figures pulled from the ad account on Sep 16, 2026.
Returned ~$4K on ~$7K — a real return below the ROAS the company wants to hold, which is why paid media relaunched only behind inventory and a proven-creative rotation. September is the first month above 1.0 ROAS, with CAC down 53% from the test; first-order economics are on the Margins page.