I built a $2M DTC brand without ever knowing my real margin. Never again.

I launched my first DTC skincare brand in 2019. By 2021 we hit $2M in revenue, had 200K Instagram followers, and were stocked in 140 Faire retailers. On paper: success.

In practice: I had no idea which products were actually profitable. My Shopify revenue looked healthy. My bank account told a different story. I was funding my busiest Faire season with a $90K line of credit — and didn't know why.

Three months of spreadsheet archaeology later, I found the answer. My hero SKU — the one driving 38% of wholesale revenue — was margin-negative on Faire after 3PL costs, retailer terms, and return allowances. I'd been restocking it aggressively for two years.

That discovery cost me real money. And it was entirely preventable. Every number I needed existed in my tools. Nobody was connecting them and putting them in front of me.

BrandPulsr exists so no DTC founder ever has to go through that again.