The Organic Content Playbook Behind Tonic Health's 1.7M Followers: Sunna on Disrupting Supplements

Episode notes

D2C Diaries is proudly sponsored by Commercive. If you're a ecommerce business owner doing a minimum of 10+ orders per day and looking for a smarter and cost-effective way to source and fulfill from china, go to for a free quote and fulfillment audit today. - Sunna van Kampen built 1.7M followers, generated half a billion views in 2025, and turned Tonic Health into one of the UK's fastest growing supplement brands. Without a single paid ad. What started as a Covid panic, a Boots listing that fell through and no DTC experience, forced Sunna to figure out how to reach customers from scratch. So he walked into a supermarket with a phone and started exposing what was actually in the products people were buying every week. That decision changed everything. In this episode we get into the full story. How Sunna built an organic content engine that runs on two days of filming a month, why he talks about bread more than vitamins, and how a single viral video gave him the insight behind Tonic's best selling product. We also get into the vitamin industry itself.

• We Audited 40+ 8-Figure DTC Ad Accounts in 2026. Here's What's Broken and How to Fix It69 / 100
• What's Working in Meta Ads Right Now with Alex Cooper | AI Animation, Research & Winning Formats
• Creative Strategy for Meta Ads | How a Top Creative Strategist Actually Works in 2026
• Creative Forecasting Masterclass: How to Calculate Your Exact Creative Volume for Any Spend Target
• Claude Mastermind: Building a Creative Strategy System That Powers 6K Ads Per Month