Brian Johnson, aka Liver King, cares about “changing millions of lives” by promoting an “ancestral” lifestyle. He also wants to sell you the supplements to get there.
There’s both a marketing and entertainment quality to Liver King. He’s memeable — weird enough for a non-bro to follow but charming enough to actually inspire people. And conveniently, he’s also the CEO and owner of four businesses that sell supplements and protein powders aimed at people who want to live and look just like him, which a follower can purchase by just clicking a link on his Instagram or TikTok.
This is not exactly a new phenomenon, as brands become increasingly dependent on social media platforms — and influencers — to find viral success. Particularly in the wellness space, nonregulated products like detox teas that advertise a flat tummy have played the algorithm in order to cut through the saturation of marketing. And inversely, many influencers have used their growing following to sell.
Johnson seamlessly merges the Liver King persona with the products he sells. For instance, taking Ancestral Supplements, one of Johnson’s brands, supports one’s journey to the “ancestral lifestyle,” which is achieved by following nine “ancestral tenets” revolving around positive lifestyle habits, such as eating unprocessed foods and getting a good night’s sleep.While the nine tenets can be applied to anyone , Johnson largely related the practices to optimizing testosterone levels.
Stollman stressed that including whole foods and plants into your diet is crucial to decreasing inflammation and increasing longevity, and she questioned Johnson’s qualifications to be sharing nutrition tips. When asked if he had any certification in nutrition sciences, Johnson, who says he is a health coach, told BuzzFeed News that he has a degree in biology and chemistry.
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