There's a new e-com brand rising on TikTok that's leaning on founder-led content to reach lactose-intolerant audiences.
Milktab, registered in 2021 and only recently officially launched, sells 45 lactase pills per box for $29.
Raymond, the founder, answers Reddit threads and shows up on camera, which gives the brand a more human look than the usual anonymous (and shady) supplement shops.
He’s running seven accounts so far, combining for about 11.4M views, 85K shares, and 35K bookmarks, with a clear peak in March 2025.
The breakout was a restaurant clip where Raymond opens with "I am the most lactose intolerant person in the world". This video did ~3.5M views on Instagram and ~888K on TikTok.
Other formats have gotten some solid traction.
A two-slide carousel that reached ~656K views
A headshot reaction post tied to "Europe's food hits different" that pulled ~1.4M in March.
Four accounts are testing repurposed Pinterest-style slideshows, but those haven't caught on yet.
Growth looks steady, if a bit slow. It seems that Raymond is still testing to find his winning formats to double down and scale.
We’ll keep you posted.