Hims & Hers turned content, a quiz, and email into a growth flywheel worth roughly $8 billion. I used Firecrawl to read their playbook and Fable to rebuild it — the same acquisition machine, now running live on organicskincare.com.
Built by Dave Gakshteyn — I build funnels like this for businesses. Work with me →
Strip away the molecules and what's left is a four-gear flywheel that turns strangers into subscribers. The product is a commodity. The machine is the moat — and a machine can be rebuilt.
Condition & ingredient pages that own the search result and answer the question first.
A personalized diagnostic that captures intent and an email in the same breath.
A tailored regimen page that converts the answer into a cart in one click.
Lifecycle flows that deliver the routine, nurture the concern, and win the reorder.
OSC sells professional organic skincare — Eminence, Dr. Grandel, Phyris, Sothys, ilike. Same machine. Different molecules.
No guesswork. Firecrawl scraped the live Hims funnel into structured intelligence; Fable adapted it to OSC's own-store-first economics — and shipped every phase to the real site.
Firecrawl crawled the Hims content → quiz → routine → email funnel, extracting the structure behind the machine: the page types, the intent ladder, the capture points.
◆ FirecrawlFable translated every Hims element to an organic-skincare equivalent — keeping their funnel, dropping their paid-media model in favor of own-product-first margins.
◆ FableFable wrote the plugin, the pages, and the flows — then verified each on the live WordPress store with a real browser before calling it done.
◆ FableFirecrawl didn't stop at the scrape. It ran the AI-citation baseline too — measuring how ChatGPT, Perplexity, Gemini, Claude and Google's AI mode cite the new pages against 26 fixed queries.
Seven pillars of the $8B funnel, each mapped to a live asset on organicskincare.com.
Gated, phase by phase — each shipped to the live store and verified with a real browser before the next began.
Built osc-concierge, one WordPress plugin that powers the whole funnel, and stood up an owned GA4 property (G-Y81434VVNT) with affiliate sub-ID attribution. Seeded a 66-product single source of truth, published the affiliate-disclosure and editorial-methodology pages, and rewrote llms.txt to point only at live URLs.
A full topical cluster: a sensitive-skin pillar, 5 ingredient pages, 3 head-to-head comparisons (bakuchiol vs. retinol as the flagship), and an upgraded routine guide with a shoppable module. Every claim ran through an adversarial fact-check that caught fabricated citations and unsafe language a rules-gate can't. Then 32 existing posts were auto-cross-linked into the cluster.
A dependency-free 8-question skin quiz at /quiz/ with a fail-closed own-first recommendation engine (own heroes win by default; pregnancy & sensitivity filters never relax). Server-side Klaviyo capture, stateless shareable result links, and a full GA4 event chain. Verified live end-to-end across three personas — result email lands in ~30 seconds.
A /routines/ hub and named regimens rendered from the same product map, plus a "shop the routine" one-click cart that adds only in-stock, own SKUs — guest-safe, rate-limited, and honest about what it skips. One data object drives the routine page, the quiz result, and the email alike.
Two crawlable, claim-safe tools sourced straight from the ingredient pages: an Ingredient Conflict Checker (32 pairs) and a Pregnancy-Ingredient Checker (17 ingredients). The pregnancy tool is structurally claim-safe — it never renders the word "safe" as a positive claim, only flags what's commonly cautioned, and keeps an OB-GYN disclaimer on every result.
A machine-readable /recommendations.json feed, explicit AI-crawler rules, and three trust pages (Clelia's profile, sourcing & standards, /reviews/). Fixed the site's entity name, built an OpenAI merchant feed of 972 products, and measured a 5-engine AI-citation baseline — the real scoreboard for the AI era.
Not a mockup. 23 new pages, a working plugin, and a machine-readable feed — all on organicskincare.com right now. Click any page below to open it live.
+ 7 ingredient roundups woven into the cluster · 32 existing posts cross-linked · osc-concierge plugin v0.1 → v0.5.1
The pretty pages are the front of house. Here's the machinery that makes them compound.
+ 9 coded email templates, the Quiz-Leads list, and two segments — all live and API-verified.
10.0% blended share-of-voice across 5 AI engines + a Firecrawl web proxy, on a fixed 26-query panel — the day-zero scoreboard, re-run monthly as the cluster ages.
Firecrawl read the machine. Fable built it. It's live on organicskincare.com — and it compounds from here. Here's how to do the same ↓
The whole build was four prompts and two tools. You don't need to code. Point Fable at Firecrawl, name the competitor whose funnel you admire, and go phase by phase. Copy these, swap the [brackets], and run them.
That's the whole method — an afternoon of prompts, a competitor worth studying, and the discipline to verify. Built with Fable + Firecrawl · live on organicskincare.com
I'm Dave Gakshteyn — an AI consultant who builds funnels, WordPress sites, and automations like this one for businesses. Want these results without doing it yourself, or need a hand with your website? Reach out — I'd genuinely love to help.
Need help with WordPress, a new website, or a funnel like this one? I do this for a living. · Also on LinkedIn