Soul CBD is a founder-story-led CBD brand where sibling founders Mike and Angie Lee's personal wellness journeys drive authentic, high-converting DTC marketing.
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See all ads on AdLibrary →Soul CBD (getsoul.com) was founded in 2018 by siblings Mike Lee (professional boxer) and Angie Lee (podcaster/entrepreneur) in Los Angeles. The brand produces triple-tested CBD products including tinctures, gummies, and capsules, growing from a spare bedroom to an eight-figure business. Also searched as Soul.
Soul CBD leverages its founders' pre-existing audiences — Angie's podcast following and Mike's boxing fanbase — as low-cost owned media channels. Ads in the Soul CBD ad library feature both founders heavily, using personal pain and recovery stories to create emotional purchase triggers that generic product ads cannot replicate.
On Meta, Soul CBD runs a founder-forward strategy with Mike and Angie appearing in video creative discussing their own use cases: boxing recovery for Mike, anxiety and sleep for Angie. This dual-founder voice expands the addressable audience and provides authentic testimonial content at scale.
Core copy themes: real people, real results, triple-tested quality. The brand uses founder-story arcs — from pain to solution — as conversion-driving narratives. Seasonal campaigns and bundle promotions leverage the existing email list built through Angie Lee's podcast ecosystem.
Soul CBD shows that founders with existing personal audiences can dramatically reduce customer acquisition costs for a new brand. By building on pre-existing trust relationships rather than cold audiences, the brand achieved eight-figure revenue faster than competitors with similar products but no founder equity.
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