Moneyweek–Money makers: A cult herbal concoction

With the help of another Ayurvedic doctor, Einhorn honed the recipe to include ghee, sesame oil and sugar cane, making a black paste he called HANAH ONE after the coastal road in Hawaii. A cash injection from investors, including Mars chairman Stephen Badger, improved the packaging, and endorsements from mountaineer Jimmy Chin and snowboarder Travis Rice helped HANAH ONE achieve cult status.