Brian Johnson, better known as the “Liver King,” skyrocketed to fame through social media by promoting an ancestral lifestyle based on primal eating, intense workouts, and unapologetic masculinity. His brand, which included consuming raw liver and advocating for nine ancestral tenets, earned him millions of followers and a successful supplement business. But the empire he built on raw authenticity began to unravel when the truth behind his physique came to light.
The Rise of a Primal Icon
Liver King’s appeal was rooted in a simple promise: follow the ancestral lifestyle and you can build a body like his. He frequently emphasized that his muscular physique was the result of living by nature’s laws—eating raw organ meats, sleeping early, cold exposure, and lifting heavy weights. His image was so consistent that many believed he had found a natural path to achieving extreme physical fitness.
Alongside his social media success, Liver King built a multimillion-dollar business empire, including supplement lines such as Ancestral Supplements, which further monetized the primal lifestyle. His influence extended beyond fitness into lifestyle coaching, brand collaborations, and media appearances.
The PED Controversy That Changed Everything
In late 2022, a leaked email allegedly revealed that Liver King had spent thousands of dollars per month on performance-enhancing drugs (PEDs), including human growth hormone (HGH) and other anabolic substances. The emails contradicted his previous claims of naturalism and ignited a media firestorm.
Following the leak, Liver King posted a video admitting to using PEDs. The damage, however, had already been done. For many, his confession shattered the authenticity that was central to his brand. His fan base, built on the trust of a “no-BS” lifestyle, began to fracture. Critics labeled him a fraud, and even loyal followers expressed disappointment.
Fallout and Brand Impact
The backlash had tangible effects. Trust in his supplement business diminished, collaborations were put on hold, and he became a punchline in discussions around fitness influencers. More importantly, it raised questions about the integrity of health advice from social media personalities.
Liver King’s downfall served as a cautionary tale about transparency, especially in an industry that thrives on image and influence. While he continues to maintain a presence online, the credibility that once fueled his rise is difficult to rebuild.
Can He Rebuild?
While some influencers manage to bounce back from scandals, rebuilding a brand built on honesty after a trust-shattering lie is challenging. Liver King’s future may depend on whether he leans into a rebranded identity—one that accepts his flaws and focuses on new values—or fades into the background as another cautionary figure of internet fame.
In the end, Liver King didn’t just mess up by using PEDs; he messed up by denying it while selling an ideal that turned out to be a myth.
