Aussie’s $20m pillow idea while stranded in Colombia

Ben Goodman was stuck in Colombia when came up with a genius idea that would see he and his mate’s business now valued at $20 million.

Ben Goodman was stranded in Colombia when he came up with a genius idea that would eventually see him turnover $12 million in revenue in just under three years.

Ben, 32, from Melbourne together with his best mate Max Hertan, are the brains behind Silvi — the world’s first anti-acne bed linen company now valued at a staggering $20 million.

Ben had just quit his exhausting 9-5 job as a business consultant when he decided to travel the world with his girlfriend (now wife).

However, just a week into the adventure in his partner’s native Colombia in January 2020, the pair had became stranded due to the pandemic — unable to return to Australia.

“I was in a country where I didn’t know anyone, everything was locked down and that's when I started thinking ‘what can I do, what can I be working on’.”

Ben Goodman, 32, was stranded in Colombia when he came up with an idea inspired by his ‘pimply days’ that would eventually turn into a successful business now valued at $20 million.

Ben comes from an entrepreneurial background having appeared on Shark Tank Australia in 2018 for Pod & Parcel — Australia’s first compostable coffee pods which he co-founded with friend Jai Felinski, which they later sold.

“I was familiar with building a brand and with e-commerce,” he said.

However, this time Ben’s side hustle would go on to become unlike anything he ever imagined.

“Growing up I was always pimply – and Max had acne. I had dermatitis on my face that often flared up, red marks and dry skin around my nose.”

With ample time on his hands, Ben started to do research and discovered a company doing cotton or towels infused with silver — killing bacteria.

“I thought ‘wouldn’t it be cool if we did it as a silk pillow case – and what if it could be 100 per cent antibacterial’.”

Ben and his mate Max Hertan, 33, are the founders of the world’s first silk pillowcase, Silvi, that aims to prevent and improve skin while you sleep.

He then called up Max, who runs a digital marketing agency in Melbourne, and told him about the idea.

The pair found that bed linen is a breeding ground for germs, harbouring 1000 times more bacteria than a toilet seat.

Upon uncovering this disgusting fact, the duo were inspired to create their first product together — a silver-infused silk pillow case.

They did a test run putting out a Facebook ad for expressions of interest on their concept with benefits that included helping reduce acne.

“We got about 700 signups in a small amount of time,” Ben said.

The positive feedback was enough for the boys to pursue it further.

After sourcing a supplier — an ethically certified factory in China called Oeko-Tex, where Silvi is spun, woven and sewn — and finding the right technology to bring their idea to life, they had it tested via a third party agency to make sure it was actually antibacterial.

“It took 21 products and continuous lab testing to find the right silver ion treatment with a high-quality silk that actually worked to combat acne,” Ben said.

“After 50 washes the final product was still 99 per cent antibacterial.”

Ben with his now wife were stuck in Colombia due to Covid when Ben had a light bulb moment about a business idea.

In November 2020, the duo launched their brand, Silvi, selling $350,000 worth of products within the first six weeks.

Silvi is now an eight-figure brand, and while it has expanded to include other products such as bed sheets, duvet covers and eye masks, 90 per cent of the revenue is generated from the ‘original anti-acne silk pillowcase’ valued at $89.

“Judging by the response of people initially, we thought we were onto something,” Ben said.

But not even he thought it was going to turn into the success it is today.

He said it not only benefits people with sensitive skin, but it’s a product that anyone, with any skin type can use.

The silk pillowcases are made from 22 Momme 100 per cent Mulberry silk (6A, the highest possible grading). The silk is treated with antibacterial silver ions, reducing bacteria by 99.7 per cent.

“And so we benefited from a massive addressable market there.”

While Ben had samples sent to Colombia, he only got the chance to physically touch the product in its full packaging entirety when he was finally able to get back to Melbourne over a year later.

“When we go travelling, my now-wife doesn’t let us sleep on anything else,” Ben laughed. “She doesn’t have acne or anything, but she doesn’t like bacteria and just wants to protect her skin.”

The boys’ silk pillowcases are made from 22 Momme 100 per cent Mulberry silk (6A, the highest possible grading). The silk is treated with antibacterial silver ions, reducing bacteria by 99.7 per cent.

“Your face spends a 1/3 of its life on a pillowcase that has 1000x more bacteria than a toilet seat after just three days. It’s these bacteria that are known to trigger acne and breakouts,” Ben explained.

“By reducing this bacteria, we can help to reduce acne and other skin concerns.”

If wash your pillowcase infrequently, a community of fungus can also build up there and according to Business Insider, a typical pillow has as many as 16 different species of fungus and literally millions of fungal spores.

Silvi was one of the many e-commerce brands that benefited during the pandemic — and by the end of 2021, Silvi was valued at $20 million.

To date, Silvi has launched in the United Kingdom and the goal is to be in every bedroom around the world.

“We want to help more people change out their dusty cotton pillowcases with our shiny, silky ones and educate them on how this easy change can really help your skin and skincare routine,” Ben said.