Ivan Couture, the founder of The Son of Lilith, is challenging the traditional narrative around personal development and manifestation. Known for his unorthodox approach, Couture has made a name for himself by advocating for deep personal transformation that goes beyond common practices like positive thinking and affirmations. Through his work, he presents a bold alternative to what he sees as the oversimplified “good vibes only” rhetoric in mainstream self-help.
A key pillar of his approach is the integration of shadow work, nervous system regulation, and identity embodiment—concepts often overlooked or diluted in more traditional coaching methods. Couture rejects the idea that manifestation is simply about mindset shifts or “thinking positive.” Instead, he focuses on how individuals can integrate all aspects of themselves, including their shadow, to create authentic and lasting transformation.
Couture’s approach to personal development is based on his own life experiences and transformations. In just two years, he grew his business to over €300k in revenue, capitalizing on his unique perspective and growing a following of over 100k on TikTok. This success came not through traditional marketing strategies but through a commitment to offering unfiltered insights that resonate with those who are tired of mainstream coaching tactics.
His signature offerings, such as The Platinum Bitch™, The Phoenix, Relaxed & Rich, and Choose Your Truth, reflect his philosophy of guiding clients through transformative processes that focus on healing, self-empowerment, and energetic reclamation. These programs are designed for self-led individuals who are ready to step into their power without relying on external validation or shallow, performative success.
In his own words, Couture states: “You don’t need another journal prompt. You need a new identity.”
This statement encapsulates the essence of his work. For Couture, transformation is not about adopting a new mindset or using surface-level tools, but about fundamentally shifting how individuals view themselves and their ability to manifest the life they desire. According to Couture, this work is about “returning to who you were before the shame,” suggesting that healing is not about becoming someone else but reclaiming one’s inherent worth and power.
One of the most striking aspects of Couture’s approach is his commitment to tackling the darker, less talked-about aspects of personal growth. He openly critiques what he calls “toxic positivity,” the culture of constant optimism that can leave people feeling inadequate when they struggle or experience negative emotions. Couture’s work encourages individuals to confront and integrate their darker, more challenging emotions, rather than bypass them in the name of positivity.
“Manifestation isn’t about wishing or hoping for a better life,” he explains. “It’s about becoming the version of yourself who no longer needs to chase what’s already yours.”
While Couture’s methods may seem controversial or unconventional to some, his approach resonates deeply with clients who are frustrated with the performance-driven, surface-level aspects of mainstream coaching. His clients appreciate his commitment to authenticity, depth, and real, embodied transformation.
“My nervous system built this empire. Not hustle. Not a positive mindset. Not a marketing strategy. Not a scam—but embodiment and nervous system regulation,” Couture adds, emphasizing the foundational principles that guide his work.
Though Couture’s work is not for everyone, those who find themselves drawn to his teachings often describe a profound sense of healing and empowerment. His clients, many of whom identify as high-performing or self-led, report significant personal breakthroughs, particularly in overcoming the limitations they’ve placed on themselves due to past trauma or societal expectations.
Beyond the business success, Ivan Couture’s work challenges the way personal development is traditionally marketed. Rather than offering quick fixes or promising easy answers, his message encourages people to engage in deep, sustained self-reflection and integration. This stance positions him as a leader in a new era of personal development, where authenticity and embodiment are central.
While Couture’s approach is still relatively niche, his growing influence suggests a broader shift in the personal development landscape—one that places a greater emphasis on real, holistic healing over surface-level positivity. By confronting the darkness and embracing the full spectrum of human experience, Couture aims to create a movement where power is not something to be performed but something to be lived.
For more information about Ivan Couture and The Son of Lilith, visit his Instagram.