Portland Leather just crossed $500M — started from a single-car garage when the founder was 48. Zevia tapped Cardi B as their new partner. And Hulken landed Target nationwide, became a Container Store bestseller, and hit dozens of QVC appearances — all without a single retail hire on staff.
Here's what brand leaders shared on LinkedIn this week.
Brand Voice tracks what 8 and 9 figure Shopify brand leaders are sharing on LinkedIn each week. We started this because our feed was full of SaaS and agencies - we wanted to see more from the brands themselves.
This week: 290 posts from 152 people across 16,000 profiles tracked.
Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com
Brand Voice is powered by dtcmvp.com, where established brand leaders are compensated to give product feedback to vetted Shopify tech startups. If you’re interested in applying to join as a brand or a partner, just reply to this email or apply here.
We also want to give a quick shoutout to our friends at the Hot Takes Big Stakes podcast, give it a watch!
Revenue & Milestones
Portland Leather founder Curtis Matsko shared that the company has crossed $500M in revenue. Started the brand from a rented single-car garage at age 48. Two posts this week referencing the milestone. → post
Frost Buddy founder Brock Mammoser addressed the profitability question head-on — the company did $80M in revenue and says the answer is yes. → post
BYOMA founder Marc Elrick shared velocity numbers: they were selling one Moisturizing Gel Cream every 20 seconds in their launch year (2022), and the pace has only accelerated since. → post
Beyond Yoga's $400M+ acquisition was revisited this week in a podcast conversation with founder Michelle Wahler, hosted by Bala Bangles co-founder Natalie Holloway. → post
Distribution
Hulken is now in Target nationwide, a bestseller at The Container Store, and has logged dozens of QVC appearances — all with zero dedicated retail hires. Co-founder Alex Schinasi broke down how they did it. → post
BERO (Tom Brady's non-alcoholic beer brand) announced its international expansion into the UK — new retailers, new supply chains, new consumers. → post
DUDE Wipes CEO Sean Riley teased a big Bentonville visit (Walmart HQ), signaling something in the works with the retailer. → post
Strategic Moves
Zevia announced a partnership with Cardi B — the zero-sugar soda brand tapping one of the biggest names in music for what looks like a major brand play. → post
Muc-Off launched a partnership with Harley Davidson and introduced a new Dark Energy Chain product line. Big week for the bike care brand expanding into motorcycle territory. → post
NoFraud and Yofi officially rebranded together as Wyllo — announced at ShopTalk. Multiple brand operators flagged this one. → post
Policy & Regulatory
Global imports fell 6.6% year over year in 2025 and are projected to drop another 2% in the first half of 2026. Forme's Nikita Boopathi flagged the trend and its implications for ecommerce operations. → post
Recognition
Tarte Cosmetics founder Maureen Kelly was named to PRWeek's Women of Distinction 2026 list. → post
Mount-it co-founder Firat Ozkan was featured in AV Technology magazine on the future of adaptable workspaces. → post
Worth a click
Nothing CEO Carl Pei shared early reviews of the Phone (4a) Pro — their first all-metal unibody and thinnest phone ever. Reviews are strong. → post
Mud\wtr founder Shane Heath had the meta-post of the week, calling out how LinkedIn has become 40% "comment CLAUDE for my free PDF" and 40% AI-generated comments. → post
want to see the rest? here’s the link
