Grüns just hit Costco shelves and 1,400 Ulta Beauty doors in the same week. Western Rise is closing after 12 years — not pivoting, closing. And Banza, the brand built on being gluten-free, just launched a product with wheat.
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: 338 posts from 199 people across 22,400 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
Frost Buddy is projecting $150–200M and shared that their top affiliate did $232K in revenue in 30 days from Meta alone. → post → post
4ocean hit 6 million pounds of trash removed from oceans and coastlines. → post
Pair Eyewear made the Inc. Regionals Northeast list for the third consecutive year. → post
Youtooz went from 1–2 restocks per month to multiple times per week, with a new California location opening. → post
Spot & Tango spent $35 million building their own factory — and called it their best decision. → post
Distribution
Grüns landed Costco shelves and launched in 1,400 Ulta Beauty locations with their Nütrops line in the same week. → post → post
Back to the Roots expanded nationally with Sam's Club as their exclusive organic soil partner and now has one of the most comprehensive 100% organic soil portfolios in the country. → post → post
Milk Makeup launched their first Sephora pop-up in Europe, in Paris. → post
Hulken launched their TikTok Shop. → post
MOTHERFUNGI — a new mushroom brand from Georgie Gough (formerly of Joseph Joseph) — confirmed its first two retail accounts three weeks after launch. → post
Recognition
Hello Products had their Whipped toothpaste named one of Glamour's 25 most innovative beauty products. → post
Burlap & Barrel provided the spices for America's Culinary Cup on CBS. → post
Bubble Skincare founder Shai Eisenman presented at the American Academy of Dermatology annual meeting — a room typically reserved for clinicians, not brand founders. → post
Nexar launched a collaboration with IBM for transportation infrastructure management. → post
Touchland was featured on Byrdie. → post
Strategic Moves
Banza launched their first product containing wheat after 12 years of being exclusively gluten-free. A deliberate category expansion from the chickpea pasta brand. → post
McCormick announced it's merging with Unilever's food division. Ori Zohar at Burlap & Barrel weighed in on what the consolidation means for smaller spice brands. → post
Revlon relaunched Almay as "Clean Makeup That Thinks It's Skincare" with Miranda Kerr as the new global brand ambassador. → post
Crown Affair launched a collaboration with U Beauty. → post
Momentous announced a research partnership as part of their Change the Ratio commitment to female performance research. → post
Western Rise is shutting down after 12 years. Co-founder Will Watters shared a candid post — not a pivot, not a sunset, a close. → post
Allbirds, once valued at $4 billion, sold for $39 million. → post
Policy & Regulatory
The Supreme Court ruled 8-1 to open the door for veterinary telemedicine across the country. Dutch CEO Joe Spector flagged the implications for pet care brands. → post
Worth a click
Garage Grown Gear is testing a new model for keeping small brand products in stock — one of the hardest problems in indie outdoor retail. → post
Kim Kardashian was spotted with a Hulken bag backstage. That's the whole post. → post
want to see the rest? here’s the link
