CRAFTD just dropped a 7-year update: revenue up 17%, net profit up 26%. Herbivore Botanicals is now live at Ulta Beauty after dreaming about it for over a year. And yes, Titan Casket launched an energy drink.
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 and we wanted to see more from the brands themselves.
This week: 341 posts from 238 people across 16,000 profiles tracked.
Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com
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Revenue & Milestones
CRAFTD founder Danny Buck shared a brand update at 7 years: revenue growth +17%, net profit growth +26%. The kind of numbers that show real operational discipline. → post
Frost Buddy more than doubled this year. Brock Mammoser reflected on the four-year journey from founding to this year's whirlwind growth. → post
Bloom Nutrition is dominating TikTok Shop. Joel Contartese shared that their creatine gummies hit 60,000+ units sold in under 4 months, and Bloom Pop is currently the #1 selling soda on the platform. → post
Liquid Death energy is continuing its Amazon launch momentum. Mike Cessario noted strong weekly scanned sales heading into the holiday break. → post
Distribution
Herbivore Botanicals launched at Ulta Beauty. CEO Britany Leblanc called it launch day after dreaming about it for over a year. → post
Vetnique pet health displays are now at Walmart. Founder James Bascharon announced the launch just in time for the new year. → post
Beekman 1802 founder Brent Ridge reflected on their decade-long journey: online first, then independent retail, then TV retail, now a nationally recognized skincare brand. A masterclass in patient channel expansion. → post
Strategic Moves
Titan Casket launched an energy drink. Yes, the casket company. Founder Scott Ginsberg shared local press coverage of the move, which has people talking. → post
Real Men Apparel Company moved from their original warehouse to a 9,000 sqft facility to support their TikTok and Shopify growth. → post
SMACKIN' Sunflower Seeds co-CEO Brian Waddick laid out the opportunity: sunflower seeds are a $1B+ category, and nobody's made them cool. That's the gap they're going after. → post
Policy & Regulatory
Byrna filed a federal lawsuit challenging California's ban on less-lethal devices. The company is pushing back on what it calls unconstitutional restrictions on self-defense products. → post
Steve Madden VP of Ecommerce Colleen Waters wrapped up the year with a reality check: tariffs kept them humble, shoppers kept them honest. → post
Recognition
Dame Products was named to Fast Company's Brands That Matter list for 2025. → post
Mejuri got a Wall Street Journal newsletter mention to close out the year. → post
Beekman 1802 has a Harvard Business Review Press book on how to build a brand (and raise goats). → post
Bala Bangles co-founder Natalie Holloway announced that Bootstrap Empire is available for preorder. → post
Ettitude founder Phoebe Yu's first TEDx talk is now live. → post
Worth a click
Alex and Ani CEO Prita Kumar is actively hiring as the brand heads into 2026. Two years into the turnaround. → post
Sol de Janeiro is growing the marketing team with a role reporting to Julia Eifert. → post
Stila Cosmetics is making TikTok Shop a big priority for 2026 and hiring to support it. → post
Jacobsen Salt Co. is hiring an R&D & Project Coordinator — founder Ben Jacobsen called it a "really cool job for someone with the right set of skills." → post
want to see the rest? here’s the link
