Grüns and OLAPLEX both landed on Inc. Magazine's Best in Business list for 2025. Nanit closed a $50M raise. And MUD\WTR launched a mushroom coffee—cue the internet uproar.

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: 501 posts from 379 people across 16,000 profiles tracked.

Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com

Grüns made Inc. Magazine's Best in Business Awards for 2025, with Chad Janis noting the recognition in print. → post

OLAPLEX also landed on Inc.'s Best in Business list, with CEO Amanda Baldwin crediting the full team. → post

Nanit raised $50M. Founder Tor Ivry focused his post on gratitude for the team rather than the number. → post

Cheers kicked off a ~$300k TV campaign test in December and is now breaking records across the board, per founder Brooks Powell. → post

Solgaard opened another investment opportunity, noting revenue grew over 1000% since their last raise. → post

Club L London posted record-breaking results for FY24/25, per CEO Katie Randev. → post

Herbivore Botanicals is launching at Ulta Beauty—online and in-store. CEO Britany Leblanc called it a big bet on body care. → post

immi expanded shelf presence with Spicy Beef and Black Garlic Chicken flavors now available in stores, per co-founder Kevin Lee. → post

BrüMate landed at REI, starting with their Alpine Knit seasonal print. → post

Ballerina Farm wrapped the year with 20+ new products launched and two retail locations opened. → post

MUD\WTR launched a mushroom coffee, and founder Shane Heath had to address the "uproar" with a video explaining the move. → post

Ottolenghi is going global in 2026—opening in Amsterdam at the Mandarin Oriental. CMO Shona Campbell called it "particularly special." → post

Stetson partnered with 6666 Ranch and Airstream for a special edition travel trailer. Heritage brand doing heritage things. → post

Aloha Collection launched ALOHA Sport, a new product line including a Stubby Duffle and fresh styles. → post

Back to the Roots is prepping for Spring '26 gardening season with a new project, per co-founder Nikhil Arora. → post

It's A 10 CEO Carolyn Aronson made Glossy's Accelerators list. → post

686 won a Gear Patrol Outdoor Award—SVP Marketing Brent Sandor noted they were told they had "no business making a GORE-TEX bib." → post

Beyond Retro got featured on Forbes' Gift list twice, including for their denim upcycling collab. → post

Just Ingredients founder Karalynne Call was named a National finalist for Entrepreneur of the Year—out of 221 nominees. → post

Liquid Death founder Mike Cessario appeared on Rick Rubin's Tetragrammaton podcast. He called it "surreal." → post

Waterboy is building out its leadership team for the next phase—multiple Q1 hires coming, per co-founder Mike Xhaxho. → post

HexClad promoted Connor Rolain to Global Head of Growth Marketing. → post

quip CEO Meredith Glansberg hit 120 days in the role, reflecting on the sprint to close out the year. → post

Jones Road Beauty CEO Cody Plofker presented an 87-page deck on his 2-year strategy to the board. Not a single slide was about "what we've done"—all forward-looking. → post

Feastables VP Bryan Waddell reminded everyone that MrBeast's episode of My Next Guest with David Letterman is now streaming on Netflix. → post

BattlBox BattlGames Season 2 premieres January 15 on YouTube. → post

SALT & STONE founder Nima Jalali appeared on Shopify's podcast to discuss building a $100M brand. → post