Olive & June becomes the first indie nail brand to hit Ulta Beauty nationwide. goPure is rolling into 2,000 Target stores. And Liquid Death just dropped a lip balm collab with e.l.f. that they're calling "Lip Embalm."
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: 591 posts from 447 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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Distribution
Olive & June enters Ulta Beauty as the first indie nail brand to land the retailer nationwide - founder Sarah Tuttle says it took six years of conversations to get there. → post
goPure Beauty is officially in Target, expanding to 2,000 stores nationwide. → post
Arrae is now live at Ulta Beauty - co-founder Nishant Samantray called it a long-held goal for the supplement brand. → post
Magic Mind is the #1 selling shot brand at Sprouts, per CEO William Hicks. → post
ButcherBox grass-fed beef is now available in Costco - CMO Jeremy Sharrard called it a major milestone for the team. → post
Strategic Moves
Liquid Death and e.l.f. Beauty dropped a co-created "Lip Embalm" line - CEO Mike Cessario shared the launch while SVP Daniel Murphy compared the sequel collab to Terminator 2. → post
Bubble Skincare launched Soft Swerve Barrier Balm - founder Shai Eisenman is calling it "outerwear for your skin." → post
Caraway kicked off what founder Jordan Nathan says will be their biggest year yet with a new launch. → post
Hello Products launched whipped toothpaste - CEO Diana Haussling has been teasing this one for months. → post
Fender Play is coming to Samsung Smart TVs in an exclusive global partnership. → post
Momentous launched an Arnold Schwarzenegger partnership - SVP Marketing Naomi Clarkson positioned it as "be trendproof." → post
Chomps is now the Official Protein Partner of Ikon Pass through a partnership with Alterra Mountain Company. → post
EVEREVE and Life Time teamed up on a women's athletic-inspired collection - the partnership was featured in WWD. → post
Bala dropped a Dunkin' collab. → post
johnnie-O signed PGA Tour winner Jake Knapp as a brand ambassador. → post
Revenue & Milestones
Frost Buddy did $13M on TikTok Shop last year and was #1 in category - founder Brock Mammoser is sharing the playbook. → post
T3 Micro claims fastest-growing hair tool brand status as they close the year. → post
Simple Modern hit 200k automated conversations through Siena AI - CX Manager Katie Mitchell says the milestone represents serious infrastructure progress. → post
Legendary Foods saved $115K in 2024 by signing one document - CFO Nathan Tudhope is advocating for the approach. → post
Recognition
LifeStraw Escape got reviewed by NY Times Wirecutter - CEO Alison Hill is proud of the product recognition. → post
Manucurist founder Gaelle Personnaz was named among 100 personalities of 2026. → post
Revant Optics founder Jason Bolt appeared on CNN to discuss tariffs. → post
Knix founder Joanna Griffiths will be a guest Dragon on Dragons' Den for two episodes. → post
Worth a click
B.T.R. Nation's Dark Chocolate Hearts are officially launching at Target for Valentine's Day. → post
BRUNT Workwear is teasing a full set of new products for 2026 - CEO Eric Girouard says they're not just turning a page. → post
Jones Road Beauty is about to go on a hiring spree - CEO Cody Plofker says they've been quiet but that's changing. → post
Laura Brodie is back at Ritual as Chief Growth Officer after her time at ByHeart. → post
Kathleen Rogers moved from Pressed Juicery to Chief Retail Officer at JustFoodForDogs. → post
want to see the rest? here’s the link
