Chomps is back at Costco nationwide. Bubble's new Soft Swerve hit 10M organic views in a week. And Selkirk Sport just landed $30M to keep dominating pickleball.

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: 652 posts from 461 people across 16,000 profiles tracked.

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

Bubble Skincare's Soft Swerve crossed 10M organic views in its first week, driven entirely by people sharing real skin results. → post

Bloom Nutrition's Sparkling Energy is now the #1 energy drink on TikTok Shop. Joel Contartese broke down how a limited drop strategy and creator alignment made it happen. → post

Grüns shared its updated list of software and service partners—a signal the gummy brand continues scaling aggressively. → post

Castore posted another strong growth year, continuing its strategy of investing in organic and inorganic growth simultaneously. → post

Homefield hit its 10-year anniversary. Connor Hitchcock reflected on starting the brand because a 6-6 Indiana football team didn't have good merch. → post

Chomps is back in stock at Costco nationwide. Pete Maldonado addressed the recurring question of why they're not always on shelf. → post

The Coconut Cult is four weeks into its national Target launch, including the debut of new drinkable formats. → post

DRMTLGY celebrated its Ulta Beauty launch with a creator trip to NYC. → post

The Inkey List sold out on Sephora.com US and Boots UK. → post

Quince officially launched in Canada, expanding beyond its US roots. → post

Revlon is re-launching its iconic PhotoReady line. Michelle Peluso shared the moment from the set. → post

Kenneth Cole is embarking on a major European expansion, starting with Dusseldorf. → post

BERO (Tom Holland's non-alcoholic beer) announced its "next chapter" timed to Dry January momentum. → post

Duke + Dexter is launching a new loafer after seven years of refining the Wilde. Founder Archie Hewlett said it felt like time for something new. → post

Hello Products launched a whipped fluoride toothpaste—now available DTC, on TikTok Shop, and at Target. → post

Rhone launched 12 Pursuits, a founder-led year-long initiative designed to turn New Year's intentions into sustained action. → post

Aventon went live in Germany, a key milestone in the e-bike brand's European expansion. → post

Selkirk Sport raised $30M from Bluestone. Forbes covered the investment as the pickleball brand continues its dominance. → post

Promix Nutrition landed in The New York Times. Devon Levesque woke up to a cold-email-turned-feature. → post

The Zero Proof made the NYT Wirecutter list of Best Non-Alcoholic Drinks with Lapo's Citrus Spritz and Melograno Mule. → post

Touchland ranked in WWD's Top 10 Sephora products by online sales, and got featured on NBC News. → post

Eight Sleep was at Harvard Business School sharing how the brand moved beyond DTC. → post

Boarderie was named a Top 10 Fastest-Growing Food & Hospitality Brand in the U.S. → post

EO Products founder Susan Griffin-Black was recognized as a 2026 MO100 Top Impact CEO. → post

Frances Valentine CEO Elyce Arons will deliver the keynote at FGI's Rising Star Awards. → post

Nexar added Yann LeCun to its board. Eran Shir shared context on why the AI pioneer is joining the dashcam-to-data company. → post

Modular Closets is heading into 600 Miami Worldcenter—proof that premium closet systems work in high-end residential builds. → post

Tracksmith launched a docu-series following women chasing a 2:37 marathon to qualify for the Olympic Trials. → post

Tarte founder Maureen Kelly on why 2016 beauty trends are resurging in 2026—featured in Glossy. → post

Nomatic VP of Marketing James Atkin stepped away from day-to-day after 5 years. He's staying close as a "loud cheerleader." → post