Dude Wipes says its Mint Chill line alone is on track for $100M this year. Rare Beauty set the record for the biggest launch day in Ulta Beauty history. And Hulken quietly crossed $50M in revenue - then talked about what breaks at that scale.
Here is 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: 804 posts from 578 people across 20,700 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
Dude Wipes CEO Sean Riley shared that the Mint Chill line alone is on pace to do over $100M this year - and they just launched a coffee-infused wipe on Amazon. -> post
Hulken crossed $50M in revenue in 2025. Founder Alex Schinasi was candid about what starts breaking at that scale. -> post
Real Men Apparel says they are on track to exceed 8 figures this year - and just moved from a 3,200 sq ft warehouse with wire racks to a proper operation. -> post
Beekman 1802 moved 30,000 units in 24 hours on a new product launch. -> post
Cheers shared their Sam's Club content numbers: 60+ videos, 13M+ views, 9K shares, 10K saves, 60K likes. -> post
DISTRIBUTION
Rare Beauty launched at Ulta Beauty on February 1 and set the record for the biggest launch day in the retailer's history. -> post
IQBAR landed on the Costco.com homepage for the first time and launched a new PB&J Protein Bites line exclusively at Sam's Club. -> post
Carpe is now in Target. -> post
Tiege Hanley expanded into CVS - men's skincare now on shelf at one of the biggest pharmacy chains. -> post
Roller Rabbit launched an exclusive collaboration with Target. -> post
Hulken is now carried at the MoMA Design Store in Soho. -> post
Gymshark launched with its first two wholesale partners in Germany - a milestone for the brand's international retail expansion. -> post
STRATEGIC MOVES
Wildgrain is opening its first physical bakehouse after years as a subscription-only brand. Cutting the ribbon this week on a neighborhood bakehouse where customers can walk in. -> post
Teddy Baldassarre opened a new flagship store - 4x the size of the previous location, with a broader range of prices and brands. -> post
GORUCK is raising prices 10-40% on all USA-built gear. Founder Jason McCarthy was upfront about the decision, tying it to the cost of domestic manufacturing. -> post
Lalo is dropping 4 new products in the coming weeks. -> post
POLICY & REGULATORY
The Supreme Court tariff ruling dominated brand LinkedIn this week. Multiple founders weighed in on the fallout.
Dame is refunding their Trump tariff surcharge to customers after the Supreme Court struck down the liberation day tariffs. -> post
Burlap and Barrel co-founder Ori Zohar called out that small businesses are still owed tariff refunds after the ruling. -> post
Hyperwear CEO was featured in Inc. discussing how they have navigated tariff pressure and pricing decisions. -> post
RECOGNITION
Tarte Cosmetics founder Maureen Kelly's tartelette tubing mascara was named to WWD's Greatest Beauty Products of All Time list. -> post
Patagonia Provisions sardines ranked among the best by NYT Wirecutter. -> post
Hello Products CMO Diana Haussling named a 2026 Matrix Awards honoree. -> post
Nothing had a big year at the iF Design Awards 2026. -> post
Soltech Aura lamp won a 2026 iF Design Award. -> post
INFRASTRUCTURE
Real Men Apparel went live on a new warehouse management system. Founder was honest about it not going smoothly. Came from outgrowing a 3,200 sq ft space. -> post
Bombas is hiring across multiple roles - CEO framed it as entering an exciting new phase of growth. -> post
Lola Blankets is building out a finance team. -> post
Painting to Gogh is on track for $20M by 2027 and hiring senior roles. -> post
WORTH A CLICK
ButcherBox shared that beef prices are up 15% YoY and the U.S. cattle herd is the smallest since 1951. -> post
Expo West buzz from Chamberlain Coffee, Sweet Loren's, BERO, La Colombe, Aloha, and others - the natural products industry descends on Anaheim this week.