AORA is launching at Sephora as the first plastic free brand in the retailer's history. Sweet Loren's doubled its Whole Foods shelf presence with three new categories. And Sunnie is relaunching nationwide at Sprouts, seven months after being discontinued.

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: 974 posts from 946 people across 45,500 profiles tracked.

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

_{^{We also want to give a quick shoutout to our friends at the Hot Takes Big Stakes podcast, give it a watch!}}

MOLEQLAR acquired the assets of Vienna based biotech Tomorrowlabs GmbH. Co founder Mario Gietl framed it as the brand's move from supplements (2020) to diagnostics (2023) to biotech (2026). → post

AORA is launching at Sephora as the first plastic free brand in the retailer's history. Co founder Nour Tayara called it validation for years of holding the line on the format. → post

Sweet Loren's doubled its Whole Foods Market shelf presence with the addition of ready to bake oatmeal bars, scones, and puff pastry. Founder Loren Brill Castle recalled subway trips demoing warm cookies in the early days. → post

Sunnie is relaunching nationwide at Sprouts in the grab and go deli set, seven months after being discontinued. Co founder Katy Tucker walked through what changed between the two launches. → post

SOLSKIN officially launched at Boots UK after eight months of work, including a Bond Street stunt and a 12,000 foot sky dive. → post

Bonkers Corner (India) opened its 35th store in Rohini, Delhi. → post

Smyle launched Smyle Rox, an on the go oral care format the brand spent two years developing. CEO Dennis Kamst called it a new product category. → post

LYMA launched LYMA Skincare, tying the drop to Forbes' framing that beauty is now in its "proof era." → post

indē wild dropped its ICE, ICE BABY collection, a Y2K styled campaign fronted by founder Diipa Khosla. → post

SITKA Gear launched a new brand campaign called "For the Obsessed." → post

goodwipes launched a scent diffusing billboard on Abbot Kinney in LA. Real scent, rotating weekly, running for the month of July. → post

Andiem made its on court NBA Summer League debut. Co founder Alexander Morel shared how they went from one try on last year to a real presence this year. → post

Bawi Agua Fresca showed up as a styling prop in J.Crew's latest photoshoot. Co founder Victor Guardiola shared the wake up. → post

resbiotic was named the 2026 NutraIngredients Start Up of the Year. → post

Bundle x Joy was named a 2026 America's Retail Champion by the National Retail Federation. Founder Jessica Berger represented Arizona and the pet industry at the Retail Advocates Summit in DC. → post

Danessa Myricks Beauty was named to WWD Beauty Inc's Top 10 beauty brands by Earned Media Value growth, up 67% year over year. → post

Ottolenghi Group promoted Daria Bashkatova to Marketing Director as Shona Campbell exits after more than three years as CMGO. → post

MatchWornShirt hired Curtis Brown as Director of Marketing, North America (from CrepProtect). → post

SodaStream (PepsiCo) promoted Christine Van Merrienboer to Global Category Lead for Appliances. → post

Digital Products International hired Rory Patterson as Head of eCommerce (from Instant Pot). → post

Mattamy Asset Management hired Andy Lee as VP, Sales & Marketing (Digital) Technology (from Staples Canada). → post

Coterie VP Product Marketing Taylor Wiegele is exiting after four years. → post

Grove Collaborative CEO Jeff Yurcisin opened up a CFO seat. He described it as the rarest role he has ever hired for. → post

True Protein (Australia) crossed 100+ team members with 40%+ YoY growth, twelve years in. Founder Ben Kierath opened up free strategy sessions for founders doing $3M to $15M. → post

Astrid & Miyu has grown to 400+ people. Founder Connie Nam reflected on staying relevant at scale after the annual summer party. → post

O My Bag Amsterdam turned 15 years old. Founder Paulien Wesselink reflected on scaling across Europe, the US, and Asia. → post

Sunna Supplements founder Hamza Hanif visited the temporary homeless accommodation he lived in at age 17. Ten years later, he now runs one of the fastest growing supplement brands in the world. → post

Rubans founder Chinu Kala walked through the day her 5,000 sq ft office caught fire, and what her team did next. A story about employee retention that has nothing to do with bean bags. → post