Happy Wednesday!

One of my favorite marketing trends right now is culture hijacking. When a brand takes a big cultural moment and inserts themselves into that moment in a way that makes it even bigger for the brand.

I know some people don’t love this strategy, but ultimately every marketing move should have ROI. And with the right strategy, I think culture hijacking can be one of the easiest ways to get more out of attention that already exists.

Think brands activating at Coachella, sponsoring parts of influencer weddings, or showing up during sorority rush.

And outside of Coachella, sorority rush might be one of the biggest examples.

For Gen Z, and honestly plenty of other generations, RushTok takes over social media for most of August. The outfits, the chants, the house themes, Bid Day, the getting ready content. People are already watching.

The smartest brands are figuring out how to insert themselves into that attention without making it feel like an ad.

So let’s talk about my favorite strategies.

P.S. The founder of Everlane is building the next $1B supplement brand called Magna. Magnesium powered hydration to fuel focus, energy, and recovery. I started talking it a few weeks ago and I’m obsessed. Here’s my magna discount code link to get 29% off the starter kit.

So What Is Sorority Rush & Why Are Brands Obsessed With It?

Sorority rush is the recruitment process where potential new members visit different sorority houses before eventually receiving a bid to join one.

But on social media, it has become much bigger than that.

RushTok turned recruitment into its own entertainment category. People follow the outfits, watch the chants, wait for Bid Day reveals, and keep up with girls they have never met.

It has now created a unique marketing opportunity for brands.

You have thousands of students creating content during the same few weeks, while millions of people are paying attention and almost tuning into rush like it’s a tv show.

And because so much of rush is already visual and social, brands can naturally fit into the things students are wearing, carrying, and using throughout rush.

So lets breakdown the brands that won.

Nike

RushTok is incredibly visual, which means one coordinated group can create more impact than a dozen individual creators posting separately.

Nike outfitted sorority members in matching Nike Training looks, turning recruitment dances and group videos into branded content across an entire chapter.

Why it works

The chapter essentially becomes the media unit.

Instead of paying for one person’s reach, Nike gets dozens of people wearing the same product inside highly recognizable group content. The repetition makes the brand feel much bigger than a traditional creator sponsorship.

What brands should think about for next year

• Is there a way to activate an entire group instead of individual creators?

• Could repetition across one chapter make your brand instantly recognizable on feed?

Poppi

The smartest culture marketing does not always choose one moment. Sometimes it connects two moments the same audience already cares about.

Poppi partnered with 20 chapters, created custom merch and personalized fridges, sampled product across campuses, and brought Love Island stars into the rush conversation.

The Love Island piece is what makes this especially interesting to me.

Why it works

Poppi stacked one cultural obsession on top of another.

RushTok already had attention, and Love Island already had attention. By bringing the two together, Poppi gave people a new reason to care while keeping the brand in the middle.

What brands should think about for next year

• What else is your audience talking about during recruitment season?

• Could you combine two cultural moments in a way that feels unexpected but still makes sense?

Edikted

RushTok is not just entertainment. It is also inspiration.

People watch to see the outfits, copy the looks, and figure out what everyone is wearing, which creates a very different opportunity for fashion brands.

Edikted partnered with sorority chapters on matching recruitment outfits and then gave followers promo codes to shop those looks themselves.

Why it works

The sponsorship creates a direct path from content to commerce.

The girls wearing the clothes are not just creators. They become the reference point for an aesthetic other students want to recreate, turning recruitment content into a live, shoppable lookbook.

What brands should think about for next year

• Can someone immediately buy the product they see in the activation?

• How can you shorten the distance between cultural attention and purchase?

Lucky Charms

Some brands win cultural moments by creating something completely new. Others win because they find a tradition where the brand already makes sense.

Lucky Charms sponsored Kappa Delta’s “Lucky Me I’m a KayDee” Bid Day with branded shirts, a cereal bar, and rainbow decor that fit directly into the theme.

Why it works

The brand-product connection does most of the creative work.

Lucky Charms did not need a complicated explanation for why it was there. “Lucky Me” already connects naturally to the brand, so the sponsorship feels like an extension of the celebration instead of an ad dropped into it.

What brands should think about for next year

• Are there phrases, themes, colors, or traditions that naturally connect to your brand?

• Where can your brand feel like the obvious partner rather than a random sponsor?

Sephora

Not every rush activation needs to be designed primarily for social content.

There is also an opportunity to become useful during a week when students are tired, busy, and constantly getting ready.

Sephora at Kohl’s brought beauty activations to campuses with hair and makeup touch-ups alongside mini products students could use throughout recruitment.

Why it works

Sephora earned attention by solving a problem in the moment.

That creates a very different kind of brand impression than a giveaway. Students experience the product when the need is highest, which makes the interaction more useful, memorable, and relevant.

What brands should think about for next year

• What annoying or stressful part of rush could your brand make easier?

• Could you build an activation around usefulness rather than just visibility?

Coconut Cult

For products that are already viral online, rush can be less about creating awareness and more about finally letting people experience the hype themselves.

Coconut Cult brought its branded truck and viral yogurt directly to sorority houses across multiple campuses, creating opportunities for deliveries, reactions, unboxings, and Bid Day basket placements.

Why it works

It turns individual online curiosity into a group experience.

Trying a viral product with your friends gives people a reason to react, compare opinions, and film the moment together. The activation is not just sampling. It becomes a social experience built around a product people already recognize.

What brands should think about for next year

• Does your product already have enough online awareness that the next step should be trial?

• How could you turn sampling into something groups want to experience together?

Final Thoughts

RushTok has basically become its own marketing ecosystem.

You have fashion, beauty, food, wellness, creators, traditions, events, and thousands of students creating content around the same cultural moment.

That is what makes it such a powerful example of culture hijacking.

And I think next year, the brands that win will be the ones that come in with a clear reason to be there rather than simply trying to put their logo everywhere.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

1. Ciele Skin Tint & Protect SPF 50+: If you are looking for a foundation that doubles as skincare, I am obsessed with this one.

2. Vivrelle Renting Luxury Bags: My new favorite things is renting bags through Vivrelle. And you can get 100% off your first order with code BROOKEY.

3. DedCool x OUAI Melrose Place Dedtergent: I never thought spending money on nice detergent was worth it until this. Holy cow my clothes smell so good and clean. Definitely not a need, but a nice to have for sure.

4. Liasion The Label Activewear: If you are looking for a new activewear brand, my favorite one that is good quality and affordable is this brand.

5. Kulfi Staining Lip Oil: This is one of my favorite lip products at the moment, it is the best lip stain I own and the coolest colors.

6. Basma Lip Liner: This is the longest lasting lip liner and I pair it with the Kulfi Lip Staining Lip Oil.

7. Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patterns these are my favorite and they are on sale right now.

Happy Wednesday!

Today I want to talk about packaging because we are in the middle of a pretty massive shift in what makes a brand look “cool”.

For years, the formula was simple. Make the packaging minimal, use a clean sans serif font, pick a muted color palette, and make sure everything looked perfect on Instagram.

And it worked. Some of the biggest millennial brands were built around that exact aesthetic.

But now walk through Sephora, Erewhon, Target, or scroll through TikTok and everything looks different. The packaging is brighter, fonts are weirderr, and every brand has crazy illustrations everywhere. Brands are less afraid of looking a little chaotic.

Gen Z is screaming life into brands again.

And I don’t think this is just another design trend. Packaging reflects the customer you’re trying to reach, and Gen Z has a very different idea of what makes a brand feel interesting.

So let’s talk about how Gen Z killed millennial minimalism.

P.S. The founder of Everlane is building the next $1B supplement brand called Magna. Magnesium powered hydration to fuel focus, energy, and recovery. I started talking it a few weeks ago and I’m obsessed. Here’s my magna discount code link to get 29% off the starter kit.

WTF Was Millennial Packaging?

Before we talk about where packaging is going, we have to talk about what came before it.

Millennial packaging was minimalist, clean, aspirational, and extremely Instagram friendly.

Think Glossier, Away, Warby Parker, or Outdoor Voices.

The aesthetic was easy to recognize. Clean fonts, muted colors, lots of negative space, simple logos, centered layouts, and perfectly art directed photography.

At the time, it felt completely different from the loud, overly branded products millennials had grown up with. Stripping everything back made brands feel modern, elevated, and premium.

It also happened alongside the rise of Instagram, when products needed to look good in carefully curated feeds. And it worked incredibly well. Almost every brand wanted to copy the Glossier playbook at the time.

But once every new brand adopted the same visual language, what once felt different started making every brand look the same.

Gen Z grew up surrounded by millennial minimalism, so naturally, the next generation of brands is rebelling against it.

Now Gen Z packaging can be colorful, weird, nostalgic, handmade, feminine, chaotic, or incredibly simple. What connects the brands doing it well is that they actually feel like they have a point of view.

So here are the shifts I am noticing and my favorite examples.

Stop Making Wellness Look So Serious

For a long time, better for you products almost had to look healthy.

Muted colors, minimal labels, lots of white space, and branding that immediately told you this was the responsible option.

But why does have to look boring?

OLIPOP is a great example of how that’s changing.

The brand made its packaging brighter and bolder, enlarged the flavor illustrations, and moved toward playful lowercase typography that gives each flavor more personality.

Why it works

If your packaging constantly reminds customers they’re choosing the “healthy alternative,” you’re reinforcing the idea that they’re making a compromise.

OLIPOP visually competes with soda by actually looking fun.

Thoughts to ask for your brand

• Does your packaging communicate the benefit so heavily that you’ve forgotten to make the product desirable?

• Could your category afford to take itself a little less seriously?

Make Packaging Full Of Personality

This is probably one of the clearest differences between millennial and Gen Z branding.

Millennial packaging often tried to remove anything unnecessary. Gen Z packaging is much more comfortable adding it back.

Fishwife is one of my favorite examples.

Canned fish historically wasn’t exactly a category known for packaging people wanted to display. Fishwife completely changed that.

Its tins are colorful, illustrative, maximalist, and filled with personality. They almost feel more like little pieces of art than something you’d find in the canned seafood aisle.

Why it works

Fishwife didn’t need to reinvent canned fish. It needed to make canned fish feel relevant to a new customer.

The packaging makes an ordinary grocery product interesting enough to display, photograph, gift, and talk about.

Thoughts to ask for your brand

• If someone covered your logo, would your packaging still feel recognizable?

• What could your packaging communicate about the personality of the person buying it?

Make Imperfection Part Of The Brand

Brands used to spend a lot of money making sure everything looked perfectly polished.

Gen Z seems much more comfortable with things that feel handmade, slightly weird, or intentionally imperfect.

Coconut Cult does this really well.

The glass jars, chunky typography, bright colors, and hand drawn illustrations make the product feel like something you discovered at a local market instead of a highly polished wellness brand.

Why it works

When an entire category starts using the same polished design language, imperfection becomes differentiation.

Coconut Cult’s packaging feels human and slightly weird, which makes the brand harder to confuse with everything else on shelf.

Thoughts to ask for your brand

• Is your brand so polished that you’ve removed some of its personality?

• What could feel more handmade, unexpected, or human?

Design Products Worth Leaving Out

Packaging is not just competing for attention on a retail shelf anymore. It is also competing for a permanent spot on someone’s counter.

Graza is a perfect example of this.

Traditional olive oil bottles were designed to live in the pantry. Graza turned olive oil into a bright green squeeze bottle that feels more like a design object than a kitchen staple.

Why it works

When a product earns a permanent place on someone’s counter, the packaging keeps marketing the brand long after the purchase.

Thoughts to ask for your brand

• Would your customer want to leave your product out after they use it?

• Could your packaging become part of their space instead of something they hide away?

Make The Problem Feel Fun

Another shift I find really interesting is how Gen Z brands approach categories traditionally built around insecurity. We’re seeing this happen in skincare, specifically acne products.

Traditional acne products tend to look clinical because the category is built around the idea that acne is a problem you need to fix and hide.

Starface went in the complete opposite direction.

Bright yellow packaging, bubbly typography, colorful collectible cases, and little stars customers intentionally put on their faces.

Why it works

Starface changed the emotional experience of the category.

Instead of making customers feel like they need to hide the fact that they’re treating a breakout, the brand makes the experience playful enough to show off.

Thoughts to ask for your brand

• What emotion has your category traditionally made customers feel?

• Could your packaging completely change that emotion?

Turn A Boring Product Into An Accessory

Some of the biggest packaging opportunities are hiding in the most boring categories.

When nobody expects a product to look good, good design can completely change its perceived value.

Touchland changed this for hand sanitizer.

Before Touchland, most hand sanitizer came in a basic plastic bottle that you threw into your bag and forgot about.

Touchland redesigned it as a slim, flat, colorful spray that feels much closer to a beauty accessory.

Why it works

Touchland didn’t just redesign hand sanitizer packaging. It changed the role the product could play in someone’s life. They turned a commodity became an accessory.

Thoughts to ask for your brand

• What does everyone in your category accept as boring because “that’s how it’s always looked”?

• Could better packaging turn your functional product into something customers actually want to carry?

Final Thoughts

I don’t think Gen Z killed minimalism. I think they killed sameness.

Millennial minimalism worked because it once felt different. Then every brand started looking the same.

Gen Z brands are breaking those rules in completely different ways, but once that aesthetic starts feeling overdone too, we may see the pendulum swing back again.

There isn’t one Gen Z aesthetic to copy. The shift is from packaging designed to look perfect to packaging designed to have a personality.

Now definitely respond to this with your thoughts on all of this.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Just Ingredients Protein Powder: I have been on a weight loss journey this year and the thing that has helped the most is adding this protein powder into my routine. I asked them for a coupon code so I could share with you all, use code BLUEPRINT for 10% off your order.

• POV Skincare For Makeup Prep: My favorite skincare brand is launching into Sephora next week. These products will actually hydrate your skin and make your makeup easily blend in.

• Korean Haircare Brand Unove: My friends and I are now obsessed with this Korean hair care brand and it’s the perfect time to shop it during the Sephora Sale. I have been using all the products, but my favorites are the shampoo and the hair mask.

• Reale Actives Makeup Remover: I have been using this makeup remover for over a week and it has changed my life. It removes my makeup the best and doesn’t irritate my eyes.

• Homecourt’s Exfoliating Handwash: Courteney Cox raised $8M to take down Aesop and this is one of their new launches to do that.

• Abercrombie Activewear: I can’t believe I am saying this, but Abercrombie has some of the best affordable activewear right now.

• Odd Muse Dresses: These are the most flattering work, wedding, and going out dresses. They’re investment pieces that will last forever.

• Summer Fridays Eye Patches: These are the best eye patches.

Happy Sunday!

I’ve spent 4 years and more than 10,000 hours making content, which is honestly crazy to say out loud, and have gained over 200k followers across IG and TikTok. At this point, I am also extremely superstitious about the algorithm.

The truth is, a lot of content comes down to trial and error. Some days the algorithm loves you, other days it absolutely does not, and you just have to get back on the horse and try again.

But after years of making content, testing different formats, posting at different times, and obsessively studying my analytics, there are a few things that have consistently worked for me.

I want to be very clear that none of these are official Instagram or TikTok rules. This is simply how I think about the algorithm after years of testing, and yes, you should absolutely be studying your own social media data even if you hate numbers.

There is one quote I live by when it comes to content:

“The algorithm rewards consistency. You have to feed it for it to feed you back.”

So if you are posting once every few weeks, most of this probably will not help you. This is really for the brands and creators willing to post 5 to 7 times a week, test constantly, and accept that not every piece of content is going to work.

These are the things I wish someone had told me when I first started.

Read more

Happy Wednesday!

Today I want to talk about the success of one of my favorite brands, BÉIS, which was just acquired by Samsonite in a deal valuing the company at $210M.

There’s been a lot of conversation about why BÉIS didn’t get the $1B+ exit we saw with Rhode. And while I understand the comparison, travel is a completely different category. You’re naturally dealing with lower purchase frequency and fewer opportunities for repeat purchases.

But I think focusing only on the exit number misses how impressive the BÉIS story actually is.

They entered a category filled with legacy luggage brands, built a $210M business with relatively little outside funding, and found a way to take market share from companies that had been around for decades.

I think BÉIS is a perfect example of what it takes to build a challenger brand that actually wins, and there’s a lot we can learn from how they did it.

So let’s talk about it.

P.S. Lola Blankets, the softest blankets, gave me early access to their 50% off sale + you get a $50 gift card for your next order with code BRANDBLUEPRINT50.

Who Is BÉIS?

BÉIS was founded in 2018 by Shay Mitchell and Beach House Group with a pretty simple idea: why did functional travel products have to be ugly or overpriced?

Shay had spent years traveling for work and wanted luggage that was functional without sacrificing design. She wasn’t just the celebrity attached to the brand either. She spent 18 months developing the original products, traveled to factories, and has remained involved in the creative and product side of the business.

But what I find most interesting about BÉIS is how differently they built the company.

They launched DTC and in retail from the beginning, raised just $12.5M in outside funding, expanded beyond traditional luggage, and built a product development strategy heavily influenced by what customers were already telling them online.

Instead of trying to outspend the biggest brands, BÉIS found the areas where it could compete differently. And clearly, it worked…

Now lets break down their strategy.

Launch In Retail & DTC On Day One

A lot of brands treat retail like something you graduate into after spending years building DTC. BÉIS did both from the beginning.

The brand launched on its own website and Nordstrom.com at the same time, giving BÉIS control over its direct customer relationship while immediately getting in front of shoppers through an established retailer.

That meant the brand didn’t have to rely entirely on paid social to introduce customers to BÉIS.

Why it works

DTC gave BÉIS control over the brand and customer relationship, while Nordstrom gave it reach and credibility. Both channels could grow together instead of the business depending entirely on one.

Thoughts to ask for your brand

• Could retail and DTC play different roles in your growth?

• What retailer already has the customer you are trying to reach?

Use Pricing As A Competitive Advantage

When you enter a category where customers already have plenty of options, you need to give them a clear reason to switch.

BÉIS didn’t try to become the cheapest luggage brand. Instead, it positioned itself below premium competitors like Away while still offering the design, organization, and functionality customers wanted.

A BÉIS carry-on could come in roughly $57 to $77 below a comparable Away option.

Why it works

Price becomes much more powerful when customers feel like they are getting more for their money. BÉIS gave shoppers a clear alternative to paying premium luggage prices without positioning itself as a budget brand.

Thoughts to ask for your brand

• What gives customers a reason to choose you over the category leader?

• Does your price make the value of your product feel obvious?

Position The Founder As An Expert

Celebrity founders can create attention quickly, but credibility comes from actually understanding the category.

BÉIS positioned Shay as more than the face of the brand. She spent 18 months bringing the original products to life, working directly with manufacturers and remaining closely involved in BÉIS’s creative direction today.

The story became simple: she wasn’t just a celebrity attached to the brand. She was the founder with the experience and vision behind it.

Why it works

A founder becomes more valuable when they bring expertise in addition to an audience. Shay gave BÉIS reach, but her involvement in the product gave customers another reason to trust the brand.

Thoughts to ask for your brand

• What does your founder genuinely know about the problem they are solving?

• Are you showing that expertise or simply showing the founder?

Turn Criticism Into Product Development

Brands spend so much time trying to figure out what customers want, even though they’re often telling you directly in the comments.

When customers criticized parts of BÉIS’s bestselling Weekender on TikTok, the brand used that feedback to improve the product and made the changes part of the relaunch.

Your comments section isn’t just engagement. It can be free product research.

Why it works

Customers are already telling BÉIS what needs to be fixed. Acting on that feedback helps the brand build better products while showing customers that their opinions actually influence what comes next.

Thoughts to ask for your brand

• What complaints keep showing up in your comments or reviews?

• Could one of those complaints become your next product improvement?

Expand Beyond Your Original Use Case

BÉIS launched as a travel brand and then the world stopped traveling.

Instead of waiting for travel to return, the brand expanded into totes, weekenders, cosmetic cases, diaper bags, and other everyday products.

That move gave customers more reasons to buy from BÉIS beyond vacation and eventually made lifestyle bags roughly half of the business.

Why it works

BÉIS didn’t abandon its original customer to chase a new category. It found more occasions where the same customer needed the brand, creating more opportunities to purchase beyond travel.

Thoughts to ask for your brand

• What else does your existing customer need around your hero product?

• Could you create more purchase occasions without losing what your brand is known for?

Let Customers Shape What Comes Next

Social listening only matters if it actually changes what you build.

BÉIS uses recurring requests, complaints, and customer conversations to shape products, launches, and brand experiences.

When the same asks keep showing up, they stop being comments and start becoming demand signals.

Why it works

Instead of constantly guessing what customers might want next, BÉIS can build around demand it can already see. Customers also become more invested when they feel like they have a voice in what the brand creates.

Thoughts to ask for your brand

• What are customers repeatedly asking you to create?

• Are you treating social comments as engagement or customer research?

Stay Capital Efficient As You Scale

This might be one of the most overlooked parts of the BÉIS story.

The brand raised just $12.5M in outside funding while growing into a business generating roughly $210M in annual revenue.

For comparison, Away raised more than $100M.

BÉIS also built the business with a relatively small team and remained focused on profitable growth instead of raising massive rounds to fund every new stage of expansion.

Why it works

Capital efficiency creates discipline. When you can’t solve every problem by spending more money, your distribution, products, hiring, and marketing all have to work harder.

Thoughts to ask for your brand

• Which parts of your growth actually require more money versus better execution?

• Is your spending creating growth or simply making growth more expensive?

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Final Thoughts

I think the BÉIS story is bigger than whether it should have sold for $1B.

They entered a category dominated by legacy luggage brands and still found a way to win market share by being more relevant to a new customer.

They competed on price and functionality, listened closely to their community, expanded beyond travel, and built retail into the business early.

That’s what challenger brands do well.

They don’t copy the category leader. They find where the category has stopped evolving and give customers a better reason to switch.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Just Ingredients Electrolytes: My favorite electrolytes are 20% off the next 2 days with my code BLUEPRINT.

• Lola Blankets Softest Blankets: I own 3 of these blankets and can’t live without them. They have a 50% off sale + you get a $50 gift card for your next order with code BRANDBLUEPRINT50.

• Wellbel Hair Growth Supplements: I lost so much hair from bleach damage and the one thing that has helped the most is Wellbel. Use code BROOKE10 for 10% off.

• Noyz Fragrance Milk: My favorite way to add fragrance to my body in scent Detour.

• Odd Muse Dresses: These are the most flattering work, wedding, and going out dresses. They’re investment pieces that will last forever.

• Set Active Activewear: Their new coastline collection is insane and will sell out fast.

• Summer Fridays Eye Patches: These are the best eye patches.

Happy Wednesday!

I hope everyone’s having a great week and surviving the heat.

People always ask me for marketing ideas and honestly, one of the best marketing strategies is letting your product do the marketing.

So I wanted to talk about one of my favorite topics: how to build word of mouth into your product.

Building a brand that is so interesting that it markets itself.

Because when you think about some of the products that have completely taken over, there is usually something about the product itself that makes people want to show it, explain it, collect it, or tell someone else about it.

And that is what I want to break down today.

Let’s talk about it.

P.S. my new obsession is Rent The Runway. I am able to wear expensive dresses, but only pay $129 a month. Nice way to have newness in your closet without the $$$. Click this link for 50% your first month.

So Where Does Word Of Mouth Actually Come From?

I think brands tend to overcomplicate word of mouth when a lot of the time, it starts with something pretty simple: there is something about the product that people naturally want to talk about.

Maybe it looks different enough that someone asks what it is, or it solves a problem so well that customers immediately recommend it to their friends.

Maybe owning it says something about the person using it, or the brand keeps releasing new versions that people want to collect.

Whatever the reason, the product gives customers something to talk about without the brand having to ask them to.

Here are some of my favorite ways brands are doing exactly that.

Make The Product Visible In Public

Products create more word of mouth when other people can actually see them being used. Every public interaction becomes another opportunity for someone to notice the brand.

Rhode turned its lip treatment into a phone case accessory, putting the product somewhere customers naturally carry, photograph, and display throughout the day.

Instead of the product disappearing into someone’s makeup bag after purchase, it became something people constantly saw.

Why it works

The phone case turned customers into walking advertisements. Every mirror selfie, coffee run, or night out created another opportunity for someone to see Rhode.

Thoughts to ask for your brand

• Where are customers using your product after they buy it?

• Could you make the product more visible in their everyday lives?

Create A Product People Have To Explain

The best conversation starters make people immediately ask, “Wait, what is that?” A slightly unfamiliar product naturally gives customers a story to tell.

Hulken created a rolling tote that sits somewhere between a shopping bag, suitcase, and cart.

Because it does not look exactly like anything customers are used to seeing, people notice it.

Why it works

People naturally ask customers what they are carrying. Instead of Hulken paying for the introduction, the product starts the conversation on its own.

Thoughts to ask for your brand

• What would make someone see your product and ask what it is?

• Does your product give customers an interesting story to tell?

Make The Benefit Easy To Demonstrate

Customers are more likely to talk about products when the benefit can actually be seen. A visible result makes the product much easier to explain and recommend.

Starface took something people traditionally tried to hide and made it impossible to miss.

Instead of creating another invisible acne patch, the brand turned its patches into bright yellow stars customers intentionally wear on their faces. The product almost demonstrates itself.

Why it works

People immediately understand what the product does while the visible design naturally creates questions. The benefit does not need a long explanation because customers can see the product being used.

Thoughts to ask for your brand

• Can customers easily show someone how your product works?

• Could the benefit become more visible or easier to demonstrate?

Build A Recognizable Product Shape

Products become easier to remember when customers can recognize them without seeing the logo. A distinctive shape turns everyday usage into repeated brand recognition.

Graza entered an olive oil category filled with similar-looking glass bottles and did something completely different.

The brand packaged its olive oil in signature green squeeze bottles that customers could immediately recognize on a kitchen counter, restaurant table, or cooking video.

You do not necessarily need to see the Graza logo to know it is Graza.

Why it works

Distinctive design creates memory. Every time the product appears in someone’s kitchen or content, the recognizable packaging becomes another impression for the brand.

Thoughts to ask for your brand

• Could someone recognize your product without seeing the logo?

• What visual element could become uniquely associated with your brand?

Make Ownership Signal Identity

People talk about products more when ownership communicates something about who they are. The product becomes a signal of identity, belonging, or accomplishment.

Solidcore has done this incredibly well with its Solidays sweatshirt.

Members cannot simply walk in and buy one. They have to complete the brand’s challenge before earning access to the sweatshirt.

So when someone wears it, it says more than “I go to Solidcore.”

It says they were willing to push themselves through one of the hardest workout challenges and actually finish it.

Why it works

The sweatshirt communicates discipline, commitment, and membership in a community. The meaning behind owning it becomes more valuable than the merchandise itself.

Thoughts to ask for your brand

• What does owning your product say about your customer?

• Could your product communicate belonging, status, or accomplishment?

Make The Product Polarizing

Products everyone simply thinks are “nice” rarely dominate conversation. A strong point of view gives customers something to love, question, or talk about.

Water is probably one of the hardest products to make interesting.

Liquid Death did it by making its cans look more like beer or energy drinks, pairing them with an aggressive name and branding that felt completely different from traditional bottled water.

Some people loved it. Some people thought it was ridiculous. Either way, they talked about it.

Why it works

Polarization creates conversation. When a product looks or behaves differently from everything around it, people naturally have an opinion and opinions give people something to share.

Thoughts to ask for your brand

• Does your brand have a strong enough point of view for people to react to?

• Where could you make a bolder choice instead of trying to appeal to everyone?

Build Collectability Into The Product

Customers keep talking when there is always another version to discover. Limited colors and collaborations turn one purchase into an ongoing hunt.

Stanley turned a reusable water bottle into something people collect.

The brand continuously introduces new colors, collaborations, and limited-edition versions of its hero product.

Certain colors become harder to find, collections start forming, and the product becomes something customers want to show each other.

Why it works

Collectability extends the conversation beyond the first purchase. Every new drop gives existing customers another reason to come back, hunt for a specific version, and talk about what is coming next.

Thoughts to ask for your brand

• Could customers have a reason to own more than one version of your product?

• What could make the next drop feel worth hunting for?

Final Thoughts

I think brands spend so much time asking how they can get more people to talk about their products.

But sometimes the better question is:

What about the product actually gives people something to talk about?

You can spend millions on advertising, influencers, PR, and content, but there is something incredibly powerful about a customer carrying your product into the real world and doing some of the marketing for you.

That does not mean every product needs to be weird, viral, or designed for social media.

It means thinking beyond whether the product is simply good and asking whether there is something about it that people will want to show, explain, demonstrate, collect, or identify with.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

1. Arey Grey Hair Prevention: My mom has been using this to stop her grey hairs. Use code BROOKE15 for 15% off your order.

2. The Absorption Company Electrolytes: When I am doing hot workouts these electrolytes taste the best and help me recover the fastest. Use code BROOKE for 10% off your order.

3. Clearstem Vitamin C Serum: This has helped brighten up my skin from acne scarring. Use code BLUEPRINT for 15% off your order.

4. Sofie Pavitt Face Reset Benzoyl Peroxide Acne Treatment Mask: If you have acne like myself, this acne treatment will save my life. My favorite esthetician recommended this for my acne scarring and this saved my life.

5. POV Skincare: If you can’t find skincare that blends in with your makeup, I highly recommend checking out this brand. Their Drench It soothing milk is the best start to a skincare routine.

6. DedCool x OUAI Melrose Place Dedtergent: I never thought spending money on nice detergent was worth it until this. Holy cow my clothes smell so good and clean. Definitely not a need, but a nice to have for sure.

7. Velvet Caviar Phone Cases: They are the cutest phone cases but also keep your phone the safest. Use code BROOKEY20 for 20% off your order.

Happy Wednesday!

Today I want to break down one of my favorite consumer brands as both a marketer and a consumer.

If you want an example of a brand that is bootstrapped, makes every decision with profitability in mind, and has figured out how to actually win, then you found the right place.

Meet Hulken.

The patented rolling tote bag has become a staple for people living in cities, makeup artists, thrifters, stylists, soccer moms, and so many other communities.

They have quietly built one of the fastest-growing consumer brands, reaching more than $50M in annual revenue with only seven employees, and they are working toward $100M with fewer than ten employees.

I love studying brands like Rhode and Poppi, but I think there is even more to learn from a company scaling without a flashy fundraising round, a massive team, or a celebrity founder.

So let’s talk about Hulken’s strategy.

P.S. GOODLES just launched Twirly Mac N Cheese…. and had a crazy marketing strategy for the launch. Case study coming soon… + my favorite skincare POV Beauty is coming to Sephora…. they’re doing over $50M ARR with TikTok Shop + DTC, easily a $1B+ exit in next 2-5 years..

Who Is Hulken?

If you have spent time in New York City, you have probably seen a Hulken bag without even realizing it.

Hulken is a rolling tote made from durable materials and designed to make schlepping easier. It sits somewhere between a shopping bag, suitcase, and cart, which is exactly why it became so noticeable in the first place.

The idea started as a side project. The founders were using an early version around New York when strangers kept stopping them to ask about it. That reaction became the first sign that they had something people actually wanted.

Instead of raising capital and scaling as quickly as possible, Hulken stayed bootstrapped, focused heavily on product and manufacturing, and built the company with a profit-first mindset.

Today, the brand is sold through Target, Amazon, QVC, The Container Store, and its own direct-to-consumer business.

Why this brand is really interesting is not just that Hulken built a viral product. It’s how they build a product into a real, profitable business without building a massive organization around it.

So let’s break down Hulken’s $50M strategy.

Build A Product That Markets Itself

Most products rely on marketing to get noticed. The best products naturally create conversations everywhere they’re used.

Hulken designed a rolling tote unlike anything else on the market. As customers pulled it through New York City, strangers regularly stopped to ask where they got it.

Why it works

Every customer becomes a walking billboard. The product creates curiosity on its own, generating awareness long after it has been purchased.

Thoughts to ask for your brand

• Does your product naturally spark conversation?

• Could the product itself become your biggest marketing asset?

Prioritize Niches Over Everyone

The biggest brands rarely win every customer first. They become the go-to product for one niche before expanding.

Instead of trying to market to everyone, Hulken focused on communities like makeup artists, stylists, and thrifters who used the bag every day. These professional communities helped the product become part of their routines and their content.

Why it works

Winning one niche builds credibility and word of mouth. Once a product becomes essential to one community, it becomes much easier to expand into adjacent audiences.

Thoughts to ask for your brand

• Which niche would benefit most from your product?

• Are you trying to reach too many customers at once?

Use Collabs To Reach New Audiences

The best collaborations do more than create buzz. They introduce your brand to customers who may have never discovered it otherwise.

Hulken uses collaborations to reach new audiences while continuing to position the product as part of a broader lifestyle brand.

The most important part is not putting two logos together.

It is choosing partners with customers who would genuinely benefit from Hulken.

Why it works

The right collaboration transfers trust. Instead of building awareness from scratch, brands can borrow another company’s audience and credibility.

Thoughts to ask for your brand

• Which brands already have your ideal customer?

• What collaboration would feel natural for both audiences?

Turn Scarcity Into Demand

Customers are more likely to buy when they believe a product will not always be available. Real scarcity creates urgency that discounts never can.

For years, Hulken regularly sold out because production could not keep up with demand. Preorders helped fund inventory, while every restock became something customers knew they could not wait too long to shop.

Why it works

When customers know inventory is genuinely limited, they are more likely to buy now instead of waiting until later.

The scarcity also felt believable because it came from real demand, not a fake countdown timer.

Thoughts to ask for your brand

• Is your scarcity real or manufactured?

• What would give customers a reason to buy now?

Build A Category, Not A Product

The strongest brands are not just known for what they sell. They are known for creating something customers have not seen before.

Rather than positioning itself as another tote bag, Hulken created a category somewhere between a shopping bag, suitcase, and cart.

The founders are intentional about protecting that positioning because they want Hulken to become the name people use for the category, not just one product inside it.

Why it works

Owning a category makes comparisons less relevant. Instead of competing against existing products, customers see your brand as something entirely different.

Thoughts to ask for your brand

• What category are you really creating?

• How would a customer explain why your product is different?

Earn Retail, Don’t Rush It

Retail works best when customers already know what they are looking for. Existing demand makes it easier for products to stand out on crowded shelves.

Hulken began as a direct-to-consumer brand and waited until demand was established before expanding into Target, The Container Store, QVC, and Amazon.

Retail became a way to amplify momentum that already existed, not the place where the brand hoped demand would begin.

Hulken has also won in retail by doing exclusive colors for specific retailers like their new exclusive colors for Target.

Why it works

Retail becomes far more effective when customers are already searching for your product instead of discovering it for the first time.

Thoughts to ask for your brand

• Have you built enough demand before entering retail?

• Are customers already asking where else they can buy your product?

Make Every Decision ROI-Driven

Limited budgets do not have to slow growth. They force brands to make every dollar count.

From day one, every decision at Hulken had to generate a return. That profit-first mindset has helped the company remain profitable, move quickly, and scale toward $100M with fewer than ten employees.

The company keeps a small senior team at the center, then uses agencies and technology to support the work around them.

Why it works

Resource constraints create discipline. When every investment has to prove its value, brands make smarter decisions, eliminate waste, and find more creative ways to grow.

A small team also keeps the people making the biggest decisions close to one another, which makes it easier to move quickly.

Thoughts to ask for your brand

• Which expenses are actually generating a return?

• Where could your team accomplish more with less?

Final Thoughts

What I love most about Hulken is that they did not follow the typical consumer startup playbook.

They did not raise a massive round, hire a huge team, and then hope growth would eventually make the business profitable.

They focused on building a product people genuinely wanted, getting it into communities where it could spread naturally, and making every dollar work.

That discipline is what allowed them to reach $50M with seven employees and keep building toward $100M without turning the company into something unnecessarily complicated.

More money can help a brand grow, but Hulken proves that focus, profitability, and a product people cannot stop talking about can take you incredibly far.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Summer Fridays Fragrance: If you want to get the most compliments on your perfume, you need to try this.

• DIBS Beauty: This is just my favorite makeup brand. From their concealer to their blush/contour stick to their makeup brushes, everything is insane from them.

• Hulken Bag: Of course you need a Hulken bag if you don’t have one already. I couldn’t survive NYC (especially moving) without one.

• Heaven Mayhem Laptop Case: The randomest thing I get the most compliments on is my laptop case.

• Wellbel Hair Growth Supplements: I lost so much hair from bleach damage and the one thing that has helped the most is Wellbel. Use code BROOKE10 for 10% off.

• Velvet Caviar Phone Cases: If you want a phone case as a fashion accessory, this is my favorite brand. Use code BROOKEY20 for 20% off.

• Bare Mineral SPF Foundation: If you are looking for a foundation that doubles as SPF, I am obsessed with this one.

• Weezie Robes: This is the best gift and best self purchase. If you are looking for the cutest, softest, and customizable robes this is my go to brand.

Happy Wednesday!

Today I want to talk about one of the most debated topics in marketing:

“Do PR boxes actually generate ROI?”

For some brands, influencer gifting completely changes the trajectory of their business. A single PR mailer can turns into hundreds of influencers videos and a launch the internet can’t stop talking about.

For others, it’s one of the biggest marketing expenses of the year with very little to show for it.

The difference is rarely budget…. it’s strategy.

The brands generating the strongest ROI aren’t simply sending bigger or more expensive packages.

They’re giving creators a reason to post.

So let’s talk about my favorite influencer PR gifting strategies ranging to $100 - $100k in budget.

P.S. Any DTC brands doing $1M - $20M ARR, I would love to connect with you about my startup and how we can find revenue opportunities in your data + build a digital twin of your customer. Click here to learn more.

WTF Is A PR Box?

PR boxes used to be pretty simple. Brands would mail products to journalists, editors, and influencers with the hope of earning coverage.

Today, they’ve become something completely different.

Brands are sending creators giant refrigerators, mystery packages, luxury bags, and even actors showing up at their front doors. The boxes are typically 10x bigger than the product itself.

In some ways it’s starting to feel quite ridiculous, and honestly most of the time it is.

The internet has reached a point where the crazier the package, the more likely it is to go viral. But bigger doesn’t automatically mean better.

Some of the most expensive PR boxes disappear after one Instagram Story. Others generate millions of views without spending nearly as much.

That’s because the best influencer gifting isn’t really about gifting. It’s about creating a box worthy enough to get an influencer’s attention for them to want to make content about it.

So here are my favorite strategies brands are using to make influencer gifting worth the investment.

Build PR Box Around Culture

The strongest PR campaigns don’t try to create attention from scratch. They find ways to become part of moments customers are already paying attention to.

Tarte did exactly that when the Knicks made the playoffs, sending New York creators PR boxes filled with beauty products, Knicks merchandise, and Knicks-themed bagels.

The products were able to insert themselves into a story people care about.

Why it works

Customers already had their attention on the Knicks. By tying the package to a cultural moment, Tarte gave creators a reason to naturally include the brand in conversations that were already happening.

Thoughts to ask for your brand

• What cultural moments matter most to your customer?

• Could your next launch connect to something people are already talking about?

Build PR Box Around Content Trends

Creators don’t need more products to film, they need more content ideas.

As aesthetic coffee trays took over social media, Lolavie transformed the trend into a coffee tray inspired PR package featuring its products.

It gave creators an easy, “cool” way to share the mailer and it naturally fitted into the content they already make.

Why it works

The strongest PR boxes remove creative friction. When the packaging fits naturally into trends creators already enjoy participating in, posting feels effortless.

Thoughts to ask for your brand

• What content trends are creators already participating in?

• Could your products naturally fit into one of those trends?

Make It Big, It’s Impossible To Ignore

Sometimes the package becomes more memorable than the product itself.

Instead of sending a traditional PR box, Gisou delivered oversized branded refrigerators filled with products.

The refrigerator content blew up on socials and everyone wanted to see what was inside. Yes this is an expensive strategy, but the 100M+ impressions may justify the expense of this strategy….

Why it works

The goal wasn’t to just send a big PR box, it was to create a reaction worth filming.

The oversized refrigerator immediately sparked curiosity, turning the delivery itself into content. While few brands have the budget to replicate this, the principle applies at any scale: the more unexpected the experience, the more likely creators are to share it.

Thoughts to ask for your brand

• What would make your delivery impossible to ignore?

• What would make someone stop scrolling?

Personalize The PR Box

Creators receive hundreds of packages every year. Personalization is one of the few things that still makes a package stand out.

Benjie hand-painted boxes for creators and included handwritten notes alongside the products. Every package felt like it was made specifically for the person receiving it.

Why it works

Thoughtful details create emotional value. When a creator feels like a package was designed specifically for them, they’re far more likely to remember and share it.

Thoughts to ask for your brand

• How could you personalize your next PR send?

• What would make every creator feel individually selected?

Turn The PR Box Into A Mystery

Customers don’t always need the answer immediately and sometimes curiosity creates more attention than the reveal itself.

Instead of showing creators its newest flavor, Poppi mailed unlabeled cans and asked creators to guess what they were drinking.

The launch became a viral challenge leading up to the new flavor announcement.

Why it works

People naturally engage with mysteries. Instead of simply showing the product, creators became active participants in the launch.

Thoughts to ask for your brand

• Could your next launch reveal itself over time?

• Is there a mystery customers could participate in before launch day?

Give Creators Something Exclusive

Exclusivity gives creators something more valuable than free products. It gives them something new to share.

Parke sends upcoming collections to influencers well before launch and encourages them to “leak” the products before the brand announces them.

The PR box itself is relatively simple, but the early access is what makes it valuable.

Why it works

People pay attention to information they believe is exclusive. Giving creators permission to break the news makes their content feel more authentic than reposting a brand announcement.

Thoughts to ask for your brand

• What could your creators see before everyone else?

• Could early access become part of the campaign?

Have PR Box Create An Experience

The strongest PR boxes don’t stop at the unboxing, they give creators something to do.

To launch Matte Mousse Lips, Huda Beauty sent creators a Nutricook machine so they could make soft serve inspired by the new collection.

The product became part of an activity instead of another unboxing video.

Why it works

Experiences naturally create more engaging content than products alone. The product becomes one part of a larger story instead of the entire story.

Thoughts to ask for your brand

• What experience could your product create?

• Could your PR box inspire an activity instead of an unboxing?

Make The Delivery Part Of The Campaign

The way a product arrives can be just as memorable as what’s inside the box.

Instead of mailing products, L’Oréal sent Bethenny Frankel dressed as a fairy to creators’ apartments to deliver Lumi Glotion and give makeovers.

The delivery quickly became easy content for influencers with 1M+ followers to share.

Why it works

Creators are always looking for content their audience hasn’t seen before.

By turning the delivery into the experience, L’Oréal gave influencers a story to tell, not just another product to unbox. The campaign felt unique, making it far more likely to be shared across social media.

Thoughts to ask for your brand

• Could the delivery itself become part of the experience?

• What would make someone immediately grab their phone?

Final Thoughts

The biggest misconception about influencer gifting is that better results require bigger budgets… they don’t.

The best brands are creating experiences that give creators a genuine reason to share them with their audience.

I know influencer gifting can be frustrating. You can spend weeks planning a campaign, send out dozens of PR boxes, and still have creators decide not to post.

That’s why the strategy behind the box matters just as much as what’s inside it.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Hari Mari Flip Flops: These are the comfiest flip flops, I finally made the switch and now I can never go back. The Founders mission was literally to make a better version of Rainbows.

• Odd Muse Dresses: If you are looking for a staple piece in your closet, you need to check out this brand. They are having a 50% off sale.

• Hill House Dresses: They are having a 75% off sale right now…

• Skims Bras: If you had made the switch to Skims, let this be your sign. They have the comfiest stuff and so many colors to choose from.

• Heaven Mayhem Laptop Case: The randomest thing I get the most compliments on is my laptop case.

• Wellbel Hair Growth Supplements: I lost so much hair from bleach damage and the one thing that has helped the most is Wellbel. Use code BROOKE10 for 10% off.

• Velvet Caviar Phone Cases: They just came out with their summer collection. These are the best and cutest phone cases. Use code BROOKEY20 for 20% off.

• Weezie Robes: This is the best gift and best self purchase. If you are looking for the cutest, softest, and customizable robes this is my go to brand.

Happy Wednesday!

I don’t know about you, but it feels like a new beverage, CPG, or clothing brand launches every day.

It has never been easier to start a brand, but it has also never been harder to earn attention.

Still, the brands breaking through are inspiring more founders to enter crowded categories because they prove there is always room to win with the right product and strategy.

One of my favorite examples is Bloom. The company is building a $1B+ brand across supplements, energy drinks, and better-for-you soda, all within categories that are already highly competitive.

Bloom proves that you do not need to invent a new category to build a massive business. You can enter a fast-growing market, create a better product for a specific customer, and out-execute the brands already there.

And I think more people should be talking about its strategy, especially since Bloom is reportedly outperforming Poppi and Olipop in some retailers…

So today, I’m breaking down how Bloom is standing out in a saturated category and scaling toward $1 billion.

Let’s talk about it.

P.S. Just Ingredients is 25% off this weekend only with code BLUEPRINT. I swear by their 100% grass-fed whey protein from New Zealand, and they have so many amazing flavors.

Who Is Bloom Nutrition?

If you’ve walked through the beverage aisle recently, you’ve probably seen Bloom.

What started as a wellness supplement brand has quickly become one of the fastest growing names in functional beverages. Founded by Mari Llewellyn and Greg LaVecchia in 2019, Bloom built a loyal community through supplements before expanding into energy drinks and better for you soda.

Instead of creating new categories, Bloom entered crowded ones and differentiated itself through better branding, approachable products, and a deep understanding of its customer.

That strategy is paying off. Bloom Sparkling Energy became an eight figure business within six months of launch, and the brand’s momentum led Nutrabolt, the company behind C4 Energy, to expand its investment after initially acquiring a minority stake in 2024.

Today, Bloom products are sold at major retailers nationwide.

The most interesting part isn’t that Bloom entered saturated categories.

It’s that the brand continues to win in them.

So let’s breakdown their winning strategy.

Build A Better Product, Not A New Category

Founders often believe they need to create an entirely new category to build a successful business. In reality, some of the biggest opportunities come from improving products customers already buy every day.

Bloom entered crowded categories like energy drinks and better-for-you soda instead of trying to invent something completely new.

Rather than educating customers on a new behavior, the brand focused on creating products with better flavor, approachable branding, and ingredients that appealed to its target customer.

Why it works

When customers already understand a category, you can spend less time creating demand and more time earning preference. Instead of convincing people to buy an energy drink, Bloom simply had to give them a better reason to choose theirs.

Thoughts to ask for your brand

• Could you improve an existing category instead of creating a new one?

• What frustrations do customers still have with the products they’re buying today?

Build For A Specific Customer

The strongest brands rarely try to appeal to everyone. The more specific your customer becomes, the easier it is to build products and marketing that resonate.

Bloom didn’t position itself as another energy drink for everyone. The brand built around women looking for a better-for-you option, creating a clear identity in a category that had traditionally catered to a different audience.

Why it works

Customers are more likely to choose brands that feel like they were designed specifically for them. A clear audience also makes every product, marketing, and partnership decision more intentional.

Thoughts to ask for your brand

• Who is the specific customer you’re building for?

• Does your brand make that obvious within a few seconds?

Bring Your Brand Into The Real World

The strongest brands don’t just exist on just a phone. They create experiences that give customers something to remember and something to share.

Bloom has brought product launches to life through experiences like the Dream Diner and Treat Shoppe. These pop-ups gave customers the chance to try new products while turning each launch into an event that generated content long after the doors closed.

Why it works

Experiences create emotional connections that digital ads can’t replicate. When customers can interact with your brand in real life, they’re more likely to remember it, talk about it, and share it with others.

Thoughts to ask for your brand

• How could customers experience your brand in real life?

• What would make someone want to share that experience?

Treat Customers Like Influencers

Brands spend a lot of time trying to win over creators while overlooking the people already buying their products.

Bloom regularly surprises loyal customers with PR mailers, product gifts, and other unexpected moments. Instead of reserving those experiences for influencers, the brand makes everyday customers feel like they’re part of the community.

Why it works

People love sharing experiences that feel personal. When customers feel recognized by a brand, they’re more likely to become advocates who recommend it to friends, family, and their own audiences.

Thoughts to ask for your brand

• How could you make your best customers feel like insiders?

• What would make someone excited to share your brand without being asked?

Launch Everywhere Customers Shop

The best marketing strategy doesn’t matter if customers can’t easily find your product.

Bloom expanded across Target, Walmart, Amazon, convenience stores, and grocery retailers, making it easy for customers to discover the brand wherever they already shopped. Instead of relying on one retail partner, Bloom built a distribution strategy that matched how people actually buy beverages.

Why it works

The easier a product is to find, the easier it is to become part of someone’s routine. Every shelf creates another opportunity for discovery, trial, and repeat purchases.

Thoughts to ask for your brand

• Where are your customers already shopping?

• Are you making it as easy as possible for them to buy from you?

Partner With Culturally Relevant Creators

The best creator partnerships aren’t always with the biggest influencers. They’re with the people already shaping culture for your audience.

Bloom partners with creators across wellness, lifestyle, entertainment, and pop culture instead of relying on one type of influencer. By showing up across different communities, the brand stays relevant wherever its customers spend their time.

Why it works

Culture isn’t created by one person or in one city. Working with creators who genuinely influence different communities helps a brand feel more authentic and reach customers in a way traditional advertising can’t.

Thoughts to ask for your brand

• Are you choosing creators based on relevance or reach?

• Which communities influence your customers the most?

Market Through Multiple Touchpoints

Bloom doesn’t rely on one marketing channel. Product launches combine creator partnerships, PR, retail marketing, sampling, social media, and experiential events so customers continue encountering the brand wherever they spend their time.

Why it works

Every touchpoint reinforces the next. The more familiar a brand becomes, the more likely customers are to trust it when they’re finally ready to buy.

Thoughts to ask for your brand

• Where do customers currently discover your brand?

• How could multiple channels work together instead of independently?

Final Thoughts

Bloom proves is that saturated categories aren’t something to avoid. They’re proof that customers already want the product.

The opportunity isn’t creating demand. It’s giving people a better reason to choose you.

Bloom did that by building for a specific customer, showing up everywhere its audience shops, investing in community, and creating a brand people genuinely connect with.

When demand already exists, your job is to earn the preference.

Have a great rest of your week!

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Beyond Yoga’s New glowZone: I got early access to their new line and this fabric is insane. It’s made for high sweat workouts and if you do hot workouts like me, you need this.

• Milamend Hormone Balance: The team behind IM8 is now building the next viral supplement for Hormone Balance. Just starting this and loving it already.

• Just Ingredients: If you are looking for the cleanest protein powder, supplements, and electrolytes this is the brand and it’s 25% off right now with code BLUEPRINT.

• Velvet Caviar Phone Cases: These are the best phone cases for protecting your phone and to accessorize your outfit. Use code BROOKEY20 for 20% off your order.

• Alex Mill Clothes: If you are looking for new cool work or every day clothes, I am obsessed with this brand and they are running a 40-70% off sale right now.

• Aritizia Work Clothes: They have items 40-60% off right now.

• Nello Supersleep: If you are only able to get 5-6 hours a sleep a night, you need this. This helps me get the highest quality sleep to feel rested even when I can’t get a lot of sleep.

Happy Wednesday!

So one of my most “viral” posts recently has been about status symbols, and I think the reason it’s resonated is because the definition of a status symbol is changing.

For years, status was easy to define. If you had a Birkin, a Rolex, or a Porsche, people immediately associated those products with wealth and success.

But today, status isn’t just about spending money.

It’s about owning something not everyone can get.

Like the Parke $140 sweatshirts. They aren’t expensive compared to luxury fashion. But because every drop sells out, people proudly wear them like a status symbol.

So the brands winning today aren’t necessarily building the most expensive products. They’re building products people are proud to own.

If you’re building a premium brand, I think that’s one of the biggest opportunities today.

So I wanted to break down a few of the strategies I’ve been noticing and how you can apply them to your own brand.

Let’s talk about it.

P.S. with the culture takeover of Love Island and World Cup, I am seeing more and more brands test TV advertising to be apart of those cultural moments. Comcast Advertising is my go to company to help brands do that.

WTF Is A Status Symbol In 2026?

I actually don’t think status symbols have much to do with price anymore.

Instead, I think they’ve become much more about access.

Status symbols should communicate that you have access to something not everyone else does.

Maybe you got the drop before it sold out, maybe you earned it, or maybe you were invited to something not everyone can get invited to.

I think that’s the biggest shift happening in branding right now.

The brands winning today aren’t just creating premium products. They’re creating products and experiences that feel difficult to access, making ownership itself become the reward.

As I started researching brands that have become modern status symbols, I realized they all use a version of the same playbook.

Let’s break down how they’re doing it.

Build Products That Have To Be Earned

One thing I’ve noticed is that the strongest status symbols usually aren’t just difficult to buy. They’re difficult to earn.

Solidcore has mastered this with its coveted Solidays sweatshirt. Members can only purchase it after completing 10 classes in 14 days, turning a piece of merch into proof of discipline and commitment.

Why it works

Customers value products they feel they’ve earned. When ownership represents effort instead of just money, the product becomes much more meaningful.

Thoughts to ask for your brand

• Could customers earn something instead of simply buying it?

• How could ownership communicate something about your customer?

Use Branding To Increase Perceived Value

Luxury isn’t always created through price. Sometimes it’s created through branding.

Heaven Mayhem has built a brand that feels far more premium than its price point. Through elevated campaigns, editorial photography, and a cohesive aesthetic, jewelry under $100 feels like luxury.

Why it works

Customers don’t just buy products. They buy perception. Strong branding can dramatically increase perceived value without increasing price.

Thoughts to ask for your brand

• Does your branding reflect the value you want customers to perceive?

• How could better creative elevate your products?

Create Destination Exclusive Products

Making something harder to buy instantly makes it feel more valuable.

Roller Rabbit sells exclusive pajamas and merchandise that are only available in specific store locations. If you want a particular print, you have to travel there.

Why it works

Products become souvenirs instead of purchases. Customers love owning something that can’t simply be ordered online.

Thoughts to ask for your brand

• Could certain products only be available at events, pop ups, or specific locations?

• How could access become part of the experience?

Design Products Worth Showing Off

The best status symbols are designed to be seen.

Rhode transformed a lip treatment into the Lip Case, making it something customers naturally carry everywhere instead of keeping hidden in a makeup bag. The more people see it, the more desirable it becomes.

Why it works

Visible products become social signals. Carrying them communicates you’re part of a brand or community that other people aspire to join.

Thoughts to ask for your brand

• Could your product become something customers naturally carry or display?

• How could ownership become more visible?

Design Packaging That Signals Luxury

Sometimes the fastest way to elevate a product is through packaging.

Homecourt reimagined cleaning products with luxury inspired bottles designed to live on countertops instead of under the sink, making everyday essentials feel significantly more premium.

Why it works

Packaging shapes perception. When customers proudly display your product, it becomes part of their lifestyle instead of something they hide away.

Thoughts to ask for your brand

• Would customers proudly leave your product on display?

• Does your packaging communicate the brand you’re trying to build?

Build Scarcity Into Every Launch

If everyone can buy your product whenever they want, it loses its exclusivity.

Parke has built an incredibly loyal following by releasing limited drops that often never restock. Missing a launch can mean waiting months or never getting that color again.

Why it works

Scarcity creates urgency and makes ownership feel exclusive. Customers aren’t just buying a sweatshirt. They’re buying access to something everyone else wanted.

Thoughts to ask for your brand

• Does every product need to be available year round?

• Could limited releases create more excitement than permanent inventory?

Sell Access, Not Just Products

Sometimes the status symbol isn’t the product. It’s getting access.

Forma Pilates has built one of the most desirable fitness brands through a referral only membership model. Before customers even take a class, becoming a member already feels like an achievement.

Why it works

When access is limited, people value it more. Exclusivity turns membership itself into a status symbol.

Thoughts to ask for your brand

• Is there an experience or community you could make more exclusive?

• Could access become just as valuable as the product itself?

Final Thoughts

I think one of the biggest opportunities for brands over the next few years is building products that people feel proud to own.

Not because they’re expensive because they’re slightly difficult to get. Hate it or love it, scarcity is the secret ingredient to successful brands these days.

The brands winning today aren’t just creating great products. They’re creating products that signal access, exclusivity, and belonging. And when customers feel like owning your product says something about them, they naturally start marketing the brand for you.

So if you’re building a premium brand, I’d spend less time asking, “How do we make this feel more luxurious?” and more time asking, “How do we make ownership feel more meaningful?”

Because that’s what turns products into status symbols.

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Korean Haircare Brand Unove: My friends and I are now obsessed with this Korean hair care brand and it’s the perfect time to shop it during the Sephora Sale. I have been using all the products, but my favorites are the shampoo and the hair mask.

• Homecourt’s New Exfoliating Handwash: Courteney Cox raised $8M to take down Aesop and this is their next exciting launch.

• Nello Superglow: This might be the supplement that actually helps with wrinkles. I started taking it a week ago and already love it. It has Wheat Lipid Ceramosides + Collagen Peptides to help with wrinkes and more hydrated skin.

• Plainspeak Strength Water: If you are looking for the easiest way to get in creatine and protein, check out this brand.

• Liasion The Label Activewear: For my hot workouts, I love this brand.

• Doen Warehouse Sale: They are having their biggest sale of the year.

• Daphne Pajamas: If you are looking for the cutest pjs that can double as clothes to wear out and about, I love this brand.

Happy Thursday!

I hope everyone got some time off this past weekend!

Today I wanted to talk about one of my favorite brands, Reale Actives.

As someone who’s struggled with acne for years, this brand has genuinely changed my skin. But beyond loving the products, I think it’s time we talked about how Alix Earle is building what I believe has the potential to become a $500M+ to likely a $1B beauty brand.

A lot of people immediately compare Reale Actives to Rhode because they’re both founder-led beauty brands.

Personally, I don’t think that’s the right comparison.

They’re solving different problems, targeting relatively different customers, and building their brands in very different ways.

What I find more interesting is the strategy behind Reale Actives and the decisions they’re making today that could set them up for success long after the initial launch hype.

I’m a big believer that celebrities and influencers can get a brand to roughly a $50M–100M valuation (around $10–30M ARR) simply because they already have attention.

Building a company that can outlive the founder is a completely different challenge.

And that’s exactly what I think Reale Actives is trying to do.

So today, I wanted to break down the strategies that stood out to me and why I think they’re building something much bigger than another influencer skincare brand.

Let’s talk about it.

Who Is Reale Actives?

If you’ve somehow avoided TikTok over the past few years, Alix Earle has become one of the biggest creators on the internet.

She built an audience of millions through her “Get Ready With Me” videos, honest conversations about beauty, and by openly documenting her own struggles with acne.

Instead of launching another generic skincare brand, Alix built Reale Actives around the problem she knew best.

The brand focuses specifically on acne-prone skin with dermatologist-backed formulas.

But here’s what most people don’t realize...

Reale Actives wasn’t built by Alix alone.

The brand was launched by Imaginary Ventures, the Venture Capital Fund and beauty incubator behind POV Beauty with Mikayla Nogueira (which is expected to do more than $50M in revenue this year), Lore Fragrance, and now Reale Actives.

Instead of starting from scratch, Alix partnered with a team that already understands how to build and scale modern beauty brands.

The launch reflected that.

Reale Actives reportedly generated more than $5 million in sales on launch day and sold out twice, proving there was demand well beyond a typical influencer brand launch.

The company has also surrounded itself with experienced operators from brands like Rhode, Set Active, and Kiehl’s while partnering with board-certified dermatologist Dr. Kiran Mian to help develop products rooted in both science and real consumer needs.

That’s what makes this feel less like another influencer skincare launch...

...and more like a modern beauty company built for the long term.

Now let’s talk about their strategies that are setting them up for success.

Own A Specific Niche

One of the fastest ways to stand out in a crowded market is to solve one problem exceptionally well instead of trying to solve every problem for everyone.

Reale Actives understood that from day one.

Instead of launching another skincare brand with products for every skin concern imaginable, they focused specifically on acne-prone skin—a problem Alix has openly struggled with for years.

Why it works:

• Customers feel understood because the brand speaks directly to their problem.

• Marketing becomes much more focused and easier to communicate.

• Niche communities create stronger word-of-mouth than broad positioning.

The strongest brands don’t start by serving everyone. They start by becoming the obvious choice for someone.

Build A Brand World

The best brands create experiences that go far beyond the product itself.

Within months of launching, Reale Actives was already bringing its community together through collaborations like a CSB Pilates event and a LEORA matcha pop-up.

Instead of only selling skincare, they’re building a lifestyle around the brand that customers want to participate in.

Why it works:

• Community creates emotional connections.

• Real-world events generate organic content.

• Customers become advocates instead of just buyers.

The products may bring someone in, but the brand experience is what keeps them engaged.

Address Controversy Fast

No brand is perfect and what separates great brands is how they respond when something goes wrong.

When customers questioned ingredients like shea butter and reported issues with the moisturizer pump, Reale Actives responded quickly by educating customers, improving the packaging, and replacing affected products.

Why it works:

• Transparency builds trust.

• Fast communication prevents small issues from becoming larger ones.

• Customers appreciate brands that listen and improve.

Sometimes your response becomes a bigger brand-building moment than the original problem.

Leverage The Founder

When you have a founder with millions of loyal followers, they should become one of your biggest competitive advantages.

Reale Actives has done an excellent job making Alix Earle the face of the brand while using her personal acne journey to build credibility instead of simply relying on celebrity.

Why it works:

• People trust people before they trust brands.

• Personal stories create emotional connection.

• Founders build awareness in ways traditional advertising can’t.

Attention gets people interested and authenticity gets them to buy.

Build A Superstar Team

Great founders rarely build billion-dollar companies alone.

One of the smartest decisions Reale Actives made was surrounding Alix with operators who have already built category-leading consumer brands.

The team includes talent from Rhode, Set Active, Kiehl’s, and other leading companies that understand product development, marketing, retail, and growth.

Why it works:

• Experienced teams move faster.

• Better operators make better long-term decisions.

• Founder attention becomes much more valuable when paired with strong execution.

The best brands combine visionary founders with operators who know how to scale.

Create Marketing That Sparks Conversation

The best launches create curiosity before they create customers.

Instead of announcing Reale Actives immediately, the team teased the launch with cryptic content and internet clues that encouraged people to speculate about what Alix was building.

By the time the products launched, people were already invested in the story.

Why it works:

• Curiosity drives engagement.

• People naturally share theories and speculation.

• Anticipation creates a much stronger launch day.

The best marketing gets people talking before it starts selling.

Bring In Trusted Experts

Skincare is one of the most trust-driven categories in consumer products.

Reale Actives understood that creator influence alone wasn’t enough.

That’s why they partnered with board-certified dermatologist Dr. Kiran Mian to help develop the products and communicate the science behind every formulation.

Why it works:

• Expert validation builds credibility.

• Clinical expertise reinforces marketing claims.

• Customers feel more confident trying a new skincare brand.

Influence gets attention and expertise earns trust.

Final Thoughts

One of the biggest mistakes celebrity brands make is believing attention alone is enough to build a lasting business.

Reale Actives has paired Alix Earle’s audience with experienced operators, a focused product strategy, dermatologist-backed formulations, community building, and thoughtful marketing designed to create long-term trust.

None of these strategies are revolutionary on their own.

But together, they’re building a company that feels capable of standing on its own, independent of the founder over time.

The biggest takeaway for founders is this:

Attention can help you launch a brand.

But strategy, execution, and trust are what build a business that lasts.

And that’s exactly why I think Reale Actives has the potential to become much bigger than another influencer skincare brand.

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Just Ingredients Protein Powder: I have been on a weight loss journey this year and the thing that has helped the most is adding this protein powder into my routine. I asked them for a coupon code so I could share with you all, use code BLUEPRINT for 10% off your order.

• Korean Haircare Brand Unove: My friends and I are now obsessed with this Korean hair care brand and it’s the perfect time to shop it during the Sephora Sale. I have been using all the products, but my favorites are the shampoo and the hair mask.

• Reale Actives Makeup Remover: I have been using this makeup remover for over 2 months now and it has changed my life. It removes my makeup the best and doesn’t irritate my eyes.

• Homecourt’s New Exfoliating Handwash: Courteney Cox raised $8M to take down Aesop and this is their next exciting launch.

• Abercrombie Activewear: I can’t believe I am saying this, but Abercrombie has some of the best affordable activewear right now.

• Lola Blankets Softest Blanket: These are my favorite blankets for the winter and the summer, use code BRAND for 35% off your order.

Happy Wednesday!

Today I decided it was finally time to address what needs to be addressed: how to actually do influencer marketing.

At my previous company, I ran our influencer marketing and ambassador program. Today, I’m on the other side as a creator doing brand partnerships, while also advising DTC brands on their influencer strategies.

The reality is that so many brands do influencer marketing poorly, so I thought it was time to share my honest advice.

Before we dive in, I do want to say one thing...

I don’t think influencer marketing is something every brand should be doing.

If you don’t have at least $10,000–20,000 per month to invest, and someone internally or at an agency dedicated to managing creators, you’re probably not going to see the ROI you’re hoping for.

Influencer marketing takes a lot of testing. You have to figure out which creators convert, what type of content performs, and which audiences actually respond to your product.

And I hate to break it to you, but if you’re saying, “Influencer marketing doesn’t work,” have you ever asked yourself...

“Does my product just suck?” “Do I have a bad strategy?” “Do I have the wrong person/team managing it?”

Okay... maybe that was a little harsh, but there is some truth to it.

Because if you have the right product, with the right strategy, and the right team/person managing it, honestly influencer marketing becomes significantly easier because creators will actually want to talk about your product and will know how to speak about your brand correctly.

Anyways, let’s talk about it.

P.S. My favorite phone case brand, Velvet Caviar, is by one get one free this weekend, aka 50% off. They are turning phones into accessories better than Rhode with the amount of options they have ….

So WTF Is Influencer Marketing?

Before we jump into the strategies, let’s quickly define what influencer marketing actually is.

At its core, influencer marketing is when brands partner with creators to promote their products across platforms like:

• TikTok

• Instagram

• YouTube

• LinkedIn

• Substack

• Podcasts

• And increasingly, wherever consumers spend their time online.

The creator economy has become one of the fastest-growing marketing channels, and brands are investing more into influencer marketing than ever before.

In fact, Unilever now dedicates 50% of its digital media budget to social marketing and creator-led content, redirecting an estimated $4.5–5 billion every year away from traditional advertising.

That should tell you everything you need to know about where marketing is headed.

But here’s the misconception...

Good influencer marketing isn’t just paying someone to post about your product.

It’s creating partnerships that turn awareness into trust, trust into purchases, and purchases into long-term customers.

The brands that consistently see ROI aren’t simply buying impressions. They’re building systems that repeatedly drive conversions.

So lets break down the strategies I’ve seen actually work.

Prioritize Creators Who Already Love Your Brand

The best influencer partnerships feel like recommendations instead of advertisements.

One of the biggest mistakes brands make is finding creators with large audiences before asking whether they actually like the product.

Rhode has become one of the best examples of doing this well.

What Rhode Does

Rhode consistently partners with creators who were already posting about the products organically. Instead of chasing follower count, they prioritize creators who genuinely love the brand and naturally fit its aesthetic.

Why It Works

• Audiences immediately recognize authenticity.

• Sponsored content feels like a recommendation instead of an ad.

• Creators produce stronger content when they already believe in the product.

People can tell when enthusiasm is real.

Build Long-Term Partnerships

One great creator is often worth more than ten one-off collaborations.

Many brands think influencer marketing is campaign by campaign (which it can be), but typically the best brands think about building long term relationships with creators.

What Sephora Does

Through the Sephora Squad, creators become year-long ambassadors instead of posting once and disappearing. Customers repeatedly see the same creators talking about Sephora across multiple campaigns throughout the year.

Why It Works

• Repetition builds trust.

• Multiple campaigns allow brands to test creative and messaging.

• Long-term partnerships often lower creator costs over time.

• Customers begin associating creators with the brand.

One creator posting ten times will almost always outperform ten creators posting once.

Prioritize Engagement Over Followers

Follower count is one of the most overrated metrics in influencer marketing.

I’d much rather partner with someone who has 40,000 highly engaged followers than someone with 400,000 followers who barely gets comments.

What Alani Nu Does

Alani works with college students, athletes, and creators with highly engaged communities instead of focusing exclusively on massive influencers.

Why It Works

• Engagement creates conversations.

• Conversations increase reach.

• Reach drives purchasing decisions.

Creators with communities is way more important than a flashy creator with a high follower count and likely a higher rate (with no ROI).

Let Creators Create

One of the fastest ways to ruin creator content is writing the entire script yourself.

Creators understand their audience far better than you do. Give them a guidelines and a few requirements, and just let them take their creativity into a concept that fits them.

What INNBEAUTY PROJECT Does

INNBEAUTY provides creators with clear messaging and product education but gives them the flexibility to naturally incorporate products into content that already fits their audience.

Why It Works

• Content feels native to the platform.

• Audiences trust authentic storytelling.

• Performance improves when creators maintain their own voice.

Remember, you hired the creator them because you like their content, so let them do exactly that.

Build A Mix Of Micro & Macro Creators

The strongest influencer programs don’t rely on one type of creator and don’t care about follower count as long as the creator fits the brand.

The best brands are building awareness across multiple audience sizes at the same time and are constantly testing to see who converts best.

Plus you can sometimes get 100-1000 micro creators for the price of one macro creator.

What Bloom Nutrition Does

Bloom partners with major influencers while also gifting products to hundreds of smaller creators every month, creating a constant stream of content across thousands of different size creators.

Why It Works

• Macro creators build awareness.

• Micro creators build trust.

• Diversification reduces campaign risk.

• More creators means more opportunities for breakout content.

The goal is to find a balance of trying to create a viral moment and maintaing consistent visbility.

Turn Creator Content Into Ads

One of the biggest missed opportunities in influencer marketing is only using content once.

If a creator makes a high-performing video, you should use it in your ads. They likely will be a high performing ad.

NOTE: If the usage rates are too high, try negotiating a package in the beginning that can get that rate to come down. If the manager won’t budge, then find creators who will have a lower usage rate.

What Grüns Does

Grüns negotiates usage rights that allow the brand to whitelist creator content and put paid advertising behind the highest-performing videos.

Why It Works

• Creator content often outperforms traditional ads.

• Great content continues generating sales long after it’s posted.

• Paid media feels significantly more authentic.

One great creator video can become months of paid creative and even more show the ROI of influencer marketing.

Get On Calls With Creators

One of the biggest mistakes brands make is assuming a creative brief can answer every question… It can’t.

Some of the best creator content comes from spending 15–30 minutes on a call before filming. Those conversations allow creators to ask questions, better understand the product, and hear the passion behind why it exists.

What The Best Brands Do

The best influencer teams schedule short kickoff calls before content is created. Instead of relying on endless emails and revision rounds, they use those conversations to align on messaging, answer questions, and brainstorm ideas together.

Why It Works

• Creators better understand the product and brand story.

• Fewer revisions mean less back and forth.

• Better communication almost always leads to better content.

Yes, it takes a little more time upfront, but it usually saves significantly more time later.

Pay Creators On Time

I can’t believe this has this has to be said, but sadly too many brands do this. Influencer marketing is all about building relationships with creators and paying them late (especially months late) is the easiest way to ruin a relationship with creator.

What The Best Brands Do

The best brands prioritize creator payments, communicate proactively, and build a reputation for being professional and easy to work with throughout the partnership.

Why It Works

• Great creators want to work with brands they trust.

• Happy creators recommend your brand to other creators.

Influencer marketing is relationship marketing and treating creators like long-term partners is the key to successful influencer marketing.

Final Thoughts

One of the biggest mistakes brands make is thinking influencer marketing is about finding the perfect creator. It really isn’t.

The brands that consistently win build systems.

They partner with creators who already love the product, invest in long-term relationships, prioritize engagement over follower count, give creators the freedom to create authentic content, communicate directly throughout the process, and treat creators like true business partners.

And the brands that win aren’t necessarily the ones spending the most money.

They’re the ones building the strongest relationships with the people their customers already trust.

Have a great Fourth Of July!

- Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

1. Velvet Caviar Phone Cases + Portable Charger: This is my favorite phone case brand and they are buy one get one free on everything this weekend. Their portable chargers saved my life in Europe last month and are so slim that they fit in every purse.

2. Aritiza Work Clothes: I love getting my work clothes from here and they are up 50% off right now.

3. Daphne Pajamas: My favorite pajamas are up to 40% off right now

4. Ciele Skin Tint & Protect SPF 50+: If you are looking for a foundation that doubles as skincare & SPF, I am obsessed with this one.

5. Liasion The Label Activewear: If you are looking for a new activewear brand, my favorite one that is good quality and affordable is this brand.

6. Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand and they are running a sale right now.

7. POV Beauty Makeup Prep: If you are not prepping your face before makeup, A. you need to and then B. you need to try this brand. These products changed my makeup routine.

Happy Wednesday!

I hope everyone is having a great week and surviving.

I don’t know if this is a hot take, but I honestly don’t think Pilates is a trend. I think it’s here to stay because of how dramatically it transforms people’s bodies and how many people genuinely enjoy doing it.

I started doing hot sculpt (aka Hot Pilates) almost every day on January 1st, and it’s completely changed my life.

It’s become my addiction, my free therapy, and one of the best workouts I’ve ever found.

So naturally, today’s topic is inspired by my love for Pilates.

One of the brands I use almost every day is Bala. They’ve become the “it girl” equipment brand, and now they’re expanding into activewear.

What’s fascinating is that Bala didn’t build a $100M+ business by inventing a revolutionary new product. They built it by turning fitness into fashion and making workout equipment something people actually wanted to be seen with.

The Co-Founder Natalie Holloway has done an incredible job building the company, largely bootstrapping the business while creating one of the most recognizable brands in boutique fitness.

And they just moved into activewear to further build their brand and world build.

So let’s talk about how Bala built a $100M+ brand.

Who Is Bala?

For anyone unfamiliar, Bala is the company behind the iconic Bala Bangles: wearable wrist and ankle weights that completely reimagined what fitness equipment could look like.

Founded by Natalie Holloway and Max Kislevitz, Bala started with a simple belief: people would be more excited to move if the products they used felt beautiful, elevated, and worthy of being displayed.

Today, Bala is now in 10k+ pilates studios and has expanded into bars, rings, mats, recovery products, and now activewear while becoming one of the most recognizable brands in pilates/ boutqiue fitness.

But the thing that no one talks about is they are more than just a fitness equipment company. They have done one of the best jobs at also building a lifestyle brand around movement. So let’s dive into their strategy.

Build A Brand World

This is the strategy I think most people overlook.

Bala isn’t just selling ankle weights or yoga mats. It has built an aesthetic that has taken over boutique Pilates.

Walk into a modern studio and you’ll likely see Bala products everywhere. Soft neutral colors, elevated design, matching equipment, and now activewear all reinforce the same visual identity.

Every product feels like it belongs in the same world.

Why it works:

• Customers buy into aesthetics, not just utility.

• Every launch strengthens the existing brand.

• The experience feels cohesive from studio to home to wardrobe.

The activewear launch is especially smart because it allows customers to match what they wear with the equipment they already love.

Make Fitness Beautiful

For decades, workout equipment was treated as something purely functional.

Bala realized that design itself could become a competitive advantage.

Instead of making products that looked industrial, they created sculptural equipment with premium materials and muted colors that customers actually wanted to display.

Why it works:

• Beautiful products feel more premium.

• Customers are proud to leave them out instead of hiding them away.

• Design creates emotional attachment beyond performance.

The products become part of someone’s lifestyle instead of just their workout routine.

Turn Pilates Studios Into Marketing

One of Bala’s smartest growth levers has been distribution through studios and Bala is currently in 10k+ studios (and that number is rapidly growing).

Instead of relying entirely on digital advertising, they got their products into the exact places where their target customer spends time.

Thousands of people experience Bala during class before ever considering making a purchase.

Why it works:

• Trial builds trust.

• Studios become live product demonstrations.

• Organic discovery creates stronger purchase intent than paid ads.

Sometimes the best marketing is simply letting people use the product.

Prioritize Affiliates Over Influencers

A lot of brands chase celebrities and creators, some convert, but a lot don’t and you can waste a ton of money.

Bala instead has often leaned into instructors, trainers, and wellness creators who naturally use the products as part of their daily routines. No matter the follower count

That creates content that feels authentic instead of transactional and builds a community around people who already love the brand.

Why it works:

• Recommendations from trusted voices feel more believable.

• Smaller creators often have stronger relationships with their communities.

• Consistent creator content compounds into long-term awareness.

The result is a marketing engine powered by genuine advocacy instead of one-off sponsorships.

Launch Activewear To Complete The Brand

Most brands expand because they want more revenue.

Bala expanded because it wanted to make its world feel more complete.

The company didn’t launch random apparel. It launched activewear that complements its signature equipment and aesthetic, allowing customers to create a cohesive look from what they wear to what they work out with.

Why it works:

• Customers get another way to participate in the brand.

• Apparel reinforces the same visual identity as the equipment.

• The ecosystem becomes stronger with every new category.

Rather than feeling like a pivot, activewear feels like the natural next step.

Build Around Your Hero Product

Many companies abandon the product that made them successful in search of the next big thing.

Bala did the opposite.

The Bala Bangles remain the center of the brand, with every expansion building around them through complementary equipment, mats, recovery products, and apparel.

Nothing feels disconnected.

Why it works:

• Customers already trust the hero product.

• New launches feel familiar instead of confusing.

• Every category strengthens the original brand rather than diluting it.

The Bala Bangles opened the door.

Everything else simply gives customers more reasons to stay.

Final Thoughts

One of the biggest mistakes brands make is chasing growth by launching as many products as possible.

Bala took a different approach. Instead of moving into unrelated categories, it built around one successful idea and expanded in ways that strengthened the original brand. The Bala Bangles led naturally to mats, accessories, and now activewear, with every launch reinforcing the same aesthetic and purpose.

That’s what makes the strategy so effective.

Nothing feels forced or disconnected because every product helps customers buy further into the same lifestyle.

The lesson for founders is simple: don’t expand just because you can. Expand in ways that make your brand more cohesive, deepen your relationship with existing customers, and make your original positioning even stronger.

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Etoile Makeup Case: I got my mom this for mother’s day and she is obsessed. It' looks like it’s $500, but I got it for $100

• Just Ingredients Electrolytes: I am trying to shift to cleaner things right now and these are my favorite electrolytes that don’t make you feel bloated. Plus you can use code BLUEPRINT for 10% off your order.

• Reale Actives Mandelic Acid Serum: After using this serum for almost 2 months, I can confirm this has changed my acne.

• Clearstem Acne Safe Mineral SPF: If you are looking for an SPF that protects your skin, but doesn’t break you out, this is my favorite. Plus use code BLUEPRINT for 15% off your order.

• Hume Supernatural Body Wash: This is the best body wash on the market and it’s under $20, I have switched my friends and family and they can’t go back.

• Mph Beauty Lip Liners: I can’t believe I have a favorite lip liner right now, but I swear by these.

Happy Thursday!

I hope everyone is having a great week.

It feels like there have been so many product launches lately with summer kicking off, but if I’m being honest, very few have actually been memorable.

The two that have really stood out to me are e.l.f.’s move into haircare, which is wild because they seem determined to take over every beauty category, and Rhode’s latest summer launch.

Rhode has become one of those brands that consistently nails product launches, creative, and marketing. Every campaign feels intentional, every visual gets people talking, and every release somehow dominates social media.

And as someone who loves digging into the numbers, the business performance is just as impressive. Rhode recently generated $449 million in annual revenue, growing more than 35% year over year, proving that great branding and great business can go hand in hand.

So today, I wanted to break down the marketing playbook that helped turn Rhode from “just another celebrity brand” into one of the most influential brands in beauty.

Let’s talk about it

P.S. Reale Actives just restocked after doing $5M in revenue on first day of launch and selling out twice…. definitely a brand I am paying attention to right now.

Who Is Rhode?

For anyone unfamiliar, Rhode is Hailey Bieber’s skincare and beauty brand built around the idea of simple, effective products for healthy, hydrated skin.

Launched in 2022, the brand quickly became known for its viral product launches, “glazed skin” aesthetic, and cult-favorite Peptide Lip Treatments. In just three years, Rhode grew into one of the fastest-growing beauty brands in the world before being acquired by e.l.f. Beauty in a deal valued at up to $1 billion.

What makes Rhode so fascinating is that its success was never just about celebrity. It combined intentional branding, memorable marketing, and products designed for social media to build a business that people genuinely wanted to be part of.

Now let’s break down their marketing strategy.

Position Hailey as the Expert

Celebrity brands often fail because the founder feels disconnected from the product.

Rhode took the opposite approach by making Hailey feel deeply involved in the brand, not just attached to it.

Instead of only showing up for launch posts, Hailey has consistently positioned herself as someone who understands skincare routines, product textures, ingredient choices, and what her customer actually wants.

What Rhode did:

• Made Hailey the face of the brand, but also the authority behind it
• Built the brand around her real beauty identity: glazed skin, minimal makeup, and skincare-first beauty
• Made each launch feel connected to her personal routine and point of view

This matters because Rhode does not feel like a random celebrity licensing deal. It feels like a brand that could only come from Hailey because the product, visuals, and messaging all connect back to the beauty identity she was already known for.

Why it works:

• Customers trust founders who seem genuinely invested
• The brand feels more authentic than a typical celebrity launch
• Hailey gives Rhode a clear and consistent point of view

People do not just want a famous founder. They want to believe the founder actually knows why the product should exist.

Oversized Marketing

In crowded categories, looking good is not enough.

Beauty brands are all competing for the same customer, the same shelf space, and the same social feed attention. Rhode understood that if the product launch looked like every other skincare campaign, it would disappear.

So they made the creative impossible to ignore.

What Rhode did:

• Used oversized products and massive installations
• Created bold campaign visuals that were instantly recognizable
• Built launch moments that felt designed for photos, reposts, and press coverage

This is why so many Rhode campaigns travel online. The visuals are not subtle. They are intentionally dramatic, oversized, and built to stop people mid-scroll.

Why it works:

• Unexpected creative makes people pause
• Big visuals make launches feel more culturally important
• Memorable campaigns help the brand stand out in a crowded beauty market

Rhode understands that product marketing today needs to be visually disruptive. If people are not stopping, sharing, or talking about the creative, the launch is already fighting an uphill battle.

Sensory Marketing

One of the hardest parts of selling beauty online is that customers cannot touch, smell, or test the product before buying.

Rhode solves this through sensory marketing.

The brand makes its products feel almost tangible through the screen. You can see the gloss, the texture, the shine, the hydration, and the skin finish before you ever use it.

What Rhode did:

• Used glossy close-up shots of skin and product texture
• Leaned into food-inspired visuals like glazing, dripping, and shine
• Made the formulas look rich, smooth, and satisfying to apply

This is especially important because Rhode’s entire brand promise is about dewy, hydrated, glazed skin. The visuals do not just show the product. They make you feel the result.

Why it works:

• Customers can imagine the product experience before buying
• Sensory content reduces hesitation
• The product starts to feel desirable before someone ever tries it

Rhode does not just tell customers the products are hydrating or glossy. They show it in a way that makes people want the feeling.

Create Products That Market Themselves

The best products today do not just sit in someone’s routine.

They create content.

Rhode has been very smart about launching products and accessories that naturally show up online, especially the Lip Case.

What Rhode did:

• Created the Lip Case as a functional phone accessory
• Made the product visible in mirror selfies, TikToks, and everyday content
• Turned a beauty product into something people could carry and show off constantly

The Lip Case was not just a cute add-on. It became a walking billboard for Rhode.

Every time someone posted with it, they were marketing the brand without the post needing to feel like an ad.

Why it works:

• The product creates organic visibility
• Customers become part of the distribution strategy
• Every share introduces Rhode to a new audience

This is one of the smartest things Rhode has done. They created a product that made the brand more visible in the exact places where beauty discovery happens: social feeds, mirror selfies, GRWMs, and creator content.

Find Creators Who Fit The Brand

Rhode’s influencer strategy is not just about follower count.

It is about alignment.

The brand has been very intentional about working with creators who already feel like they belong in the Rhode world. Minimal beauty, clean visuals, soft glam, dewy skin, and lifestyle content all fit naturally into the brand identity.

What Rhode did:

• Gifted creators whose aesthetic matched the brand
• Worked with creators across different audience sizes
• Created a consistent visual language across influencer content

This made Rhode feel like it was everywhere without feeling random.

Even when the creators were different, the content still felt cohesive because everyone fit the same brand universe.

Why it works:

• Aligned creators make the brand feel more authentic
• Consistency strengthens recognition
• Recommendations feel more natural when the creator already fits the product

The best influencer strategy does not always mean paying the biggest names. Sometimes it means finding people who make the brand feel more believable every time they post.

Build A Brand World

This is one of Rhode’s biggest strengths.

Rhode does not just launch products. It builds a world around them.

The brand trips, events, dinners, pop-ups, and immersive experiences are not just there to make creators feel special. They are there to make Rhode feel like something people want to belong to.

What Rhode did:

• Hosted curated brand trips and creator experiences
• Created exclusive events around launches
• Built environments that reflected the Rhode aesthetic and lifestyle

Every touchpoint feels intentional, from the location and styling to the food, outfits, photography, and content moments.

The goal is not just to get creators to post the product. The goal is to get them to post the world around the product.

Why it works:

• Experiences create stronger emotional connection
• Creators generate aspirational content naturally
• Customers start wanting access to the lifestyle, not just the product

This is how Rhode moves from skincare brand to cultural brand. People are not only buying peptide lip treatments. They are buying into the Rhode universe.

Final Thoughts

Rhode’s success was not built on one tactic, it was built by stacking multiple advantages together.

The brand has:

• A founder with real beauty authority
• Products that are designed to spread
• Visual marketing people remember
• Creators who fit the brand world
• Experiences that create belonging

That is why Rhode feels bigger than skincare and it feels like a brand people want to participate in.

And that is the difference between a celebrity brand that gets attention once and a billion-dollar brand that keeps compounding.

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Heaven Mayhem Laptop Case: The randomest thing I get the most compliments on is my laptop case.

• Wellbel Hair Growth Supplements: I lost so much hair from bleach damage and the one thing that has helped the most is Wellbel. Use code BROOKE10 for 10% off.

• Velvet Caviar Phone Cases: They just came out with their summer collection. These are the best and cutest phone cases. Use code BROOKEY20 for 20% off.

• Bare Mineral SPF Foundation: If you are looking for a foundation that doubles as SPF, I am obsessed with this one.

• Weezie Robes: This is the best gift and best self purchase. If you are looking for the cutest, softest, and customizable robes this is my go to brand.

• Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand.

How CYKLAR Is Building A $300M Exit Brand

Happy Thursday!

Knicks in 5!!

Honestly, living in NYC is probably the best decision I’ve ever made. Not only are there so many brands, founders, and marketers here, but the energy around the Knicks right now and how the whole city is getting behind them really embodies what makes New York so special.

There is an energy and excitement here that is truly unmatched. I love Columbus, Ohio, where I’m from, but NYC is just one of a kind.

Anyways, today I wanted to dive deeper into one of my recent “viral” videos: how Ben Bennett is building successful CPG brands through The Center.

And the one brand I believe will exit next, likely in the next 12 months, is CYKLAR.

CYKLAR is the it-girl body care brand that everyone seems obsessed with right now.

Rumor on the street is they are one of the best-selling body care brands at Sephora.

Building a brand people obsess over is extremely difficult, so I wanted to break down their strategy and share what I think more people should be talking about.

Let’s talk about it.

P.S. Lenovo just dropped the ThinkPad 14s computer with Copilot and Snapdragon to make it even easier to build AI assistants on your computer.

Who Is CYKLAR?

For anyone unfamiliar, CYKLAR is a body care brand founded by creator Claudia Sulewski in 2023.

The brand started with elevated body care and has since expanded across deodorant, fragrance oils, and personal care products that feel premium without being priced like traditional luxury beauty.

But the more interesting part of the story is the Ben Bennett connection.

CYKLAR eventually became part of The Center, the beauty accelerator founded by Ben Bennett. If you do not know Bennett by name, you probably know the brands he has helped build.

His track record includes:

• Naturium, which sold to E.l.f. Beauty for $355M
• Phlur, which reportedly sold for around $400M
• Saltair, which has surpassed $100M in revenue

What makes Bennett interesting is that he does not seem to rely on celebrity or creator reach alone. His playbook is much more operational than that.

He tends to focus on:

• Finding white space in crowded categories
• Pairing brands with the right founder or creator
• Creating products people actually want to talk about
• Building demand before major retail expansion
• Knowing when to scale and when to exit

After CYKLAR launched, The Center helped reposition the brand, refine pricing, and build a stronger growth strategy around product innovation, creator distribution, and Sephora.

That is why I think CYKLAR is so interesting. It has the creator-founder energy, but underneath that, it has a very real operator-led beauty playbook.

What Is CYKLAR Doing Differently?

The biggest mistake people make when looking at fast-growing beauty brands is assuming there is one thing driving growth.

Usually, there isn’t.

CYKLAR is not winning only because of Claudia. It is not winning only because of Sephora. It is not winning only because of TikTok.

It is winning because the product, branding, pricing, creators, and retail strategy are all working together.

Here are the biggest things that stand out to me.

Build Expensive Looking Packaging

One thing CYKLAR does incredibly well is make the brand feel more expensive than it actually is.

Many of the products look like they belong next to prestige beauty brands that charge significantly more, yet most of CYKLAR’s products remain under $40.

Why it works:

• Premium packaging increases perceived value
• Accessible pricing makes trial easier
• Customers feel like they discovered a luxury product for less

The combination of elevated branding and accessible pricing creates a sweet spot that many beauty brands struggle to achieve.

Double Down On Unique Scents

Most body care brands rely on the same familiar scent profiles.

CYKLAR built an entire scent universe around names like Sacred Santal, Amber Hour, Lover’s Leather, Modern Patchouli, Naked Neroli, Sex Musk, and more.

Why it works:

• Unique scents create stronger brand identity
• Customers develop deeper product attachment
• The products become harder to replace

When customers cannot easily find a scent somewhere else, they have a much stronger reason to come back.

Innovate Inside Popular Categories

One of the smartest things CYKLAR does is innovate inside categories consumers already understand.

Instead of launching another basic deodorant, they launched a roll-on deodorant that combines 48-hour odor protection with skincare ingredients that help brighten, smooth, and prevent ingrowns.

Why it works:

• Customers have a stronger reason to switch
• Innovation creates excitement in a crowded category
• The product feels more valuable than traditional alternatives

In saturated markets, innovation increases trial. People need a reason to try something new, and CYKLAR gives them one.

Use TikTok As A Discovery Channel

Many brands treat TikTok as a content platform.

CYKLAR treats it as a distribution platform.

The brand has invested heavily in TikTok Shop, creators, affiliates, and organic content, creating a constant stream of product discovery.

Why it works:

• Thousands of creators can create awareness every month
• Customers discover products through people they trust
• The brand reaches audiences far beyond its own following

Instead of relying on one brand account, CYKLAR has built a network of people introducing customers to the products every day.

Build Demand Before Retail

Getting into retail is hard, but staying there is even harder.

One thing Ben Bennett consistently seems to understand is that retail works best when demand already exists.

Before launching into Sephora, CYKLAR built awareness and demand through creators, content, DTC, and TikTok. By the time the brand entered Sephora, customers already had a reason to look for it.

Why it works:

• Customers already know the brand before they see it on shelf
• Retail partners see stronger sell-through
• Existing demand helps protect shelf space

Retail is often treated as the growth strategy. For CYKLAR, retail feels more like the reward for building demand first.

Use Founder Influence Strategically

Many influencer brands become overly dependent on the founder.

That can create a problem if the founder eventually wants to step back, or if an acquirer worries the brand cannot survive without them.

CYKLAR takes a different approach.

Claudia Sulewski absolutely helps introduce people to the brand and support major launches, but the growth of the business is not dependent on her audience alone.

Why it works:

• The products stand on their own
• Customers stay for the brand, not just the founder
• The business becomes more attractive to potential acquirers

The strongest founder-led brands eventually become bigger than the founder.

Final Thoughts

When I look at CYKLAR, I do not see just another creator body care brand.

I see a company following a playbook that has already created some of the biggest beauty exits of the last decade.

The formula is clear:

• Create products people cannot stop talking about
• Build a brand that feels more premium than the price
• Use creators as distribution
• Build demand before retail
• Make the brand bigger than the founder

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

1. CYKLAR Vanilla Verve Body Wash: If you are going to try any of the CYKLAR products let it be this body wash.

2. Supergoop Fragrance SPF 50+ Spray: If you love wearing sunscreen and smelling good, highly recommend checking out this brand.

3. Velvet Caviar Portable Charger: I went on vacation last week and it was so nice to have this super slim portable charger in my bag. + get 20% off your order with code BROOKEY20

4. Freaks Of Nature Skin Supplements: If you are looking for an easy supplement to add to your routine to help with your skin, I love this one and they have great mineral sunscreen. Use code BROOKEYOAKAM for 10% off your order.

5. The Absorption Company Sleep: If you struggle with sleeping through the night, highly recommend this + use code BROOKE for 10% off your order

6. Just Ingredients Protein Powder: I drink this protein powder every morning and it’s been so helpful on my weightloss journey. Use code BLUEPRINT for an extra 10% off.

Happy Thursday!

One of the biggest misconceptions in marketing is that growth requires a massive budget.

It is easy to look at brands running influencer campaigns, buying billboards, sponsoring events, and assume that is the only way to get attention.

But some of the fastest-growing brands right now are using strategies that cost little to no money.

The reality is that most early-stage brands do not have unlimited budgets. They need to be creative. They need to find ways to generate awareness, build community, and create momentum without spending thousands of dollars every month.

That is why I wanted to put together some of my favorite examples of brands using low-cost to pretty much $0 marketing strategies that anyone can implement.

No massive budget required.

Let’s talk about it.

What Actually Works When You Have No Budget?

When most people hear “marketing,” they immediately think about paid ads, influencers, billboards, sponsorships, and expensive campaigns.

The problem is that most brands do not start there.

Most brands start with:

• limited budgets

• small teams

• little awareness

• and a lot of pressure to grow

That is why some of the most effective marketing strategies are the ones that create attention without requiring a large investment.

Here are a few of my favorite examples.

Build In Public

Building in public gives brands a free way to make people care about the journey before they ever buy the product.

This is valuable because people are more likely to support a brand when they feel like they have watched it grow.

Sult’s Strategy

Sult shares behind-the-scenes content leading up to product launches, retail launches, and major company milestones. They are intentional about showing the work behind the brand so people feel invested before each launch.

Why it works:

• Customers feel connected to the people building the brand
• The journey gives people a reason to root for the company
• Each launch feels bigger because the audience saw what went into it

When people feel like they are part of the story, they are more likely to support, share, and celebrate the brand.

Turn Loyal Customers Into Ambassadors

Your biggest fans can become one of your most effective growth channels when you give them a reason to share.

This is valuable because people trust recommendations from friends more than traditional advertising.

Cowboy Colostrum’s Strategy

Cowboy Colostrum allows customers to join its affiliate program and earn commissions through referrals. This gives loyal customers a simple way to recommend products they already use.

Why it works:

• Customers are rewarded for sharing
• Word-of-mouth becomes more scalable
• New customers come from trusted recommendations

The best ambassador programs make customers feel like they are part of the growth, not just buying the product.

Launch A Collab

Partnering with another brand can help you reach new customers while giving both audiences more products to discover.

This is valuable because the fastest way to grow is often getting introduced through a brand people already trust.

Zac’s Sweet Shop x One Trick Pony’s Strategy

Zac’s Sweet Shop and One Trick Pony launched a Peanut Butter Crunch Dessert Cereal collaboration that brought both brands into one product. The launch introduced both communities to a new brand while highlighting additional products customers should try from each company.

Why it works:

• Both brands gain exposure to a new audience
• Customers discover additional products from each company
• The launch becomes more interesting than a standard product release

A strong collaboration creates more opportunities for people to discover, try, and talk about both brands.

Do A Giveaway

Giveaways are a free way to increase engagement on a post and drive new people to discover your brand on social media.

This is valuable because your existing audience can help introduce the brand to people who have never heard of you before.

Parke’s Strategy

Parke runs giveaways alongside new collection launches and product drops. These giveaways encourage people to comment, tag friends, and share posts to enter.

Why it works:

• Every tag introduces the brand to someone new
• More comments help increase visibility
• The launch reaches people outside the existing audience

Instead of only speaking to current followers, Parke gets customers to bring new people into the conversation for free.

Create A Substack

A newsletter gives brands a direct way to communicate with customers without relying on social media algorithms.

This is valuable because social platforms control who sees your content, but you own your email list.

Sourmilk’s Strategy

Sourmilk uses Substack to share retail updates, business milestones, and behind-the-scenes brand news. The newsletter gives customers and potential investors an inside look at what is happening as the company grows.

Why it works:

• The brand owns the audience
• Customers stay connected between launches
• It creates another reason to follow the company

Instead of hoping followers see a post, Sourmilk can reach subscribers directly whenever they have something worth sharing.

Guerrilla Marketing

Guerrilla marketing is when brands show up in unexpected places to get people’s attention without needing a huge ad budget.

This is valuable because memorable marketing moments often outperform expensive advertising campaigns.

Benjie’s Strategy

BENJIE placed posters around Coachella and handed out branded bandages throughout the festival. The activation put the product directly in front of people attending one of the biggest cultural events of the year.

Why it works:

• The brand reaches people where they already are
• Unexpected placements create curiosity
• Real-world moments often turn into social content

Instead of paying to interrupt attention, Benjie inserted itself into a moment that already had attention.

Create A Broadcast Channel

Broadcast channels give brands a free way to stay connected with their most engaged customers.

This is valuable because your most loyal customers usually want more access, not less.

Set Active’s Strategy

Set Active uses its broadcast channel to gather product feedback, share early access opportunities, announce launches, and distribute exclusive discount codes.

Why it works:

• Customers feel like insiders
• The brand gets a direct communication channel
• People stay engaged between launches

The more connected customers feel to a brand, the more likely they are to keep paying attention.

Final Thoughts

The biggest takeaway is that great marketing is rarely about how much money you spend. It is about creating more opportunities for people to discover your brand, talk about your brand, and share your brand.

Most brands do not have a budget problem, they have an attention problem.

And if you can consistently create attention, you do not need a massive budget to start growing.

-Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

1. Ciele Skin Tint & Protect SPF 50+: If you are looking for a foundation that doubles as skincare, I am obsessed with this one.

2. DedCool x OUAI Melrose Place Dedtergent: I never thought spending money on nice detergent was worth it until this. Holy cow my clothes smell so good and clean. Definitely not a need, but a nice to have for sure.

3. Liasion The Label Activewear: If you are looking for a new activewear brand, my favorite one that is good quality and affordable is this brand.

4. Kulfi Staining Lip Oil: This is one of my favorite lip products at the moment, it is the best lip stain I own and the coolest colors.

5. Basma Lip Liner: This is the longest lasting lip liner and I pair it with the Kulfi Lip Staining Lip Oil.

6. Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand.

Happy Wednesday!

I hope everyone had a great long weekend and got a little rest.

My favorite thing on the internet right now is The Dot Cakes taking over NYC. They are these $11 mini cakes with sprinkles on top, and yes, I tried them. They are honestly really good. Would I wait in an hour long line for them? Absolutely not.

But watching the hype around them got me thinking about why certain food and beverage brands break through while others just become another place to grab something.

That brought me to Blank Street.

Blank Street is the coffee chain that feels like it is slowly showing up everywhere. They are reportedly valued around $1B, they are taking market share from Starbucks, and they are building what I think could become a true legacy brand.

So this week, I wanted to break down what they are doing differently, why it is working, and how they made coffee feel like internet culture.

Let’s talk about it.

How Blank Street Built A $1B Coffee Chain

So who is Blank Street?

For anyone unfamiliar, Blank Street is one of the fastest growing modern coffee chains built specifically for internet culture and younger consumers.

The company launched in 2020 with a very different approach than traditional coffee shops. Instead of building massive cafes focused on sitting and working for hours, Blank Street optimized around small footprints, fast service, trend-driven drinks, and locations in some of the busiest neighborhoods in major cities.

What makes Blank Street interesting is that they do not really operate like a traditional coffee company.

They operate more like a modern consumer brand.

The company understands that younger consumers are not just buying coffee anymore. They are buying brands that feel culturally relevant, aesthetic enough to post online, and aligned with the type of lifestyle they want to be associated with.

That is why Blank Street has been able to grow so quickly while taking attention and market share away from much larger legacy coffee chains.

So let’s talk about how they did it.

Double Down On Gen Z

One of the biggest mistakes brands make is trying to appeal to everyone.

The strongest modern brands usually pick one audience, obsess over them, and build the brand around their behavior.

Blank Street did this by focusing on:

• Trend-driven flavors
• Internet culture
• Collaborations
• Accessories
• Products younger consumers actually care about

This worked because Gen Z does not just buy products. They build identity around the brands they use every day. Blank Street made the brand feel like something they wanted to be seen with, not just drink.

Make Your Drinks Double As Accessories

Blank Street understood that modern food and beverage products are no longer just consumables. They are social accessories.

They turned colorful matchas into products people wanted to:

• Carry around
• Photograph
• Post online
• Be associated with publicly

And then they took it even further by launching puffer jackets designed specifically to hold their drinks.

The drink stopped being “coffee” and became part of the aesthetic. That is how a daily purchase turns into free social distribution.

Make Matcha The Hero Product

The strongest brands usually own one thing culturally before expanding into everything else.

Blank Street moved faster than traditional coffee chains by making matcha a core part of the brand, not a secondary menu item.

They leaned into:

• Flavored matchas
• Seasonal matcha drops
• Visually distinct drinks
• A younger consumer obsession

Now when many consumers think of Blank Street, they immediately associate the brand with matcha. That level of association makes the brand easier to remember and easier to talk about.

Launch Flavors People Need To Try

The internet rewards products that feel new, different, and worth having an opinion on.

Blank Street understood this with drinks like:

• Lemon Loaf Matcha
• Cherry Glaze Matcha
• Banana Bread Matcha

These do not feel like traditional coffee shop products. They feel like internet products.

The uniqueness creates curiosity, and curiosity drives trial, TikToks, reviews, and reposts. Every new flavor gives customers another reason to come back and post again.

Build Small Stores, Not Big Cafes

Traditional coffee chains were built around long sit-down experiences. Blank Street optimized for modern consumer behavior instead.

Most locations are intentionally small with limited seating, prioritizing:

• Convenience
• Density
• Speed
• Accessibility
• Repeat daily visits

Blank Street designed around how people actually buy coffee now instead of trying to recreate the traditional coffeehouse model. That makes the business easier to scale and the experience easier to repeat.

Final Thoughts

Blank Street is not winning because they invented coffee.

They are winning because they understand what coffee/matcha represents to younger consumers today.

It is no longer just a drink. It is routine, identity, convenience, content, and culture all wrapped into one daily purchase.

That is the real playbook. Build something people want to buy, but also something they want to be seen with.

- Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Heaven Mayhem Laptop Case: The randomest thing I get the most compliments on is my laptop case.

• Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand.

• Kopari Sunscreen: If you are looking for sunscreen that also adds glow or bronze to your body, this is my favorite brand for summer

• Abercrombie Activewear: This is going to be the thing that blows up Abercrombie this year. I swear by this stuff and it’s affordable.

• Hume Supernatural Body Wash: This is the best body wash ever. It has skincare in it and lathers like no other and it’s under $20.

• Kenneth Cole Work Clothes: If you are looking for the cutest work clothes for the summer, this is where I am shopping.

• Arrae Bloat Gummies: This product is a game changer for summer travel bloat. I am bringing these on my trip to Italy next week.

• Ciele Skin Tint + Mineral SPF 50: If you want makeup that doubles as sunscreen, this is my go to brand.

Happy Thursday!

I just wanted to start off by saying thank you so much for being here. This is definitely my favorite community and creative outlet, and it is so fun to have you here.

The thing to pay attention to right now is all of the new brands launching into Target. Target seems to be the hot spot for new cool brands.

4AM Skincare, Hume Supernatural, Medicube, and so many more brands are launching in Target this year.

But anyways, let’s talk about my favorite and least favorite topic: collabs.

I am going to start by saying that the best brands do not need to do collabs.

If you have amazing products on their own and you are trying to build a legacy brand, you do not need to rely on collabs to stay interesting. One of my favorite brands, GOODLES, does not do collabs for that reason. The product and brand world are strong enough on their own.

But collabs are one of the easiest ways to create newness, go viral, reach new audiences, and make money. So I can’t completely ignore them.

I just think they need to be more thoughtful.

Let’s talk about it.

What Actually Makes A Collab Work

A good collab is not just two brands deciding to put their logos next to each other and hoping people care.

The collaborations that actually work usually give people something to react to. They make an aspirational brand more accessible, tie into a moment people are already talking about, turn the launch into entertainment, tap into an existing obsession, or bring two highly loyal audiences together.

The product still matters, but the conversation around the product is what creates momentum.

Come In At A Lower Price Point

One of the easiest ways to make a collaboration spread online is by making an aspirational brand suddenly feel accessible.

Consumers love feeling like they are getting access to a brand they normally could not justify buying regularly, especially when the collaboration feels temporary or exclusive.

Example: Target x Parke

Parke built its brand around premium basics and elevated sweatshirts that normally sell for over $100. Through the Target collaboration, customers could suddenly buy into the Parke aesthetic for a fraction of the normal price.

What made this work so well was that it still felt aligned with the original brand identity. It did not cheapen the brand. It expanded access to it.

Why this worked:

• People love “luxury for less”
• Accessibility creates urgency
• Consumers feel like they are getting insider access to a cool brand

Launch Around A Cultural Moment

Some collaborations succeed because they launch at the exact moment people are already paying attention.

When a collaboration connects itself to a holiday, meme, trend, or internet conversation, the marketing becomes easier because the audience already understands the context.

Example: Olipop x Goodwipes

Olipop and Goodwipes used April Fools’ Day to launch their collaboration, which immediately made people stop scrolling because it felt funny, timely, and internet-native.

Why this worked:

• Cultural timing increases shareability
• The internet understands the joke immediately
• The launch already has built-in conversation

Turn It Into A Brand Trip

People pay more attention to brand trip than products.

The brands winning online right now understand that the launch itself often matters just as much as the collaboration.

Example: Tarte x Saint James

Tarte and Saint James launched their iced tea-inspired collaboration around Coachella with creators, influencers, and a full brand trip experience built around the launch.

The trip generated significantly more attention because people were following the storyline, outfits, creators, and content surrounding the collaboration itself.

Why this worked:

• The content became bigger than the product
• Influencers amplified the launch naturally
• The internet got an “event” instead of just a campaign

Tap Into Existing Trends

One of the smartest things brands can do is connect themselves to conversations consumers are already obsessed with. It is much easier to amplify a trend than create one from scratch.

Example: Liquid I.V. x Grillo’s Pickles

Pickles have become unexpectedly popular online across wellness, food culture, and TikTok. Liquid I.V. recognized the momentum and partnered with Grillo’s to create a pickle-inspired electrolyte collaboration.

Why this worked:

• The trend already had consumer attention
• The internet loves niche obsession culture
• Consumers felt like the brand understood online behavior

Turn The Campaign Into Entertainment

The internet responds to entertainment faster than traditional advertising.

That is why some collaborations feel bigger than the actual products being sold.

Example: NikeSKIMS x Lisa

NikeSKIMS used BLACKPINK’s Lisa dancing in campaign visuals for their ballet-inspired collection, turning the campaign into content people genuinely wanted to watch and repost.

Why this worked:

• Entertainment drives repeat viewing
• Fans amplify content naturally
• The campaign becomes part of pop culture conversation

Move Fast While Culture Is Hot

Internet culture moves extremely fast, and brands that react quickly usually win the most attention.

Timing can completely determine whether a collaboration feels culturally relevant or already too late.

Example: Poppi x Amaya Papaya

After Love Island, Amaya Papaya became one of the internet’s favorite personalities almost overnight. Poppi moved quickly and partnered with her while the online attention was still peaking.

Why this worked:

• Consumers are already emotionally invested
• Fast timing creates relevance
• Brands feel plugged into internet culture instead of disconnected from it

Make It Unexpected Enough To Spark Debate

The internet loves collaborations that feel random, surprising, or slightly confusing.

Sometimes confusion itself becomes the marketing.

Example: Pete Davidson x Reformation

Pete Davidson was not the obvious face for Reformation, which is exactly why the internet paid attention to it.

People reposted the campaign because they wanted to discuss it, question it, and understand the pairing.

Why this worked:

• Unexpected pairings create curiosity
• Debate increases visibility
• People engage more when they are surprised

Partner With Another Brand-Obsessed Audience

Some collaborations succeed because they merge two highly emotional customer bases together.

When both audiences are already deeply invested in the brands individually, the collaboration naturally generates conversation online.

Example: Rare Beauty x BEIS

Rare Beauty and BEIS both built highly engaged Gen Z and millennial audiences that care deeply about aesthetics, lifestyle, beauty, and internet culture.

The collaboration felt natural because both customer bases already overlap behaviorally and emotionally.

Why this worked:

• Loyal audiences amplify launches quickly
• Shared aesthetics create alignment
• Consumers feel like the brands belong together

Final Thought

The collaborations people actually talk about are usually much bigger than the product itself. They create entertainment, conversation, timing, identity, and internet participation around the launch.

They best collabs feel like cultural moments people want to be part of.

— Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Heaven Mayhem Laptop Case: The randomest thing I get the most compliments on is my laptop case.

• Wellbel Hair Growth Supplements: I lost so much hair from bleach damage and the one thing that has helped the most is Wellbel. Use code BROOKE10 for 10% off.

• Velvet Caviar Phone Cases: They just came out with their summer collection. These are the best and cutest phone cases. Use code BROOKEY20 for 20% off.

• Bare Mineral SPF Foundation: If you are looking for a foundation that doubles as SPF, I am obsessed with this one.

• Weezie Robes: This is the best gift and best self purchase. If you are looking for the cutest, softest, and customizable robes this is my go to brand.

• Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand.

Happy Thursday!

I hope everyone is having a great week and to any brands preparing for Memorial Day sales, good luck to all of you.

I feel like we are about to see a flood of product launches as we get closer to summer.

I’m just hoping it’s not endless random dupes and SPF launches that make absolutely no sense.

But anyways, I decided to go a little bold this week.

Why Glossier lost market share.

This is not meant to be a tear down piece on Glossier. Honestly, most brands would dream of building what Glossier built. They completely changed the beauty industry and created the blueprint for modern internet-native beauty brands.

But I think there is a lot to learn from what happened next.

Because Glossier was not just another beauty brand. At one point, they were the beauty brand online. Everyone copied Glossier.

But over time, it started to feel like the rest of the industry evolved faster than Glossier did.

So I wanted to break down some of the decisions that I think slowly caused Glossier to lose momentum, and what I would personally do differently if I were in their shoes.

Also, Glossier just brought in an incredible CEO, Colin Walsh, and I honestly think a lot of these changes are probably already happening internally as we speak.

So buckle up, take notes, and feel free to disagree with me.

Now, let’s talk about it.

How To Lose Market Share: Glossier’s Strategy

A Quick Refresher On Glossier

For anyone unfamiliar, Glossier is one of the original internet-native beauty brands.

The company launched in 2014 by Emily Weiss after she built a massive audience through Into The Gloss, one of the most influential beauty blogs and communities of its time.

Glossier felt different because it was not trying to look like traditional beauty. It built itself around:

• Minimal makeup
• Skincare-first routines
• Community-driven product development
• Soft branding and packaging
• A “cool girl” identity before clean girl had a name

At one point, almost every modern beauty brand was trying to copy Glossier. They helped define the DTC beauty era and proved that community, branding, and internet culture could build a massive beauty company.

But beauty moves fast.

TikTok, creator-led brands, celebrity beauty lines, and faster trend cycles have changed how consumers discover and engage with products.

Glossier is still a major brand, but now it is in a transition period with closing 9 stores, layoffs, and hiring a new CEO.

So this is not a story about a failed brand. It is a story about what happens when the brand that once defined the future has to fight to stay ahead of it.

Have Too Many Products

The best brands are easy to understand. When a brand launches too many products without a clear hero, customers stop knowing what the brand is famous for.

What Glossier Did:

Glossier originally felt extremely curated. You immediately knew the hero products and what the brand stood for. But over time, they expanded into too many categories and SKUs, making the brand identity less sharp and more difficult to follow.

Instead of owning a few products culturally, the assortment became broader but less memorable.

How They Can Change It:

Cut back to a smaller set of iconic products and rebuild the brand around a few category-defining heroes instead of trying to compete everywhere at once.

Build Distribution That Competes With Itself

The best brands use distribution to create more focus, not more confusion. Every channel should help the customer understand where and why to buy.

What Glossier Did:

Glossier invested heavily into their own retail stores while also scaling through Sephora. Instead of one channel fueling the other, both channels competed for attention, inventory, and resources.

Sephora has over 1,800 stores in the US alone. Glossier had around 12 stores. The bigger opportunity was always dominating inside Sephora while using owned retail more strategically for brand building.

How They Can Change It:

Use Sephora as the primary discovery engine while turning Glossier stores into experience-driven flagships that create cultural moments instead of functioning like standard retail locations.

Focus More On Merch Than Product Innovation

Merch can build hype, but it cannot carry the core business. If people love the hoodie more than the product, the brand has a bigger issue.

What Glossier Did:

Glossier created highly shareable merch and accessories that performed extremely well online, but at the same time, competitors were aggressively launching innovative beauty products and owning new trends.

At one point, it almost felt like the merch drops generated more excitement online than the actual beauty launches themselves.

How They Can Change It:

Put the same creative energy used for merch into developing hero products that feel new, ownable, and culturally relevant again.

Let Competitors Lead Trends

The best brands do not just follow culture, they help shape it. Once competitors own the next trend, your brand starts feeling behind.

What Glossier Did:

Glossier helped define modern minimal beauty, but newer brands like Rhode, REFY, and Saie captured the next wave of clean girl aesthetics and internet-native beauty culture.

Those brands understood TikTok behavior, creator culture, and visual storytelling in a way that felt fresher and more current to younger consumers.

Instead of leading the conversation, Glossier slowly started reacting to it.

How They Can Change It:

Stop following trends and start creating new visual identities, products, and campaign formats that force competitors to react to them again.

Switch Categories Without A Clear Narrative

Brands can evolve into new categories, but the story has to stay clear. If customers do not understand the shift, the brand starts to feel fragmented.

What Glossier Did:

Fragrance became one of Glossier’s strongest categories, especially with the success of Glossier You, but much of the brand’s marketing now revolves around fragrance while skincare and makeup receive less cultural attention.

The issue is not fragrance itself. It is that the transition did not fully feel connected to a larger brand evolution story.

It almost feels like two different brands living under the same name.

How They Can Change It:

Position fragrance as an extension of the Glossier universe instead of letting it become disconnected from the beauty identity that originally built the brand.

Launch Into Saturated Markets Without Standing Out

Crowded categories require a clear reason to care. If the product looks and feels like everything else, customers will treat it like everything else.

What Glossier Did:

Glossier launched products like lip oils into already saturated spaces without introducing a strong enough differentiator in packaging, formula, positioning, or storytelling.

In beauty right now, “good products” are not enough anymore because consumers have endless options.

How They Can Change It:

If entering saturated categories, create products with instantly recognizable design, formulas, or storytelling that make consumers stop scrolling immediately.

Final Thoughts

The hardest part is not disrupting a category, it is continuing to evolve after you win. If you are doing something right, competitors will come, and the challenge becomes staying one step ahead instead of letting your original playbook become the industry standard.

Glossier changed beauty forever, and almost every modern beauty brand today owes something to the blueprint they created. But categories move fast, and when the brand that once defined the future stops pushing culture forward, newer brands step in and take the momentum.

That is the risk every great brand eventually faces. Some keep evolving, and others get caught defending what used to work.

— Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Velvet Caviar Phone Cases: These are the best and cutest phone cases. I asked them for a discount code and they gave me one. Use code BROOKEY20 for 20% off.

• Ciele Skin Tint & Protect SPF 50+: If you are looking for a foundation that doubles as skincare, I am obsessed with this one.

• Just Ingredients Protein Powder: I have been on a wellness journey this year and the thing that has helped the most is adding this protein powder into my routine. I asked them for a coupon code so I could share with you all, use code BLUEPRINT for 10% off your order.

• Weezie Robes: This is the best gift and best self purchase. If you are looking for the cutest, softest, and customizable robes this is my go to brand.

• Hillhouse Home Dresses: If you are looking for the comfiest dresses with the cutest patters for summer, this is my go to brand.

• IM8 Health Daily Essential Vitamins Supplement: I think a lot of supplements are BS, until I started talking this. I didn’t get sick all winter and give all credit to this supplement. I have more energy and my stomach feels so much better. They gave me a discount code, use code BLUEPRINT10 for 10% off your order.

Happy Thursday!

I have been thinking a lot about how every industry is doing marketing right now.

Some of the best marketing is not even being done by brands. It is being done by artists and individuals. Drake dropping “the ice,” John Summit leaning into the accountant theme, or even book launches like Emma Grede with Start With Yourself and Serena Kerrigan with Let’s F*cking Date.

They are building anticipation, creating moments, and making people feel something before the product even fully lands.

It is something I definitely want to explore more in future videos and Substacks… so stay tuned.

But in the meantime, I want to talk about something bigger… how to actually take down legacy brands.

Because if we are being honest, that is why most brands are started in the first place. It usually begins with, “we can do this better than ___.”

And while that sounds simple, the reality is very different.

Taking down a billion dollar brand is not easy, and it is definitely not cheap. A lot of what you are about to read requires real capital, strong execution, and patience. So just a quick caveat there.

But the patterns of how it is happening are actually very clear.

So let’s talk about it.

P.S. I really do think Reale Actives is going to be huge… they’re almost sold out of 2nd restock and had a 57k waitlist…. I bet Sephora and Ulta are fighting for them…

The Challenger Brand Playbook

The brands that successfully take share from legacy players usually follow a similar pattern.

They do not try to beat the incumbent at everything. They find the areas where legacy brands have become slow, generic, confusing, or disconnected from culture, then they build a sharper version for how people buy today.

That is why the best challenger brands tend to win across the same few levers: choosing a massive market, launching when demand is already there, standing out through branding, out-marketing bigger competitors, making the value obvious, and building founder credibility.

So let’s break down each one.

Pick a Massive Market

The best challenger brands are not trying to invent something new. They are entering categories that are already massive and proven.

When the market is big enough, you do not need to win all of it. You just need to take a small percentage to build a very large business.

Brand Example: On

On entered the global running and activewear market, going up against brands like Nike, and built a position through performance, design, and brand identity.

They did not create a new category. They just gave people a reason to switch.

• Large markets create room for meaningful share
• You are building on existing demand
• Growth is faster when the category is already established

Launch When Demand Is Already There

Timing is one of the biggest advantages a brand can have.

The fastest growing brands are not always the first. They are the ones that show up when consumers are already looking for something new.

Brand Example: Grüns

Grüns is positioned directly into the shift happening around GLP-1s, where consumers are thinking differently about food, nutrition, and daily habits.

Instead of trying to educate the market, they are offering something that fits into behavior that is already forming.

• They align with a major cultural shift
• They benefit from existing awareness
• They make adoption easier because demand already exists

Stand Out With Branding

Most legacy categories look the same. It’s a ton of the same packaging, messaging, and experience.

Challenger brands win by making the category feel new again and something people want to actually pay attention to.

Brand Example: Studs

Studs turned ear piercing from something outdated into a modern, elevated retail experience through strong branding, store design, and a more approachable customer journey. Giving an alternative place from Claire’s to get your ears pierced.

• Branding reshapes perception
• A modern experience makes switching easier
• Visual identity drives decision making

Outmarket the Giants

Legacy brands have distribution and awareness, but they are often slower to adapt.

Challenger brands win by being closer to culture and faster in how they show up. These brands know that speed is their biggest advantage compared to legacy brands.

Brand Example: Poppi

Poppi built a social-first brand that feels native to how younger consumers discover products, using creators, bold packaging, and content that fits the platform.

• Cultural relevance drives attention
• Speed allows brands to move faster on trends
• Distribution no longer guarantees dominance

Make the Value Obvious

If a customer cannot immediately understand why your product is better, they are not going to spend time figuring it out.

The strongest brands make their value incredibly clear.

Brand Example: Goodles

Goodles positioned itself as a better version of mac and cheese with more protein and fiber, making it an easy upgrade from what people already know.

• Clear positioning reduces friction
• Simplicity makes products easier to remember
• Customers can quickly decide if it is for them

Create Founder Market Fit

The best challenger brands often have founders who naturally fit the category they are building in.

It makes the brand feel more believable and easier to trust.

Brand Example: Ayoh

With Molly Baz as a professional chef, Ayoh immediately has credibility in the food space and feels like a product built by someone who actually belongs in the category.

• Founder credibility builds trust faster
• The story feels more authentic
• Customers are more willing to switch

Final Thought

Challenger brands are not winning because they have more resources.

They are winning because they are more aligned with how consumers actually behave today.

They enter big markets, show up at the right time, make their value obvious, and build brands that feel more relevant in culture.

But lets be clear, legacy brands are not going anywhere. Right now challenger brands are forcing to evolve or acquire them.

Ultimately the brands that understand this shift are the ones taking their place.

— Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Velvet Caviar Phone Cases: The random thing I get the most compliments on is my phone case and it’s because Velvet Caviar has the best phone cases. They just launched their spring collection and it’s almost sold out.

• Abercrombie Activewear: I have a feeling everyone will be wearing Abercrombie’s activewear now that they are doubling down on cool prints and patterns.

• Arrae Creatine Tone Gummies: I was not a creatine person until Arrae. It’s the easiest and yummiest way to get in creatine. I have a feeling Arrae and Lemme will be the next supplement acquisitions…

• POV Beauty Light Weight Moisturizer: If you are looking for the perfect hydrating lightweight moisturizer for summer, this will be the one.

• Sofie Pavitt Face Sunscreen: If you are looking for an acne safe SPF, this is my new favorite.

• Reale Actives Makeup Remover: I have been using this makeup remover for over a week and it has changed my life. It removes my makeup the best and doesn’t irritate my eyes.

• Etoile Makeup Bags: If you are looking for the perfect makeup bag or the perfect gift, I highly recommend checking out this brand.

Happy Tuesday!

I hope everyone is having a great week.

With the Grüns acquisition and conversations I have had with investors recently, it’s got me thinking… why is no one talking about Lemme?

Lemme is Kourtney Kardashian’s and Simon Huck’s supplement brand that is quietly doing millions and likely hundreds of millions in revenue.

The rumor, do not quote me… is that Lemme was doing $1M a week in Target alone. So do the math… And that is not including DTC, Amazon, Walmart, and Ulta, where they were named Wellness Brand of the Year… and you do not get that title unless you are doing serious numbers.

So I thought it was time to do a proper Lemme case study.

I would not be surprised if in the next 12–24 months they get acquired.

So let’s talk about it.

What Makes Lemme Worth Paying Attention To

There are a lot of celebrity brands, and most of them follow the same pattern. The name creates immediate attention, the launch gets a burst of hype, and then the brand slowly fades once the novelty wears off.

Lemme feels different because it does not seem to be relying on celebrity alone. It is being built like a real consumer business with the kind of fundamentals that can actually scale.

What makes it especially interesting is that they entered one of the most crowded and commoditized categories out there and still found a way to stand out. They made supplements easier to understand, easier to try, and easier to stick with, which is exactly where most brands in the category fall apart.

That is why this brand is worth watching. It is not just another celebrity label with good packaging. It looks much more like a brand being built for longevity and, potentially, a very large exit.

Build Products Around Problems People Search For

In supplements, the biggest challenge is not getting someone to try the product, it is getting them to understand why they need it every day.

Lemme solved that upfront. Every product is named around a clear outcome. Sleep. Focus. Grow.

• Clear positioning reduces friction at the point of purchase
• Products become easier to search across platforms
• Customers immediately know which one is for them

This is simple, but most brands overcomplicate it.

Make the Brand Instantly Recognizable

Most supplement brands look the same. White bottles, clinical design, and hard to differentiate unless you read everything.

Lemme went the opposite direction with bright colors, bold packaging, distinct shapes, and clear naming. They even did a custom mold for their bottle.

You can recognize it instantly, even from a distance.

• Visual identity speeds up decision making
• Strong branding wins both on shelf and in feed
• Recognition builds over time without extra effort

In a retail environment, this matters more than people think.

Make the Product Easy to Stick With

This is where Lemme and Grüns actually overlap.

Most people do not stick with supplements because they are inconvenient or unpleasant. Lemme made them feel like something you want to take.

They launched with gummies first, making the experience closer to a treat than a task. Then expanded into capsules later.

• Enjoyment increases consistency
• Consistency drives retention
• Retention is what actually builds the business

The best product is not the most advanced one. It is the one people actually use.

Move With Trends, Not Ahead of Them

A lot of brands try to be early, Lemme does not.

They wait until there is clear demand, then enter with strong branding and positioning.

They weren’t first to Colostrum or Creatine, and that was the point. Lemme is not creating the conversation, they are joining it at the right time.

• Entering later reduces education costs
• Existing demand accelerates growth
• Better positioning wins over being first

Timing matters more than originality in a lot of cases.

Price for Scale, Not Just Margin

If your goal is mass adoption, your pricing has to support that.

Lemme is not the cheapest, but it is accessible enough that people can try multiple products.

That is what increases basket size and lifetime value.

• Lower barrier to entry increases trial
• Customers are more willing to explore the product line
• Repeat purchases compound faster

Premium perception, but not restrictive pricing.

Build Demand Before Expanding Retail

Retail is not where you figure things out, it’s where you scale what is already working.

Lemme built strong traction through DTC and Amazon first. Then expanded into Target, Walmart, and Ulta once they understood their customer.

Now retail is accelerating growth, not testing it.

• Proven demand increases sell through
• Retail buyers have more confidence
• Expansion becomes faster and more strategic

A lot of brands skip this step and pay for it later.

Tap Into Weight Loss / GLP-1s Demand

Hate it or love it, brands are making billions off of this trend and Lemme is tapping into it.

Weight loss is one of the most powerful and consistent drivers in the entire wellness category. The demand is always there, but it spikes even more when new solutions like GLP-1s enter the conversation and reshape consumer expectations.

Not everyone can or wants to spend hundreds of dollars a month on prescription solutions, but the desire for similar outcomes still exists.

That gap creates a massive opportunity for brands that can position themselves as a more accessible alternative.

Lemme has leaned into this shift in a smart way. Instead of trying to compete directly with medical solutions, they align with the broader conversation around weight, metabolism, and overall wellness, making it feel approachable and attainable.

• They tap into an existing, high intent consumer need
• They offer a more accessible entry point into the conversation
• They benefit from the awareness larger trends are already creating

This works because they are not forcing demand, they are capturing it.

Use Celebrities for Awareness, Not the Entire Brand

This might be the most important part. A lot of celebrity brands rely too heavily on the founder.

Lemme does not.

Kourtney Kardashian is used strategically for launches and awareness, but the brand stands on its own. That matters a lot if you are thinking about acquisition because their target acquirer wants to brand to exist for 100+ years.

• The brand can exist beyond the founder
• It builds long term credibility
• It becomes more attractive to buyers

Celebrity gets attention, but the product and brand keep it…. and help it get acquired.

Final Thought

Lemme is not the loudest brand in the category, and that is part of what makes it so interesting. It is not relying on constant virality or attention grabbing moments to stay relevant. Instead, it is executing extremely well on the things that actually build long term enterprise value: clear positioning, strong branding, a product people stick with, smart retail expansion, and demand that appears to be very real.

— Brooke

Before The Hype

A section for my favorite products & product launches that you should know about before they become “hype worthy”:

• Just Ingredients Protein Powder: Protein yes is a buzz word, but I do see an insane difference in my body because of it and my go to protein power is Just Ingredients. They gave me a discount code: BLUEPRINT for 10% off your order.

• Rhode Eyepatches: this is a little basic, but of all the eye patches out there these feel the best under my eyes.

• POV Beauty Light Weight Moisturizer: If you are looking for the perfect hydrating lightweight moisturizer for summer, this will be the one.

• Sofie Pavitt Face Sunscreen: If you are looking for an acne safe SPF, this is my new favorite.

• Reale Actives Makeup Remover: I have been using this makeup remover for over a week and it has changed my life. It removes my makeup the best and doesn’t irritate my eyes.

• Etoile Makeup Bags: If you are looking for the perfect makeup bag or the perfect gift, I highly recommend checking out this brand.