So far in our Shopscoop series, we’ve uncovered top shops for kids and babies, gone deep on kicks, and seen examples of brands switching up the classic manufacturing model and elevating basics to great success. We’ve noticed that many have figured out sustainability appeals to the average consumer today, agnostic of vertical, and that subscription and bundle models can boost sales and drive recurring revenue beyond CPG.
This week, we are looking across categories at some of the fastest-growing brands in DTC. These guys are climbing rapidly on the charts, and so we'll take a closer look at why we think that is.
tl;dr: A minimalist brand experience appeals to the cautious consumer. But we all want to feel special, so lightweight customization and options for all is where it’s at. Not to mention, ‘tis the season to be cooking. Chemical-free with Caraway that is.
Keeping it Simple
Last week we saw Huron leap an impressive 118 spots on the DTC200. The up-and-coming men’s grooming brand ranks in the 84th percentile of all brands within personal care with an estimated $7 million in annualized revenue.
Simplicity is key here. Huron’s pitch is straightforward, offering up what they – and reviewers for that matter – call “the internet's best-smelling men's products.”
Minimalist, well-designed packaging makes for an upscale brand experience at a reasonable price point (the average cost of products sold hovers around $30), at a time when consumers continue to express concern about the rising cost of living, and a tenuous global outlook. In other words, we still want nice things, we just don’t want to have to pay too much for them.
Founded by two guys named Matt (see, they even kept that simple), one of whom has more than 20 years of experience in product development for major brands like Tom Ford and Estée Lauder’s Lab Series, their goal is to provide high-quality self-care fundamentals for men, and they’re smart to keep it lighthearted. Their approach is attracting a growing list of customers that are building bundles and smelling great. 💆♂️
Leading the charts in hair care and leaping ten spots on the DTC 200 this week is L’ange. Their stylish line of professional-grade styling tools and salon-quality hair care products is pulling in an estimated (and frankly mind-boggling) $300 million a year in online sales, putting them in the 99th percentile of all brands within their category.
The key to L’ange’s success seems to be a broad offering of products – from curlers to wave wands, to heat protectants and charcoal shampoos, that can accommodate customers with pretty much any type or texture of hair. All at an affordable price with the average product sold sitting at $50.
Founded by a mom struggling to wrangle the manes of her two young daughters, each with their own unique locks and hair care needs, Dalia Lange endeavored to build a brand that could educate, inspire, and cater to a diverse community of customers in need of great hair care. It may be simple, but it certainly seems to be paying off.
The pitch? You do you, and here is how to do your do!
Caraway Cookware is making moves on the charts, just in time for Thanksgiving turkeys and holiday hangovers, jumping 42 spots on the DTC 200 this week. While the brand has been heating up for a few years now alongside other DTC cookware brands like Made In, Our Place, and other upstarts, Caraway seems to be taking the lead (and spawning Target knock-offs while they're at it).
The DTC brand continues to grow while steadily expanding their product offering, from roasting trays to prep sets, taking in an estimated $9.8 million in online sales each month. This puts them in the 96th percentile of brands in our Home category.
With just six months in market, Caraway’s top seller at the moment is the Deluxe cookware package, featuring their oven-safe and stovetop agnostic Dutch oven, Sauté pan, Frypan, and Saucepot, as well as the new mini duo (a smaller version of the fry pan and pot), complete with storage and lids. The bundle is already predicted to account for more than a quarter of their annual revenue.
With a sleek neutral design in a variety of colors, efficient storage solutions, and all-purpose use, I can tell you it is a definitive kitchen upgrade. Their original line of cookware is made with ceramics, meaning it better retains heat, requires less oil for cooking, and will handily replace your tired pile of traditional non-sticks.
The price point on Caraway is definitely high enough that it could be considered a bit of an investment, but with the correct care, these are quality products that will last you for years, not to mention that you can snag some generous holiday savings if you hurry.
(I’ve already put the mini duo on my Christmas wish list to complement my basic bundle. Can’t stop, won’t stop cooking with Caraway 🙋🏻♀️).
Hourglass Cosmetics is rising the ranks with customizable and cruelty-free cosmetics.
Be Home is curating stunning furniture collections and other home essentials that will make you want to, well, Be Home.
That’s all for this week’s list of hot brands rising up the Next Big Shop charts. Whether you’re shopping for stocking stuffers or keeping tabs on the next big thing in e-comm, stay tuned for more ShopScoop each week. Follow us on LinkedIn or subscribe to our weekly newsletter for updates delivered straight to your inbox.
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