K18 Hair; Manscaped; Caraway; Stix; Athletic Brewing Co; Rachel Mendelson/Insider
- The Lead has identified 50 of the most promising online DTC brands for 2023.
- Startups were selected from the fashion, beauty, and lifestyle categories.
- They were evaluated based on multiple factors, including company efficiency in using raised capital.
Today's early-stage direct to consumer brands are being forced to follow a vastly different playbook compared to Casper, Away, and other industry pioneers of the last decade.
Sure, having a great product and building a community of loyal fans is still crucial. But in 2023, there isn't an army of investors ready to back consumer brands. CEOs are also spending less cash on Google or Facebook ads for fast growth and are more preoccupied with profitability.
The Lead, a research and events company, has released the fifth edition of its "Foremost 50" list, which highlights the DTC fashion, beauty, and lifestyle startups navigating these hurdles and disrupting how legacy brands operate.
Most of the companies on the list are funded. But raising capital is not a major factor for making the list like it was in the past, Sonal Gandhi, chief product officer at The Lead, told Insider.
"A lot of the brands featured this year have raised no money or have raised very little at the very early years," she said. "And then, somehow, once they hit that profitability number that they were looking for, they've managed to grow without having to raise additional funding."
More important is "how efficient they are with the money that they have," Gandhi added. How startups acquire customers outside of Facebook and Instagram, how they configure supply chain networks, and the rate of repeat purchases from customers are other key factors.
As examples, Gandhi highlighted Athletic Brewing and jewelry brand Dorsey — both on the list this year. The latter owns its own breweries, which Gandhi says shows a unique way to use capital and attract customers outside of online ads, while Dorsey is catering to better-for-the-environment trends by selling lab-grown diamonds.
"Product is an important part of what these brands do, but you cannot just win with a great product," she said. "So we're seeing creative approaches to customer acquisition. We're seeing creative approaches to building communities and then using influencers or other ways to sort of build your brand."
While higher borrowing rates and the macroeconomic environment are top of mind for DTC CEOs this year, hiring should be much easier in 2023.
"Just in terms of growing your teams and getting the expertise, certainly it's gonna be easier going forward for them," Gandhi said. "They're in that phase where they do need to add more members to their teams to grow faster."
Below are the brands on The Lead's "Foremost 50" for 2022, listed in alphabetical order. Funding numbers, where known, are also provided by The Lead.
1. Athletic Brewing Co.
What it is: non-alcoholic craft beer brewer
Total capital raised: $173.5 million
2. Bearaby
What it is: sustainable weighted blankets
Total capital raised: Undisclosed
3. BÉIS Travel
What it is: luggage and travel accessories
Total capital raised: Undisclosed
4. BloomChic
What it is: women's fashion brand in 10-30 sizing
Total capital raised: Undisclosed
5. Bobbie
What it is: Organic baby formula
Total capital raised: $72 million
6. Born Primitive
What it is: outdoor and fitness apparel brand started by military veterans
Total capital raised: None
7. Boy Smells
What it is: genderless candles, fragrances, and intimate wear
Total capital raised: Undisclosed
8. Brandon Blackwood
What it is: designer bags and accessories
Total capital raised: Undisclosed
9. Bubble Skincare
What it is: skincare products for men and women
Total capital raised: Undisclosed
10. Cann
What it is: cannabis infused beverages with both tetrahydrocannabinol and cannabidiol
Total capital raised: $27 million
11. Caraway
What it is: non-toxic and colorful ceramic-coated home goods
Total capital raised: $40 million
12. Care+Wear
What it is: fashionable medical-focused clothing
Total capital raised: $5 million
13. Coterie
What it is: premium diapers available via subscription
Total capital raised: $34.1 million
14. Dame
What it is: sexual wellness brand selling sex toys, wipes, and supplements
Total capital raised: $13 million
15. Dorsey
What it is: jewelry featuring lab-grown diamonds and other minerals
Total capital raised: $1 million
16. Fig. 1
What it is: refillable skincare products for women
Total capital raised: $11.5 million
17. Flag & Anthem
What it is: casual men's and women's clothing sold at a mid-price point
Total capital raised: $19.9 million
18. Harper Wilde
What it is: affordable bras and loungewear for women
Total capital raised: Undisclosed
19. Hello Cake
What it is: sexual wellness brand for couples
Total capital raised: $18.6 million
20. Hydrant
What it is: hydration packets full of vital electrolytes
Total capital raised: $20 million
21. Hydrow
What it is: indoor rowing machine
Total capital raised: $255 million
22. ipsa
What it is: fine frozen dinners made to be heated on stove tops or in ovens
Total capital raised: Undisclosed
23. Italic
What it is: online retailer of luxury goods without the markups
Total capital raised: $25 million
24. K18 Hair
What it is: treatment for damaged hair
Total capital raised: $44 million
25. Kosterina
What it is: extra-virgin olive oil and olive oil infused vinegar, desserts, and skin care
Total capital raised: $6 million
26. Lalo
What it is: baby furniture, including high chairs and play tables.
Total capital raised: $5.6 million
27. Madhappy
What it is: fashion and lifestyle brand focused on creating conversation around mental health
Total capital raised: $1.8 million
28. Manscaped
What it is: grooming accessories for men
Total capital raised: $500,000
29. Margaux
What it is: women's shoes handmade in Spain
Total capital raised: Undisclosed
30. Monos
What it is: luggage and travel accessories
Total capital raised: $40 million
31. Mugsy
What it is: online retailer best known for its jeans
Total capital raised: None
32 .Oliver Cabell
What it is: luxury footwear minus the markups
Total capital raised: None
33. Pangaia
What it is: a sustainable streetwear brand
Total capital raised: Undisclosed
34. Pattern Brands
What it is: holding company with multiple brands selling home goods
Total capital raised: $99 million
35. Petlab Co.
What it is: treats, supplements, and chews for dogs and cats
Total capital raised: None
36. Public Rec
What it is: apparel retailer focusing on casual and athletic wear
Total capital raised: $500,000
37. Rowan
What it is: ear piercings with accessories for purchase
Total capital raised: $34.3 million
38. Splendid Spoon
What it is: plant-based smoothies, soups, grain bowls, and noodles
Total capital raised: $20 million
39. Spot & Tango
What it is: dog food delivery service
Total capital raised: $57 million
40. State & Liberty
What it is: athletic-fit formal wear for men
Total capital raised: None
41. Stix
What it is: fertility, pregnancy, UTI, and yeast-infection products
Total capital raised: $6.4 million
42. Stoggles
What it is: prescription safety glasses
Total capital raised: $40 million
43. Supergut
What it is: shakes that improve metabolic health, mood, sleep, and energy
Total capital raised: $8.2 million
44. The Honey Pot Company
What it is: plant-based feminine care products
Total capital raised: Undisclosed
45. The Normal Brand
What it is: lifestyle brand that sells rugged clothing for men and women inspired by the Midwest
Total capital raised: None
46. Three Wishes Cereal
What it is: high-protein, low-sugar cereal
Total capital raised: Undisclosed
47. Truewerk
What it is: professional and trade workwear
Total capital raised: Undisclosed
48. Wandering Bear Coffee
What it is: boxed cold brew
Total capital raised: Undisclosed
49. Win Brands Group
What it is: holding company with brands selling outerwear, home goods, and candles
Total capital raised: $90 million
50. Wolf & Shepherd
What it is: men's dress shoes made with technology found in running sneakers
Total capital raised: Undisclosed