Brand teardowns
The brands everyone copies, reverse-engineered.
A closer look at the products, positioning, and decisions behind standout brands.
Arrae
Bootstrapped to $100M surfing the GLP-1 wave.
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Medicube
A $230 home device that built a K-beauty empire.
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Rhode
One founder’s face, almost no ads, a $1B exit.
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IM8
Beckham, big capital, and a subscription engine.
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Inno Supps
Nine figures on pure, relentless direct response.
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Lemme
A celebrity founder and a 13,000-creator army.
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AG1
One green powder, subscription-first, a $1.2B empire.
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OLIPOP
Reframing soda into a $1.85B retail juggernaut.
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ARMRA
Owning one ingredient almost nobody had heard of.
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Liquid I.V.
Free samples seeded into a $1B hydration brand.
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Dr. Squatch
Bundling $7 soap into a $1.5B Unilever exit.
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HexClad
Gordon Ramsay and the trusted-demonstration play.
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Jones Road
Bobbi Brown proves people buy from people.
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MUD\WTR
Naming coffee as the enemy before the solution.
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Glossier
Built the audience before the product.
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Olaplex
One patented molecule, sold salon-first.
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Dollar Shave Club
One $4,500 video, a $1B exit.
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e.l.f.
Prestige dupes at internet speed.
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Liquid Death
Selling water like a rock band.
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