Brands worth studying.
37 curated wellness brands across hemp, mushrooms, adaptogens, supplements, and more. Each profile breaks down what makes them notable and what founders can learn from them.
Plant medicine for modern wellness
Their quiz funnel converts at 3–4x the industry average for wellness. Personalization as acquisition strategy — almost every order starts with "what's your challenge?"
The original hemp extract
Origin story so powerful it built an entire category. Most hemp founders still get asked "is this like Charlotte's Web?" — study how they earned that.
CBD for women
Turned dosage complexity (usually a negative) into their biggest retention driver. The coaching call is the product.
Personalized protein for your body and goals
Personalization + protein = acquisition. Bayer paid for the customer data model, not just the blends. A case study in building an acquirable data asset inside a CPG brand.
Telehealth wellness for men
Reframed embarrassing health problems as lifestyle decisions. The brand voice did what clinical brands couldn't — made men comfortable buying.
:ryze to 1/7th the caffeine
Shane Heath's founder story (quitting coffee, building a ritual) became the brand. The product is almost secondary to the lifestyle identity they sell.
The world's first productivity drink
Called themselves "the world's first productivity drink" on day one — a bold category-creation claim that gave media something to write about. Naming your category works.
Herbal coffee alternative with adaptogens
Competing with coffee by not competing with coffee — they reframe the product entirely. A case study in how to enter a category dominated by a giant.
Traceable multivitamins. Nothing sketchy.
Katerina Schneider built the brand on a single question: "what's actually in this?" That question became the entire brand. Transparency as a moat.
The Daily Synbiotic
Ara Katz and Raja Dhir built Seed by being the most credible voice in the category, not just the loudest. If you're in a science-heavy category, study their content strategy.
Rainbow Dust — functional mushroom energy blend
Fastest-growing mushroom brand of 2024–25. Proof that distribution channel (TikTok Shop) matters as much as formulation in the current moment.
Personalized nootropics for your brain
Built personalization into the product experience itself — you try different formulas until you find yours. Churn is structurally lower when customers are still "finding their formula."
Dermatologist-founded hair, skin & nails supplement
Another example of the doctor-founder brand moat — credibility that's nearly impossible for non-clinical founders to replicate without clinical partnerships.
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