45 cult-favorite startups that began as direct-to-consumer and now sell at major retailers like Amazon, Nordstrom, and Target
Casper
Matt & Nat
Matt & Nat makes composed and structured bags that also happen to be vegan. In addition to vegan leather, it uses recycled nylon, cork, and rubber in its bags, and all of its bag linings have been made from 100% recycled bottles since 2007. The backpacks are unique enough in color and silhouette to distinguish yourself from the pack, yet still simple and timeless — a design philosophy that encourages sustainable, long-term use.
Quip
These sleek, stylish, and lightweight electric toothbrushes from Quip are American Dental Association-approved. The soft-bristle brush isn't too harsh on your gums, and it pulses every 30 seconds for two minutes to guide your toothbrushing routine. As it expands to Target and introduces kids brushes, Quip is quickly on it's way to becoming the most recognizable startup toothbrush in the country.
Native Union
Whenever we need a new phone case, charging cable, or charging dock, Native Union is one of the first places we look. Its accessories are effective and durable, but also really stylish (we're not surprised it's sold at Bloomingdale's and West Elm), so you don't have to sacrifice personality when you charge or carry your device. Its best-selling Night Cable has a 10,000+ bend lifespan, a 10-foot range, and a weighted knot to anchor it to surfaces.
Bark
Bark, the company behind dog treat and toy subscription BarkBox, sells adorable individual pet products through Target. If you're not sure whether you want to commit to the subscription, you can get a preview here. If you do want to try the subscription, you can do so conveniently and throw it in your cart along with the rest of your shopping list at Amazon.
Native
Native's aluminum- and paraben-free natural deodorant contains just 14 ingredients, is safer for your body, and comes in a variety of nice scents. Unlike other deodorants, it doesn't leave sticky residue and for some users, it lasts even longer than traditional deodorant.
Tommy John
"Do I really want to spend $30 on underwear?" you might ask yourself. The Insider Picks team's unequivocal answer is yes, and you won't regret it. Men and women can't go wrong with any of Tommy John's innovative and comfortable fabrics. The loungewear is also really comfortable.
Harry's
Men's grooming brand Harry's is best known for its high-quality and affordable razors and shaving sets. Restock on sharp, precise razor blades or treat your skin to gentle bar soaps and body washes. Its paraben-, phthalate-, and aluminum-free formulas are better for your body, while its prices are friendly on your wallet. You won't miss out on limited-edition sets or razors by shopping at the retailers above, either.
Purple
Thanks to Purple's patented Comfort Grid, made from a durable, non-toxic hyper-elastic polymer, you'll be able to sleep and move throughout the night while experiencing unparalleled pressure relief. It also helps isolate motion so you don't disturb your sleeping partner. If you're already happy with your current mattress, try one of the startup's comfortable seat cushions, which you can take with you to work, on plane rides, and to stadium games.
Primal Kitchen
Founded by a former elite endurance athlete, Primal Kitchen was born from the inability to find healthy and delicious salad dressing. If you agree that you should "eat like your life depends on it," you'll like its offerings, which include mayonnaise and dressings made with avocado oil, and supplement powders that contain collagen to support your bones, skin, and hair.
Rocketbook
Rocketbook makes innovative, eco-friendly notebooks for the digital age. Using its special pen, you write in the notebook, send its contents to your favorite cloud service, wipe the page clean, then start over. The Everlast style is the most popular, but there are multiple styles and versions to suit your needs, whether you're taking notes for school, business meetings, or personal use.
Thursday Boot Co.
Thursday Boot Co.'s timeless and sophisticated models are comfortable boots that won't give you the usual blisters or arch pain. Their interiors are fully lined with leather, molding to your feet like a glove, while their leather uppers age gracefully over time. On Amazon, shop men's and women's shoes, plus the leather conditioner to keep your pair looking fresh.
Boll & Branch
This 5-year-old startup was recently named the world's largest consumer of Organic Fair Trade Certified cotton, which you can find in its soft sheets (preferred by no less than three US presidents) and fluffy, absorbent towels. They also happen to be Fair Trade certified and Oeko-Tek Standard 100 certified.
Dagne Dover
Dagne Dover handles all your bag needs — work tote, laptop bag,travel or gym bag — with the same poise and sophistication you hope to approach your busy schedule with. We're continually impressed not only by the distinctive styles but also by their smart interior compartment organization.
Hello
Another oral care startup gracing the shelves at a few of your favorite retailers is Hello, whose claim to fame is natural, fluoride-free whitening toothpastes. They contain ingredients like aloe vera and coconut oil, and taste great, too. If you're interested in the cleaning and whitening power of activated charcoal, it also offers charcoal toothpaste and mouthwash.
GIR
There's more than meets the eye to this seemingly innocuous kitchen tool, which you'll only reach for more and more thanks to GIR's superior design and construction. Its spatulas are super heat-resistant, strong, flexible, and easy to clean, plus they come in many bright colors.
True & Co.
Part of a wave of new lingerie startups challenging Victoria's Secret, True & Co. asked 6 million women what their perfect wireless bra looked like and delivered accordingly. The $49 True Body Wireless Bra is stretchy, seamless, and so light you might forget you're wearing it.
Leesa
This popular startup makes two types of mattresses, the Leesa and the Sapira. The Leesa has three foam layers, including one specifically for keeping your body cool, while the Sapira combines foam layers with pocket springs to provide better edge support. If you live near a West Elm, you'll be able to visit and test the mattress for yourself. The certified B Corp helps you get better sleep but also gives back to the environment and community by planting one tree for every mattress sold and donating one mattress for every 10 sold.
Freshly Picked
Babies and toddlers nowadays are more stylish than ever — you can thank Freshly Picked, a leather shoe company that grew out of a mom's Etsy shop, for that. The adorable moccasins are made from 100% genuine cowhide leather and they're easy to pull on and off. Another way Freshly Picked is helping parents is with its stylish diaper bags that you'd never guess are diaper bags.
MVMT
Newer watch brands are showing shoppers that you don't have to spent thousands of dollars on an attractive timepiece. MVMT's sleek watches look a lot more expensive than they are, but have no fear — you can get an automatic watch for $300 and other watches for even less. Grab a pair of its sunglasses to make a powerhouse pair of accessories.
Bombas
We wear our Bombas socks whenever we can: to the gym, for hiking, or with our winter boots. That's because they're just the right thickness, they feel supportive, and they never slip down our legs or ankles. Since launching in 2013, it has sold more than 20 million pairs, which means it has also donated that number to homeless shelters nationwide.
Sugarfina
Candy lovers should be familiar with Sugarfina, a playground of elevated treats for adults with sweet tooths (or is it sweet teeth?). Its boutique personality is carefully preserved through its choice of third-party retailers — higher-end department and specialty stores with reputations for style. Sugarfina is always coming out with fun collaborations and seasonal collections, which can often also be found at these retailers.
Buffy
This innovative comforter has a 100% eucalyptus fiber shell (which uses less water to make, is softer than cotton, has cooling properties) and 100% recycled plastic fill, a unique combination of materials that proves to be ultra-soft, moisture-wicking, and temperature-regulating — just what you want to envelop your body as you sleep.
Happy Socks
You can't help but smile at these colorful, eye-catching socks that become the star of any outfit. If you're shopping for gifts for any occasion, they're a great fall-back option. What's closer to reality, however, is that you'll end up buying a bunch of pairs for yourself.
Flamingo
Flamingo is a women's personal care brand founded by Harry's veterans. It stays close to its Harry's roots, utilizing the same sharp blades featured in the men's razors while incorporating design elements that better suit women's bodies. Whether you wax, shave, or do both, you can make the chore of hair removal more manageable with Flamingo products.
Baggu
I rarely go anywhere without my reusable nylon tote from Baggu. These cute, strong bags come in a variety of prints and bright colors, only cost $10 each, and can be used for anything from groceries to laundry. Its other bags (backpacks, weekenders) are also practical options to shop and they boast similar characteristics of simplicity, style, and quality.
Greats
We've lusted after many a designer sneaker but have never been able to justify paying thousands of dollars for a pair. Thanks to Greats, we don't have to. Its under-$300 sneakers combine premium Italian craftsmanship with classic, Brooklyn-inspired style.
The Bouqs Co.
Name a holiday, any holiday, and there's a high possibility we've ordered flowers from The Bouqs Co. as a gift. The "Shark Tank" success story (that didn't actually win a deal on the show) has delivered more than 50 million flower stems since launching, and now West Elm is one more place you can find the beautiful farm-to-table bouquets.
Birdies
The velvet, cushioned slippers from Birdies bring the warmth and comfort of indoor lounging to the city streets in a fashionable way. Previously, we might have thought Birdies were a cute albeit impractical slipper to infuse your day with velvety luxury, but we can confirm they're stylish, luxurious, and comfortable, all at once. You can choose between slides and classic smoking slippers in a variety of colors and patterns.
Lively
If you don't want to spend more than $35 for a good bra, look no further than Lively. It can be hard to feel confident in your skin if your bra is uncomfortable, but Lively nails the comfort factor (even for much-maligned strapless bras) without sacrificing style.
Foreo
After trying many other facial cleansing devices, we always find ourselves returning to Foreo's gentle yet highly effective silicone brush cleansers. They're not cheap, but you'll feel the difference in your skin after just one use, and we love that they stay powered for weeks (if not months) on a single charge.
Outdoor Voices
Cult-favorite brand Outdoor Voices revolves around the concept of "Doing Things." Sporting its distinctive color-blocked leggings and sports bras, you'll always feel motivated to take this mantra to heart. OV often teams up with other popular brands (like Madewell at the link above) for limited-edition collaborations that are inevitably hits.
State Bags
State Bags are more affordable than luxury backpack options but still made with quality materials including leather and water-resistant nylon. As adults continue carrying backpacks well beyond their school years, the brand is a popular choice that offers many different styles for a variety of preferences and uses.
Billie
Women's shaving startup Billie's first foray outside of its own direct-to-consumer site has landed at Madewell. For less than $30, you can get the razor, a large bottle of rich shaving cream, and an extra blade. This exclusive, limited-edition kit comes in a reusable pouch that will come in handy for travels.
Stance
Once the NBA's official on-court sock, Stance is the rare brand that's as beloved by athletes as it is by artists and musicians. Part of the reason has to be its bold, graphic prints that reveal a refusal to stick to the status quo. If you have enough socks in your drawer, its underwear is also worth checking out.
Coyuchi
Founded in the early '90s, Coyuchi was an early pioneer in the sustainably sourced, ethically made textiles industry. It uses only organic fibers, offsets carbon emissions through its innovative farming practices, and keeps linens out of landfills through two different programs. Coyuchi has even used vegetables to create the patterns on its most eco-friendly bedding collection yet.
Bonobos
Since being acquired by Walmart in 2017, Bonobos has also been made available at fellow Walmart-owned Jet.com. As a direct-to-consumer startup that started early in the game, it offers the advantage of having many styles available at its traditional retail partners. From graphic print T-shirts and swim trunks to sport coats and tuxedos, you'll be comfortably suited for any occasion.
Soludos
The name Soludos is a combination of "the clink of a glass" (salud) and "sun" (sol), so you can of course expect sandals and espadrilles that epitomize relaxed and playful summer living. Its shoes for men and women inspire you to pack your bags and travel the world, while rocking a great outfit in each new destination, of course.
Richer Poorer
Some of the most impressive startups are the ones that do "simple" really well. Richer Poorer, maker of organic cotton T-shirts and bralettes, comes to mind immediately. Good luck getting yourself out of the bed or couch once you've slipped on its soft and cozy loungewear.
Minted
This exclusive West Elm collaboration features the retailer's favorite prints from the crowdsource-based design site — 106 from over 5,000 submissions. These framed pieces are all made from independent artists and range in style from animals and landscapes to graphic patterns.
Casetify
Casetify's main site is one of the best places to make custom tech accessories, including photo phone cases and Apple Watch bands. If you don't need a personalized case, feel free to shop at whatever retailer above is most convenient for you. Its phone cases are pretty thin, so they won't take up too much space in your pocket or bag, but they're still reinforced with the necessary protection in case you drop your phone.
Summersalt
Don't be afraid to dive headfirst into the waters while wearing a Summersalt suit. The designer-quality and high-style swimsuits have built-in UPF 50+ sun protection and are built durably so you can swim worry-free. All the one-pieces and bikini sets cost under $95.
Snowe
Any time we browse Snowe's site, we feel the urge to go home and immediately update all our bedding, bath, and dining products. From its sheets to its bathrobe, Snowe's products are all beautifully minimalist, cozy, and luxurious.
Koio
Most of Koio's shoes fall between $250 and $300, which you might think are a little pricey for sneakers. Compared to their designer luxury counterparts, however, they're a steal because they look and feel just as good. They're made in Italy and very comfortable, so make the small investment if you can.
Floyd
Floyd's modular sofas, platform beds, and tables are easy to assemble and take apart. No matter how many times you move, you can take them with you without fussing over how it's going to get through the door. They're made from birch frames and stain-resistant fabrics, and they come with a warranty.
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