August 05, 2026
14 Brands Spotted
New and emerging brands, curated by the Thingtesting team
This week, we spotted brands promoting the understudy to leading role. Second Helping gave the butter dish main-character energy (yes, one's called The Big Butt Butter Dish), Mod Studios opened with a single tray built to "look good even when empty," HŪG sculpts furniture and lighting out of ceramic, and Shellworks pivoted from bioplastic packaging to a home-compostable cutting board with zero microplastics.
Beauty went ingredient-nerd. Sueet reduces skincare to two steps built on grass-fed tallow, MOWE Beauty engineered makeup to survive a plank hold, Lemon of the Sun skips the bottle entirely and adds UPF 30-50 to your clothes in the wash, and Horae of Spring wraps curl care in full Greek-goddess mythology.
And in CPG, the understudy kept stealing scenes. Croudoh promotes the crouton from salad garnish to standalone snack, Afternoon Toast bottles roasted barley and ginger tea as an all-day sipper, Demi halves vodka's proof so the ritual outlasts the buzz, and NOON turns a smoothie add-in into breakfast in a bottle.
If you'd like to discover more recently launched brands, check out last week's Brands Spotted.
