July 9, 2026

12 Brands Spotted

New and emerging brands, curated by the Thingtesting team

Pets are eating well this week. Futureproof Pet makes daily longevity chews for dogs, and Cat Years, is making sure cats stay hydrated with its lickable liquid treats. For humans, Etelka is bringing "cottage cream" — the smooth, European cousin of cottage cheese — to the US. Tart makes fizzy cherry drinks, and Backflip, co-founded by YouTuber Ben Azelart, is a lower-sugar kids' cereal with trading cards in every box.

In the bathroom, Sluff sells Korean body-scrubbing mits, Joreas makes Chinese-inspired herbal cleansing bars, and More Than Nine is skincare that's designed to be safe through all stages of motherhood, from dermatologist and mom of three Dr. Aegean Chan.

We also spotted Plainspeak's Strength Water, which packs protein, creatine, collagen, calcium, and vitamin D into one scoop and at quantities designed for women. Rugiet is a telehealth platform for men's performance medicine, TAYA is a voice-recording necklace that pings reminders to your phone, and, finally, WashWise sells a Reset Spray, which is essentially is dry shampoo for your clothes.

We also spotted 11 new brands last week — find them here if you missed it.