May 28, 2026
12 Brands Spotted
New and emerging brands, curated by the Thingtesting team
This week, we spotted Suna, an "AI-native" wearable device for tracking gut health. The brand's website is vague on how it actually works, but the fact it exists shows how embedded optimization culture has become, and how GLP-1s are changing what people want to track. Now blood sugar monitors are a social signifier, and more normal than neurotic to go get a full-body health scan. We also spotted VORA, which makes a "satiety solution" that stimulates a feeling of fullness at just 50 calories per serving.
For those who do like to indulge, we also spotted Herbstudio, a German design brand that makes architectural ashtrays and grinders. Milly makes a plastic-free pepper grinder and sells fresh peppercorns to go with it, Sooki Foods does small-batch sesame oils, Good Grains makes organic cereal puffs, and ILÉM sells infused olive oils. Annavana sells spice mixes for Indian cooking.
And finally, we have Second Best, a new beer brand from James Watt, the co-founder of Brewdog. For those who don't know the backstory, there was significant backlash earlier this year when Brewdog sold to a private equity firm, leaving its crowdfunding investors in the lurch. Second Best comes across as an attempt to placate those stakeholders — who have been offered free equity in the new company.
Last week, we spotted 13 new brands worth your attention. Check them out here.
