Week 32, 2020:
Brands spotted

This week, we’ve come across herbal subscription boxes, living vinegars, and a supplement brand that wants to coach its customers to better sleep.

We also spotted Muri Lelu, a skincare brand that’s showcasing the beautifying qualities of cannabis and has a co-founding team that’s keeping its identity strictly under wraps. It begs the question: does a fresh brand need a captivating, public-facing founder to succeed? Muri Lelu’s approach does indeed go against the grain, and it’ll be interesting to see how it compares to Forvr Mood and ONE/SIZE (both founded by YouTube celebs) over time when it comes to maintaining press and consumer attention. But after the never-ending stream of founder exposé stories that have been published in the past 18 months, maybe it’s time brands just let their products speak for themselves.

What new brands have you spotted this week?