Week 32, 2020:
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.