[COUNT] brands for digital minimalists

In a world that assumes everyone owns a smartphone, how do brands selling alternatives convince customers they won't be cutting themselves off from society?

The Problem With Dumbphones? Everyone Else's Smartphone

[COUNT] Brands That Launched in April, May and June

This spring was all about wearables, GLP-1 culture, fragrances, endless sodas, and more. We take a look back at our (and your) favorite brand launches from Q2 2026.

Thingtesting Rewind: The Best of Spring's New Brand Launches

A selection of [COUNT] brands selling sunscreen

There are now more than 70 brands selling sunscreen in the Thingtesting directory. We asked them to explain themselves

What's the Difference Between All These Sunscreen Brands?

[COUNT] brands elevating oral care

New oral care brands want us to spend a lot of time and money on our teeth-brushing routines. What are they actually selling?

What's in a $20+ Tube of Toothpaste?

[COUNT] brands channeling the past

Lillian Shalom and Isaac Lekach couldn’t stop wondering what it might have been like to step inside El Morocco, the long-lost New York nightclub. Their new perfume brand is a tribute to this historic venue, and their encyclopaedic knowledge of it.

Ashtrays, Matchbooks and 90-Year-Old Gossip Rags: Welcome to the World of El Morocco Perfumery

New and emerging brands, curated by the Thingtesting team. This week: breakfast cereal, between-laundry-days clothing sprays, cottage cream (not cheese), and more.

Brands Spotted: July 9, 2026

New and emerging brands, curated by the Thingtesting team. This week: motherhood-safe skincare, electrolyte lollipops, AI-powered fire alarms, and more.

Brands Spotted: July 16, 2026

[COUNT] brands selling peptides

A new wave of platforms want you to start taking peptides. But with regulations changing and a grey market already in place, how will they build trust?

Peptide Platforms are Here. Can You Trust Them?

[COUNT] brands selling wearable tech

Fitness watches and rings are now mainstream. Now, a new wave of wearable tech companies are betting there’s a big business in tracking what the all-rounders can’t.

Why Wearables are Getting Super Specific

New and emerging brands, curated by the Thingtesting team. This week: fizzy pickle drinks, inclusive running shoes, brands founded by 12-year-olds, and more.

Brands Spotted: July 23, 2026

[COUNT] brands channeling masculinity

A new wave of brands is embracing masculinity while steering clear of the culture wars.

Brands for the Boys

[COUNT] brands that got a new look

Young brands spend thousands of dollars updating their look. Why do they do it, and what are the risks? Designer Elizabeth Goodspeed shares her thoughts with Thingtesting.

The Art of the (Sometimes Unnecessary) Rebrand

New and emerging brands, curated by the Thingtesting team. This week: liquid-meets-solid soap, naked nails, longevity supplements, and more.

Brands Spotted: July 30, 2026

Brands Spotted: August 06, 2026

[COUNT] Brands On Sapone's Mood Board

Shampoo-in-a-soap-bottle brand Sapone’s launched this week. Founder Paulius Buivydas tells Thingtesting what it’s like to start an eco-friendly company and pitch it on Shark Tank before finishing high school

With Sapone, An 18-Year-Old From Lithuania Hopes to Crack America’s Shampoo Market

[COUNT] Outdoor Brands on Sarah's Kit List

Thingtesting writer Sarah Drumm is a hiking enthusiast who wants more people to enjoy multi-day trips in the woods. These are her favorite outdoor brands

I've Hiked Over 5,000 Miles. Here's the Gear That Works on Trail, Not Just on Insta

Brands Spotted: August 13, 2026

[COUNT] Brands Marketing to Modern Mothers

Motherhood is a profound identity shift. New skincare brands want mothers to know that they get it, too. 

Stories

The latest from Thingtesting: Discover trending brands, industry news, product launches, and unbiased reviews to shop mindfully.

Skincare’s New Pitch to Mothers: We See You