What you might know about Erewhon is that it’s a smoothie factory inside of a grocery store for influencers. While that’s all true, I want to offer another layer of perspective, because this company is a masterclass in business innovation. Erewhon isn’t successful because they charge us $20 for a Hailey Bieber smoothie. They’re successful because they’re always saying yes to experimentation and then doubling down on what works.

When Instagram was our only creative outlet, beauty brands were all posting static flatlays and hyper-filtered, hyper-editorial shots. I’m hypothesizing that in the age of TikTok videos, Instagram Reels, and Youtube Shorts, beauty brands are going to start formulating products themselves (not just packaging) with virality in mind.

The Absorption Company (co-founded by Ian Somerhalder and Nikki Reed) just launched in January 2024, and it’s a supplement company that’s putting bioavailability at its forefront. Bioavailability is a trendier value proposition these days and it basically just means - how much of a nutrient/food is actually available for our bodies to turn into something useful.

Poppi is an undeniable category disruptor in CPG beverage, continuing to charge into the “better-for-you soda” space with whimsical vibes and an army of TikTok fans. Poppi is fully self-appointing itself as a soda brand, and “Soda’s Back” is at the center of its marketing campaigns. The brand opened Poppi Mart (a pop-up) on Melrose in LA on January 27-28, and pulled out all the stops on marketing.

Guess how much money we’ll spend on TikTok shop this year?According to Bloomberg, TikTok aims to grow its U.S. ecommerce business (aka TikTok Shop) to $17.5B in 2024..