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Direct-to-consumer sales in the US are forecasted to reach $213 billion in 2024.
(That’s about a 178% increase since 2019.)
And further growth in the eCommerce space is expected in the coming years.
We’ve prepared a list of 25 growing DTC startups to keep an eye on, based on our search growth data (and VC funding). Continue reading to learn more about companies driving the DTC industry forward.
5-year search growth: 720%
Search growth status: Exploding
Year founded: 2015
Location: Boise, ID
Funding: $126M (Series C)
What they do: Lovevery delivers educational toys for babies and toddlers. Its flagship product (The Play Kits) is a subscription service that ships curated game kits every 2-3 months. The company claims to have over 320,000 active subscribers for its core offering alone. Since its inception, the company has shipped over 5 million play kits.
5-year search growth: 536%
Search growth status: Exploding
Year founded: 2017
Location: Stratford, CT
Funding: $286M (Series Unknown)
What they do: Athletic Brewing is a brand of non-alcoholic craft beer. The company’s product line includes 6 styles of beer, including IPA and lager. The brand also recently expanded into the seltzer category.
5-year search growth: 473%
Search growth status: Exploding
Year founded: 2013
Location: Oulu, Finland
Funding: $148.3M (Series Unknown)
What they do: Oura is a wearable ring that tracks health-related metrics. During the day, it measures activity levels, calories, and naps. During sleep, the ring monitors heart rate, body temperature, and overall sleep quality. Different from regular fitness trackers, the compact device weighs under 0.21 ounces (6 grams) and has a battery life of up to 1 week.
5-year search growth: 86%
Search growth status: Regular
Year founded: 2013
Location: London, England
Funding: $188.9M (Series Unknown)
What they do: Elvie develops health tech products for women. The startup products range from breastfeeding solutions to pelvic floor exercisers. Elvie’s products are smartphone-connected to enable remote control and tracking features.
5-year search growth: 262%
Search growth status: Exploding
Year founded: 2014
Location: New York, NY
Funding: $103.1M (Series C)
What they do: The Farmer’s Dog is a fresh pet food delivery service. Meals are personalized based on a survey that the pet owner takes during the onboarding process. The service claims to have delivered over 100 million meals to date. The startup expects to reach $800 million in sales as it eyes a new funding round with JPMorgan.
5-year search growth: 9,100%
Search growth status: Exploding
Year founded: 2021
Location: Dorchester, United Kingdom
Funding: $3.8M (Seed)
What they do: The adaptogenic mushroom market is expected to grow from $10.9 billion to $30 billion by 2032. Spacegoods is one of the brands fulfilling this demand with functional mushroom powder blends that increase energy, focus, relaxation, and overall well-being. In February 2024, the startup raised $3.2 million in seed funding to develop new products and expand the company’s reach.
5-year search growth: 23%
Search growth status: Peaked
Year founded: 2015
Location: Brooklyn, NY
Funding: $7M (Series Unknown)
What they do: Misen sells knives and cookware online. Misen’s kitchen tools are positioned as premium but priced lower than many premium kitchen brands. All products come with a 60-day trial and lifetime guarantee.
5-year search growth: 95%
Search growth status: Peaked
Year founded: 2018
Location: Pennsauken, NJ
Funding: $526.5M (Series C)
What they do: Misfits Market is a subscription box service for organic produce. The company sources fruits and vegetables that do not meet retail standards (specifically, those with an irregular shape). The startup claims that this approach helps fight food and allows for produce prices that are lower than those found in grocery stores.
5-year search growth: 5%
Search growth status: Peaked
Year founded: 2017
Location: London, United Kingdom
Funding: Undisclosed (Series Unknown)
What they do: Trinny London is a DTC beauty brand specializing in makeup. The company’s makeup range includes 27 products with multiple shade options for each. The eCommerce-focused brand also offers hybrid formulations of skincare, makeup, and accessories.
5-year search growth: 8,900%
Search growth status: Exploding
Year founded: 2017
Location: New York, NY
Funding: Undisclosed
What they do: Kristin Ess Hair is a luxury haircare and styling brand created by celebrity hairstylist Kristin Ess. The brand is known for its natural, cruelty-free, and vegan products, including shampoos, conditioners, styling tools, and accessories. Kristin Ess hair products contain Zip-Up Technology, a proprietary strengthening compound used to target weak areas of the hair, repair split ends, and better protect the hair’s surface.
5-year search growth: 192%
Search growth status: Regular
Year founded: 2017
Location: New York, NY
Funding: $25M (Series B)
What they do: Prose sells custom hair care products. The brand offers customizable formulas for its 8 core products along with a supplement line for hair growth and scalp health.
5-year search growth: 300%
Search growth status: Peaked
Year founded: 2015
Location: New York, NY
Funding: $75.4M (Series C)
What they do: Hungryroot is a grocery subscription service. Customers take an onboarding quiz about their eating habits and dietary restrictions. Then, the website suggests a personalized grocery plan. Hungroot only sources products free of artificial sweeteners, colors, and preservatives. All groceries are delivered with accompanying recipes.
5-year search growth: 40%
Search growth status: Regular
Year founded: 2017
Location: Kirkland, WA
Funding: $155M (Series B)
What they do: Wyze develops consumer electronics. The company’s products include smart cameras, connected home products, and health gadgets. The DTC brand targets the mass-market segment with affordable prices.
5-year search growth: 5,300%
Search growth status: Regular
Year founded: 2015
Location: Tokyo, Japan
Funding: Undisclosed
What they do: Sakuraco is a Japanese subscription box service focused on Japanese snacks. The startup differentiates itself by sending customers seasonal treats, which helps ensure each box is unique. Sakuraco’s authentic snacks have helped it go viral on social media. Videos mentioning the startup have over 520 million views on TikTok.
5-year search growth: 8,100%
Search growth status: Regular
Year founded: 2019
Location: Los Angeles, California
Funding: Undisclosed
What they do: TruHeight is a wellness brand that provides vitamins and supplements for height growth and development in children and teenagers. Their products include growth gummies and capsules, protein shakes, sleep aids, and more. According to the company’s website, they have more than 1 million customers using their products.
5-year search growth: 166%
Search growth status: Regular
Year founded: 2019
Location: Plano, TX
Funding: Undisclosed
What they do: Send Eats is a direct-to-consumer food delivery company that allows customers to order meals from a variety of local restaurants and have them delivered to their door quickly. With a focus on convenience and customer satisfaction, Send Eats offers a seamless online ordering experience and speedy delivery times.
5-year search growth: 20%
Search growth status: Regular
Year founded: 2018
Location: New York, NY
Funding: $4M (Seed)
What they do: By Humankind develops sustainable personal care products known for low levels of plastic and refillable alternatives. The startup’s product range includes most hygiene essentials, from toothpaste to deodorant. Toothpaste tables are shipped in a refillable glass container (with extra tables available in compostable pouches).
5-year search growth: 1,767%
Search growth status: Exploding
Year founded: 2017
Location: Los Angeles, California
Funding: Undisclosed
What they do: DRMTLGY is a medical-grade skincare brand offering sunscreens, moisturizers, serums, etc. The brand uses ingredients like hyaluronic acid, niacinamide, pumpkin fruit extract, and peptides in its products to offer the best sun protection. All DRMTLGY products are manufactured in California and Korea.
5-year search growth: 300%
Search growth status: Regular
Year founded: 2017
Location: Munich, Germany
Funding: $252M (Corporate Round)
What they do: YFood creates meal replacement products. The current product portfolio includes 3 types of meal replacements: ready-to-drink meals, powders, and bars. Drinks have balanced macronutrient content with 33g protein in each 16.9 oz serving. YFood claims that each meal replacement satisfies hunger for up to 5 hours.
5-year search growth: 99x+
Search growth status: Exploding
Year founded: 2017
Location: Shenzhen, China
Funding: Undisclosed (Series Unknown)
What they do: Momcozy manufactures wearable breast pumps and other baby products for mothers. They design different products for all mom stages, including body pillows for pregnancy, bras for everyday use and feeding, baby bags, monitors, and much more. Today, over 3 million women across 40 countries use the brand’s wearable pumps.
5-year search growth: 163%
Search growth status: Peaked
Year founded: 2019
Location: Brooklyn, NY
Funding: $120.8M (Series B)
What they do: Magic Spoon makes keto-friendly breakfast cereal. Each serving contains 13-14 grams of protein and contains up to 15 grams of carbohydrates. The brand currently has 6 flavors, from fruity to cinnamon.
5-year search growth: 330%
Search growth status: Regular
Year founded: 2018
Location: West Hollywood, CA
Funding: Undisclosed (Series A)
What they do: Versed is a vegan skincare brand. Its product catalog includes 42 SKUs, including those specifically designed to reduce dryness and visible signs of aging. The company uses non-toxic ingredients and is cruelty-free.
5-year search growth: 194%
Search growth status: Regular
Year founded: 2019
Location: Mexico City, Mexico
Funding: $244M (Non-Equity Assistance)
What they do: Jüsto is an online grocery store. The company operates without retail intermediaries and works with suppliers directly. The delivery service currently only has coverage within select areas in Mexico.
5-year search growth: 7,500%
Search growth status: Regular
Year founded: 2017
Location: New York, NY
Funding: $149.5M (Series C)
What they do: Pair Eyewear is a DTC eyewear brand focused on glasses for kids. What differentiates them from something like Warby Parker is the high level of customization available. In addition to traditional VC funding, the brand also got a deal from “Shark” Lori Greiner on Shark Tank.
5-year search growth: 5,800%
Search growth status: Exploding
Year founded: 2016
Location: Los Angeles, CA
Funding: Undisclosed
What they do: Little Sleepies sells sleepwear for babies, kids, and adults. The fabric is made of bamboo viscose, giving it a soft texture. Little Sleepies’ product line includes pajamas for newborns all the way up to 14-year-old kids. The brand also has a handful of family sets with adult sizing options.
That completes our list of 25 growing direct-to-consumer brands.
From skincare to meal replacements, DTC startups excel at creating great products in their niche. And getting directly in front of their target audience. With ongoing Ecommerce adoption across the world, we can expect more direct-to-consumer brands to launch in the future.
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