What is a challenger brand anyways?
Being a challenger brand is all about mindset and attitude, being prepared to go against the grain, challenging the status quo.
The best of the best: the challengers standing up and standing out.
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Estrid: shaving the way with a new kind of razor.
Who gets excited by a razor? Well I do, since Estrid came into my life. Their beautiful, high performing product, plus the cutting edge personality of the brand is a far cry from the unobtainable airbrushed models of the Venus razor era.
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OffLimits is a cereal brand that goes against the grain.
OffLimits launched in the USA in 2020 and is a brand to watch. Every single move they make, makes me smile with delight. From how they’ve nailed the customer profile, the eating occasion (spoiler- people eat cereal as a snack, straight out the box), how they are using their voice as a platform for good, to the smart way that they are using collaborations to increase reach
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No more meat sweats with THIS™ meat free, meat.
THIS™ is a plant-based meat alternative. It was created when two meat-lovers, on a mission to re-evaluate their reliance on meat. After realising that no suitable substitute existed, the duo set about creating a meat-free, meaty alternative that tastes and acts as real meat.
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Kiramoon: the antidote to serious skincare.
Kiramoon is a new American beauty brand, that is taking the beauty world by storm. Launched by Linsey Moon, Kiramoon is showing that you do not have to sacrifice fun and playfulness for product quality and efficacy and corporate responsibility. goes here
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No longer hidden in the cupboard
How Pukka Tea turned herbal teas into cupboard stables.
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Nudie: It’s all in their Jeans.
It might seem like a bit of an over-exaggeration, but I believe that finding a good pair of jeans is akin to finding your soul mate; they make you feel great and stick around for a very, very, very long time. With Nudie jeans I have met my soul mate.
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How Warby Parker opened our eyes to a new way of buying glasses.
Warby Parker is an eyewear brand founded on a problem. Glasses were too expensive. The four co-founders Neil Blumenthal, Dave Gilboa, Andy Hunt and Jeff Raider, discovered that one company, Luxottica, owned the monopoly on eyewear that was then licensed out to brands to be sold with monumental markups.
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How smol is wiping up household cleaning products.
smol is a household cleaning company, founded on the question, that there had to be a better way.
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Hotel Chocolat: building a chocolate empire.
Hotel Chocolat was founded to make people happy. Co-founders Angus Thirlwell and Peter Harris built the brand on three unwavering values – Originality, Authenticity and Ethics. These values underpin all business decisions and ensure that ethical cocoa production is never compromised.
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Getting down and dirty
From discarded coffee beans to a $20million business
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The beer for punks.
How Brewdog ripped up the rule book and built a $2billion beer brand with with heart.
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Cheeky Panda are wiping the competition with their sustainable toilet paper.
Cheeky Panda makes 100% toilet paper and wipes. Their mission is to bring sustainability to the mass market, inspiring people to choose products that fit a happier and healthier future.
