The Foremost 50 is The Annual Power List of Breakout Challenger Brands
The Foremost 50 List highlights fast-growing challenger brands that are redefining fashion, beauty, home, and consumer industries.
These brands are breaking away from traditional go-to-market approaches, creating new value for consumers, and breathing new life into established categories. They were selected to the list for their unique approach as well as their ability to make an impact on the future of the industry. Meet The Foremost 50 at The Foremost 50 Forum on January 29th in New York City! SEE DETAILS.
By understanding this group of rising stars, leaders at every brand can identify changing market dynamics and evolving customer expectations.
Get to Know The Foremost 50 Below!
High-quality, affordable jewelry essentials that stack up to real life
Founders: Adam Bohbot & David Benayoun
CEO: David Benayoun
Year Founded: 2018
Oral-care company offering well-designed devices, ADA-accepted technology, and a range of electric toothbrushes, water flossers, and whitening products for those seeking a modern approach to oral health
Founders: Dave Dama & Arsalan Rahbarpoor
CEO: Arsalan Rahbarpoor
Year Founded: 2017
Technical performance apparel brand for the goal-driven runner, based in Brooklyn, NY
Founders: Tim West, Nick West, Ardith Singh
CEO: Nick West
Year Founded: 2020
Health and wellness company reinventing conventional products with clean, effective alternatives made from hive ingredients like propolis for immune support, throat health, and general wellness
Founder: Carly Kremer
CEO: Dave Jones
Year Founded: 2017
Premium non-alcoholic beer created by Tom Holland for those who never settle
Founders: Tom Holland & John Herman
CEO: John Herman
Year Founded: 2024
Pillowcase made from 100% high-quality, 22-Momme mulberry silk, designed to be gentle on hair and skin
Founders: Vahe Haroutounian & Edgar Babayan
CEO: Vahe Haroutounian
Year Founded: 2017
Natural-fiber performance innerwear made with high-content ZQ Merino and seamless construction, designed to support women’s health and rooted in a strong social and sustainability mission
Founders: Jeff & Lauren Shafer
CEO: Deanne Buck
Year Founded: 2019
Functional footwear for effortless living, based on the philosophy that every day should feel like a vacation
Founders & CEOs: Daniel Sitt & Joshua Sitt
Year Founded: 2020
Lifestyle brand crafting vintage-inspired outdoor pieces that embody nostalgic sophistication and modern ease
Founders: Ollie Edwards & Lachlan Leckie
Year Founded: 2016
Clothing brand defined by vivid colors and exquisite original prints, exactingly fitted and finished with dressmaker details, designed to make women look good and feel good
Founders: Julia Brown, Katie Hobbs, Sasha Martin
CEO: Sasha Martin
Year Founded: 2019
Water bottle accessories like charms, straw toppers, and bottle boots to make hydration more fun and personalized
Founder & CEO: Charlotte Trecartin
Year Founded: 2021
Loungewear and apparel brand that creates comfortable clothing, particularly slightly-weighted hoodies, designed to promote mental wellness and ease
Founder & CEO: Hudson Leogrande
Year Founded: 2022
Transformative energy company, advancing the clean energy revolution with a high-performance, battery-equipped, beautiful in-home induction stove
Founders: Sam Calisch, Weldon Kennedy
CEO: Sam Calisch
Year Founded: 2022
Clean hair care brand that focuses on creating a hair ritual to improve hair health through effective, high-quality products and a mindful approach to self-care
Founder: Dianna Cohen
CEO: Elaine Choi
Year Founded: 2019
High-protein, low-calorie, blood-sugar-friendly foods—beginning with a protein bar—to help people build muscle and reduce fat
Founders: Peter Rahal & Zach Ranen
CEO: Peter Rahal
Year Founded: 2023
Elevated makeup essentials, designed to be multi-purpose, effortless, cruelty free and vegan
Founders: Jeff Lee, Courtney Shields, Ken Landis, Dan Reich
CEO: Jeff Lee
Year Founded: 2021
Women-run brand offering collections inspired by a nostalgia for the coastal California of decades past
Founders: Margaret & Katherine Kleveland
CEO: Margaret Kleveland
Year Founded: 2015
Perfume house for the next generation, crafting premium quality fragrances at fair prices
Founder & CEO: Sergio Tache
Year Founded: 2019
No-compromise haircare brand transforming the category with uber-concentrated, plastic-free solutions that deliver high-performance results – while saving 42+ million bottles (and counting) from landfill in the process
Founder: Brianne West
CEO: Erica Cocilova
Year Founded: 2012
Classic toaster waffle reinvented with decadent flavors, whole-food ingredients, and hidden fruits and veggies
Founder & CEO: Emily Groden
Year Founded: 2020
Company aiming to make ethically sourced, premium, and delicious tinned seafood a staple in every cupboard
Founder & CEO: Becca Millstein
Year Founded: 2020
Smart clothing for posture, recovery, and back health to help people move, feel, and live better through science-driven design.
Founders: Dr. Stephen Liu & Seiji Liu
Year Founded: 2017
Semi-permanent hair dye that is vegan, cruelty-free, and known for its vibrant, conditioning colors
Founders: Hayley Williams & Brian O’Connor
CEO: Ashley Floto
Year Founded: 2016
Golf media and commerce brand that uses its online content and community to sell premium apparel, equipment, and experiences
Founders: Matt Kendrick & Garrett Clark
CEO: Matt Kendrick
Year Founded: 2020
Energy drink built by women, made for all, with clean ingredients for truly feel-good energy
Founder & CEO: Michelle Cordeiro Grant
Year Founded: 2022
Smart, wireless dog collar system that uses GPS fencing to keep a dog safely contained
Founders: Ken Ehrman, Michael Ehrman, Cesar Milan
CEO: Ken Ehrman
Year Founded: 2017
Children’s health brand reimagining kids’ wellness with science-backed, pediatrician-formulated vitamins and supplements
Founders: Darren Litt and Adam Gillman
CEO: Darren Litt
Year Founded: 2019
Company specializing in premium, vintage-inspired collegiate apparel that features unique logos and designs from the history of over 200 universities.
Founders: Connor & Christa Hitchcock
Year Founded: 2018
Latin-rooted, clinically-backed haircare brand founded by Shakira that uses its proprietary TriModal Method™ to target the scalp, cortex, and cuticle for stronger, healthier hair
Founders: Shakira Mebarak
CEO: Sid Katari
Year Founded: 2025
Low-sugar, plant-based, vegan gummy candies, like sour strips and gushers
Founders: Tyler Merrick & Ryan Trahan
CEO: Tyler Merrick
Year Founded: 2019
Wellness technology company that develops science-driven red light and PEMF devices designed to support recovery, performance, and everyday health
Founder & CEO: Cam Stajer
Year Founded: 2020
Small-batch, certified organic hummus made with chickpeas sourced directly from regenerative farms
Founders: Nick Wiseman & Ronen Tenne
CEO: Nick Wiseman
Year Founded: 2021
Clean beauty brand rooted in self-love, intentionality, and high-performance formulas designed to uplift every complexion
Founder & CEO: Tisha Thompson
Year Founded: 2021
Redefining nighttime wellness with melatonin-free, magnesium-powered sleep treats for calm, recovery, and deep rest
Founders: Allan Shen & Andrew Case
CEO: Allan Shen
Year Founded: 2021
Accessible, affordable prescription treatments in dermatology, hair loss, hormonal health, and longevity through a telemedicine model supported by board-certified physicians and pharmacists
Founder & CEO: Jack Jia
Year Founded: 2019
Fluoride-free oral care brand, known for its viral, best-selling toothpaste tablets, founded by a dentist
Founder: Ilon Choai
CEO: Calvin Klaski
Year Founded: 2022
Sporting goods company that designs and manufactures innovative football equipment and accessories with a focus on blending performance with bold style
Founders: Liam Burger & Dylan Burger
CEO: Liam Burger
Year Founded: 2018
Functional beverage that provides energy and cognitive support through a blend of adaptogenic mushrooms like Lion’s Mane and Cordyceps, L-theanine, and natural caffeine from green tea
Founder & CEO: Scott Frohman
Year Founded: 2020
Thoughtfully crafted work and travel bags—from totes to convertibles—that blend style and function to support modern women in their daily lives
Founders & CEOs: Tiffany Zhou & Tracy Zhong
Year Founded: 2020
Women’s clothing brand known for its elevated basics denim, and signature mock-neck sweatshirts
Founder & CEO: Chelsea Parke Goles
Year Founded: 2022
Founded by OB/GYNs, offering clinically proven, research-backed vitamin routines tailored to key stages of a woman’s hormonal journey
Founders: Victoria Thain Gioia, Alex Taylor and Dr. Banafsheh Bayati, MD
CEO: Victoria Thain Gioia
Year Founded: 2020
Modern heirloom keepsake trunk company, for memories in the making, with a mission to reimagine keepsakes through personalization, curated aesthetic, and intentional design
Founder & CEO: Lindsay Mullenger
Year Founded: 2020
At-home skincare brand bringing professional-grade treatment devices into everyday routines
Founders: Dave Dama & Arsalan Rahbarpoor
CEO: Dave Dama
Year Founded: 2015
Dermatologist-designed hair care line enhances hair, scalp, and skin health with clinically proven, non-comedogenic formulas for visible, head-to-toe results
Founders: Dr. Iris Rubin, MD & Gregory Maged
CEO: Gregory Maged
Year Founded: 2018
Athleisure designed for what’s next, offering versatile pieces that transition seamlessly from workout to weekend, meeting to coffee run
Founder & CEO: Lindsey Carter
Year Founded: 2018
Skin health breakthrough from over a decade of research, created by experts to promote clear, healthy skin from the inside
Founders & CEOs: Eric Koepp, Ryan Walters
Year Founded: 2019
Sunflower seeds brand providing a premium, flavorful, and low-sodium alternative to existing brands for next generation of consumers
Founders & CEOs: Brian Waddick & Cole Schaefer
Year Founded: 2019
The Free Spirits Company (FREE SPIRITS)
Non-alcoholic expressions of popular spirits and cocktails, aiming to make hangovers obsolete
Founder & CEO: Milan Martin
Year Founded: 2020
Sunscreen company known for blending effective, modern science with a playful, nostalgic 1980s-inspired aesthetic, with mission is to make sunscreen fun
Founders: Dakota Green, Lach Hall, Marty Bell
Year Founded: 2021
First-of-its-kind membership club that provides access to a shared closet of coveted designer handbags, jewelry and diamonds for a monthly membership fee
Founders: Blake Geffen & Wayne Geffen
CEO: Blake Geffen
Year Founded: 2018
Science-backed haircare brand rooted in Ayurveda
Founder & CEO: Rooshy Roy
Year Founded: 2018
Women’s combat sports apparel brand for the fighter in every woman
Founder: Maya Nazareth
Year Founded: 2020
Premium ready-to-drink margarita cocktail made with 100% Agave Tequila from the rich soil of Jalisco, Mexico
Founders: Hailee Steinfeld, Jordi Zindel and Rodrigo Hernandez
CEO: Jordi Zindel
Year Founded: 2025
Founded to reimagine sustainable organization with an elegant design approach, so you always have what you need when you need it
Founder & CEO: Steph Hon
Year Founded: 2020
Salon-grade, plastic-free haircare company proving that high performance and sustainability can thrive together, all while redirecting millions in sales to independent refill and eco-minded shops instead of big-box platforms
Founder & CEO: Kate Assaraf
Year Founded: 2021
Seaweed-based organic fertilizer designed for houseplants to give plants their fix
Founders: Dave Haller & Andrew Fatato
Year Founded: 2022
Gut-friendly, indulgent lattes, similar to what you’d get at a coffee shop
Founder & CEO: Isabel Washington
Year Founded: 2024
Ultra-thin, organic period pads specifically designed for tweens and teens, featuring an organic cotton topsheet and a super-absorbent, plant-based core
Founders: Fiona Simmonds & Sana Clegg
Year Founded: 2022
Female-founded safety brand creating a safer tomorrow through innovative products and education that empower people to take charge of their safety
Founders: Ashley Raymond & Meagan Doyle
CEO: Ashley Raymond
Year Founded: 2021
Slow fashion brand that combines unique, artful, and modern designs with a commitment to sustainability and ethical production
Founders: Mary Katherine & Justin Black
Year Founded: 2020