The Foremost 50 | 2021

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The Lead’s power list of high-growth D2C brands that are reinventing & redefining the future of fashion, retail, & consumer. Presented in partnership with Rosenthal & Rosenthal.

Featured in —

ADAY lifts the standard of clothing through a simplified wardrobe that does more with less.
Founders: Nina Faulhaber & Meg He
CEOs: Nina Faulhaber & Meg He
Capital Raised: $10.5M


Swimwear essentials designed with feedback from thousands of women.
Founder: Melanie Travis
CEO: Melanie Travis
Capital Raised: $8.5 M


Everyday wardrobe essentials and statement pieces that are luxurious, timeless and have a rock ’n’ roll edge.
Founders: Anine Bing, Nicolai Bing
CEO: Nicolai Bing
Capital Raised: $28.5M


Custom, one of a kind wedding dresses.
Founders: Calley Means, Leslie Voorhees
CEO: Leslie Voorhees
Capital Raised: $18.1M


At the forefront of the workwear revolution by changing the rules and offering bold, versatile and smartly-designed suits and separates that equip women to push the envelope and take their seat at the table.
Founders: Sali Christeson
CEO: Sali Christeson
Capital Raised: $6M


The most comfortable everyday sneakers and masks, thoughtfully designed with your needs in mind.
Founders: Sidra Qasim, Waqas Ali
CEOs: Sidra Qasim, Waqas Ali
Capital Raised: $8.1M


Ethically sourced and sustainable fine jewelry designed to be worthy of the women who wear it.
Founders: Bouchra Ezzahraoui, Sophie Kahn
CEOs: Bouchra Ezzahraoui, Sophie Kahn
Capital Raised: $15.6M


Canned wine brand that promotes female empowerment in business and beyond.
Founder: Alix Peabody
CEO: Alix Peabody
Capital Raised: $7M

The stylish flat that’s secretly a slipper, merging elevated style, luxurious comfort, & everyday versatility.

Founders: Bianca Gates, Marisa Sharkey
CEO: Bianca Gates
Capital Raised: $10.1M

The Lead Forum & Foremost 50 Awards Celebration


Modern garden center delivering the largest variety of quality houseplants directly from the greenhouse and setting you up with the tips and tricks to help them thrive
Founder: Justin Mast
CEO: Justin Mast
Capital Raised: $24.2M


A new kind of furniture company designing smarter, simpler things for modern life at home.
Founders: Kabeer Chopra, Stephen Kuhl
CEO: Stephen Kuhl
Capital Raised: $29.1


Curated colors, peel and stick swatches, and premium, Zero VOC interior paint and supplies delivered to your door.
Founder: Nicole Gibbons
CEO: Nicole Gibbons
Capital Raised: Undisclosed


Bras and underwear in every size made from breathable fabrics that support without losing comfort or looks.
Founders: Kearnon O’Molony, Abby Morgan
CEO: Kearnon O’Molony
Capital Raised: $11M

Daily Harvest

Delicious & nourishing smoothies, soups, oats, and more built on organic, thoughtfully sourced fruits and vegetables.
Founder: Rachel Drori
CEO: Rachel Drori
Capital Raised: $43M


Umbrella of good beauty brands founded on the principle of doing everything others don’t and changing the world of beauty in the process.
Founders: Brandon Truaxe & Nicola Kilner
CEO: Nicola Kilner
Capital Raised: Undisclosed


Better beverages designed to improve your everyday routine and the first beverage brand to sell direct-to-consumer via text message.
Founder: Zak Normandin
CEO: Zak Normandin
Capital Raised: $17M

Enso Rings

Silicone rings that are stylish, safe, versatile, & engineered to adapt to your active lifestyle or job.
Founders: Brighton Jones, Aaron Dalley
CEO: Romney Williams
Capital Raised: Undisclosed


Furniture rental platform that offers a flexible and sustainable alternative to ownership.
Founder: Jay Reno
CEO: Jay Reno
Capital Raised: $76M


American design company defining a new generation of modern furniture made for keeping, marrying a timeless aesthetic & U.S. manufacturing with the conveniences of flat-pack delivery & intuitive assembly.
Founders: Alex O’Dell, Kyle Hoff
CEO: Kyle Hoff
Capital Raised: $10M+


Existing to sell exceptional home goods products to the modern consumer who seeks a more custom product and buying experience.
Founders: Adam Tishman, Jerry Lin, Kristian von Rickenbach
CEO: Adam Tishman
Capital Raised: Undisclosed


Natural alternatives to medicine cabinet staples that are formulated with doctors and clinically researched.
Founders: Lily Galef, Hilary Quartner, Nina Mullen
CEOs: Hilary Quartner, Nina Mullen
Capital Raised: $3M


Intimate apparel brand on a mission to inspire all people to live unapologetically free.
Founder: Joanna Griffiths
CEO: Joanna Griffiths
Capital Raised: $7.3M


High-performance hunting gear company known for using cutting edge innovation to build gear with uncompromised quality and performance.
Founder: Jason Hairston
CEO: Melissa Woolf
Capital Raised: $50M

The Lead Forum & Foremost 50 Awards Celebration


Luxurious sleepwear for the modern woman and man, carefully crafted for the most important part of your day.
Founder: Ashley Merrill
CEO: Ashley Merrill
Capital Raised: Undisclosed

Mack Weldon

Mack Weldon is reinventing men’s basics with smart design, premium fabrics, and simple shopping.
Founder: Brian Berger
CEO: Brian Berger
Capital Raised: Undisclosed

Made In

A premium kitchen brand creating chef-driven tools for the modern cook at a not so premium price.
Founders: Chip Malt, Jake Kalick
CEO: Chip Malt
Capital Raised: $8.3M


A modern marketplace here to help you raise the next generation — clothing, toys, gear, and home decor for the little ones in your life.
Founders: Sylvana Ward Durrett, Luisana Mendoza Roccia
CEO: Sylvana Ward Durrett
Capital Raised: $19M


A modern wellness company built on quality, simplicity, and inclusivity.
Founder: Eva Goicochea
CEO: Eva Goicochea
Capital Raised: $4.3M


Fine jewelry for every day minus the traditional markups and designed for the golden days ahead.
Founders: Noura Sakkijha, Majed Masad
CEO: Noura Sakkijha
Capital Raised: $32M


Bringing together sustainable fabric and innovative design for feel good underwear, loungewear, and apparel with a satisfaction guarantee.
Founder: Jonathan Shokrian
CEO: Jonathan Shokrian
Capital Raised: $50.4M


Footwear, apparel and accessories training brand for people who train hard and don’t believe in excuses.
Founders: Marcus Wilson, Michael Schaeffer
CEOs: Marcus Wilson, Michael Schaeffer
Capital Raised: Undisclosed


The pioneer behind clinically effective hair wellness supplements that target the root causes of hair thinning.
Founders: Giorgis Tsetis, Roland Peralta, Dr. Sophia Kogan
CEO: Giorgis Tsetis
Capital Raised: $35M


The sports brand On from the Swiss Alps is re-inventing how we run.
Founders: Olivier Bernhard, David Allemann, Caspar Coppetti
CEO: Shared leadership
Capital Raised: Undisclosed


Seamless, smooth, and comfortable underwear in colors for every day of the week.
Founder: Cami Tellez
CEO: Cami Tellez
Capital Raised: $3M


100% customized hair care that is made-to-order and provides the highest quality of clean and natural ingredients.
Founders: Arnaud Plas, Catherine Taurin, Nicolas Mussat, Paul Michaux
CEO: Arnaud Plas
Capital Raised: $25M


Performance lifestyle brand, delivering best in class products that are engineered with performance technologies and premium fabrics.
Founders: Nate Checketts & Kyle McClure
CEO: Nate Checketts
Capital Raised: Undisclosed


Rothy’s is a global lifestyle brand transforming sustainable materials into timeless shoes, handbags and accessories.
Founders: Roth Martin, Stephen Hawthornthwaite
CEO: Stephen Hawthornthwaite
Capital Raised: $44M


Digitally native handbag brand revolutionizing the luxury industry.
Founder: Coral Chung
CEO: Coral Chung
Capital Raised: $23M


Los Angeles-based clean fragrance and personal care brand that was designed for people with sensitivity and made for all.
Founder: Cat Chen
CEO: Cat Chen
Capital Raised: $17M


Home brand for the next generation using irresistible materials and inventive craftsmanship to create home essentials worth staying home for.
Founders: Andres Modak, Rachel Cohen
CEOs: Andres Modak, Rachel Cohen
Capital Raised: Undisclosed


DTC swimwear and apparel brand with an affordable price point, a focus on sustainability, and a ground-breaking approach to brand.
Founders: Lori Coulter, Reshma Chattaram Chamberlin
CEO: Lori Coulter
Capital Raised: $26.7M


Subscription startup that takes all the guesswork out of lawn, pest, and garden care with bespoke formulas tailored specifically for your property.
Founders: Trent Lewis, Coulter Lewis
CEO: Coulter Lewis
Capital Raised: $28M

The Lead Forum & Foremost 50 Awards Celebration


Skincare brand 100% dedicated to suncare, making it easy to incorporate UV protection into your daily routine.
Founder: Holly Thaggard
CEO: Amanda Baldwin
Capital Raised: Undisclosed


D2C western brand offering high-quality cowboy boots, apparel, & accessories at honest prices online and in Tecovas stores.
Founder: Paul Hedrick
CEO: Paul Hedrick
Capital Raised: Undisclosed

The Sill

Modern plant destination for the modern plant lover delivering happy and healthy houseplants right to your door.
Founder: Eliza Blank
CEO: Eliza Blank
Capital Raised: $15M


Clean and effective skincare powered by probiotics & superfoods to help you feel confident in your skin.
Founder: Roshini Raj
CEO: Savannah Sachs
Capital Raised: Undisclosed

Univeral Standard

Size-inclusive elevated essentials for women made with a focus on quality and fit.
Founders: Alexandra Waldman, Polina Veksler
CEO: Polina Veksler
Capital Raised: $8.5M


Performance apparel built to move & sweat in, yet styled for everyday life.
Founder: Joseph Kudla
CEO: Joseph Kudla
Capital Raised: $45M

Westman Atelier

Luxurious makeup formulated with clean ingredients & absolute integrity and designed to make life simpler.
Founders: Gucci Westman, David Neville
CEO: David Neville
Capital Raised: Undisclosed


D2C engagement ring company offering a free home try on experience that marries affordability with expertise and convenience with a personal touch.
Founders: Anubh Shah, Slisha Kankariya
CEO: Anubh Shah
Capital Raised: $8.6M

Presented with —
Ones To Watch

Our list of up and coming D2C brands that are breaking away from the pack. While they are still in the earlier stages of growth, they show great potential and have the foundations to make major strides and significantly impact the industry.


A new kind of accessories brand devoted to conscientious craftsmanship, responsible materials & design without compromise.
Co-Creators: Zi Xuan, Yijia Wang


Weighted blankets made without artificial fillers or synthetic fabrics — naturally heavy, cooling, and hand-knit with organic materials.
Founder: Kathrin Hamm
CEO: Kathrin Hamm


Innovative direct-to-consumer brand reimagining household cleaning products to eliminate single-use plastic packaging.
Founder: Sarah Paiji Yoo
CEO: Sarah Paiji Yoo


Clean, conscious, and accessible skincare brand, dedicated to providing natural products at an accessible price.
Founder: Priscilla Tsai
CEO: Priscilla Tsai


Innovative platform for independent coffee producers and uses a scientifically advanced process to unlock coffee’s full flavor potential through recyclable, flash-frozen capsules.
Founders: Douglas Hoon, Matthew Roberts, Karl Winkler
CEO: Matthew Roberts


Ultra comfortable beachwear made from recycled plastic bottles, so you can enjoy the places you love while protecting those places too.
Founders: Jake Danehy, Caroline Danehy
CEO: Jake Danehy


Quality products from the same manufacturers as top luxury brands, sold without the markups.
Founder: Jeremy Cai
CEO: Jeremy Cai

Live Tinted

A community-driven beauty brand on a mission to revolutionize the industry by championing multicultural beauty through inclusive conversation and products.
Founder: Deepica Mutyala
CEO: Deepica Mutyala


Optimistic lifestyle label offering products and experiences that create conversation around mental health.
Founders: Peiman Raf, Joshua Sitt, Noah Raf, Mason Spector
CEO: Peiman Raf


Pioneering microbial applications for human and planetary health.
Founders: Raja Dhir, Ara Katz
CEOs: Raja Dhir, Ara Katz


Earth-conscious, sustainable products that bring more to life than what they take away.
Founder: Jurrien Swarts
CEO: Jurrien Swarts


Cosmetics and skincare designed for men with a mission to help guys be their most confident and comfortable selves.
Founders: Devir Kahan, Jon Shanahan
CEO: Devir Kahan


‘Earscaping’ brand offering healthy needle ear piercing at their Studs Studios and curated earring shopping online.
Founders: Anna Harman, Lisa Bubbers
CEO: Anna Harman

Terra Kaffe

Proudly brewing espresso from beans – because exceptional coffee doesn’t grow in pods.
Founder: Sahand Dilmanghani
CEO: Sahand Dilmanghani

Uncharted Supply Co.

Empowering people with the proper gear and education to prepare them for an unanticipated event while encouraging everyone to explore their own adventure confidently.
Founder: Christian Schauf
CEO: Christian Schauf