Warby Parker's stylish eyeglasses are reportedly worth $1.75 billion. Online mattress-maker Casper is planning its IPO, and Unilever acquired Dollar Shave Club for $1 billion.
Everyone is trying to figure out how to play emerging CPG. EVERYONE. Every public CPG company, every retailer, every consumer VC and PE firm, every meaningful public investor. EVERYONE. – Ryan Caldbeck, CEO of CircleUp
New Consumer Packaged Goods (CPG) companies have a key advantage over larger incumbents like P&G and Unilever: their customers are addicted to their products. Larger companies can't compete.
New startups can design products for niche markets. Not everybody will buy a pair of Warby Parkers, but their most loyal fans won't stop talking about them.
Startups are willing to outspend large competitors to acquire your business. Casper covered every New York City subway station in ads – when each sale is worth hundreds, it's economical to overspend to acquire your business.
Subscriptions for everything: Dollar Shave Club sells their razors with a recurring, monthly subscription, making you less likely to cancel.
New, focused CPG companies are launching in every vertical:
🛁 Bathroom Startups
💄 Glossier is an online beauty startup with a fanatical following. Over 60,000 fans are on waitlists for their skin care products and they just raised another $52M to bring their iconic #glossierpink to boys and girls everywhere. They're looking for content marketers and engineers in New York.
👄 Quip sells electric toothbrushes that are so much cooler than what your dentist gives you. $5 for refills. Get yours today, and they're hiring.
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