New names worth knowing.
cocokind Cocokind Barrier-first skincare with simple, readable formulas. Beauty GAINFUL Gainful Personalized protein and hydration, formulated to order. Wellness 
Ritual Ritual Traceable-ingredient vitamins with published sourcing. Wellness 
saatva Saatva Luxury mattresses sold direct, delivered white-glove. Home 
SOLGAARD Solgaard Luggage built from ocean-bound plastic, guaranteed for life. Travel 
vuori Vuori Performance apparel that reads off-duty, not gym. Style noom Noom Psychology-led coaching for weight and habits. Wellness 
LALO Lalo High chairs and play tables designed like furniture. Kids Monarch Monarch A calmer, shared view of household money. Finance OONI Ooni Backyard pizza ovens that hit 500°C in minutes. Home Sundays Sundays Air-dried dog food with human-grade ingredients. Pets 
Nothing Nothing Transparent hardware with an opinionated OS. Tech