Amanda Liew Hill

Loungewear, lattes, and... probiotics? At HSR, we’re tracking how female-focused products are diversifying portfolios and transforming health and beauty trends. Here is our weekly digest featuring all things consumer: ♡ Women’s Health & Beauty ♡ • Fitness platform, FORM makes a bold move into loungewear • Arrae is challenging the norm in women’s supplements with its holistic approach ♡ Media, Entertainment & Creator ♡ • From actor to founder, Tom Holland, makes his debut with non-alcoholic beer brand, Bero • Locker named #5 on The Information's “Top 50 Most Promising Startups of 2024” ♡ E-Commerce, Retail & Social ♡ • Veronica Beard partners with the NFL to bring a fresh twist to fanwear • High-end groceries are now a status symbol for Gen Z • Welcome to chaos packaging ♡ Tech, Business & Investing ♡ • Perplexity AI is on track to double its valuation to $8B • Goldman signals that the “golden age” for the S&P 500 could coming to an end You can read more in this week’s issue of ICYMI:  https://lnkd.in/giAhuDjm

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Got together with some of the best DTC founders / execs in the NYC area last night! Thanks to Kait Stephens & Sarah Davidson putting together a really nice, intimate dinner. Talked about a lot of topics including Retail expansion, content strategy & process improvement. - Retail expansion has become a key growth lever for many DTC businesses and much of the discussion was around best practices when first starting to expand and how to capture in-store interactions / valuable customer data. - Every single brand founder wants more organic, raw Customer Generated Content to drive brand awareness and increase conversion. - Discussed the transition of early day company building with a few employees to rapidly scaling and putting processes in place to ensure success. Slow down to speed up. The last hour was all about DTC companies banding together for many things, but we'll leave it at "sharing best practices". Justin Allen led that and fired me up along with everyone around the table. I really pick and choose which events I go to having 3 kids under 6 at home, but these smaller and more intimate dinners are at the top of my list.

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I run a small Slack group for DTC founders, ranging from sub-$1M brands to $100M+ powerhouses. We call it "The Braintrust," and it’s filled with some of what I consider to be the best minds in the industry. This group was entrusted to me a few years back, and I’ve kept it low-key—most people don’t even know I manage it. My goal has always been to maintain a tight-knit, high-value community that doesn’t spiral into chaos like so many other groups. Here are the simple rules we live by: 1. Referral-only: Every member is interviewed by me personally to keep the quality high. 2. Founders-only: Strictly for DTC/Retail founders—no selling allowed. 3. No fees: Members must stay active monthly, maintain confidentiality, and keep things drama-free. I've never done this before, but I am gauging interest to see if around 3–5 others would like to join this group. 👉 If I don’t personally know you, comment “DM me” or tag your friend below for consideration. 👉 If we do personally know each other and you—or someone you know—would be a great fit, please send an intro to my email.

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A billion dollar high-fashion celebrity brand and a natural Ozempic? The top stories I'm digging into right now: ♡ Women’s Health & Beauty ♡ - Kourtney Kardashian’s Lemme is launching a GLP-1 (and it’s natural) - Sami Clarke, Sami Spalter, and Form hit $21M in revenue ♡ Media, Entertainment & Creator ♡ - Kristin Juszczyk drops a Gatorate collab - Task Oakley is the new face of Prene - Podcast deals are booming—Joe Rogan, Kelce Brothers, and Alex Cooper strike big deals - The MTV Video Music Awards shows how powerful TikTok’s really is - NFL sets week 1 viewership record - The US Open sees 1M fans ♡ E-Commerce, Retail & Social ♡ - Starbucks CEO Brian Niccol wants to make it a new coffee shop - Dell joins the S&P 500, shares jump - L’Oréal heir and Chanel owners invest in The Row - NYFW isn’t dead ♡ Tech, Business, & Investing ♡ - How AI is shifting consumer values - Female Founders Fund isn’t betting big on AI - Walgreens is the worst performing stock of the S&P 500 this year You can read more in this week's issue of ICYMI: https://lnkd.in/gSkTPtnY #consumernews #litrendingtopics #ozempic

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Excited to have been featured in Modern Retail to comment on contingency planning for startups. One of my favorite industry publications There have been lots of reports outlining the turbulence in the DTC/CPG ecosystem around partners going out of business. Distribution partners like foxtrot, lenders like Ampla, even banks back to the collapse of SVB last year. In this post ZIRP era where belts are getting tightened all over the economy, those belts oftentimes are tightened around the necks of the little guy - the every day SMB owner. Contingency planning is 100x more important in a contractionary macro period and when you are struggling to even get your business off the ground, it can easily fall to the back burner. I advocate for always having backup relationships with mission critical service providers in order to easily fall back if required. Tactically, this involves just a few extra meetings a quarter understanding how different service providers are able to meet your needs, and throwing them a bone every once in a while to keep relationships warm. Additionally, you should always have a downside case built out in your financial plan for when things do not go according to plan. Know where you will cut, where you will zig and zag. You don't have to do it in iris but you do have to do it Thanks Anna Hensel for writing https://lnkd.in/gcdtzZgd

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Hi everyone! I don’t share too often on here, but we’re at a very exciting moment at AptDeco, and I wanted to let you all in on it. AptDeco opened a community investment round and the response has been incredible. We’ve raised over $2M so far from institutional investors, customers and supporters. Nothing is more validating than customers doubling down with their own capital. And now, I’m inviting you, my network, to be part of our journey. When we started AptDeco, we set out to make buying and selling furniture easier. Over the years, many of our competitors have come and gone, but AptDeco continues to thrive. Why? Our technology, logistics and branding continues to set us apart and that's why major retailers including West Elm, Pottery Barn, La-Z-Boy, Article and 30+ more have partnered with us. The beauty with this investment round is that anyone can be an investor. Learn more and invest directly at wefunder.com/AptDeco.

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Finding the Perfect Balance at popped.nyc: Where Exclusive Meets Inclusive At popped.nyc, we're all about crafting a unique environment that bridges the gap between exclusivity and inclusivity. We embrace the "IYKYK" mentality, creating a space where insiders and newcomers alike feel valued and engaged. How do we achieve this balance? Open-Access Programming: We host events that are welcoming to all, ensuring that new faces can seamlessly integrate into our community while still offering exclusive experiences that make our regulars feel special. Inclusive Design: Our workshops and events are crafted with everyone in mind. Whether you're a seasoned pro or a curious newcomer, you'll find opportunities to connect and contribute meaningfully. Mentorship and Guidance: Experienced members are encouraged to share their knowledge and guide newcomers. This fosters a collaborative atmosphere where everyone can grow together. Segmented Access: We offer a range of events, from exclusive gatherings to open-access programs, ensuring that there’s something for everyone while maintaining the special touch of our niche community. Transparent Communication: We believe in clear, open communication about the nature of our events and the reasons behind any exclusivity, helping manage expectations and ensure inclusivity. Interactive Elements: Our events are designed to spark curiosity and engagement, providing newcomers with a glimpse into what makes our community unique. Respectful Boundaries: We balance privacy with openness, ensuring sensitive topics are handled respectfully while still fostering an inclusive dialogue. By focusing on these principles, we create a vibrant, dynamic space where the "IYKYK" mentality enhances our community while ensuring that everyone feels welcomed and involved. Join us at popped.nyc and be part of a community that celebrates both exclusivity and inclusivity. Let’s make connections and build something special together! #CommunityBuilding #InclusiveCulture #Networking #PoppedNYC #Events #ProfessionalGrowth

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The consumer news, brands, people, places, things that captured my attention last week: 1. Kiehl’s starts selling on Amazon — (from WWD) https://lnkd.in/gxA2mDWH 2. Gap raises full year forecast and Zac Posen bets on celebrities to revive the brand — (from WWD & Vogue Business Instagram) https://lnkd.in/gxA2mDWH 3. The flat lay is back — (from Glossy) https://lnkd.in/gxA2mDWH 4. DTC Briefing: Startups are pursuing a mix of credit and equity amid fractures in funding — (from Modern Retail) https://lnkd.in/gxA2mDWH 5. The fight for influencer marketing dollars heats up with a lawsuit — (from BoF) https://lnkd.in/gtWGAb6A 6. 96% of Ulta’s sales run through their loyalty program — BoF Case study on loyalty — (from BoF) https://lnkd.in/ghZ9Gx-u 7. Abercrombie’s stock surges 24% as they capitalized on “wedding weeks” — (from CNBC) https://lnkd.in/guzQKu8U 8. Golden Goose sells $500 dirty sneakers — they’re raising €100M in an IPO — (from WSJ) https://lnkd.in/gi94ff54 9. L Catterton leads $40M Series A investment for Squared Circles — (from PR Newswire) https://lnkd.in/gdJzvTij

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I wish more DTC brands knew about it: package protection. Here's what I mean: ➝ Customer orders a pack of BRĒZ ➝ Package arrives, one of the cans is dented ➝ The other cans are fine, it's just one in a pack ➝ Customer submits a request to get a replacement ➝ SavedBy, for example, sends a full package replacement This is a win-win for everyone involved: More money in the merchant's pockets, because it's a full-price reorder (not a reimbursement or profit-draining reorder). More product in the customers' hands (who doesn't love getting more than what they paid for?). Finally, as a result, customers have more affinity for the product and the brand because of: 1. Increased exposure to the product (volume) 2. Experience with the easiness of claims (no hassle) Again, this might be one of the most underrated brand loyalty hacks (especially because it's free). Something to consider if you're on the fence about adding package protection.

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Did you know Kirkland has a “Signature”? (Costco’s in-store brand) 💡 I’ve been a loyal Costco customer for over 20 years, and believe it or not, I only recently discovered that the brand isn’t just “Kirkland” but “Kirkland Signature”! 🤯 • All this time, I had no idea the word “Signature” was even part of the logo. • Why? The low contrast between the red text and the black background makes it almost invisible. • If you’re like me, you might have overlooked it too! As the CEO of Venngage, a design tool that helps create accessible (ADA-compliant) designs, I’m always thinking about how important color contrast is when picking brand colors. That’s why we have an automatic color contrast checker built into our color picker 😎 🚫 Poor color contrast can affect how your brand is perceived and recognized. ✔️ Strong, accessible design ensures everyone experiences your brand as intended. Imagine how much brand value can get lost simply because people can’t see it clearly! Have you noticed the “Signature” before? Or were you in the same boat as me? Let me know in the comments! 👇 #Accessibility #ColorContrast #DesignMatters #Venngage #KirklandSignature #CostcoLife #InclusiveDesign Image Description: A comparison of Kirkland Signature product packaging as seen by individuals with different types of color vision blindness. The top left shows the original view with clear colors. The top right displays Deuteranopia (difficulty detecting greens), where colors appear yellowish. The middle left illustrates Tritanopia (difficulty detecting blues and yellows), with muted green and red shades. The middle right shows Acromatopsia (complete color blindness) in grayscale. The bottom left demonstrates Protanopia (difficulty detecting reds) with the red color appearing as dark brown. The bottom right shows Cataracts, with a cloudy appearance and reduced contrast. The differences in color contrast highlight the visibility challenges for individuals with these conditions. The  “Signature” part of the logo is notably hard to distinguish due to its low-contrast design.

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First Starbucks, now Nike. Large retailers are struggling as consumer behavior changes. Caught in between different eras, these companies struggle with how to proceed. However, a new wave of companies is coming. These companies are able to master both physical and digital commerce. Like Madison Reed (founded by University of Connecticut Alum Amy Errett - Go Huskies!), partnering with UConn Basketball stars to promote Madison Reed's omnichannel Hair Color product. Like Shopify, which is focusing on the full commerce stack by expanding into wholesale. Like Blue Onion, which helps companies reconcile where the payments in their bank account came from. All of this breakdown, and more, in this week's edition of "Retail Is Not Dead?". What future of commerce companies are you excited about? https://lnkd.in/gE5p4Pku

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💡 What’s the best tech stack for my consumer brand? I get this question a lot, especially as we head into BFCM prep and code freezes. 📅 Whether you’re getting organized or just curious about the tech behind your favorite DTC brands, we’ve got you covered. At HSR, we’ve done the heavy lifting and identified the must-have components for an early-stage tech stack that every founder should know before the most critical quarter of the year. 📈 Ready to power up your business for Q4 and unlock the secret tools? 🚀 👇 Dive in here: https://lnkd.in/ga6BQQXS #DTC #TechStack #BFCM #BusinessGrowth #Scalability #Entrepreneurship #ConsumerBrand

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Hello, I'm Anthony and I'm looking for a A+ killer Head of Growth for Equip Foods! Here are some wild stats on Equip: 🚀 Mid 8-figures in revenue, bootstrapped, and highly profitable (no VC BS) ✌️Only 2 FTE at the moment (no micromanaging or endless meetings) ❗️Only currently focusing on one marketing channel (affiliate/influencer) 🛍️ Industry best CR, LTV, and subscription #s (clear product market fit) 🥤Real food supplement products that are clean, transparent, and of the highest-quality that people absolutely love (actually doing something important in CPG) Perfect role for anyone who gives a damn about health, wants to get their hands dirty and build out a growth process, have huge amounts of agency and autonomy, and keen to make a dent every day when they show up to work. Here's a link to why we exist: https://lnkd.in/gGb-qCA4 Here's a link to the job description and app: https://lnkd.in/gxwE7xk7 (TIP: DO NOT APPLY IF YOU ARE PLANT-BASED) Please tag anyone you think could be a good fit! (P.S. I've been a tad quiet here. Are you interested in anything else about this business? Should I share more on LinkedIn?)

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Female founders of DTC companies: do you have a product people need to know about? Especially in the last few years, we've heard a lot of talk about wanting to support female founders and women in tech. To be candid, for some, it's just talk, but for most others, it can be hard to transform good intention into meaningful action every day. In the next two weeks, I'll be releasing a curated gift guide that celebrates and promotes incredible must-have products from female-founded brands. 🎁💪 This guide is a small way to support women and give people a tangible way to put their dollars behind female entrepreneurs. From beauty and wellness to home goods and fashion — if it's amazing, I want to hear about it. 💌 Drop your product names in the comments, tag a DTC female founder, or send me a message. #Women #FemaleFounders #GiftGuide #ShopFemaleFounded #womenshealth #timeisnow #putyourdollarstowork

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Some thoughts after spending some time with a handful of builders and investors in NYC this past week! 1. New York City is quietly fostering one of the most vibrant and underrated consumer founder communities in the country. This ecosystem is bursting with innovative energy, driven by founders who are deeply embedded in culture and consumer behavior. For those who haven’t tapped in yet, I strongly recommend paying attention—it’s a hotbed of potential that’s primed for growth. 2. Understanding and valuing consumer products demands more than just financial acumen; it requires a deep understanding of culture, trends, and human behavior. Many investors are stepping away, not because the space isn’t viable, but because they lack the nuanced taste and cultural insight necessary to identify and nurture truly impactful consumer products. This gap presents a massive opportunity for those who “get it” to dominate the market with culturally relevant investments. 3. In today’s world, a product or service that lacks a strong community component is missing the mark. Community isn’t just an add-on; it’s the foundation upon which modern consumer brands are built. Doubling down on building and nurturing a community around your product can create a powerful network effect, driving organic growth and fostering long-term loyalty. 4. The next wave of consumer social platforms won’t look like the traditional social networks we’ve become accustomed to. Instead, we’ll see social experiences seamlessly integrated into other aspects of daily life, such as fashion, education, and real-world interactions. This evolution will redefine how we connect, share, and engage, creating new opportunities for innovation at the intersection of technology and everyday life. 5. Simplicity wins — In a world overflowing with options and information, simplicity is the ultimate competitive advantage. Products and services that cut through the noise with straightforward, intuitive designs and clear value propositions will stand out. Complexity might seem impressive, but simplicity is what drives adoption and sustained success in the consumer market.

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$0 to 7-Figures in 2.5 Years Ever wondered how some DTC brands seem to explode overnight while others struggle to get off the ground? I sat down with Andrew Case, the mastermind behind MoonBrew, a superfood tea brand that's taking the wellness world by storm. In just 2.5 years, they've scaled to 7-figures and secured VC funding. Their weapon of choice? Direct response ads that convert like crazy. Here's a breakdown of their game-changing strategy: Tip #1: Use TikTok as Your Creative Lab - Test ad concepts on TikTok before scaling on Facebook - Analyze comments, saves, and likes to gauge potential "If you can get their attention on TikTok, that means it's going to probably translate over to Facebook." Tip #2: Implement Weekly Content Sprints - Gather team to discuss ad inspirations and break down successful ads - Plan new creatives consistently "We have these different content sprints every single week." Tip #3: Test Ads at Scale - Test 30-50 new ad creatives every week - Use a mix of video and static ads for full-funnel coverage Tip #4: Know Your Numbers - Focus on key metrics: margins, retention, payback period, LTV - Understand your guardrails for scaling "You need to have a really good handle on your margins, on your retention profile." -- Watch the full episode here: https://lnkd.in/eZninnqb

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I've seen as many founder breakups as failures to reach product market fit. We’ve talked a lot on First Funders about product-market fit. Still, in my conversation with Julie Lein and Clara Brenner of the Urban Innovation Fund, they reminded me of the importance of a cohesive team. Is there a fit between the co-founders? I've started calling this cofounder-to-cofounder fit. As early-stage investors, we often only meet the CEO Founder during our process and not the rest of the team. It's a delicate balance not to take too much of a team's time, but it's also critical to understand working dynamics. Think about the last time you evaluated visit cofounders of a company together. How did they interact? Did they agree on the big things? Did they seem to actually … like each other?! These are all key observations investors need to make so they can choose founders with rock-solid relationships – not just ones who have opposite skills. I've hosted founder dinners to allow me to get to know teams. Julie and Clara take the time to go to the startups' offices, which is a great option! What else are investors doing to understand team dynamics better while respecting the team's time? #founders #cofounders #investors #vc

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Excellent example of how a deep investment in branding in the early days will help you tell the story so well you can leverage it into your marketing (and not have to spend so much later!) One of my fave brands to follow Fishwife 👏🏽 👏🏽

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If you were offered a loan at 23% interest with daily repayment terms, would you take it? I did. In the early years of building Tease, we did our first $500k in revenue with a $1k secured visa. Sound impressive? It was actually a logistical nightmare. Juggling payments, inventory, and everything else that comes with trying to get a business off the ground with limited cash flow held our growth back substantially. Because no other banks would lend to me at that time, I took that 12 month, 23% loan as a calculated risk. After all, as any CPG brand founder can attest to, you absolutely need to spend money to make money if you want to grow. Thousands in interest later, I paid it back months ahead of schedule once it served its purpose feeling so much relief. I knew for my business, I didn't want to raise $ from VC's and angels or dilute equity. If I wanted to keep bootstrapping my way up and retain 100% ownership, I'd have to get more savvy about taking on future debt. Then just a few months afterward, and having built better relationships with traditional banks, I took out a 6 figure loan with better terms that allowed me save 10% on our product costs, and make our business incredibly profitable that year 👀 In this interview with Beauty Independent, I uncover some of my top considerations for any Founder who is considering taking out loans - especially in todays economic climate. There are so many great takeaways from other founders in the CPG space too, well worth the read. I love when publications take a moment to spark conversation about the under the hood, financial realities and risks independently owned businesses are making every single day. It's not glamorous, but it's the arena we are in, the weight we carry, and the heavy decisions we consider all in the name of continuing to keep our dream and vision alive.

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