51% Sales Spike for E.l.f. Beauty, Peter Rahal Creates ROWDY, and New At-Home Cupcakes

Welcome back DTC fam,

More launches and more flavors dropping in Walmart and Target.

Shall we?

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You’re Ready for BFCM. But Did You Skip Thanksgiving?

Your BFCM sale is locked in, and so is everyone else’s. But what about Turkey Day? Uncle Jimmy is ranting, and your message could save the table.

Thanksgiving lets you lead with gratitude instead of another discount, supporting retention, loyalty, and lifetime value, B2C marketers’ top priority this year, and keeping you top of mind for BFCM.

• Thank your best customers first. Text high-value segments early access. Filson did on Thanksgiving night 2024, and SMS drove 29% of its Klaviyo-attributed revenue from Thanksgiving to Cyber Monday.
• Help shoppers cook and host. Spiceology paired its turkey rub with a leftovers soup recipe, and AI agents can field outfit and hosting questions.
• Build your list through giving. Sea Change doubled ocean-charity donations for Blue Friday. Pair a cause with a sign-up form and Instagram DM opt-ins.

Klaviyo customers, dive into campaign ideas and ask Composer: “Pull customers with 10,000+ loyalty points and draft an early-access email and text offer.”

Not using Klaviyo? Lucky you. They’re running a special promotion right now for a limited time. Click sign up below for all the details.

[ founder highlight ]

@londonlaz and his team built what they call the world’s most sour candy out of real dried fruit, coated in sour acids, and sold in four levels like a video game.

Best part is they run content like a production company, getting in front of Walmart, Target and 7-Eleven.

Check out the full story here →

(and hit reply with the founder we should highlight next)

[ in the news ]

Good Girl Snacks Launches Pickles In Walmart

After raising $3M earlier this year in March, Good Girl Snacks finally gets into 1,000 Walmart locations and launches two new flavors to celebrate.

In the beginning, co-founder Leah Marcus couldn’t open the pickle jar. This turned into viral content for their brand, and sending branded silicone jar openers with orders, owning the line:

“Please don’t ask a man to come over and help you open your pickles, you’re hot, use this.”

How this helps you get ahead:

Give your audience a reason to celebrate, whether that’s a new launch or getting into a new store. Everything should be for the benefit of your raving fans. Good Girl Snacks is a case study to watch.

Baked By Melissa Enters Target

Normally, the only way to get the delicious Baked By Melissa cupcakes is from a handful of stores located in New York City, but now they’ve recently launched their at-home baking kits in Target (just in time for the holidays).

By launching into a new category, she gives her loyal audience (built over 18 years), a new way to dive in and start baking.

How this helps you get ahead:

Give your customers more ways to get involved with your brand. Whether it’s in person at your store, virtually through lives, or at home with your product.

Co-founder of David Protein Expands Into Chip Category

Peter Rahal is the founder of RXBAR and co-founder of David Protein.

Now he’s expanding into the chip category with a new brand called ROWDY.

They’re coming in hot with two flavors:

Nacho Cheese and Tangy Ranch

With Medici Brands as the parent company of ROWDY, this could become a big competitor in the snack game.

Rhode Brings 51% Sales Spike for E.l.f. Beauty

Last fall, e.l.f. Beauty acquired Hailey Bieber’s skincare and beauty brand, rhode, for $1 billion.

And now they’re building even more momentum.

E.l.f. Beauty CEO Tarang Amin said:

“Rhode continues to break records with every launch, including most recently in Sephora Europe, marking the biggest launch in Sephora’s history”.

By collaborating with influencers in the category, they drove a 200,000-person waitlist for one of their exclusive launches.

[ get connected IRL ]

Scaling CPG Operations in the Age of AI (NYC)

On November 12, join leaders from Van Leeuwen Ice Cream, Behave Candy, and La Rossi Pizza exploring how they approach demand planning, supply chain management, and operational efficiency as they scale.

Limited capacity, so make sure to get in soon.

Register here →

BFCM Strategy Ecom Social (Dallas)

Connect with ecomm founders and operators as we all prep for an exciting and fast Black Friday season.

This one’s built for ecommerce founders doing $1M+ in annual sales and aiming to scale to $5M+ on Amazon, Shopify, TikTok, or your own DTC site.

Register here →

[ DTC notes ]

We’re focused on building one of the most valuable communities in the direct-to-consumer ecosystem.

I want to help the best brands connect with the best people and the best technology in commerce.

Part of that is helping creative brand teams figure out what to make next based on data.

We all know there’s a lot of AI noise right now, but giving good creative teams more room to test and learn makes a ton of sense to me, and we’re seeing it right now with Cuttable.

Congrats to the Cuttable crew on the new raise!

See you Tuesday,

Zach and 1800DTC Team 1800DTC.com

P.S The best DTC operators build from good data, and that’s what we’re bringing to you at 1800DTC. Stay tuned for more details on this…