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20 of the most exciting under-the-radar retail startups to watch in 2018
Daily Harvest's healthy smoothies, soups, parfaits, and sundaes arrive at your door in pre-portioned cups, ready to be blended and consumed in just a couple minutes. Eating healthy is not easy, partly because it takes so much time to shop and prepare food, but Daily Harvest makes it easy with its convenient, superfood-packed combinations. It recently launched a new latte line and we're eagerly watching it to see what other creative recipes it comes up with.
Read more about how Daily Harvest works here and our review of its Harvest Bowls and lattes here
Shop ready-to-blend drinks and meals at Daily Harvest here
Casper, Leesa, and Tuft & Needle are just a few popular direct-to-consumer mattress startups you've probably heard of. But Helix is different because it makes a custom mattress just for you based on your sleeping style and preferences. This personalization brings an unparalleled sleep experience, and if you're still not happy after 100 nights, you can return the mattress.
Read our review of Helix's mattress here and pillow here
Customize your Helix mattress here
Sneakers made out of wool — and a sustainably-farmed merino wool at that — don't sound like they would work or be very practical, but Allbirds is the innovative brand that pulls it off. It even recently figured out how to make shoes from eucalyptus pulp. The shoes are soft, comfortable, moisture-wicking, and temperature-regulating. And did we mention they're machine-washable? They're a favorite in Silicon Valley, but we wouldn't be surprised if we saw more and more Allbirds taking to the streets very soon.
Read our review of Allbirds' Runners here, Loungers here, and new Tree collection here
Shop shoes at Allbirds here
The workwear created by Ministry of Supply is so flexible and breathable that its cofounder once ran a half-marathon in one of its suits. When its shirts have been designed in collaboration with MIT and NASA, the term "radically engineered" isn't even an understatement anymore. In addition to workwear, the company sells basic tees, socks, and even bags.
Read our review of Ministry of Supply's Kinetic Suit here, Kinetic Dress here, and dress shirt here
Shop men's and women's workwear at Ministry of Supply here
MM.LaFleur's quiet cult status has been earned, rightfully so, through its professional wardrobe staples that take the work out of dressing for work. Professional women love its practical and fashionable clothes: an impressive 70% of MM.LaFleur customers are repeat buyers.
Read our review of MM.LaFleur's Bento Box here, Foster Pant here, and Jardigan (jacket/cardigan hybrid) here
Shop women's workwear at MM.LaFleur here
Material makes quality kitchenware that you'll be proud to use every day. Its hero product is whittled down to the cooking tools you really need in form of a six-piece "Fundamentals" set housed in a sleek, wooden block. The small design details, timeless aesthetic, and strong construction of these tools set them apart from the current hodgepodge sitting on your kitchen counter.
Read our review of Material's Fundamentals Set here
Shop essential cooking tools at Material here
AELLA's activewear-inspired women's workwear is quite underrated. It uses technical fabrics in its signature pants, resulting in workwear that's stretchy, wrinkle-resistant, and sweatproof. Though AELLA has been around since 2014, it's only just getting started in expanding its offerings to help you get dressed in the morning without worrying about how your clothes will look and feel by the end of the day.
Read our review of AELLA's work pants here and leggings here
Shop women's workwear at AELLA here
Journy is a service that's changing the way you travel. Starting at $25 per day of travel, its helpful and friendly team creates a personal travel itinerary for you, helping you discover a city like you've never done before and giving you the time to actually enjoy your vacation. Say goodbye to confusing, frustrating self-research and expensive luxury travel concierges.
Read our review of Journy here
Plan your next trip for $25/day with Journy here
Toothbrushes are the next big direct-to-consumer trend and the brand Boie stands out for its sustainable and gentle antimicrobial version. Its toothbrush is made from BPA-free materials and designed to last up to two times longer than a traditional toothbrush. When it's time to swap it, you only need to detach the recyclable brush head, which is made of the soft and pliable thermoplastic elastomer.
Read our review of Boie's toothbrush here
Shop the toothbrush at Boie here
Fine jewelry becomes less beautiful when you learn about the unethical or environmentally unsound ways in which it was produced. Meanwhile, AUrate's gold jewelry is sourced from conflict-free suppliers and is still sold at a more affordable price than traditional retailers. Its simple and elegant 14k gold pieces look and feel luxurious.
Read our review of AUrate here
Shop fine jewelry at AUrate here
Though this small startup only has ten people on its team, it's doing big things to help you get through the airport faster. Tortuga's travel backpacks are more organized and are surprisingly comfortable to carry despite being able to hold way more clothes than your average backpack. For travelers who don't like roller bags, Tortuga provides one of the best carry-on solutions.
Read our review of Tortuga's Outbreaker Backpack here and Setout Backpack here
Shop travel bags at Tortuga here
Many people have heard about Cotopaxi for its adventurous, feel-good Questival event, but its men's and women's outdoor wear and backpacks are where the company really shines. Cotopaxi is obsessed with thoughtful, sustainable design, and even designates 2% of its revenue to help alleviate poverty around the world.
Read more about Cotopaxi here and our review of its Allpa Travel Pack here
Shop outdoor gear at Cotopaxi here
Nutrition is a surprisingly neglected part of dog care because we assume the legacy brands at the store are safe and nutritious. Recent waves of pet food recalls say perhaps not. Ollie's dog food recipes are made with natural, real ingredients and formulated with guidance from a veterinary nutritionist. Plus, the meals are portioned to your dog's nutritional needs and delivered to your door. Dogs love them — Ollie has sold 5 million meals to date.
Read more about how Ollie works here
Design your dog's meal at Ollie here
There are a lot of bedding and bath companies competing to offer us the most comfortable and pampering experiences, but few look and feel as good at Parachute. Parachute makes outfitting your bedroom and bathroom effortless, at a price point you can only dream of from a premium quality company. After trying out its sheets, you'll agree with its motto, "There's no place like bed."
Read our review of Parachute's Percale Sheets here, bathrobe here, and towels here
Shop bath and bedding products at Parachute here
Chemicals and artificial ingredients abound in traditional pre- and post-workout supplements, but Revere's contain only nature’s best homegrown performance enhancers like green tea and beetroot. With Revere's plant-based energy products, you won't experience the usual jitters and crashes. As its name suggests, if you respect your health, you should respect what you're putting in your body.
Read our review of Revere here
Shop workout supplements at Revere here
With its premium pots and pans that don't come with a premium price tag, Made In is the cookware brand you'll wish had existed earlier. Its cookware is crafted by manufacturers in the US with more than 150 years of experience and they use the same raw materials as the big brands. The company is also refreshingly approachable and wants to make good cooking practices less intimidating for home cooks to learn.
Read our review of Made In's Nonstick Frying Pan here
Shop pots and pans at Made In here
If I told you the world's best shave could be achieved with one blade, would you believe me? Supply, the most popular single edge razor in Kickstarter history, cuts hairs level with the skin with its single blade, a unique design that prevents razor bumps and skin irritation. It's an immediate upgrade from the flimsy multi-blade razors you've been using for years.
Read our review of Supply here
Shop shaving tools at Supply here
STATE Bags' everyday backpacks are fun, fashionable, and give back to kids in need. For every bag purchased, the company donates one filled with school supplies to a child who needs it. As a "for-profit company with a nonprofit pedigree," STATE Bags regularly hosts big events to deliver these backpacks and give back to the community. The styles range from youthful, colorful numbers to sleek leather basics.
Read more about STATE Bags here
Shop backpacks at STATE Bags here
Burrow flips the conventional thought that shopping for and putting furniture together has to be a headache. Its furniture is basically every renter's dream come true: it's delivered flat-packed to your door, only takes ten minutes to build without tools, and can be added to as your seating needs change. There's also a handy USB charging port hidden in the sofa, and you get to customize the color and armrest height to your liking.
Read more about Burrow here
Shop furniture at Burrow here
You probably don't put too much thought into the type of underwear you buy, and all too often, the result is uncomfortable underwear that doesn't fit properly. Mack Weldon uses a special blend of materials that's naturally anti-microbial, anti-odor, and will keep you cool and dry all day long. They're comfortable upon first wear, and the second, and third, and — you get the picture.
Read our review of Mack Weldon's boxer briefs here, workout gear here, and swim trunks here
Shop underwear at Mack Weldon here
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Disclosure: This post is brought to you by the Insider Reviews team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at reviews@businessinsider.com.
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