Brand Building We Loved in 2025
So, 2025 lasted approximately five minutes, and suddenly we’re already trotting our way into 2026. But in that very short space of time, we really did see it all. This year, a number of brands absolutely smashed it when it came to marketing, brand-building, and showing up in a way that actually connects. So, of course, it felt only right to give them a well-deserved shoutout.
SULT
I’ve been a fan of these guys since the moment they landed on my LinkedIn feed back in April, and watching their growth over the past year has genuinely been a pleasure. SULT have completely changed the game when it comes to brand building and strategy, especially for an influencer-founded business.
Henry and Milly have nailed the art of getting their audience hooked and bringing them along for every single step of the journey. We’ve quite literally watched them build a business in real time: hiring their first team member, launching the brand properly, and collaborating with names you wouldn’t expect. It’s refreshing, honest, and hugely engaging. I honestly can’t wait to see what they do in 2026 — it really feels like they’re just getting started.
TALA / SHREDDY / Grace Beverley
In my eyes, Miss Grace can do no wrong. She is quite literally a marketing genius (and yes, I’ll admit I’m biased, I’ve been buying TALA for years). What I love most is how clear it is that Grace genuinely cares about the products she creates and promotes. That passion shines through everything.
From the social content (shoutout to Tara), to the education that comes with every launch, to the consistently high product quality, it all feels intentional and considered. This year alone, we’ve had a front-row seat to her getting married, opening two landmark stores, launching multiple collections, and so much more. Watching it all unfold feels like watching your best friend absolutely smash life, and that’s exactly why it works.
Grace shows the good, the bad, and the ugly, and people connect with that. Businesses often forget that people connect with people, not perfection, and she gets that completely right.
REFY
As self-confessed REFY lovers in the office, was I really going to leave these guys off the list? Absolutely not.
From a marketing perspective, REFY have gone above and beyond this year. Their campaigns are creative, intentional, and incredibly well executed. They’ve truly mastered sensory marketing, and I am so here for it. The attention to detail across every single campaign is genuinely inspiring honestly, every brand could learn a thing or two from their approach.
The campaign that stood out most was their most recent one, featuring women from different generations. It beautifully showcased just how diverse and dynamic the beauty industry is. Beauty isn’t just for the younger generation — it’s for everyone, across all backgrounds and ethnicities. REFY have had a standout year, and I can’t wait to see what they do next.
Sisters & Seekers
This is a brand that knows its audience. Sisters & Seekers were forward-thinking enough to make their marketing team the face of the brand, and it paid off. They set TikTok trends, deliver comedy gold, and let’s not forget the full Taylor Swift Life of a Showgirl dance routine.
As a consumer, you genuinely feel like part of their journey. Their content is fun, relatable, and human. One moment that really stood out this year was their announcement of the mystery boxes returning. After receiving backlash, instead of ignoring it, they flipped it into something positive, listening to feedback, acknowledging where they went wrong, and taking accountability.
And honestly? We love to see it. Brands don’t always get it right, because they’re run by humans. Owning mistakes builds trust, and Sisters & Seekers did exactly that.
2025 has truly been the year of personality, customer-centric thinking, and being unapologetically human. In a world where everything feels overly polished and curated, this shift has been refreshing, and I am completely here for it.
Here’s to seeing what 2026 has in store. Happy New Year, everyone!
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