Discover New Emerging Brands Before Everyone Else.
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2025 has been a crazy year. Here at Previewer, our team (Callahan, Carson, Camryn, and Ron) has spent the year researching, exploring, networking, and hunting down the most exciting new products in CPG, tech, and gear.
You should see the screenshots folder on my phone. It's packed with brands we stumbled across, instantly loved, and couldn't wait to share with all of you.
Launching a new brand is hard. Really hard. Kudos to every founder and team we've featured and collaborated with this year. We've featured 305 products as of the launch of this newsletter. That's 305 founders, 305 teams, and 305 organizations pouring countless hours into building something they are passionate about. These are the people that we hope to support here at Previewer, and we're rooting for every single one of them.
While 2025 delivered an incredible wave of innovation in consumer products, a few brands stood out above the rest. They earned a little extra recognition.
So today, we are announcing the Previewer Awards for Best Emerging Brands of 2025!
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We reviewed every brand we featured, along with plenty we didn't, to determine which truly earned the title of Best Emerging Brands across three core categories: CPG, Tech, and Gear. We selected 3 brands from each category, presented in no particular order.
After putting this list together, we decided to add a bonus category: The Best Not-So-Emerging-Anymore Brands. These are the former underdogs that have since taken off so much they are now household names.
Without further ado, Previewer presents the Best Emerging Brands of 2025.
CPG is booming. New brands are launching daily, raising rounds, and landing shelf space in their dream grocery chains. At the same time, it remains one of the most saturated and difficult categories to break into.
America is in the midst of a food and beverage revolution, and the ecosystem is evolving fast. Consumers are looking for healthy alternatives and are starting to read the ingredient list for the first time. Protein-forward products are exploding. Probiotic sodas are mainstream. Alcohol is out and non-alcoholic is in. Branding is no longer just about looking good. It's about standing out, stopping the scroll, and winning attention on the shelf. Even the classics are being reimagined for a new generation.
Here are your Best Emerging CPG Brands of 2025:
Casa Virgin is the Italian brand behind Spicy Virgin, a peperoncino-infused extra virgin olive oil, and Riserva Virgin, its classic 100% extra virgin olive oil. Rooted in traditional Italian production methods, Casa Virgin brings authentic, heritage-driven olive oil to the U.S. without cutting corners or modernizing away the craft. We chose Casa Virgin because they prove that simplicity and real flavor can still stand out in a category crowded with watered-down imports.
Hormbles Chormbles is the bold brand redefining chocolate candy by delivering high-protein, no-sugar bars in flavors like Salted Fudge, Milk Chocolate, and Peanut Butter. Founded by Jared Smith, the co-founder of RXBAR, the brand brings serious food credibility to a category that rarely prioritizes nutrition. We chose Hormbles Chormbles because it proves indulgent chocolate and quality macros don't have to be mutually exclusive. Isn't this what you've dreamed of since you were a kid?
Easy Does It is a LA–based non-alcoholic beer brand delivering a classic American lager experience without the buzz. Founded by Erik Ellington, co-founder of iconic skate brands like Supra and Deathwish, Easy Does It leads with product, taste, and culture first, not celebrity hype. We chose Easy Does It because it perfectly captures the moment: authentic branding, genuinely great flavor, and a product positioned to capitalize on the new era of non-alcoholic beer.
Consumer tech is one of the hardest categories to break into. You need real innovation, reliable manufacturing, pricing that makes sense, and reviews strong enough to earn trust. On top of that, legacy brands dominate the space, which means going head-to-head with companies that already own the spotlight and that your customers already love.
The brands below aren't intimidated. They're shipping genuinely great products and proving there's still room to challenge the giants. Whether it's a new material, a smarter approach, or a niche use case, these companies are thinking differently and building tech that belongs in everyday homes. While next year will probably feature the new era of AI-native consumer products, these are our top brands of the year.
Here are your Best Emerging Tech Brands of 2025:
Modhaus creates beautifully designed tech accessories and organization tools for desk setup enthusiasts. From phone and tablet stands to modular desk essentials, their products are crafted from premium materials like aluminum and solid hardwood, blending form and function seamlessly. I've said it once and I'll say it again, their Upright Stand 2 has been my purchase of the year. Modhaus' gear proves thoughtful design can completely elevate how your workspace looks and feels.
Espresso Displays offers sleek, portable computer monitors built for work on the go. Designed for remote workers and constantly traveling professionals, Espresso turns any workspace into a dual-screen setup in seconds. We chose Espresso Displays because they didn't just make monitors portable, they created an entirely new category for modern, mobile work in a time when remote work has never been more popular.
Una Watch is a successful crowdfunded smartwatch brand built around modular design, customization, and sustainability. By allowing users to upgrade and personalize components instead of replacing the entire device, Una challenges the disposable nature of consumer tech. We chose Una Watch because it attempts to make modular design mainstream in a category where it has a real chance of succeeding.
Gear is a broad category. That's exactly why we chose it.
From desk setup essentials to health and fitness, gear shows up in every part of daily life. Not every great brand fits neatly into a box, and innovation rarely does either. This category exists to make space for the ideas that don't belong to a single aisle or label.
Whether a brand is refining an everyday product or creating something entirely new, today's consumers are looking for what's next. They want smarter, better, and more thoughtful solutions, and these brands are delivering exactly that.
Here are Previewer's Best Emerging Gear Brands of 2025.
Rubber Ducky Sunscreen is a perfect example of old becoming new. As the original pioneer of water-resistant sunscreen, the brand has relaunched with a modern mineral formula that delivers strong protection without leaving behind the dreaded white haze. We chose Rubber Ducky Sunscreen because they successfully reinvented a legacy product for today's consumers while keeping performance at the core.
Bink builds design-forward hydration gear that turns something as simple as drinking water into an intentional daily ritual. Known for a range of stylish bottles and accessories that feature premium materials, intuitive time-mark hydration cues, and user-first design details, Bink makes staying hydrated feel purposeful and elevated. We chose Bink because they prove hydration gear can be both beautiful and functional, helping users drink more water while enhancing everyday routines with standout design. We've seen how huge Stanley and Hydroflask have become, well, Bink is next.
Ugmonk is a design-led brand focused on creating intentional tools for work and everyday life, spanning productivity systems and minimalist desk accessories. Known for their Analog productivity system, Ugmonk blends craftsmanship, simplicity, and purpose across its entire lineup. We chose Ugmonk because they prove that well-designed physical products can help people slow down in an increasingly digital world.
Believe it or not, Previewer featured these brands during our very first weeks back in December of 2024. At the time, they felt scrappy and under-the-radar. Fast forward to today, and they're anything but small.
These brands made the leap from being known by industry insiders to showing up everywhere, across social feeds, grocery aisles, and even your pantry. They're proof of what happens when strong products, clear branding, and real momentum collide.
This is the path we love to see. The underdog becomes the leader without losing the innovation that made them special in the first place. New ideas, smart execution, and continued creativity, even as the scale grows.
Congrats to these teams on everything they've built so far. We can't wait to see how far they take it next.
Here are your Best No-So-Emerging-Anymore Brands of 2025:
GrĂĽns is a functional nutrition brand best known for its gummy-style supplements that make daily vitamins easy. What started as a smarter alternative to traditional pills has quickly grown into a household name, fueled by strong branding, real consumer adoption, and relentless product momentum. GrĂĽns has absolutely blown up with unprecedented proportions, going from a small brand to a $400M brand expanding worldwide. They transformed an everyday habit into a modern wellness staple and proved that functional nutrition can scale without losing its appeal.
Nurri is a protein shake brand that went from a single product on Costco shelves to a growing lineup of four, all while staying focused on taste, quality, and everyday drinkability. What started as a quiet launch quickly turned into a fan favorite, earning repeat buyers and expanding its footprint in one of the most competitive retail environments. We chose Nurri because they nailed the hardest part of functional beverages, creating a protein shake people actually look forward to drinking and scaling it fast. While many competitors have been added to Costco's protein drink aisle, Nurri still reigns supreme.
David Protein is a functional nutrition brand best known for its high-protein bars that quickly gained traction for their macros, taste, and no-nonsense positioning. As the brand grew, it doubled down on attention-grabbing social media campaigns, including the now-infamous cod protein product that many people initially thought was a joke. We chose David Protein because they paired viral marketing with serious strategy, locking up control of their protein ingredient so they can expand across multiple product categories and build long-term dominance in the protein space.
That's a wrap on the inaugural year of the Previewer Awards. Maybe next year we can afford a comedian host like the Oscars.
If your brand wasn't on this year's list, it doesn't say anything about your momentum, your product, or the year you just had. Narrowing these down was genuinely hard. There are so many founders and teams doing incredible work right now.
If you're building something from the ground up, keep going. Keep shipping, keep iterating, and keep telling your story. We'd love nothing more than to see you on this list next year.
We're rooting for you and always happy to help however we can. If you ever need support, feedback, or a spotlight, don't hesitate to reach out.
Here's to an incredible year behind us and an even better one ahead.
With love and appreciation,
Callahan, Carson, Camryn, and Ron
