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This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
Weâre obsessed with Reformation â and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
Founded by Julianne Goldmark in 2009, Emi Jay has transformed the humble hair accessory into a coveted fashion staple. Known for its Big Effing Clip, the brand has built a strong following among fashion insiders, with frequent appearances on high-profile figures such as Sofia Richie, Hailey Bieber, and Kendall Jenner.
Each piece is meticulously crafted to blend functionality with understated luxury. Goldmarkâs designs, such as the now-iconic claw clip, have become synonymous with modern elegance, offering a sophisticated update to a once-ordinary accessory. Stocked in premier retailers from Selfridges to Revolve, Emi Jay has established itself as a go-to for those seeking a balance of practicality and style in their everyday wardrobe.
Visit emijay.com | Follow @emijayinc
Launched in 2013 by Fran Dunaway and Naomi Gonzalez, TomboyX began as a response to the lack of diversity in womenâs clothingâparticularly in the realm of undergarments. What started as a search for the perfect button-down quickly evolved into a brand dedicated to creating inclusive underwear. Today, TomboyX offers a full range of styles, from thongs to 9â boxer briefs, in sizes XS to 4Xâall without a price differential.
The brandâs First Line Leakproof Underwear is a notable innovation, designed to offer protection for light incontinence and menstruation, while maintaining the same level of comfort and style. Made with OEKO-TEXÂź 100 certified fabrics, free from harmful chemicals, these garments cater to modern consumers who value both sustainability and functionality.
Visit tomboyx.com | Follow @tomboyx
Former soap star Denise Vasi has launched Maed Beauty, debuting on Sept. 24 with four lip products: a scrub, serum, moisturizer, and bold red liquid lipstick, priced between $26 to $36. The range includes the Reveal Lip Polish, an exfoliating scrub that transforms into a balm, the Reset Lip Serum, which hydrates with a silky, tingle-inducing finish, and the Revive Day and Night Lip Balm, providing lasting moisture with a semi-gloss texture. Vasi aims to sell Maed direct-to-consumer for the first year, focusing on customer feedback. Inspired by her time on VH1âs âSingle Ladiesâ and the challenges of maintaining a red lip on set, she developed Maedâs skincare-first formulas to protect and enhance the lip barrier. Â Vasi self-funded the brand over five years and involved her community in testing through a month-long program. While creator-led brands have seen mixed success, Vasi hopes to follow in the footsteps of hits like Summer Fridays and Naturium.
Visit maedbeauty.com| Follow @maedbeauty
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
Weâre obsessed with Reformation â and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
Founded by Julianne Goldmark in 2009, Emi Jay has transformed the humble hair accessory into a coveted fashion staple. Known for its Big Effing Clip, the brand has built a strong following among fashion insiders, with frequent appearances on high-profile figures such as Sofia Richie, Hailey Bieber, and Kendall Jenner.
Each piece is meticulously crafted to blend functionality with understated luxury. Goldmarkâs designs, such as the now-iconic claw clip, have become synonymous with modern elegance, offering a sophisticated update to a once-ordinary accessory. Stocked in premier retailers from Selfridges to Revolve, Emi Jay has established itself as a go-to for those seeking a balance of practicality and style in their everyday wardrobe.
Visit emijay.com | Follow @emijayinc
Launched in 2013 by Fran Dunaway and Naomi Gonzalez, TomboyX began as a response to the lack of diversity in womenâs clothingâparticularly in the realm of undergarments. What started as a search for the perfect button-down quickly evolved into a brand dedicated to creating inclusive underwear. Today, TomboyX offers a full range of styles, from thongs to 9â boxer briefs, in sizes XS to 4Xâall without a price differential.
The brandâs First Line Leakproof Underwear is a notable innovation, designed to offer protection for light incontinence and menstruation, while maintaining the same level of comfort and style. Made with OEKO-TEXÂź 100 certified fabrics, free from harmful chemicals, these garments cater to modern consumers who value both sustainability and functionality.
Visit tomboyx.com | Follow @tomboyx
Former soap star Denise Vasi has launched Maed Beauty, debuting on Sept. 24 with four lip products: a scrub, serum, moisturizer, and bold red liquid lipstick, priced between $26 to $36. The range includes the Reveal Lip Polish, an exfoliating scrub that transforms into a balm, the Reset Lip Serum, which hydrates with a silky, tingle-inducing finish, and the Revive Day and Night Lip Balm, providing lasting moisture with a semi-gloss texture. Vasi aims to sell Maed direct-to-consumer for the first year, focusing on customer feedback. Inspired by her time on VH1âs âSingle Ladiesâ and the challenges of maintaining a red lip on set, she developed Maedâs skincare-first formulas to protect and enhance the lip barrier. Â Vasi self-funded the brand over five years and involved her community in testing through a month-long program. While creator-led brands have seen mixed success, Vasi hopes to follow in the footsteps of hits like Summer Fridays and Naturium.
Visit maedbeauty.com| Follow @maedbeauty
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