No Longer Startups, These 5 Brands Are Moving Into Growth Mode

The established excellence honorees in this year’s Brands That Matter list represent companies that have thrived in the demanding space between startup ambition and legacy brand recognition. With five to 14 years in business, these brands have built identities that resonate deeply with their audiences while continually adapting to the challenges of their industries.

From Figs revolutionizing workwear for healthcare professionals to Love Wellness destigmatizing women’s health through doctor-developed products, these companies have harnessed innovation, cultural relevance, and community impact to build brands that truly matter.

Captiv8

As hard as it is to become a brand that matters to consumers, it can be even harder to be a brand that matters to other brands. But as brands seek deeper connections with audiences by keeping pace with changes in social media, Captiv8 has a go-to influencer-marketing platform. Since 2015, Captiv8 has partnered with global giants like Coca-Cola, Walmart, and Sephora on campaigns that drive user engagement and emotional resonance. In the past year, Captiv8 expanded its footprint with the global launch of the Creator Affiliate Suite, enabling brands to activate tens of thousands of creators within days while calculating payouts based on performance. Complementing this is the Influencer Velocity Index (IVI), an AI-enabled tool that recommends creator talent tailored to a brand’s goals, streamlining talent discovery and boosting ROI. Going beyond campaigns, Captiv8 serves as a trusted industry resource, publishing free trend reports on cultural moments like the Super Bowl, March Madness, and Pride Month to help brands optimize their marketing strategies around key events.

Figs

Eleven years in, scrubs maker Figs has spent the past year showcasing its chops in garment design and taking its role as a brand trusted by healthcare professionals to help give them a voice on policy issues. Its biggest campaign to date was a film timed to the 2024 Olympics, showcasing the outfits Figs devised for the 250-member Team USA medical staff and the critical role health professionals play at the games. The Team USA outfits followed a year in which the brand developed a new line of Indestructibles made for its Extreme clothing line, which it supported with a yearlong campaign showcasing health workers from motorsport doctors to wildlife veterinarians. Beyond scrubs, its Advocacy Hub has sent more than 3,000 letters written by healthcare workers to Congress and flew 16 healthcare professionals to meetings with the White House and 28 congressional offices.

Love Wellness

Love Wellness has been at the forefront of destigmatizing women’s health issues since 2016 with its products for vaginal, gut, and hormonal health. The past year has seen the brand leaning into experiential and educational events to connect with consumers and build name recognition. It piggybacked on Taylor Swift’s Eras tour for a VIP activation in the owner’s suite at SoFi Stadium in Inglewood, California, with famous attendees Jessica Alba and Maria Shriver helping the event generate 31 million impressions. It also took the pop-up strategy to Austin, Boston, and New York City. Much of brand’s connection with consumers comes from its founder and CEO, Lo Bosworth, whose social media presence has focused on openness about her own health journey. Her no-frills approach was underscored when she announced Love Wellness’s refreshed packaging and talked about its new bodycare line earlier this year via a TikTok that doubled as a “get ready with me” video before a photo shoot.

Repurpose

Since 2010, Repurpose Compostables has led the charge in eliminating single-use plastics, offering plant-based alternatives without sacrificing modern convenience. The company has solidified its cultural relevance through strategic DTC engagement and social media campaigns. Messaging emphasizes reducing, reusing, and choosing Repurpose by providing audiences with sustainable hacks, composting education, product information, and recipes. In 2023, DTC conversions grew by 119% and subscriptions by 925%. The brand collaborated with more than 100 influencers to promote sustainable swaps, driving a 25% increase in followers. Email campaigns achieved 71% open rates, growing the company’s subscriber list by 328% year-over-year. In 2024, the company launched a $1 million Reuse Outcomes Fund for scaling reuse and refill infrastructure in underserved communities across the U.S., Canada, and India. The fund prioritizes achieving measurable, additional, and verifiable environmental outcomes over financial return. By fostering community through educational content and innovative marketing, Repurpose empowers consumers to make sustainable choices, reinforcing its unwavering commitment to eliminating single-use plastics.

Simple Mills

Simple Mills is redefining better-for-you foods that nourish people and the planet. With double-digit dollar growth rates across all product lines and channels in 2023, it was the No. 1 cracker, cookie, and baking mix brand in the natural channel as of May 2024. The company prioritizes crafting foods with nutrient-dense and underrepresented ingredients, such as the Pop Mmms Baked Snack Crackers, made with crops like organic butternut squash and organic red beans. This creates market demand for these underutilized crops (as opposed to the dominant wheat, rice, and corn), supporting farm ecosystem diversification. Simple Mills is also partnering with farmers on regenerative agriculture practices through its Direct Trade Program, offering financial incentives, technical support, and guaranteed offtake to reduce grower risk. The brand uses social media to educate consumers on reading food labels and promoting dietary diversity—with celebrity endorsements from Hilary Duff, Ashley Tisdale, and Kate Upton—with the brand’s owned content garnering over a billion total impressions.

This story is part of Fast Company’s 2024 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.