Which DTC brands are growing fastest now?

Which DTC brands are growing fastest right now?

Quince and Oura currently have the strongest cases among large DTC-native brands, while Rhode is the standout beauty brand and Ridge is one of the fastest-moving established ecommerce brands over the latest 30-day period.

The answer changes depending on what we mean by “fastest.” Brandsearch's latest Shopify data has Emmafy up an estimated 156% in 30 days, ReliveX up 155%, Quasi up 138% and Lola Blankets up 97%. Those numbers are spectacular, but they measure one month of estimated direct-store revenue.

At the other end, Quince has crossed $2 billion in trailing sales after reporting more than $1 billion for 2025. Oura's SEC filing shows $1.21 billion of revenue over its latest nine-month period, up 74% year over year. Rhode reached about $390 million of annual net sales, up more than 80%.

Those are much harder growth rates to achieve because the businesses are already large.

There is another complication. Most successful DTC brands today are no longer DTC-only. Oura sells through wholesale partners, Rhode is scaling through Sephora, SKIMS is opening stores and Vuori is pushing aggressively into international retail. For this article, it makes more sense to treat DTC brands as companies built around direct consumer relationships rather than brands that still sell exclusively through their own websites.

Brand	Latest useful growth evidence	Current scale
Quince	Trailing sales above $2B after reporting above $1B for 2025	$2B+ trailing sales
Oura	Revenue +74% year over year over latest nine months	$1.21B over nine months
Rhode	Net sales +80%+ year over year	~$390M annually
Alo Yoga	Estimated ecommerce GMV +65–70% in 2025	~$454M ecommerce GMV
Ridge	Estimated direct-store revenue +59% in 30 days	~$16.9M/month
Emmafy	Estimated direct-store revenue +156% in 30 days	~$5.6M/month

Is Quince the fastest-growing major DTC brand today?

Quince currently looks like the strongest overall answer if we care about both growth and scale.

WWD reported recently that Quince had passed $2 billion in sales over the previous 12 months. The company had previously said revenue exceeded $1 billion in 2025 and that it had posted triple-digit annual growth since launch.

We should be careful with the exact percentage because “more than $1 billion” and “more than $2 billion” cover slightly different periods. Still, Quince has clearly added close to another billion dollars of annual sales capacity very quickly.

The bigger story is what Quince is selling. The company started with products such as a $50 cashmere sweater and washable silk, then kept pushing the same value proposition into home goods, jewelry, luggage, furniture and food. It now operates across more than 100 categories.

That gives Quince a way around a problem that kills a lot of DTC brands. A customer who already bought the hero product can keep buying completely different things without Quince having to build a new brand from scratch.

Investors are pricing in that expansion too. Quince raised $500 million at a $10.1 billion valuation after being valued around $4.5 billion less than a year earlier.

Valuation alone would tell us little. Combined with sales moving beyond $2 billion, the growth is much harder to dismiss as hype.

Is Oura growing faster than Quince?

Oura has the cleaner growth number, and it is currently one of the fastest-growing billion-dollar consumer companies we can verify from actual financial statements.

Oura's recent SEC filing shows revenue rising from $697.6 million to $1.2145 billion over comparable nine-month periods. That is 74% year-over-year growth and roughly $517 million of extra revenue in only nine months.

The previous year was already huge. Oura had grown annual revenue from about $407 million to $908 million, an increase of 123%.

So we are not looking at one freak comparison period. Oura first more than doubled and then kept growing at 74% from a much larger base.

The company is also selling more than rings. Membership revenue now represents around 20% of sales. In the latest nine-month period, subscription revenue reached about $240.5 million, while hardware still generated roughly four-fifths of total revenue.

That combination is unusually attractive for a consumer brand. Oura gets paid when someone buys the ring and can keep earning membership revenue afterward.

Distribution is widening too. Oura now sells through its own channels as well as retail and enterprise partners. The company says wholesale expansion and international growth have helped push revenue higher.

If we only use audited or SEC-filed figures, Oura has the strongest hard evidence in this article.

Is Rhode still growing this fast after moving beyond DTC?

Rhode is still growing extremely fast, and moving into retail appears to have accelerated the brand rather than diluted it.

E.l.f. Beauty said Rhode generated roughly $390 million in annual net sales, more than 80% above the previous year. On a global retail-sales basis, Rhode was already running above $500 million annually.

The jump is especially striking when we compare it with the business e.l.f. originally bought. Before the acquisition, Rhode had generated around $212 million over 12 months while still selling a very small product range.

Sephora then opened a much bigger distribution channel. Rhode became the number-one beauty brand at Sephora in North America according to e.l.f., while its launches with Sephora in the UK and Mecca in Australia and New Zealand broke retailer records.

The latest financial filings give us another useful clue. E.l.f. booked a $57.6 million increase in the fair value of the acquisition earnout because Rhode was beating the revenue thresholds agreed when the deal was signed.

That is unusually strong evidence. Those targets were established recently, and Rhode has already run ahead of them.

Is SKIMS still one of the fastest-growing DTC brands?

SKIMS is still growing, but the available numbers today put it below Quince, Oura and Rhode on growth rate.

SKIMS expected annual net sales to exceed $1 billion after previously disclosing roughly $750 million. That represents serious expansion, particularly for a brand launched only a few years earlier, but the comparison stretches across a longer period than the 74% growth we can see at Oura or the 80%+ growth at Rhode.

What has changed lately is the way SKIMS wants to grow.

The company raised $225 million at a $5 billion valuation to expand stores, international distribution and new categories. Physical retail is becoming a much bigger part of the plan, while NikeSKIMS gives the brand another route into sportswear.

SKIMS therefore remains one of the biggest DTC-native success stories, but the current evidence does not make it the fastest grower.

Is Alo Yoga still growing faster than most DTC fashion brands?

Alo Yoga is still growing very quickly online, although its latest growth is already slowing from an exceptional 2025.

ECDB estimates that Alo Yoga generated about $454 million of ecommerce GMV in 2025, up roughly 65% to 70% from the previous year.

That places Alo among the strongest large digital-native fashion businesses we found. ECDB currently expects another 15% to 20% increase over the following year, which would be healthy but much slower than the earlier jump.

The latest monthly data still looks positive. Brandsearch currently estimates Alo's direct Shopify revenue at about $33.7 million per month, with a 20% increase over the latest 30-day period.

We therefore have two separate indicators pointing in the same direction: strong annual ecommerce growth followed by continued positive short-term movement.

Alo is no longer in the same hypergrowth bracket as Oura or Rhode, but for a fashion brand already doing hundreds of millions online, its numbers remain unusually strong.

Is Vuori still growing quickly, or has Alo Yoga overtaken it?

Vuori is still expanding aggressively, but current public data makes its growth harder to measure than Alo Yoga's.

Vuori is increasingly becoming a physical and international retailer. The company plans to more than double its global store network to over 300 locations by 2030 and is pushing particularly hard into China, where it plans to grow from eight stores to 20 by the end of 2027.

That shift makes direct ecommerce data less useful as a proxy for the whole company.

Alo currently gives us a much clearer online growth number: about 65% to 70% ecommerce GMV growth in 2025 and continued positive monthly movement afterward.

For Vuori, the strongest recent evidence is expansion capacity rather than a clean revenue-growth percentage. Its $5.5 billion valuation, international store rollout and push into women's apparel show a company still investing heavily in growth, but we cannot confidently say Vuori is growing faster than Alo today.

Which smaller DTC brands are exploding right now?

Emmafy, ReliveX, Quasi, Lola Blankets and Petlibro currently sit near the top of the short-term DTC growth table, with estimated 30-day revenue growth ranging from 94% to 156%.

Brandsearch only includes stores with at least $2 million of estimated monthly revenue, at least 1.5 million monthly visits and meaningful Meta advertising activity, so these are not tiny stores going from almost zero to something.

Emmafy is the current leader at an estimated +156% in 30 days and about $5.6 million of monthly revenue. ReliveX follows at +155% and approximately $4.2 million. Quasi is around +138% and $3.8 million, while Lola Blankets is up 97% to an estimated $8.4 million per month.

The numbers are fresh, but one month is still one month.

Emmafy is running more than 1,000 active Meta ads. ReliveX has roughly 870 and is only months old. Those numbers tell us these brands are pushing hard on paid acquisition right now.

Lola Blankets also sells a product with obvious seasonality, so part of its acceleration can disappear when the buying window changes.

These brands are useful because they show us where new momentum is appearing before annual accounts catch up. We just should not treat a 30-day spike as equivalent to Oura adding more than half a billion dollars of year-over-year revenue.

Brand	Estimated 30-day growth	Estimated monthly revenue	What to watch
Emmafy	+156%	$5.6M	More than 1,000 active Meta ads
ReliveX	+155%	$4.2M	Very young store
Quasi	+138%	$3.8M	Concentrated skincare offer
Lola Blankets	+97%	$8.4M	Seasonal category
Petlibro	+94%	$4.5M	Hardware plus repeat consumables

Why does Ridge stand out among the fast-growing Shopify brands?

Ridge stands out because its estimated 59% monthly growth is coming from a business already doing roughly $17 million a month online.

Brandsearch currently estimates Ridge at $16.9 million in monthly direct-store revenue. Its CEO has separately described the company as roughly a $200 million annual business, so the estimate is in a believable range.

That makes Ridge very different from a five-month-old store jumping from $2 million to $4 million.

Its acquisition machine is huge. Brandsearch counts about 1,284 active Meta ads and more than 6,300 ads run historically. Ridge has also spent years sponsoring YouTubers and podcasts.

Yet the wallet itself can no longer explain the whole business. Ridge has expanded into rings, bags, luggage and other everyday-carry products, giving existing customers more reasons to return.

Ridge is currently the fastest-growing store among Brandsearch's 25 largest Shopify stores by revenue. That overlap is rare: most stores large enough to appear on the revenue ranking are nowhere near the top of the growth ranking.

Is Caraway still growing quickly?

Caraway still looks strong, particularly because it managed to sell far more units while raising prices.

Particl measured about 542,000 Caraway units sold during the first eight months of 2025, compared with roughly 252,000 over the same period a year earlier. That works out to around 115% unit growth.

At the same time, Caraway's average full price moved from roughly $112 to $134.

Selling more than twice as many units after increasing prices by roughly 20% is much more interesting than revenue growth created purely through higher prices.

The more recent numbers show a sizeable ecommerce business. Particl currently estimates about $48 million of Caraway ecommerce sales over its latest six-month window and 447,000 units sold. The most recent full month shown by Particl generated about $6.9 million.

We cannot turn those third-party estimates into audited company revenue, but Caraway still looks like one of the healthier mid-sized DTC brands in home goods.

Are celebrity DTC brands still producing real breakout companies?

Yes. Rhode has already proved that a celebrity-led DTC brand can become a several-hundred-million-dollar company, and Cécred is now producing some of the freshest evidence of another breakout.

Rhode is the mature example: around $390 million of annual net sales, more than 80% growth and an annualized global retail-sales run rate above $500 million.

Cécred is much earlier, so we do not have comparable revenue figures yet. What we do have is unusually strong retail adoption.

The Beyoncé-founded hair-care brand now ships to around 100 countries. Its US rollout with Ulta became the largest prestige hair-care launch in the retailer's history, and Cécred has since moved into international retail through Space NK.

According to Vogue's latest reporting, Cécred now ranks as the top prestige hair-care brand at Ulta Beauty.

That still does not make Cécred another Rhode financially. We need actual sales numbers before making that jump. But it is currently one of the clearest brands to watch in beauty because the retail performance has lasted beyond the initial celebrity launch.

Are fashion and beauty still dominating fast DTC growth?

Fashion and beauty are still everywhere, but some of the most interesting DTC growth today is happening in health devices, pet hardware and practical consumer products.

Oura is the biggest example. It has turned a smart ring into a billion-dollar-plus revenue business while building a subscription layer around the hardware.

Petlibro sells smart pet feeders and fountains, then has customers coming back for consumables such as replacement filters. Brick sells a physical device that helps people block distracting phone apps. ReliveX sells pain-relief and massage hardware that can be demonstrated instantly in video ads.

These products fit social commerce unusually well because the pitch is easy to understand on screen. The consumer sees the problem and the product doing something about it within seconds.

Some of them also solve the repeat-purchase problem that has hurt older DTC businesses. Oura has membership revenue. Petlibro has filters and consumables. Beauty brands naturally benefit from replenishment.

A product that creates another reason to pay after the first order has a much easier path to long-term growth than a one-off commodity bought through an expensive ad.

Is paid social still enough to build a fast-growing DTC brand?

Paid social can still produce explosive growth today, but it is much harder to build a durable large brand with paid ads alone.

The latest breakout brands make the first part obvious. Emmafy has more than 1,000 active Meta ads. ReliveX has around 870. Ridge has more than 1,200. Brandsearch's current top-25 growth ranking requires at least 100 active Meta ads, so the list itself is full of companies aggressively buying distribution.

When a product and creative combination works, Meta can still move a brand from obscurity to millions of dollars in monthly sales very quickly.

The problem appears after that.

Ads get more expensive. Winning creatives tire. Competitors see what works. A company then needs something else to keep growing.

Quince built a huge product range. Oura gets recurring membership revenue and wider retail distribution. Rhode unlocked Sephora. Ridge added more categories and years of creator sponsorship. Alo and Vuori are building physical retail.

Paid social is still excellent at finding demand. The fastest-growing large brands today have found additional ways to keep that demand once they find it.

Why are so many DTC brands opening stores now?

Physical retail has become one of the easiest ways for successful DTC brands to find another large pool of customers.

We can see it across almost every mature brand in this article.

Rhode went from its own website into Sephora and quickly became the retailer's top beauty brand in North America according to e.l.f. SKIMS is putting fresh capital into stores. Vuori plans to more than double its global store count. Oura increasingly sells through retail partners. Even Cider, which built its business online, is opening physical locations.

The logic is straightforward. Once millions of consumers already know the brand, forcing every purchase through the brand's own website starts leaving demand on the table.

Stores also reduce one weakness of ecommerce: customers can touch apparel, test beauty products, compare sizes or see hardware before buying.

The current generation of winners increasingly uses DTC to build the brand first and retail to widen the audience afterward.

Is recurring revenue becoming the secret weapon for DTC brands?

Recurring revenue is becoming a major advantage, although brands can create repeat purchasing without a formal subscription.

Oura gives us the cleanest example. Membership revenue reached about $240.5 million over its latest nine-month reporting period, more than double the comparable figure a year earlier.

Every new ring therefore creates two possible revenue streams: the initial hardware purchase and years of membership payments.

Petlibro gets a similar effect from replacement filters and other consumables. Beauty brands such as Rhode can bring customers back for products they finish. Quince takes another route by giving the same customer dozens of new categories to shop.

All three approaches reduce the need to find a completely new customer for every additional dollar of sales.

That difference becomes increasingly important once a brand reaches scale. Spending endlessly to acquire first-time buyers is expensive. Getting an existing customer to buy again is a much stronger foundation for growth.

Does a small DTC brand doubling in a month count as faster growth than Quince or Oura?

Technically yes on percentage growth, but Quince and Oura are creating far more meaningful growth in absolute dollars.

A company moving from $2 million to $4 million of monthly sales grows 100%. If that new level holds for a year, it has added about $24 million of annualized revenue.

Oura added approximately $517 million of revenue in its latest nine-month comparison alone.

Quince has moved from more than $1 billion of annual sales to more than $2 billion over a recent trailing-12-month period. The disclosures are not precise enough for an exact incremental figure, but the additional scale is measured in hundreds of millions of dollars and likely close to $1 billion.

Rhode's 80%+ growth added roughly $170 million of annual net sales.

So a young Shopify brand can easily post the biggest percentage. Once we care about how much the business itself has changed, scale has to enter the calculation.

Brand	Latest growth evidence	Rough increase represented
Quince	$1B+ annual sales to $2B+ trailing sales	Hundreds of millions, approaching ~$1B
Oura	+74% over latest nine months	+$516.9M
Rhode	+80%+ annually	About +$170M
Hypothetical $2M → $4M/month store	+100%	+$24M annualized

What do the fastest-growing DTC brands have in common right now?

The fastest-growing DTC brands today tend to get customers through one very simple proposition and then find several ways to make that customer more valuable.

Quince is easy to understand: familiar premium products at much lower prices. Oura sells a recognizable health device. Rhode built around a tight skincare assortment. Ridge became famous for one metal wallet.

The expansion comes afterward.

Quince moved into more than 100 categories. Oura added recurring membership revenue. Rhode used Sephora to put the brand in front of far more shoppers. Ridge pushed into bags, rings, luggage and other accessories.

The smaller breakouts have another common trait: their products are easy to demonstrate in an ad. ReliveX can show a massager working. Petlibro can show a feeder dispensing food. Skincare brands can show visible before-and-after results.

This is one reason generic DTC products struggle much more today. A product with no immediate hook, no reason to buy again and no obvious adjacent category has fewer ways to keep growth going once advertising becomes expensive.

Which DTC brands are growing fastest now?

Quince is currently our strongest overall pick, Oura has the best verified financial growth, Rhode is the clearest beauty breakout, and Ridge stands out among established Shopify-first brands moving unusually fast right now.

Quince gets the overall spot because the combination is so rare. The company has passed $2 billion in trailing sales after reporting more than $1 billion in 2025, while expanding from its original apparel offer into more than 100 categories.

Oura gives us the number we can trust most: $1.2145 billion of revenue over nine months, up 74% year over year, after the business had already more than doubled revenue in the previous fiscal year.

Rhode comes next among the large names. Annual net sales reached roughly $390 million, up more than 80%, and its retail performance has continued to beat the expectations set when e.l.f. bought the company.

The short-term leaderboard looks completely different. Emmafy, ReliveX and Quasi are currently growing faster in percentage terms, while Ridge is particularly interesting because its 59% estimated monthly increase is happening at roughly $17 million of monthly direct-store revenue.

As seen above, those 30-day numbers should not be compared mechanically with annual or nine-month financial growth. They tell us which stores are hot right now. Quince, Oura and Rhode tell us which brands have already shown they can keep growing after becoming large.

If we want one answer rather than several incompatible rankings, Quince currently looks like the fastest-growing major DTC-native retailer, while Oura is the strongest answer when we require fully disclosed financial numbers.