dhruv
@_dhruv_1
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Kim Kardashian announces her new private equity firm, SKKY Partners, with former Carlyle Group partner, Jay Sammons.
The fund plans to invest into consumer and media companies.
The size of fund hasn’t been disclosed yet, but will begin its initial fundraise shortly
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Arrogant CPG founders are my least favorite people. Like you sell soap, my guy. Relax.
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“Twitter has been a goldmine for us” - EXCUSE ME WHAT?!
Well as it turns out
@Camila_Cabello
stans are the most diehard, loyal follower base on the entire internet and
@vigilantesteven
learned to be friends with them 🙃
All they wanted was to be in on the tea 🍵
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Skims has raised $399M in only 3 rounds of funding 🥵 The company announced a $240M Series B earlier this year on a $3B valuation
Estimating to reach $400M in sales this year 😮💨 JEEZ, say what you want about them, but the Kardashians are absolute beasts!!
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How in the world do you go from a $1.7B valuation and near sale of the business to a valuation of under $400M in less than two years?
This is the story of raising too much money and getting too far ahead of yourself 🧵
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I know a brand that started one year ago that's about to clear $50M in revenue.
The founder just hires incredible people, focuses on building great products, does right by her customers, and grows her business without bragging or tweeting about it
Like a goddamn psychopath.
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DTC Soda Brand: “We are better for you, all natural, probiotic, sugar free, healthier drink in a can. You should choose us because we’re good for you and you deserve the best”
Coca Cola: “We are soda. It’s delicious”
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I don’t usually like to post about dinners on here
But last night was an absolutely magical evening in LA with a lot of the people who have supported me and
@foundedbycelebs
since day 1.
Feeing very grateful and inspired by the people in my corner 🔥
Big things coming soon 👀
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We need a slur for people who stop drinking in their mid 20’s for no reason
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Thank you NYC for everything —- the people, the energy, the memories…
I have some unfinished business in Los Angeles that’s calling for me rn but I’ll never forget the place that gave me my chance to be something bigger at just 24 years old
Forever grateful 🙏
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Screw your e-commerce stack, what’s your personal CPG stack
What toothpaste do you use?
What razor?
What lotion?
Etc
Social CPG. This tweet is brought to you by too much caffeine
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Every man at some point in his life needs to ask himself how he plans to be charitable.
Here are 3 ways to selflessly donate money knowing you won't get anything in return:
1. Donate to a church
2. Donate to a non-profit
3. Invest in a DTC beverage brand
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Wow. Cold DM to biggest opportunity in my life pipeline just hit
I need to go for a walk bc lol what just happened
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Over the past week,
@leostrupczewski
and I built out a database of celebrity founded brands and wanted to share it here if anybody else wanted to discover and track them with us over time :) Also gave you a shop button 😉
More brand info coming soon
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The beverage space within the CPG industry is one of the most interesting spaces to observe right now. Some of you are formulating and building the most incredible products
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My favorite investor base is the early investors of Olipop.
Y’all did something that sounded SO stupid which was bet directly against big soda.
You won that bet and now you’re letting the world hear about it every chance you get. As you should.
Good for you, honestly
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I talk about how sometimes it feels we lack innovation in CPG, but, man, I can’t say enough good things about today’s era of CPG founders
Literally: teams of 5 or less people, working out of living rooms are shaking up entire categories with fractions of corporate budget
Jeez.
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“We’re the only naturally sourced, organic, sugar free, GMO free, sucrose free cereal on the market. It tastes like cardboard. But we used Red Antler for our packaging and it’s supposed be an experience you’re willing to pay a premium for”
Customer who just wants cereal:
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I'm gonna organize a dinner of people that hate each other online and sit them next to each other
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If the FDA cracked down on “wellness” products on Shopify, there might be like 3 total brands remaining on the platform
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Guys. For the last time, celebrity and creator brands don't have lower CAC.
I don't know who keeps telling you this, but it's wrong.
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I’m doing a project on elderly people in DTC. If you’re over 25 and in DTC please DM me
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Me: For Christmas I want a dragon
Santa: Be realistic
Me: Ok fine. I want DTC twitter to get along with each other
Santa: What color dragon you want
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If you’re raising and your company isn’t another better for you soda brand, DM me wiring instructions.
I don’t even care what you’re building, as long as it’s not another BFY soda, I’m in
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Why are there SO MANY consumer brands being started by celebrities and creators?
Let’s make it make sense 🧵
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Wow. More than 100 of you really did show up to listen to
@textwithtrish
,
@codyplof
and
@mrsharma
speak last night…
Super grateful for all of your support 🙌
Special thank you to
@SarahLevinger
and
@Bbruhis
who helped make the execution of this event possible 🥳
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"Shoot me a DM for consideration to attend my private event" 🙄
Word of advice: If it's an exclusive event, invite people individually. If it's public, use Partiful and add an attendee cap
Making people feel lesser than you isn't the flex your company think it is
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15 days ago I decided I wanted to move to NYC. Last night I signed a lease.
Might be the most impulsive decision I’ve ever made
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You can assess the legitimacy of e-commerce businesses by assessing their tech stack
Like if a business is using Mailchimp for their ESP, it's a good signal of the founder has no idea what they're doing
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Save the date 📅
@lunarsolargroup
@trybounty
and
@foundedbycelebs
are teaming up to a happy hour / panel on all things celebrity and creator brands with experts on the topic!
See you there....we may or may not have a surprise for you 👀
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Ok if 30 people like this tweet, I'll make this happen.
Being dead serious.
I’m planning a few dozen events in NYC this year, but want to get away from soley hosting happy hours
Do I know any founders who would wanna participate in a rap battle?
Simple idea: you and your competitor will face off in a 2 minute freestyle rap battle
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Believe it or not, Twitter gurus are actually legit 👇
My friend had a DTC guru tell him he’d help his brand get to $1M in annual sales and THEY ACTUALLY DELIVERED 😱🔥🤑
They were previously at $20M…
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34
When I started
@foundedbycelebs
, the first newsletter went out to 8 people lol
Now I get to record hour long podcasts with a lineup of people who I never thought would give me the time of day.
Just a thank you tweet to everyone who supported unconditionally
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Took a sip of Liquid Death on facetime with my mom and she started yelling at me because it's "too early to drink"
Explained to her that it was water. Then she started yelling at me for spending that much on water
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There’s a growing consensus amongst consumer VCs that CPG founders with big personal brands online are not serious about their businesses
This feels like a healthy reversion
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Following advice from DTC newsletters is a great way to bankrupt your company. Every single one of these newsletters assume you have a $1MM monthly marketing budget for “brand building.”
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First podcast episode is live 🥳
This one clip alone from
@kiramackenz
should highlight everything you need to know about why this project meant the world
The ability to have real conversations and highlight some of most best voices in the talent brand community is a privilege
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There’s arguably more innovation coming out of CPG than any other space right now and it’s all so incredible. New categories formed over night filling demand nobody thought existed
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The Kardashian-Jenner family is a media empire, right?
Yes but that’s not the full story.
Simply put: they are the great business empire the world of consumer has ever known.
A timeline:
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Yoo CPG fam, hosting a big event in September in LA
Any CPG beverage brands want to donate products in kind - to get liquid to lips?
Happy to get professional professional pictures taken that you can have :)
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Wish there was a community for young folks like me in CPG. Place to learn and share ideas together without trying to impress. Could be as simple as a slack channel to share notes, offer connections, ask open questions and learn.
Does this exist already in some form?
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Hey fam!
I have a talent-led brand in my network looking to make their first e-commerce growth hire (director level).
- A-list celebrity
- Differentiated product portfolio
You'd own the entirety of the e-commerce channel as the brand shifts to retail.
DM if interested :)
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Warmer weather is here so
@lunarsolargroup
@hooxco
and
@KnoCommerce
are hosting a happy hour and panel on May 2nd 🥳
@mrsharma
@codyplof
and
@textwithtrish
are speaking on our panel to chat all things traffic conversion and landing pages.
See you there!
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Fuck y’all know about that fine dining & breathing?
Erewhon Chicken Fingers, Mac & cheese and an Olipop
$38 😭 but fuck it we ball
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I have the incredible privilege of moderating a conversation featuring
@ba_minuzzi
and
@noah_schnapp
for NYC
@Techweek_
on October 20th.
Your most burning talent-led brand questions deserve honest, unfiltered answers!
See you there! RSVP below 👇
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What an incredible night! Thank you to everyone who came out
Big thank you to our wonderful panelists: Nik Sharma
@mrsharma
, Sherif Hamid
@WME
and Maggie Sellers
@sydecario
And a special thank you to
@ginaperrelli
and
@cpgdxyz
for helping orchestrate the event!
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Kicking off the new year right with some of my favorite talent led brand operators, investors and creators in LA ☀️
Last night I was reminded how far
@foundedbycelebs
has come…
2023 first event: 10 people
2024 first event: 50+ people
Love everything about this community 💙
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Friendship hack: Call your CPG founder friends today and tomorrow to tell them how grateful you are for them 🥳
If they don’t pick up, they’re probably on DND like silly little geese. Keep calling them until they do. They’ll be so touched 🥹
Especially do this on Friday ❤️
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Beverage founders are built f**king different.
Y’all have ice in your veins
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I am convinced that 99% of people <26 years olds, are building a startup just so they can tweet about it
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Cohosted an incredible
@foundedbycelebs
party last week with our friend
@tianaharaguchi
40 brands hanging out, without an agenda, under one roof and just enjoying each other's company
Thank you
@socialsnowball
,
@shoppietra
and
@attentiveHQ
for powering our beautiful community
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Walking into what is the biggest interview I’ve conducted in my life so far 😬
Wish me luck 🤞
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I’m hosting a dinner for people who get subtweeted frequently
You have to guess where your assigned table / seat is based on the subtweet on the table
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Two hour countdown has began 🥳🥳
Come hang with
@ashvinmelwani
@Sarah__grosz
@jade_beg
and
@andycloyd
tonight🔥🔥
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1
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Gal Gadot’s better for you, mac and cheese brand, Goodles launched 8 months ago 😋 They’ve already sold 2.5M boxes to date 🤯
Last week, the company announced they will be expanding into Whole Foods nationwide 💚
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Ordered a coffee with regular 2% milk in LA today and they took me out back and shot me
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If your first thought is to criticize Forbes 30U30 don’t. It’s a very “pick me” mindset and reveals a lot about your character.
Congrats to all my friends who made it this year - beyond proud of you 🙌 your hard work is being recognized and it’s just the start for many of you
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Thank you so much to everyone who came out last night to watch
@ashvinmelwani
moderate a phenomenal panel with
@Sarah__grosz
@andycloyd
and
@jade_beg
Absolutely amazing turnout and I can’t say thank you enough 🔥🔥
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One of the fastest growing celebrity brands is looking to hire a Director of Sales
The business is:
• Backed by the biggest consumer funds
• Beverage category
• World class leadership team
Looking for:
• Strong background in beverage sales
DM me
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Save the Date: June 27th 📅
@lunarsolargroup
and
@brijforbrands
are cohosting a happy hour / panel on how emerging brands need to think about their omni-channel playbooks - one of the most relevant topic at the moment 🔥
Come hang out! RSVP below 👇
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Sits down at airport bar***
Waiter: you want water?
Me: yes, I actually can’t drink rn haha I’m going on a work trip to Expo West where I’m going to support all my twitter friends IRL who sell DTC consumer brands
Waiter: …………
Waiter: bro, you want tap or sparkling
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I encourage more of you to volunteer on the weekends. It’s life changing. I just found a deeper gratitude for the life I have this morning.
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“How can I make the liquid death $700M valuation about me and my shopping behavior while ignoring the incredible brand being built right in front of me that I should probably be taking notes from?”
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I have the best boss in all of B2B Saas
@leostrupczewski
😂😂😂😂
“No. We absolutely can not go over KPIs today, Leo! I can’t take you seriously”
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Conversation with
@RosenZone
over beer.
Me: “as a regular consumer, I think.....”
Nate: “Dhruv. You’re not a regular consumer. We’re not normal. Our shopping behavior is not normal”
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Now we’re getting to the fun stuff! Here’s ranked list of 50 celebrity (co)founded brands by estimated monthly sales, AOV, employees, and social media 😎
Will be updating/adding to this biweekly. If you want to follow along, follow
@foundedbycelebs
🥳🥳
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"If we can get just 1% of our celebrity's followers to purchase, we will ---"
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1
23
Happy Monday NYC CPG fam!
Reminder: May 2nd,
@lunarsolargroup
@hooxco
and
@KnoCommerce
are hosting a happy hour and panel featuring
@mrsharma
@codyplof
and
@textwithtrish
.
I'm capping RSVPs to 175 to avoid breaking fire safety laws 🤣 RSVP below 🥳
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YOU DON’T NEED TO RAISE $200M IN HOPES OF BEING A UNICORN. MOST VENTURE BACKED BRANDS EXIT AT A $100M VALUATION AND EVERYONE GOES ON TO LIVE A GOOD LIFE. LOOK AT ALL THE CPG BRANDS THAT HAD A $1B VALUATION IN PRIVATE MARKETS - HOW’RE THEY DOING POST IPO?
YOU WANNA BE LIKE THAT?
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RSVPs are open 🚨🚨
@lunarsolargroup
and
@superfiliate
are teaming up on May 18th to host a panel discussion on Community & Content
Moderated by
@ashvinmelwani
and featuring
@andycloyd
@jade_beg
@Sarah__grosz
You're not gonna want to miss it 🔥🔥
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1
23
I believe tech VC is a full time job. Consumer VC? Not a chance in hell.
Do you just sit there and try a bunch of snacks and lotions until you start forming a thesis
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Take care of the people who made you who you are, you won’t grow without them.
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We talk about Expo West like it's lollapalooza or something lol
I'm about it
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23
My one critique of the Los Angeles startup culture is that:
• Hitting a sauna @ 11am
• Creating a “founder journey” TikTok @ 12pm
• Going for a walk @ 1pm
• Creating another “founder journey” TikTok @ 4:30pm
And still shutting off your laptop @ 5pm is deemed as a productive
5
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23
After reflecting some more, my biggest takeaway from Expo West is that
some of y’all twitter personas don’t match your IRL persona at all 😂😂
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Encourage all of you to stop starting drama for engagement like a bunch of cowards and actually get to know your community members
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23
Ok so
@foundedbycelebs
might pass me in followers tonight. Not bad for a project that started 10 months ago 🥹
I just want to say thank you to everyone supporting me since the start. You know who you are. I see you 🫶
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This man
@RosenZone
is STRUGGLING SO HARD with his twitter break
Today he rode a horse......and talked about CPG
3
1
23
Super exciting announcement for you all!
@foundedbycelebs
has partnered with
@JackieFast
and Sandbox Studios to bring you more content in the world of celebrity commerce.
Quick thread 🧵
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22
Woke up today convinced that I should buy a mini fridge for my room just for
@drinkolipop
I think I’m gonna follow through with it
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22
Excited to move to LA in March!
Hmu if you’re around 🤙 let’s make new friends and host cool events together for the community
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