Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.
1. Wonder
Food delivery startup Wonder took the top spot by acquiring Tastemade, a media company with over 160 million followers, giving Wonder a production studio and a strong advertising revenue channel.
- The deal complements Wonder’s prior acquisitions of Blue Apron and Grubhub, though questions remain about how these elements will integrate, especially given the brand’s regional focus in the Northeast.
- "I think when you take in all of those components together, it is holistically the most interesting move that anybody's made," said senior director of content, Becky Schilling. "Will it work? Will it help them succeed? It can't hurt."
2. Unilever
Unilever is shifting half of its ad budget to influencer marketing—up from 30%.
- "There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” said CEO Fernando Fernandez.
- This underscores the growing power of creators, especially among Gen Z.
- "Our own research shows that social media is Gen Z's favorite place to discover new brands and products," said analyst Rachel Wolff. "Given that, I think it makes sense for Unilever to really go after those audiences and target them where they are."
The move also helps Unilever distinguish its brands from private-label competition.
“Retailers with private labels haven’t capitalized on influencers as much. This is one way to get the brands to stand out in this increasingly competitive environment,” said analyst Sky Canaves.
3. Ulta Beauty
After acknowledging recent missteps, Ulta is launching a curated third-party marketplace and improving personalization in its ecommerce experience.
- Wolff noted it's a smart retail media move, echoing strategies used by Best Buy and Amazon.
- “Any company trying to follow the Amazon playbook in building a retail media network has to understand that a lot of growth has come from the marketplace,” added Canaves.
4. Poppi
PepsiCo’s acquisition of prebiotic soda brand Poppi highlights the growing demand for functional, health-focused beverages.
- This follows Coca-Cola’s launch of a similar drink and aligns with Pepsi’s push toward health-conscious offerings.
- Expect Poppi to appear widely in Pepsi’s distribution network—from stadiums to airlines.
5. Louis Vuitton
Luxury brand Louis Vuitton is launching its first major makeup line in partnership with celebrated artist Pat McGrath.
- While the brand had a small cosmetics line in the 1920s, this is its first big move into modern beauty.
- “It’s smart to get Pat McGrath on board—she has a pretty dedicated following and it will certainly help boost the brand among beauty or makeup savvy consumers,” said Wolff.
- Plus, the brand will benefit from automatic distribution at LVMH-owned Sephora.
6. Gucci
Gucci appointed Demna, Balenciaga’s edgy creative director, to revamp its image—surprising investors but signaling a willingness to take risks.
Luxury brands have played it safe lately, but this move suggests Gucci is ready to shake things up. Despite past controversies, Demna has a track record of turning fashion houses into cultural powerhouses.
7. Edible Arrangements
Rebranded as Edibles.com, Edible Arrangements announced a THC and CBD product marketplace—marking a shift from fruit bouquets to cannabis.
- This move rides the wave of "Cali Sober" culture (where consumers abstain from alcohol but use other substances) and reflects broader cannabis normalization.
- There’s also real advertising potential in a space lacking mainstream ad channels, said Canaves.
8. Reebok
Reebok is re-entering the golf market, targeting nostalgia and growth.
- With 45 million US golfers—and rising Gen Z and millennial participation—the brand sees opportunity.
- The move rekindles interest among Gen Xers who remember Reebok’s heyday as a trendy sports brand.
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