Independent DTC brand scores

Every brandgets a score.What’s yours?

We track 1021 DTC and CPG brands, scanned 936 storefronts for their stack, and fully scored 180 on how well they sell. Steal what works. Skip what doesn’t.

Store URLGet tested

Free. Takes about a minute.

Magic Mind86

Sweet Addison's86

Grüns87

Made In86

Brand Tested
Magic Mind86A

Grüns87Magic Mind86Sweet Addison's86Made In86Feals86David Protein85The Earthling Co.83Magic Spoon83Supergoop!83Fable82Native Pet82Open Farm81Moon Juice81Hedley & Bennett81Manly Bands81Busy Baby81DRMTLGY81Caraway81Four Sigmatic81Fulton80UKLASH80Chomps80Love Me Gluten Free79BARK79Honest Paws79Lemme79Nanit79Lume79Cann79True Classic79Grüns87Magic Mind86Sweet Addison's86Made In86Feals86David Protein85The Earthling Co.83Magic Spoon83Supergoop!83Fable82Native Pet82Open Farm81Moon Juice81Hedley & Bennett81Manly Bands81Busy Baby81DRMTLGY81Caraway81Four Sigmatic81Fulton80UKLASH80Chomps80Love Me Gluten Free79BARK79Honest Paws79Lemme79Nanit79Lume79Cann79True Classic79

Fishwife78Ogee78Finn78Zesty Paws78Kinship78Cozy Earth78alice mushrooms78Dad Grass78Phyla78Dr. Squatch78mitogrow77Momentous77Laird Superfood77Canopy77Wild Earth77Burrow77Fur77Nostalgic Skin Co77Blueland77Native76Beekeeper's Naturals76Coterie76PrettyLitter76Gainful75KraveBeauty75Allbirds75Branch Basics75Ghia75NutroBlaze75HexClad75Fishwife78Ogee78Finn78Zesty Paws78Kinship78Cozy Earth78alice mushrooms78Dad Grass78Phyla78Dr. Squatch78mitogrow77Momentous77Laird Superfood77Canopy77Wild Earth77Burrow77Fur77Nostalgic Skin Co77Blueland77Native76Beekeeper's Naturals76Coterie76PrettyLitter76Gainful75KraveBeauty75Allbirds75Branch Basics75Ghia75NutroBlaze75HexClad75

New this week

Fresh on the shelf

The newest brands on our radar and fresh scores, shown as their own storefronts looked when we captured them.

All brands →

Food & Beverage

MAC Energy

Opens on “Energy has a new name”

Score
soon

Source: drinkmac.com, Oct 9 ’26

Personal Care

BetterDays Hair

Opens on “Haircare built for all men”

57

Source: betterdayshair.com, Oct 9 ’26

Food & Beverage

Dressi

Opens on “Packed with protein + made with olive oil”

Score
soon

Source: dressi.co, Oct 9 ’26

Health & Wellness

Feals

Opens on “Feel better, naturally”

86

Source: feals.com, Oct 9 ’26

Food & Beverage

Eat Wobble

Opens on “Modern Gelatin Mix”

Score
soon

Source: eatwobble.com, Oct 9 ’26

Baby & Kids

Wonderade

Opens on “The juice you wish you had when you were growing up”

Score
soon

Source: wonderade.us, Oct 9 ’26

Food & Beverage

Try Unwind

Opens on “Life’s a lot”

Score
soon

Source: tryunwindco.com, Oct 9 ’26

Personal Care

The Earthling Co.

Opens on “Aromatherapy Meets Hair Care”

83

Source: theearthlingco.com, Oct 9 ’26

Food & Beverage

Drink No.86

Opens on “Keep the ritual. Lose the fog”

Score
soon

Source: drinkno86.com, Oct 9 ’26

The board

Who’s winning right now

Top 10 by Brand Tested score. Every point backed by a quote from the brand’s own site.

Full leaderboard →

1. 01GrünsSupplements87
2. 02Magic MindSupplements86
3. 03Sweet Addison'sFood & Beverage86
4. 04Made InHome Goods86
5. 05FealsHealth & Wellness86
6. 06David ProteinFood & Beverage85
7. 07The Earthling Co.Personal Care83
8. 08Magic SpoonFood & Beverage83
9. 09Supergoop!Skincare83
10. 10FableHome Goods82

Logos are trademarks of their respective owners and are shown only to identify the brands we review. No brand listed has endorsed or sponsored Brand Tested.

What the best do differently

Steal these patterns

We split the 180 scored brands into the top 20 and the bottom 20. Here is what separates them, straight from the evidence.

100%

of the top 20 show a guarantee

Only 70% of the bottom 20 do. Risk reversal is the cheapest conversion lever in DTC, and the best brands never skip it.

85%

lead with real review proof

Versus 5% of the bottom 20. A number next to the stars does more than any adjective.

95%

repeat one clear offer everywhere

Versus 15% of the bottom 20. Same offer on the homepage and the PDP, no hunting.

64%

of scored brands lack a clear H1

The single most common miss. Most homepages open on a promo or a logo instead of the promise.

Fame is not a funnel

The icons average 70. The challengers average 73.

Household names lean on awareness: launch-banner H1s, missing review counts, guarantees tucked away on the PDP. Smaller brands have to earn every click, and it shows. Newly added brands average 62, mostly on thin proof.

Read the breakdown →

The icons

The brands everyone benchmarks

The household names. Your yardstick. Product page captures show what we graded on the buy box.

Supplements

Grüns

Reviews visible on PDP: 15 of 15 points in our test.

87

Source: gruns.co, Oct 9 ’26

Home Goods

Made In

Reviews visible on PDP: 12 of 15 points in our test.

86

Source: madeincookware.com, Oct 9 ’26

Supplements

Magic Mind

Reviews visible on PDP: 5 of 15 points in our test.

86

Source: magicmind.com, Oct 9 ’26

Food & Beverage

David Protein

Reviews visible on PDP: 4 of 15 points in our test.

85

Source: davidprotein.com, Oct 9 ’26

Food & Beverage

Magic Spoon

Reviews visible on PDP: 15 of 15 points in our test.

83

Source: magicspoon.com, Oct 9 ’26

Skincare

Supergoop!

Reviews visible on PDP: 15 of 15 points in our test.

83

Source: supergoop.com, Oct 9 ’26

Fable

Home Goods

Fable

82

Home Goods

Caraway

Opens on “Save on Your Fall Reset”

81

Source: carawayhome.com, Oct 9 ’26

Spotlight · How it works

Three numbers. Zero fluff.

Here is Magic Mind, scored, with the pages we scored it on.

Read the breakdown →

86

Brand Tested score

How well you sell: value prop, point of view, third-party validation, offer, consistency, site, social and stack. Quoted evidence for every point.

84

Stack Score

Your apps, split into acquisition, retention and CRO. The defaults, the core stack, the supporting cast.

04

Fixes this week

Specific changes grounded in your own pages. Free, no pitch, ship them Monday.

Stories

Read the receipts

Patterns

What the best brands do differently

Top 20 vs bottom 20 across 180 scored brands. Six patterns you can steal this week.

By Cam Gawley · 5 min Breakdown

Inside Magic Mind’s stack and story

How a 2 oz shot built one of the clearest offers in DTC, and the unlocks still on the table.

Head to head

Stay AI vs Skio

Same price, different focus, one ownership change.

Latest issue

The Brand Breakdown

One brand, taken apart every Friday. Free.

Browse

Pick a shelf

33Food & Beveragetested of 280 trackedTop score Sweet Addison's 8612Health & Wellnesstested of 63 trackedTop score Feals 8610Supplementstested of 79 trackedTop score Grüns 8714Skincaretested of 69 trackedTop score Supergoop! 8314Beautytested of 70 trackedTop score UKLASH 8021Home Goodstested of 97 trackedTop score Made In 8613Appareltested of 75 trackedTop score True Classic 7914Petstested of 49 trackedTop score Native Pet 8212Baby & Kidstested of 49 trackedTop score Busy Baby 819Accessories & Jewelrytested of 59 trackedTop score Manly Bands 8111Fitnesstested of 55 trackedTop score Ergatta 7517Personal Caretested of 76 trackedTop score The Earthling Co. 83

The Brand Breakdown

Steal from the best, every Friday.

One teardown, the week’s movers and the apps worth a look. Edited by Cam Gawley.

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Scores are our opinion, based on public storefront evidence and our published v1.2 methodology. Brand names, logos and screenshots appear only to identify and comment on the brands we cover; no brand shown has endorsed or sponsored Brand Tested, and we have no relationship with them. Screenshots are our own dated captures of public, logged-out pages, shown with the observation they support. Brand owners can ask us to correct or remove an image at hello@brandtested.com (takedowns and DMCA).