5 Brands We’re [low-key] Obsessed With Right Now

Yeah, we’re recruiters. And yeah, we dominate the e-commerce space when it comes to finding the best talent. But here’s the thing. We’re also massive consumers of the brands shaping this industry. 

We live it, we breathe it, we shop it, aaaand we love it.

When we’re not connecting talent with amazing opportunities, our eyes are glued to the e-commerce players with the boldest ideas, the most striking aesthetics, the smartest concepts, and the teams building the future of retail. We’re always watching who’s making waves now, and who’s going to need the brightest people to keep the momentum building.

Here’s five we’re frothing and can’t stop watching…

LOVEBYT
ig:@love.byt

“Transform your daily brush into a gorgeously minimal ritual.”

LOVEBYT is flipping the script on oral care. It’s sleek, sexy, monochrome packaging, clean botanical formulations, and a premium look that feels more like skincare than oral care. It’s bathroom-counter eye candy with a conscience. Oh, and it’s vegan, cruelty-free, and made right here in Australia.

This is the definition of a challenger brand. LOVEBYT is proving that even the most ordinary daily ritual can be elevated into something beautiful. And from where we sit, that kind of clarity of vision, design-forward, values-driven, globally scalable is exactly what makes a brand magnetic for top talent.

We’re obsessed. Because where brands dare to take on the everyday and make it extraordinary, the brightest people line up to be part of the story.

SMUG AF Cocktails
Ig: @smugafcocktails

“Zero hangovers, 100% attitude.”

Smug AF is the non-alc cocktail brand that doesn’t just try, it nails it.

Picture creamy, bartender-quality Margaritas, Mojitos, Bellinis, and Cosmos, minus the booze but keeping all the texture, warmth, and unapologetic personality.

And the aesthetic? Think nitrogen-dosed cans, sleek styling, low sugar, and ingredients that taste just like the classics. It's cheeky, it’s confident, and it’s crafted for sophisticated sippers.

This is e-commerce storytelling turned into a can, and it’s ticking every damn box. Smug AF embodies mission-led design with a bold wink,  glamorous on the shelf, clean in execution, and genuinely inclusive, from sober-curious to the chilledAF celebrators. That kind of clarity and cultural confidence? Exactly where premium talent wants to land.

We’re hooked. Because when a brand dares to redefine the party with substance and swagger and makes it look effortless, bright sparks always want to lean in to help write the next round. 

ALF the Label
Ig: @alfthelabel

“Parenthood, but make it cute!”

Born at the kitchen table of a style-savvy working mum in Perth, ALF the Label matured into award-winning, convertible luxury accessories that bridge every chapter of modern life. From sleek leather baby bags and convertible totes to the iconic “Carabiner Capsule” mix-and-match system. Every piece is minimal, multifaceted, and effortlessly chic. It’s fashion-forward function with soul.

This is the kind of brand that understands that style doesn’t stop because life gets real.
With a purpose-built aesthetic for working parents who refuse to compromise, ALF signals ambition, craftsmanship, and clarity of vision. And in the wild world of e-commerce, talent chases brands that look beautiful, have purpose, and feel authentic. And ALF? Well, they embody both.

We’re captivated. Because when a brand redefines what utility looks like and does it with poise, precision, and parenthood in mind, people want in. 

ABEL Fragrance
Ig: @abelfragrance

“Biotech luxury with a conscience.”

ABEL is rewriting the rules of fine fragrance. Founded in Amsterdam, this cult brand blends high-end biotech with 100% natural ingredients to create scents that are as clean as they are complex. The aesthetic? Think minimalist bottles, earthy-toned yummy palettes, and an aura of modern sophistication. Each fragrance is crafted to feel alive on the skin. Evolving, adapting, and telling a story that’s as sustainable as it is sensual.

Our take? ABEL is proof that luxury doesn’t have to cost the earth. By combining innovation with ethics, they’ve carved out a niche that’s striking, future-forward, and globally scalable. And for us, that’s the kind of clarity of vision that draws in boundary-pushing talent who want to help shape not just a brand, but an entire movement in beauty and biotech.

Honestly, we’re enamoured by this beautiful brand. Because when a brand dares to fuse science and soul, and bottles it in something this beautiful, it’s magic. 

Madame Tiger
Ig: @madame.tiger

“A fierce sip of sustainability.”

Madame Tiger is flipping plant-based drinks on their head, literally. Think nut milk that’s creamy, allergen-free, and unexpectedly luxurious.

And the kicker? It’s crafted with olive oil instead of seed oils, has no gums or gross emulsifiers, and a consciously clean ingredient list that feels as home in zero-waste café displays as it does on your feed. And the brand’s story is juicy. It’s sourced from a female-led farming collective in Burkina Faso, made in Melbourne, and wrapped in bold, design-forward packaging that demands a second look.

This is what challenger-brand DNA looks like, folks. Madame Tiger is turning a niche staple into a mainstream must-have, all while holding down sustainability like an absolute boss. With café darling status growing fast and a FODMAP-friendly, low-carbon footprint to boot, Madame Tiger is as purpose-driven as it is market-ready.

This brand makes every drop count, and honestly, we’re roaring for it and quite literally all about it. 

Consider this your cheat sheet to what’s hot in e-com right now. From our desks to your inbox, we’ll keep sharing the brands worth watching. Why? Because staying plugged into the culture is half the fun.

You’re welcome 😉

Em & Dan