The Fluid Teardown Index
The brands everyone copies,
reverse-engineered.
Every breakdown from the Fluid Intelligence Desk, in one place — how the most-copied consumer brands actually grew, and the plays you can run tomorrow. No theory. Just the moves and the receipts.
The Index
19 brand breakdowns · newest additions first-numbered
Supplements
Arrae
Bootstrapped to $100M surfing the GLP-1 wave.
$100MRead teardown
Skincare
Medicube
A $259 home device that built a K-beauty empire.
Device-ledRead teardown
Skincare
Rhode
One founder's face, almost no ads, a $1B exit.
$1B exitRead teardown
Supplements
IM8
Beckham, big capital, and a subscription engine.
$1B backedRead teardown
Supplements
Inno Supps
Nine figures on pure, relentless direct response.
9 figuresRead teardown
Supplements
Lemme
A celebrity founder and a 13,000-creator army.
9 figuresRead teardown
Supplements
AG1
One green powder, subscription-first, a $1.2B empire.
$1.2BRead teardown
Soda
OLIPOP
Reframing soda into a $1.85B retail juggernaut.
$1.85BRead teardown
Supplements
ARMRA
Owning one ingredient almost nobody had heard of.
$150M/yrRead teardown
Hydration
Liquid I.V.
Free samples seeded into a $1B hydration brand.
$1B+Read teardown
Grooming
Dr. Squatch
Bundling $7 soap into a $1.5B Unilever exit.
$1.5BRead teardown
Cookware
HexClad
Gordon Ramsay and the trusted-demonstration play.
$350M+Read teardown
Beauty
Jones Road
Bobbi Brown proves people buy from people.
$160MRead teardown
Coffee
MUD\WTR
Naming the enemy — coffee — before the solution.
$400MRead teardown
Beauty
Glossier
Built the audience before the product.
$1.8BRead teardown
Haircare
Olaplex
One patented molecule, sold salon-first.
$15B IPORead teardown
Grooming
Dollar Shave Club
One $4,500 video, a $1B exit.
$1B exitRead teardown
Cosmetics
e.l.f.
Prestige dupes at internet speed.
$1.6BRead teardown
Beverage
Liquid Death
Selling water like a rock band.
$1.4BRead teardown
No teardowns in that category yet.