Non-toxic, PFAS/PTFE-free ceramic-coated cookware, bakeware, and kitchen storage priced from $90 for individual pieces to $595 for full sets, targeting health-conscious home cooks, with an estimated ~$61M in 2024 online revenue (third-party e-commerce estimate, not company-disclosed).

Creator-led and paid-led DTC, stacking channels sequentially rather than launching everything at once.

Approximately 1.02M estimated monthly visits, 282 active Meta ads, Google Search ads running continuously since at least May 2023, 155K+ five-star reviews, and a 3,500+ creator ambassador program.

Jordan Nathan, founder and CEO, on the brand's core positioning: aesthetic design is the "marketing vehicle" for the non-toxic message, making the product something people want to leave out and talk about (source).

Creator content generates branded search demand, and that demand is why every paid channel converts at scale: organic search (24.6%) and paid search (16.8%) together are the largest acquisition source, and both are downstream of the creator and ambassador flywheel.