In the ever-evolving landscape of eCommerce, Canada has become a hotbed for innovative Direct-to-Consumer startups. These startups have not only disrupted traditional retail models but have also created an impact far beyond their home communities. To highlight Canadian founders and businesses, we’re featuring three examples who are currently scaling: Science & Humans, 437 and Dotti.
Founded in 2017 by the dynamic duo of Hyla Nayeri and Adrien Bettio, 437 has evolved from its initial swimwear offerings to encompass a wide range of activewear, beachwear, and accessories. In 6 years since its inception, the brand has experienced exponential growth, with a dedicated and loyal community driving a fivefold increase in annual expansion.
The co-founders embarked on their entrepreneurial journey at the young age of 21. Their shared dream, formed during their Queens University years, has since evolved into a powerhouse brand, entirely self-funded and powered by an all female team.
Today, 437 is a luxury swim and activewear brand that’s redefining style, quality, and fit in the world of fashion. The brand’s distinctive styles have caught the attention of countless influencers including Kylie Jenner, Megan Thee Stallion, Jennifer Lopez and Addison Rae.
Hyla and Adrien received recognition on the coveted Forbes 30 Under 30 list, marking their impact on the fashion industry. They also have mentorship course, “How TF Do I Start?,” aimed at empowering emerging entrepreneurs to build their own empires.
Hormone health has been under-diagnosed and under-treated for centuries. Science & Humans is a first-of-its-kind platform transforming how individuals fulfill their hormone and wellness needs. Aftab and Hira set out access to address the lack of access to trusted hormone treatments and endocrinologists within Canada.
The Mississauga-based startup is dedicated to providing accessible options and results for individuals living with hormone imbalances in Canada. They have built out the company’s consumer-first digital platform to offer treatments for hormone health, longevity, aging, and sexual wellness.
Science & Humans offers a comprehensive approach to treating hormonal imbalances. The direct-to-consumer company’s products help patients better understand their hormones through a detailed blood test, followed by custom compounded medications tailored to their specific needs. One thing that sets them apart is the combination of customized and closely monitored treatment, all available online.
Two sisters had a dream to reimagine the everyday cleaning tool. Armed with a belief that functional cleaning tools can improve the relationship people have with their homes, they founded Dotti. Through design-forward thinking, this DTC startup creates industry-leading cleaning tools that “work hard for you and look great while doing it”.
They first launched on Kickstarter, and overcame the process of product development and international manufacturing during the pandemic. Today as a DTC e-commerce company, they sell most of their scrubbers on their website but are also available in some home goods and décor stores across Canada and the US. Dotti targets consumers that are looking for elevated essentials and have an eye for thoughtfully designed products.
Rachel has a background is in e-commerce and marketing herself, having run her own marketing/e-commerce company for consumer goods. Amanda ran and sold a marketing agency in Toronto, and has been listed on Forbes 30 Under 30, EY Entrepreneur of the Year Under 30 and on the Profit 50 list.
Dotti donates $1 from every order to support mental health research and programming, “because clean feels good” and “less mess, less stress”.
Daniel Francavilla is a creative marketing advisor and brand strategist supporting startups and innovative projects that have a positive impact. He’s a partner at creative performance agency King Street Media, and CreatorClub, a platform and studio empowering brands, agencies, and marketers to streamline their content creation process.