Good morning. It's been just a month since we kicked things off with exploding products, and here's the progress so far:

We've hit over 30K+ views on LinkedIn, snagged 8,000 email subscribers, roped in 1,000 followers on LinkedIn, and received hunreds of emails pouring in with feedback and fresh ideas.

Looks like this coffee shop hobby might actually be gaining some serious momentum.

Here’s this week’s list of rapidly trending topics, insights, and analysis.

Topic #1

Cold Plunge Tub

Dive into the world of cold plunge tubs where the water is colder than your in-laws' jokes.

Thanks to TikTok, we've got folks taking icy dips like they're auditioning for the Polar Bear Olympics and causing a splash online.

With more than 500 million views on TikTok, the viral #coldplunge trend features individuals immersing themselves in icy water.

Prominent figures like Joe Rogan, Russel Brand, and Andrew Huberman have stepped up to spotlight the perks and advocate for the cause online.

Amazon sales surge, reflecting strong demand and health-conscious interest (over 500,000+ searches per month currently)
But a noticeable divide exists between high and low quality within the market.

Brands like The Cold Pod offer a budget-friendly option at around $150 on Amazon, while Coldture commands a higher range of $4500.

On the premium end, the Cold Plunge Plunge OG comes with an honest-to-coldness price tag of $10,000.

This diverse range caters to a wide spectrum of customers, from newcomers dipping their toes to serious athletes taking the icy plunge.

The cold pod on Amazon.com is generating an estimated $166K / month on Amazon.

What's Next

Inflatable ice baths are part of the Cold Exposure meta trend.

Cold exposure has several positive effects on immunity and circulation.

Additionally, cold exposure has been linked to improved focus and better-quality sleep.

Interest in cold exposure is growing primarily due to a growing number of wellness influencers advocating it.

For example, Andrew Huberman (I mentioned earlier) who hosts the Huberman Lab, a top 15 podcast, released an entire episode about the benefits of cold exposure last year.

Cold exposure has also become popular on social media. The hashtag #coldexposure has over 120,000 posts on Instagram.

On TikTok, over 55M views across 10K posts past 120 days.

Topic #2

ADHD Planners

ADHD planners serve as specialized organizational tools crafted explicitly for individuals with ADHD.

Their purpose revolves around simplifying time management, goal tracking, and task focus.

The surge in interest surrounding ADHD planners is largely attributed to the influence of social media platforms. Remember the fidget spinner trend that blew up a few years ago? This is the aftershock.

Remarkably, videos centered on ADHD planners alone have garnered a staggering 6.9 billion views on TikTok.

A standout ADHD planner generates an estimated $79,000 per month in sales through Amazon.

The market on Amazon is quite early, with new brands entering the market with their own unique positioning and the majority of the products under 100 reviews.

What's on the Horizon

ADHD planners have been integral to the broader Online ADHD meta-trend since COVID-19 a few years back.

The realm of social media has been ablaze with the fervor for all things ADHD.

The Instagram hashtag "ADHD" boasts an impressive count of over 3.6 million posts.

Meanwhile, TikTok takes the lead with an astounding 26.9 billion views for the same hashtag

From humble beginnings of approximately 643,000 members in March 2020, the r/adhd subreddit has since ballooned to exceed 1.6 million members.

It's worth noting that individuals are also turning to online resources to effectively manage their ADHD.

For instance, ADHD-oriented apps diligently track activities and offer a structured approach to aid those with ADHD in maintaining focus and organization.

Topic #3

At-Home STI Test

Bringing medical convenience to your doorstep, at-home STI tests allow you to tackle sexually transmitted infections from the comfort of your own space.

(Starting this newsletter, I never imagined delving into this topic, but as a student of the game, I'm bound to follow the data for you guys...)

Within the US, specific STDs are surging, with syphilis cases climbing by 26% in the past year, reaching their highest level since 1991.

Addressing this concern, at-home STI tests emerge as a solution, offering affordability compared to traditional clinic visits.

With added privacy, they aim to stem the tide of these infections.

Although search volume isn't incredibly high, leading brands like Life2O and AZO collectively yield approximately $400,000 in monthly earnings on Amazon.com.

The top 20 products alone contribute to a remarkable monthly sales total of over $2 million.

Nurx, Juna and MyLab Box are standout startups in the at-home STI test scene, striving to make a difference with a larger part of their demand coming through TikTok.

Looking ahead, these tests are part of the broader At-home Lab Testing trend, which gained momentum during the Covid-19 pandemic.

Today, various companies have launched kits for diagnosing a range of conditions, from blood tests to food sensitivities. This burgeoning market is predicted to reach $2 billion by 2025.

Bonus: Exploring Brand Spotlight

Harper Wilde

Harper Wilde is a DTC underwear startup.

They offer several SKUs but are best known for their bras.

Harper Wilde’s bras are made with flexible, soft wire, which makes it easier to bend them to the wearer’s shape.

Harper Wilde has also invested HEAVILY in an influencer marketing campaign, which is helping the startup see rapid traction + raised a cool 6M last year.

Employing a savvy influencer marketing strategy, Harper Wilde is making remarkable strides, with TikTok videos spotlighting their products gathering a whopping 109 million views + 90K followers so far and growing.

Even though they're not on Amazon selling directly (no idea why), lots of folks are hunting for their stuff - tens of thousands per month.

Meanwhile, Hanes, Amazon basics, and others are swooping in, putting ads all over the keywords and grabbing those sales.

What's next?

Venturing into the comfort-focused bras scene, Harper Wilde aligns with the current trend.

A staggering 68% of women find their bras uncomfortable, while a mere 20% sport the correct size, revealing the ongoing struggle of finding a well-fitting bra (I didn't interview them, I'm just the newsletter guy).

This, in turn, ignites the demand for bras that marry comfort and style.

With this niche expanding, Harper Wilde joins a league of startups seizing the opportunity.

Brands like Understance, Pour Moi, Knix, and Freya are also embracing the quest for comfortable and stylish bra solutions.

Being the e-commerce nerd that I am, I dived into their ads strategy. I checked out their ads library on Meta and guess what?

They just started running most of their FB ads this month. Meaning they are about to take off going into Q4.