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Discover, research and shop top emerging mission-driven brands – all in one place.

We explore the science and soul of today's top emerging direct-to-consumer brands, testing hundreds of brands' products and curating our top picks for you. At The Fascination, you can read product reviews, browse our curated brand directory, find brands that align with your values, and shop bestsellers, seamlessly.

Shop Featured Brands

Top Picks For Spring

Brooklinen

Super-Plush Robe

$88.20$98(Save 10%)

The Sill

Monstera Deliciosa

$63

DIFF Eyewear

BELLA

$105

Caraway

Caraway Cookware Set

$395$495

Cadence

build your 6

$70$86($14 off)

Use code THEFASCINATION20 for an extra 20% off at checkout

SHOP NOW

Three Ships Beauty

Best Sellers Kit

$81$103(Save $22)

Cuyana

Leather Triple Zipper Weekender

$395

Allbirds

Women's Wool Loungers

$95

Corq

The Corq Everyday Mat (4MM)

$98

ABLE

The Merly Jacket

$118$148(20% off)

Use code FASCINATION20

SHOP NOW

Our Mission

New brands launch every day. It’s hard to keep up. Luckily, you have us, your trendy, in-the-know confidant. We research & test new brands and products, bringing you only the best to discover and shop.

Our Criteria

Exploring the science & soul of brands

We look holistically at brands, uncovering both the science behind their products and the soul of the brand itself.