About The Fascination

We’re glad you are here.

If you are reading this, you’re probably a lot like us – the kind of person who seeks out brands and products that stand out from the sea of sameness. Cutting through that clutter is what The Fascination is all about. We thoughtfully seek out and review brands and products that we love, then share those brands’ stories and product reviews with you – all in one seamless online experience.

At The Fascination, you’ll find brands for every aspect of your life. We’ve made it easy for you to navigate our site, so that you can spend more time discovering, exploring, and shopping a variety of brands and their products – all ones that we truly love. We are launching with about 100 of such brands, including ABLE, Keeps, Burrow, Haus and have another 200 that we will be reviewing and sharing with you over the coming months.

We know there are lots of ways to search for brands and products you need, and we’re grateful that you’ve chosen to trust us. We promise to not let you down.

We Are Fascinated by This Stuff.

We’ve lived more than two decades of our working lives in the trenches of all things e-commerce – and we absolutely love it. If it’s cool and new, we’ve seen it. We’ve even built a brand that exceeded $100 million dollars in sales in its third year. You might’ve heard of it: Leesa Sleep, the mattress company. 

We’ve been there through the highs and lows of what it means to be a DTC brand, and we’ve seen first-hand what truly fascinates you. So, we set out to build it.

Where Soul Meets Science

Much like you, we’ve come to care as much about what we call “the soul” of a brand, as we do about the quality of products and services they offer – what we call “the science” of a brand. We intentionally seek brands that operate with consciousness and heart for the world we live in – a commitment to their social impact. For us, that’s a basic prerequisite for being a brand we love.

Discover Brands and Make a Difference.

Should you choose to click through to a brand we love to buy something you love, know that The Fascination makes a little money from your purchase. That’s our business model. But what makes us different is that with our business, we also live our values. A small part of every purchase goes to fund our Fascinating Founders Grant Program, which champions women and minority founders. More on that down below. 

Beyond our commitment to funding minority entrepreneurs on the rise, we’ve made it our mission to feature only those new products and brands we consider the very best. Our expert team’s backgrounds across a variety of categories means we are always tuned into the latest and know exactly what to look for. We’re here to help cut through the thousands of new products being launched every year and help you find the most interesting ones. That’s our promise to you.

Championing the Fascinating Founders of the Future.

Our Fascinating Founders Grant Program provides micro-grants of up to $10,000 and mentorship to women and minority founders at the start of their entrepreneurial journey.  In our own journeys as e-commerce entrepreneurs, we’ve had the opportunity to help and mentor countless promising founders. We’re excited to have the opportunity to continue to pay it forward with The Fascination. Our initial grants will be five $2,000 grants, two $5,000 grants, and one $10,000 grant. More details will be available soon.

We’re Glad You’re Here.

We hope you enjoy browsing The Fascination, receiving our emails, and engaging with us on our social channels. We know you’ll be as inspired as we are by the soul of our featured fascinating founders and their brands. We are continuing to track emerging brands and are excited about the stories we will be sharing with you in the future. 

If you care about the brands you buy, we hope The Fascination will become your go-to place to discover, research, and shop the brands you love. 

Welcome to The Fascination. We’re really glad you’re here.

Amanda, Maggie, Matt, David, Sharon & Daniel