These 5 brands’ staying power is built on how well they know their customers—and themselves

After the initial sprint of getting a brand to last for five years, there’s always the possibility of hitting a wall. Companies that emerge during cultural moments might be tempted to shift.

But the 2025 Brands That Matter honorees for established excellence, which have been in business for 5 to 14 years, have managed to stand out by finding new ways to hew to their original ethos. In doing so, they underscore what set them apart in the first place and position their brands for future growth.

Actively Black

Founded five years ago, activewear company Actively Black donates more than 10% of its profits to organizations focused on Black mental health, healthier food access, social justice, physical fitness, and HBCU athletics. The brand’s 2024  included designing the Nigerian Olympic team’s apparel and a collaboration with Civil Rights photographer Cecil Williams that benefited the South Carolina Civil Rights museum that bears his name. This year on Juneteenth, in a move that recast an industry historically built on enslaved Black workers, Actively Black released a collection made entirely with cotton from Black-owned farms—with the apparel proudly asserting it was “made from cotton grown by Black farmers.” It also brought its partnership with Mielle Organics to New York Fashion Week with Ruby Bridges, as well as the children of Martin Luther King Jr., Malcolm X, and Fred Hampton. 

Avaline

Five-year-old wine brand Avaline—founded by actor Cameron Diaz and entrepreneur Katherine Power—has appealed to a demographic of women looking for “better for you” wines by meeting them where they are—the Hamptons. The effort started in summer 2024, when the company hosted pop-up experiences with fashion and lifestyle brands at Hamptons hot spots, and  evolved this year: In June, the brand launched a wine with Stella McCartney, celebrating the limited-edition rosé with a cocktail party that had Drew Barrymore, Emma Roberts, and Andy Cohen in attendance. Those IRL moments have translated to social media—and especially Instagram, where Avaline is the most followed domestic wine brand on the platform (partially the result of 8% year over year follower growth in 2024). 

Babylist

Digital baby registry Babylist launched an “open to secondhand” feature on its website in December 2024, letting users affected by rising inflation purchase essentials for less. To highlight the problem of the rising cost of living for parents, Babylist launched a campaign to show how the impact of tariffs and the resulting trade volatility spike the price of baby essentials. To do this, CEO Natalie Gordon worked with other CEOs to highlight the issue through ads in the Washington Post and billboards in Times Square. By speaking directly to parents’ concerns, the company gained more than 3 million followers across social channels, with 1.4 million on TikTok alone.

BeatBox Beverages

The resealable, recyclable Tetra Pak cartons are what make Beatbox instantly recognizable in the ready-to-drink alcoholic beverage space. What’s most striking about the brand, though, may be its stratospheric growth—in 2024, it nearly doubled its $100 million revenue from the previous year, and it’s reportedly on track to surpass $250 million in 2025. This year, it got a boost from Shaquille O’Neal in the form of an investment and a custom flavor for the basketball star/DJ—BeatBox blueberry lemonade. Shaq first encountered the brand via his DJing efforts, and music events have helped BeatBox find more customers. Its Tetra Paks have been at a growing roster of music festivals, including Outside Lands in August, where the brand debuted a Mystic Grape flavor. 

Danessa Myricks Beauty

Founded by makeup artist Danessa Myricks, Danessa Myricks Beauty has gained a cult following by creating and marketing its products to underserved demographics, including women over 40, people of color, and nonbinary individuals. In the past year, the company has held two public model casting calls for everyday people. The initial effort in December 2024 saw more than 1,000 applicants—with 108 ultimately cast in the campaign. On social media, the company has focused on education, with free series like DMB University, a digital masterclass series. As a result, according to Creator IQ, the company generated 1.1 billion global impressions across all social platforms.

This story is part of Fast Company’s 2025 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.

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