In this story 4 sections
Steal This is three things great brands do well, why each one works, and how to use it on your store.
The Earthling Co.: a water claim that rewrites the category
On its homepage, The Earthling Co. writes: "YOUR OLD SHAMPOO WAS 80% WATER. WE FIXED THAT." Right under it: "100% Pure Hair Food. 0% Fillers." and "Meet the First Clinically Studied Shampoo & Conditioner Bar."1
Why it works: Most clean-haircare brands talk about what they left out. Earthling names the filler every bottle shopper already knows is there, then flips the math onto its bars.
Steal this: Find the one filler or habit your category treats as normal. Put the number on the page, then say what you did instead, in one short line above the product grid.
See how they stack up on Brand Tested: The Earthling Co..
Laundry Sauce: the outcome sits in the guarantee
Laundry Sauce keeps this line in the black bar at the top of its site: "Better smelling, cleaner laundry or your money back."2
Why it works: Most money-back promises only name the refund. Laundry Sauce names the two results the shopper came for, then ties the refund to those results. The bar sits above the nav, so it is the first line they read.
Steal this: Rewrite your guarantee so the outcome comes first and the refund comes second. Put that sentence where every page can carry it, not buried in the FAQ.
See how they stack up on Brand Tested: Laundry Sauce.
Nutcase: a label chart that fights for you
Nutcase's homepage runs a block titled "READ THE DAMN LABEL." It puts Nutcase next to chocolate milk and nut milk across dairy, sugar, seed oils, potassium, magnesium and "tastes good." On Oct 13 the Nutcase column read NONE / 5G / NONE / 550MG / 45MG / YES.3
Why it works: Shoppers already compare labels. Nutcase does the comparison for them, on the axes it wins, and keeps the tone of the brand in the headline.
Steal this: Pick the six lines a buyer would check on your label. Put your product next to the two options they already weigh you against, with the numbers printed. If a row does not hold up, drop it.
See how they stack up on Brand Tested: Nutcase.
Sources
- The Earthling Co. homepage: theearthlingco.com, checked and captured Oct 13, 2026.
- Laundry Sauce homepage: laundrysauce.com, checked and captured Oct 13, 2026.
- Nutcase homepage: drinknutcase.com, checked and captured Oct 13, 2026.
The Brand Tested Score measures how distinct a brand is (Brand DNA, 40%) and how well its own online store sells (Site Experience, 60%). Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.
