About The Fascination
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 launched with about 100 of such brands, including ABLE, Keeps, Burrow, Haus and have another 150 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’ll do our best to not let you down.
Who We Are
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. A few members of our team even built a brand (Leesa sleep) that exceeded $100 million dollars in sales in its third year.
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.
Our team is a diverse group of exceptionally skilled and experienced men and women have worked in and around DTC brands in their careers. Each of them understands what consumers are looking for and do their best help our readers discover, research, and shop amazing DTC brands.
Co-Founder & CEO
David Wolfe leads our team focusing his own attention on strategy, branding, people development and investor relations. In line with his passion, David champions our purpose and mission, ensuring that the greater good is firmly engrained into the DNA of what we do and how we do it. David has a 34-year history of starting and growing consumer businesses. He sits on the Boards of a number of consumer companies and is Board Chair, co-founder and former CEO of Leesa Sleep.
Co-Founder & COO
Matt Hayes has day-to-day responsibility for most of The Fascination’s growth and operations including marketing, e-commerce and technology. Matt is widely regarded by his peers as a leader in digital growth marketing and brand building. Matt and David have worked together for a decade building companies including Leesa Sleep where Matt was the founding team member responsible for all marketing that made Leesa the fastest growing e-commerce company according to the 2016 Internet Retailer Top 500 guide.
Brands & Partnerships
Maggie is the steel thread that connects our family of brands and partners here at The Fascination. Having previously built and managed partnerships programs and business development strategy for reputable names such as theSkimm and Eight Sleep, Maggie masterfully cultivates meaningful connections between The Fascination and the innovative, purpose-driven brands we share.
Editorial & Creative
Amanda is The Fascination’s dedicated Swiss Army Knife. Her passion for creative content fuels the core of her collective experience and work, spanning emerging brands and local startups, to international corporations and marketing campaigns. From copywriting and content production to photography and design, Amanda delivers a powerhouse of creative talent and experience to The Fascination team.
Community & Engagement
Sharon is the mastermind behind our audience development and content marketing strategy — so, the ultimate people person. She brings years of content, experiential marketing, and community management experience from international brands like Free People, and ensures that our social voice and online presence continues to reach, inspire, and engage Fascination fans, everywhere.
Daniel assists each of the major areas of our team to ensure we deliver a top-quality experience with every customer interaction and communication opportunity. Whether it’s responding to questions or assisting with a return, Daniel provides the direct support and customer care we need to deliver beyond the expectations of our partners and fans — and produce a seamless, reliable, and enjoyable experience of The Fascination brand.
How We Make Money
The Fascination earns money through a variety of different methods.
Should you choose to click a link to a brand we love to buy something you love, know that The Fascination may earn a referral commission from your purchase.
These referral links (aka affiliate links) don’t cost you anything extra. The referral link tells the brand that you came from The Fascination, which they use to determine if we’ve earned a referral commission.
The Fascination may receive higher commission rates for some products. These higher rates may influence the products we feature and how we feature those products.
A brand may choose to advertise our content to a wider audience through our Facebook and Instagram page. When we partner with brands in this way, we can earn an affiliate commission when you buy through our page; or the brand may choose to pay us a percentage-based media fee for promoting the content.
Some brands we work with allow us to sell their products directly to you on our website. These brands pay The Fascination a percentage of the total sale (and that percentage is usually larger than it would be for a normal referral link). This business arrangement is similar to how traditional department stores operate.
In essence, we get wholesale pricing on products, sell those products on our website, and then earn a wholesaler’s fee when we sell a product. In most cases, the product still ships to your directly from the brand.
Other Ways We Make Money
In the future, we may also offer sponsored media placements within our email newsletter, on our website or in other owned media channels. These sponsorships will be offered to our brand partners and/or targeted advertisers on a fixed fee, cost per lead (CPL) or cost per thousand impressions (CPM) basis.
The Products We Feature & Review
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.
The Fascination maintains a business relationship with many of the brands featured on our website. These relationships impact what brands we work with, how we work with those brands, how and where we feature those brands on our website, and any compensation The Fascination may receive based on that relationship.
We receive free or discounted products from both prospective and active brands on our website. We test and try out these products so that we can create better informed, interesting, and helpful reviews and other content. Just because a brand sends us a product is no guarantee that the brand or their products will be featured on The Fascination. It is also no guarantee that we’ll write exclusively (or any) positive content about that brand.
Below we’ve included a list of the brands we work with:
|Brand||Free / Discounted Products?||Referral Links?||Co-Marketing?||Selling Products?|
|Alec's Ice Cream||Yes||Yes||No||No|
|AURATE New York||Yes||Yes||No||No|
|Briogeo Hair Care||No||Yes||No||No|
|BURST Oral Care||Yes||Yes||No||No|
|Happiest Baby (SNOO)||No||Yes||No||No|
|Ministry of Supply||Yes||Yes||No||No|
|Natural Girl Wigs||No||Yes||No||No|
|OUI The People||No||Yes||No||No|
|Rad Power Bikes||No||Yes||No||No|
|The Bouqs Co.||No||Yes||No||No|
|The Ridge Wallet||Yes||Yes||No||No|
|Three Ships Beauty||Yes||Yes||No||No|
|Sunday Lawn Co.||Yes||Yes||No||No|
The above column labels indicate the following:
- Free / Discounted Products – these are brands that sent us products for free or sold us discounted products. We test and use these products so we can better understand their performance.
- Referral Links – we use referral links with these brands, which means if you purchase using a referral link we will earn a monetary referral commission.
- Co-Marketing – we have a co-marketing relationship with these brands.
- Selling Products – we sell these products to our visitors directly.
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.
Championing the Fascinating Founders of the Future.
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.
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