New Platform Lowers CPG Barrier
A platform called Supliful is enabling creators to launch CPG brands with no upfront costs, reportedly generating over $215K per month. The model represents a new, capital-light approach to scaling in the consumer goods space, bypassing traditional heavy investment in manufacturing and inventory.
Supliful's on-demand model allows creators to private-label products, handling everything from sourcing FDA-compliant items to applying custom branding and shipping directly to the end customer. This eliminates traditional CPG hurdles like inventory investment, supply chain complexities, and high startup costs. The company operates primarily in the US market, with a warehouse in Denver. Founded in 2021 by Martins Lasmanis, Rihards Piks, and Rudolfs Janitis, the Latvian startup has seen rapid growth. By the end of 2023, the company projected a turnover of around five million dollars, a significant increase from $200,000 in 2021 and $800,000 in 2022. As of early 2025, Supliful reported that its customer brands had generated over $17 million in revenue. The platform integrates with e-commerce sites like Shopify, enabling creators to sell a range of products including supplements, vitamins, skincare, and coffee. For example, one creator launched a supplement brand and surpassed $100,000 in revenue within the first six months. Another was able to launch a fully-branded Shopify store in just 14 days. This business model taps directly into the growing creator economy, where influencers seek to monetize their audience by building their own brand equity rather than through one-time sponsorships. The approach offers higher potential margins and helps build a recurring revenue stream. Supliful's services include a "Brand Accelerator" program to assist creators with launching their brands. To fuel its expansion, Supliful has raised capital, including a seed round of approximately $2 million and a mezzanine loan of up to €2 million from FlyCap. The company's estimated annual revenue is currently $5.9M per year. Recently, Supliful launched a TikTok Shop app, allowing creators to sell white-label CPG products directly on the platform. This move capitalizes on the massive user base and e-commerce growth of TikTok, where beauty, personal care, and supplements are top-selling categories.
