Shroomboom is the new ecommerce startup fueling the young consumer craze for mushrooms. The brand was originally focussed on skincare, but they have plans to expand in range of fashion, beauty, and wellness products made out of mushrooms and they’re hoping to attract the niche mushroom-loving audience toward a more chic environment. The platform is combining an alcove of nutritional products with trendy brands that can be found at the likes of Saks or Sephora. Fashion labels including Stella McCartney and Acne Studios, as well as the beauty brands Youth to the People, Tata Harper, and Humanrace, will appear on the site, where Shroomboom is planning to “curate all things mushroom with branding that is more polished than hippie.” YPulse reported how foragers online have been fueling TikTok’s subcultures and how more mushroom inspired companies are creating products with sustainability their main focus. (Glossy)
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