Brandless™: A New Way For Consumers to Shop for Everyday CPG Items All at $3.00

by Jessica Deseo on 07/18/2017 | 7 Minute Read


The core mission of Brandless is to offer unrivaled quality products without BrandTax™ – the hidden costs that come with buying a national brand. Brandless is reframing the outdated CPG market and starting a movement that ushers in a new wave of consumer-activist culture and transparency: better-for-you products at the fairest price from a group of people that do good by doing well.

Filling households with the products used most, Brandless™ offers a curated assortment of everyday essentials at the highest quality and fairest price. At launch, the selection will consist of over 200 products including food, beauty, personal care and housewares.  Brandless knows that values are important and that people look for better-for-you products in every aspect of their lives. So the company focuses on “just what matters.” That begins with offering products that match people’s values, preferences, and at times requirements —from non-GMO, sometimes organic, fair trade, and kosher, to gluten free, no added sugar, and more. 

To determine which products make it into the assortment, Brandless rigorously vets, tastes, and samples hundreds of formulations for deliciousness, safety, quality, and pure goodness. From there, they partner with their suppliers to create packaging that makes sense, limits waste, and distills the values and ingredients people care about most. Brandless aims to keep it simple, so hopefully everyone can easily find Just What Matters™ to them.

Beyond the assortment of everyday essentials, Brandless™ offers much more by giving everyone access to better for less. Brandless believes doing is what matters and is committed to giving back.  Partnering with Feeding America, the nation’s leading domestic hunger relief organization, a meal is donated every time someone places an order on As the company grows, it will continue to explore ways to leave a positive impact on the local community, country and planet through tangible acts of kindness - because to Brandless, that’s priceless.

Two years in the making, Brandless™ was founded by celebrated Silicon Valley duo, Tina Sharkey and Ido Leffler. 

Both Tina and Ido share the belief that social good can live harmoniously inside a for-profit business and that today, people are paying way too much for the things they shouldn’t think twice about. From this lightning-bolt moment, the notion of BrandTax™ was born, thus paving the way for Brandless. 

“With Brandless, we wanted to invent something completely fresh and new. Something that puts purpose into every product and message shared, and models a new kind of relationship between people and the companies built to serve them–directly, with integrity, transparency, authenticity, and democratized access.” - Tina and Ido

Based in San Francisco, Brandless™ is a new company that makes the best stuff, that’s good for all and available to everyone. Its mission is deeply rooted in quality, transparency, and community-driven values.

Launching with everyday essentials, the things that are used all the time, Brandless will make it possible for everyone to have access to better stuff for fewer dollars. Brandless is co-founded by Tina Sharkey and Ido Leffler and is slated to launch online in the Summer of 2017.

You may also like