Episode 121: Niklas Terrahe: Co-Founder & CEO of Pick'em - How Pick'em Turned Toothpicks Into a D2C Phenomenon

This week on the EU-Startups Podcast, Marcin Lewandowski chats with Niklas Terrahe, the CEO & co-founder of Pick’em — the D2C brand reinventing one of the most unsexy products on the market: the toothpick. It started as a student project. Now it’s chewing gum’s worst nightmare. With millions of views on TikTok, influencer shoutouts from people like Ryan Reynolds, and a toothpick that literally went to space, Pick’em is now one of the fastest-growing Gen Z-led brands, flipping the script on chewing gum and building a social-first movement around flavored toothpicks. Yes — toothpicks. And it's working. But here’s the kicker: This isn’t a fluke. It’s brand storytelling, social-first strategy, and insane execution from a team that just gets what moves people. 🎯 In this episode, Niklas breaks down: – How to turn the unsexiest product imaginable into a viral D2C darling – How to hijack culture to build brand love – Why sustainability is table stakes (but not the headline) – The secret sauce behind authentic influencer marketing – Why entertainment might just be the best growth hack of all 🔥 Takeaways: 1. Every “boring” market is a canvas for reinvention 2. Build a brand that entertains and connects, not just sells 3. Narrative is the growth lever most founders overlook 4. Sustainability should be real — but not preachy 5. Flexibility & feedback loops win in D2C 6. You don’t need a big budget to build buzz — just story and soul 📍Chapters: 00:00 Introduction to Pick'em and Niklas Terrahe 03:03 The Birth of a Lifestyle Brand 05:57 Disrupting the Chewing Gum Market 08:57 Turning Hype into a Sustainable Brand 12:06 Navigating Product Market Fit 14:59 The Challenges of D2C Business 18:10 Building a Brand with Purpose 20:56 Advice for Aspiring Entrepreneurs 23:57 Creative Marketing Strategies 26:56 The Future of Pick'em If you haven't already.... Subscribe to the EU-Startups Podcast here on YouTube! Or follow along on your other favourite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #founders #entrepreneurship #content #marketing