The Art of the Brand Building in Public Changed Their Business ft. Hot Girl Pickles
Jul 16, 2026
Yas (co-founder, product and scaling lead) and Leah (co-founder, public face and community builder) share how they turned a simple pickle into a cultural brand. They talk about documenting the messy journey, using social content instead of ads, choosing platforms, planning repeatable hooks, and scaling from sell-outs to retail while keeping customers at the center.
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Viral Launch Before Any Product Existed
- Leah and Yas went viral before product launch by documenting “day one” of quitting their jobs to start a pickle company.
- They sold out within weeks, learned from customer surveys, and iterated formulas and manufacturing afterward.
Customers Become Co-Creators When You Build In Public
- Building in public converts customers into collaborators by soliciting feedback and taste-test guesses.
- They sent surveys to every buyer and used comment guesses to choose Garlic and Bread-and-Butter flavors.
Plan Daily Hooks Around Real Events
- Post episodically with a clear daily hook and plan content around real events like launches and partnerships.
- Leah plans weekly by mapping calendar events (collabs, trips, office) then finds on-the-go hooks tied to trends.