If you’re a fan of the affordable, minimalist, and health-conscious Brandless brand, you might be wondering: Can I still buy Brandless products? Launched in 2017 with a promise to deliver high-quality, clean-label products at just $3 each, Brandless quickly became a go-to for budget-conscious shoppers looking for better-for-you ingredients and ethical sourcing. But like many startups, Brandless faced a tumultuous journey, culminating in its abrupt shutdown in early 2021. Since then, loyal customers have sought answers about the brand’s return—or whether any of its products are still available for purchase.
This article dives deep into the current status of Brandless, explores where you might still find their products, and offers alternatives if your favorites are no longer available. Whether you’re a die-hard fan or just curious, this guide will provide clarity on what happened to Brandless and what it means for consumers today.
What Happened to Brandless?
The Rise of Brandless
Brandless was founded in 2017 by Gleb Ellyin, Hernan Fernandez, and Ido Leffler. The idea was revolutionary: cut out the middlemen and traditional branding. Instead of paying for flashy logos and expensive packaging, consumers would get high-quality, clean-label groceries and personal care items at a flat $3 price point. It was a bold move in an industry where branding plays such a pivotal role.
The brandless model attracted attention from investors and shoppers alike. By 2019, the company had raised over $250 million and built a loyal following. With over 200 products in categories ranging from pantry staples to wellness items, it looked like Brandless had hit on a sustainable formula that could disrupt the traditional retail model.
The Fall and Shutdown
Despite its early success, Brandless hit significant operational and financial roadblocks. According to reports in early 2021, despite aggressive cost-cutting measures and layoffs, the company couldn’t sustain its business model amid rising fulfillment costs and supply chain challenges.
In a surprise move, Brandless abruptly shut down its business in February 2021, notifying employees via email and locking customers out of their accounts. The shutdown came without warning, leaving customers confused and disappointed. Many speculated that the flat $3 pricing model, while appealing to consumers, left too little room for profit, especially when it came to handling the logistics of e-commerce and direct shipping.
Brandless was a noble experiment in direct-to-consumer pricing and ethical sourcing, but it ultimately failed to overcome the challenges of scaling and profitability.
Are Brandless Products Available for Purchase in 2024?
In short, if you’re hoping to buy Brandless products as they once were sold on the official Brandless website, the answer is: No, the company is currently not in operation. As of mid-2024, there have been no public announcements about Brandless returning or having a new owner relaunching its storefront.
Why You Might Still See Brandless Packaging in Stores or Online
Despite the shutdown, you might still find Brandless products floating around in the following places:
- Online marketplaces like Amazon or eBay
- Secondhand retailers
- Warehouse sales or clearance sites
- Customer accounts that still have inventory or fulfilled orders prior to the shutdown
This is partly because after Brandless shut down, its inventory was liquidated. Bulk quantities of Brandless products were sold off, ending up in third-party retailers or online auctions. These products may still be available, albeit in limited quantities and increasingly less frequently as time goes on.
Brandless Products on Resale Platforms
If you’re set on finding a specific Brandless product, checking resale platforms might still be your best bet. Sites like:
| Platform | Description |
|---|---|
| Amazon | Many third-party sellers list Brandless items, though availability varies and prices are often inflated. |
| eBay | Auction site with listings for rare and bulk Brandless products; exercise caution with listings. |
| Rakuten | Occasional third-party finds, especially from international sellers. |
| Walmart.com | Very rare instances of resold Brandless products, often discontinued. |
When purchasing from resale platforms, make sure to check seller reliability, returns policies, and the product’s expiration date—especially for food and skincare items.
Could Brandless Make a Comeback?
What We Know About a Potential Relaunch
Despite the shutdown, Brandless has not officially dissolved as a company. It continues to have a registered trademark and an active LinkedIn profile as of 2024. However, its website and blog remain inactive. There have been no updates from former executives or public signs of interest from investors in relaunching the brand.
Some in the consumer tech and wellness space have speculated that under a new financial structure or with a different pricing model, Brandless could one day make a comeback. However, in a market increasingly crowded with direct-to-consumer food and health brands (such as Thrive Market, Amazon Elements, and others), it would be challenging to re-entry the space with the same branding and pricing without solving the supply chain issues that led to its downfall in the first place.
What Would Be Required for Brandless to Return?
For Brandless (or a new entity under the same name) to successfully relaunch, several key components would be necessary:
- A revised business model allowing for a sustainable profit margin
- Strong investor backing or acquisition by a larger company
- Improved logistics, especially with fulfillment centers and delivery costs
- Marketing strategy to reintroduce the brand and regain consumer trust
It’s also possible that another brand could purchase certain product lines or trademarks from Brandless if its assets were to be sold, and reiterate the idea under a different name.
So far, there is no indication that any of these steps have been taken. Hope is not entirely lost, but the likelihood of a Brandless reboot remains very low.
Why People Miss Brandless
Quality Without the Markup
Brandless appealed to a core audience that wanted quality without paying for premium branding. The idea that you could get products with no artificial preservatives, responsible sourcing, and ethical production methods at a fixed price of just $3 was revolutionary.
The brand built trust by listing every ingredient source and avoiding vague claims like “natural” or “clean.” Many consumers trusted Brandless more than even Whole Foods 365 or Trader Joe’s because of its transparency.
Customer-Centric Mission
Brandless wasn’t just about low prices; it had a social mission tied into every transaction. A portion of proceeds was donated to women’s health, education, and community empowerment through the Brandless Impact Fund. This resonated with socially conscious consumers who wanted to support better food access and wellness in underserved communities.
Brandless wasn’t just a brand—it was a promise of better access, fewer barriers, and more transparency in everyday consumer goods.
Versatile Product Line
Brandless offered a well-rounded product line, including:
- Organic snacks
- Spices and seasonings
- Pantry staples (oils, grains, legumes)
- Toiletries and wellness items (toothpaste, shampoo, supplements)
The brand ensured that even in sensitive categories (like skincare), products were free from parabens, sulfates, synthetic colorants, and other questionable ingredients.
Alternatives to Brandless Products
If you’re unable to find Brandless products in stores or online, there are several alternatives that offer similar values—clean ingredients, affordability, and ethical sourcing.
Amazon Elements
Amazon has developed its own set of house-brand products under Amazon Elements. While not $3 flat-rate pricing, some items (like vitamins, supplements, and household goods) offer transparency about sourcing and formulation.
Thrive Market
Thrive Market sells healthy, curated products from indie and eco-conscious brands, often at member-exclusive prices. Shipping is free on eligible orders, and they emphasize ethical sourcing and transparency, similar to Brandless’ original mission.
Shop Good
Shop Good is part of the Thrifty Foods chain and offers affordable, clean-label products. They focus on minimizing environmental impact and offer a nice range of pantry staples and plant-based goods.
Costco Kirkland Signature
If you’re looking for affordability and bulk purchasing, Kirkland Signature products often strike a good balance of quality and price. While not always as focused on health-conscious claims like Brandless, there’s a growing range of organic and clean-label offerings in their line.
Trader Joe’s & Whole Foods 365
Both brands have a loyal following for offering affordable, clean products. While not fully transparent with sourcing in the way Brandless was, their private-label lines offer many similar ingredients and are available nationwide.
For dedicated Brandless fans, shopping around these brands can provide a close-enough alternative, particularly when prioritizing value and wellness in your purchases.
Staying Informed: When to Consider Brandless Returning
While there’s no active Brandless store today, staying informed about startups, similar models, or resurrections of the brand can be helpful.
Sign Up for Industry Newsletters
If you’re passionate about value-driven DTC brands, consider subscribing to resources like:
- Fast Company
- Food Dive
- CB Insights for startup and market intelligence
These outlets often feature updates on failed startups that are exploring reboots or acquiring new investors.
Check the Trademark Status
The official U.S. Patent and Trademark Office (USPTO) offers a searchable database. If you’re curious about whether a new company is acquiring the “Brandless” brand or any of its trademarks, keep an eye here.
Follow Key Figures in Brandless’ Founding
Founders Ido Leffler (formerly CEO) and other major players in the Brandless startup are well-connected in the consumer branding and tech space. Monitoring their professional networks, LinkedIn updates, or podcast appearances can reveal their ongoing interests in similar projects.
Drawing the Line: Where to Go From Here
The end of Brandless represents a cautionary tale for DTC startups pushing a price-lowering model without solving logistics and scalability issues. Still, for fans of the brand, the shutdown left a void not easily filled by cheaper alternatives with obscured ingredient lists or dubious ethics.
While the dream of getting premium food and personal care products for just $3 may remain out of reach, the demand hasn’t vanished. Startups and major retailers alike are responding with products that speak to transparency, affordability, and mission-driven branding.
If you’re still determined to find brand-named products with no markup, consider exploring new and emerging platforms—such as direct-from-producer brands, DTC subscription wellness clubs, and community-sourced grocery cooperatives.
Brandless may be gone, but the values it championed—transparency, access, and quality—are more alive than ever.
Final Thoughts: What Will Replace Brandless?
The e-commerce and DTC landscape has evolved since Brandless’s launch. The success of startups like Thrive Market, Ritual, and Amazon Elements—each of which builds transparency into its brand promise—shows that consumers are still hungry for trustworthy products without inflated branding costs.
Whether Brandless will return remains to be seen. But until then, its legacy continues to shape the way we think about value, quality, and purpose in everyday products.
If you’re a loyal customer, the best action is awareness. Keep your eyes open for similar retailers and new startups that aim to replicate what Brandless once provided—affordable, ethical, and wholesome consumer goods that put people before profit.
Ready to Explore Alternatives? Try These:
| Alternative | Mission Focus | Approximate Price Range |
|---|---|---|
| Amazon Elements | Transparency, private label brand | $5–$15 / item |
| Thrive Market | Ethical sourcing, sustainability | $3–$25 / item (with membership discounts) |
| Shop Good | Clean labels, climate-conscious packaging | $4–$12 / item |
| Trader Joe’s | Boutique pricing, private label innovation | $2–$10 / item |
For now, enjoy the hunt. The world of clean, affordable, and ethical products continues to grow—and perhaps somewhere down the line, Brandless will reemerge in some form. Until then, these alternatives might just serve your needs.
Keep supporting transparency, sustainability, and fair pricing—because while one brand may end, the consumer movement for better access and better ingredients is only beginning.
Can I Still Buy Brandless Products?
Yes, you can still buy Brandless products, but availability has shifted significantly since the company’s announcement in early 2022. While the brand officially ceased its direct-to-consumer model and shuttered its website, many of its products have been integrated into the product lines of other well-known companies or retailers. For example, Amazon, 365 by Whole Foods, and select health-focused outlets have picked up variations of Brandless’ private-label offerings.
Additionally, some former Brandless products are still being sold through third-party sellers online, including on platforms like eBay or Amazon Marketplace. It’s also worth noting that Amazon has been actively absorbing similar private-label brands into its ecosystem, meaning consumers who appreciated Brandless’ value-driven ethos may find comparable health-conscious products through Amazon’s Solimo or Wickedly Prime lines. However, these rebranded products may differ slightly in formulation or packaging from the originals.
Why Did Brandless Shut Down?
Brandless shut down primarily due to financial and operational challenges. Despite its unique value proposition of offering affordable, high-quality products without brand premiums, the company struggled to sustain profitability. It faced stiff competition in the crowded consumer packaged goods market, particularly from big retailers’ private-label lines. The decision to close its website and discontinue direct sales was made to explore alternative routes, such as licensing its product formulas or selling in bulk to other retailers.
The founders did not consider the original Brandless model “broken,” but they acknowledged the need to adapt to changing market dynamics and consumer expectations. By shifting to a wholesale-oriented approach, Brandless was able to keep its products alive for consumers even if not directly under the original Brandless banner. This transition allowed the company to reduce overhead and focus on B2B partnerships, rather than managing direct-to-consumer logistics and marketing.
Are Brandless Products Still Available on Amazon?
Yes, although Amazon no longer sells Brandless products directly through its retail site as branded items, some of the formulas and products once offered by Brandless have found their way into Amazon’s own private-label brands. For instance, consumers have noted similarities between Brandless offerings and certain products under Amazon’s Wickedly Prime or Solimo labels. These are not labeled as Brandless, but their ingredients and packaging styles have remained comparable.
It’s important to check ingredients and suppliers carefully if you’re looking for specific Brandless-like products. Amazon has also onboarded some third-party sellers that offer leftover inventory of original Brandless-branded products. These listings may appear sporadically and vary in availability, so searching for specific items may require some persistence or use of marketplace alert tools.
What Happened to the Team Behind Brandless?
Following the closure of the Brandless online store, the core team transitioned their focus toward consulting, advising, and developing other consumer brands with values-aligned missions. Some team members went on to work with or launch new ventures in wellness, sustainability, and consumer goods, leveraging their experience building a modern CPG brand. The founders have remained involved in entrepreneurial spaces, particularly focused on innovation in health and responsible branding.
The company’s leadership also expressed interest in bringing Brandless as a licensing model to other retailers or investors who could carry its vision into the next phase. While Brandless itself may no longer operate in the direct-to-consumer space, the team’s mission of making healthy, affordable, and ethical products accessible continues in other forms and brands within the wellness and natural products ecosystem.
Are There Alternatives to Brandless Products?
There are several good alternatives to Brandless products now on the market, especially among private-label and health-focused brands. Retailers like Whole Foods’ 365 Everyday Value, Trader Joe’s, and Thrive Market offer affordable, high-quality products that emphasize clean ingredients and sustainability, much like Brandless. These brands share a similar philosophy in removing middlemen and unnecessary markups to make wellness products more accessible.
Amazon’s growing lineup of private-label brands also carries several health-conscious product lines, such as Wickedly Prime and Solimo. These brands often serve as budget-friendly substitutes and may even contain derivatives of former Brandless formulas. For consumers seeking convenience and cost-efficiency, these alternatives can serve as reliable sources for products once championed by Brandless.
What Were the Core Values of Brandless?
Brandless differentiated itself with a mission centered around accessibility, affordability, and transparency. The brand aimed to eliminate the concept of overpaying for products because of branding or packaging. Its pricing model was one of its most notable features—everything was sold at a flat $3.00 price point, making healthy consumer goods approachable to a wide audience. This ethos extended to their commitment to ethically sourced ingredients and environmentally responsible packaging.
In addition, Brandless emphasized education, striving to inform customers about each product’s ingredients and benefits. The company built a loyal following by advocating sustainability and transparency in an industry often criticized for both misleading marketing and unsustainable practices. While the Brandless brand itself has become less visible, its values are increasingly adopted by new and existing retailers looking to align with conscious consumerism.
Is There a Chance Brandless Will Return?
As of now, there have been no official announcements about a full-scale relaunch of Brandless as a consumer-facing brand. However, the company’s founders have not ruled out future partnerships that might bring a new iteration of Brandless to market. Since exiting the direct-to-consumer model, the team has continued to explore ways to license their formulas or collaborate with retailers who share their vision of making high-quality goods accessible and responsibly made.
What’s most likely is that Brandless will continue to live on indirectly through product licensing, brand acquisitions, or private-label extensions at major retailers. If you enjoyed Brandless products, it’s worth keeping an eye on developments in the space of CPG health and wellness brands, as elements of Brandless’ ethos and offerings continue to evolve within the market landscape.