Society Brands, a tech-enabled consumer products company known for snapping up and scaling direct-to-consumer (DTC) health and personal care labels, is finally stepping onto the national stage. The company just announced its first nationwide marketing campaign with iHeartRadio—an ambitious move that will put its portfolio in front of millions of podcast listeners.

The campaign isn’t small potatoes. Ads will roll out across some of iHeart’s biggest properties, including The Herd with Colin Cowherd, My Favorite Murder, Dear Chelsea, and Betrayal. For context, those shows pull in millions of ears each month, and they cover an eclectic mix of sports, comedy, true crime, and pop culture—a wide funnel for brand discovery.

This expansion builds on a previous partnership with media personality Xen Sams, but the iHeart deal marks a notable shift: Society isn’t just flirting with exposure, it’s buying a national megaphone.

Enter the Society Talent Collective

The marketing push dovetails with the launch of the Society Talent Collective, a new platform designed to bring A-list celebrities and top influencers directly into the fold—not just as spokespeople, but as stakeholders. Participants can gain equity in Society’s fast-growing brands, share revenue tied to performance, co-create new products, and ride along on future brand launches.

Michael Sirpilla, Society Brands’ co-founder and CEO, called it an “innovative approach” that aligns star power with the company’s long-term vision. Translation: instead of renting fame for endorsements, Society wants to own the relationship—and let influencers own a piece of the upside.

It’s a model that echoes trends across the consumer brand space. From MrBeast’s Feastables to Logan Paul’s Prime, creator-led ventures are rewriting how products gain traction. Society’s move formalizes that strategy across multiple labels, giving it a potential edge in scaling awareness while tightening influencer loyalty.

Scaling the Portfolio

Society Brands currently manages 12 e-commerce brands, with a heavy tilt toward health and personal care. About 70% of its revenue comes directly from DTC sales, while the rest flows through Amazon, retail, and other marketplaces. That focus is paying off: the company is already pulling in over $100 million annually, with health and personal care representing nearly three-quarters of the pie.

Its growth model is unusual in that it lets founders stay actively involved in their brands while plugging into Society’s centralized infrastructure—a hybrid of independence and support that aims to preserve brand DNA while driving scale. The Talent Collective seems to apply the same thinking to influencer partnerships, promising a structured community where both sides get skin in the game.

The Bigger Picture

This is Society’s first national push, but it lands at a time when DTC brands are grappling with slowing growth, rising acquisition costs, and the need for differentiation in a crowded marketplace. By combining iHeart’s massive reach with influencer equity, Society is betting it can turn brand awareness into something stickier—and maybe redefine how consumer product companies approach celebrity partnerships.

Future announcements are expected around additional partnerships within the Talent Collective. For now, the iHeartRadio campaign signals that Society isn’t content to play quietly in the DTC sandbox—it wants to grab a much larger audience.

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