If you exist online at all, you’ll have heard of SULT Electrolyte, the brand that took social media by storm and is now no longer just a company, but a community. Their audience is involved in major decisions, from choosing slogans to shaping the brand itself.
SULT has a strong, founder led strategy. They built their brand in public, there was no big launch date. Instead, they shared the entire process, from creating the name to testing the product.
Henry and Milly, the founders, have shared both their big wins and their lows. In doing so, they’ve built genuine connections and a loyal following, creating a brand that their community truly feels part of. This sense of involvement makes the audience feel invested, as if they’ve helped build the company themselves.
SULT knew that to succeed, they needed to build a community, and they did exactly that. They were ahead of the curve in recognising that brands now need to create communities to survive, especially for a generation that has access to everything online. It’s no longer enough to build a brand people simply want to buy from, they need to want to be part of it.
Building a brand in 2026 is almost like building a pop star or influencer. It becomes a fully realised persona, and you almost have to create a kind of cult following or fan base for your company, just as SULT are doing.
Their branding is bold and distinctive, with eye-catching yellows and greens, and chunky fonts that make everything pop. It’s become instantly recognisable.
SULT has grown into an iconic brand, with founders who feel like friends and a story that everyone knows. The introduction of their first hire, Sophie Milham, known for making Odd Muse a social success. Has now taken SULT’s marketing to the next level, with their mini drama scene to show why electrolytes are good for everyone not just athletes.
Why was this such a strong hire? SULT’s team is built around recognisable personalities, so bringing in Sophie, who already has strong visibility (especially among Gen Z), makes perfect sense. She creates fun, raw content and has helped strengthen that sense of closeness with the community by actively featuring in the brand’s content, further amplifying its reach.
SULT has just turned one year old, which is wild. I personally remember seeing videos from Milly and Henry when it was just an idea. I’m excited to see where the brand goes next, how their marketing evolves, and what they do in the IRL space.