These young brands are already finding solid footing with their fans

From three-on-three women’s basketball to fan-favorite fragrances, these brands that are 4 years old or less have quickly made their mark.

The early stages of building a brand are critical. Beyond identifying their audience, brands also have to connect with them while demonstrating their utility. For the five companies recognized as 2025 Brands That Matter honorees in the on the rise category, in four years or less they have managed to do both those things with aplomb.