If you’ve followed my journey, you know I’m all about transparency, innovation, and cutting through the noise. That’s exactly why I fell in love with Substack.
No algorithms burying your posts, no fleeting trends dictating your reach, just direct, meaningful connections with people who actually care.
It’s like owning your own digital real estate in a world of rented social media apartments.
And guess what, I’m not alone. In 2025, a wave of retailers, brands, and even high-profile celebs jumped on board, turning Substack into the hottest spot for authentic storytelling and community building. Let’s dive into this shift and why it’s a game-changer for the retail world.
My Substack Love Affair: From Fiscal Insights to Real Conversations
Picture this: You’re a retail pioneer like me, battling opaque fiscal laws and pushing for global transparency. Platforms like LinkedIn are great for networking, but they feel corporate and fleeting. X (formerly Twitter) is chaotic, great for quick hits, but not for deep dives.
Enter Substack.
I started using it for short, punchy notes that expand on my longer blog posts here on darkopavic.xyz. The reason is simple yet very important, it lets me own my audience.
No more begging for visibility; subscribers get my thoughts straight to their inbox. It’s empowering, intimate, and, bonus, monetizable without the ad overload.
As I tweeted recently:
“Substack isn’t just a newsletter tool; it’s the future of owned media where brands build loyalty without the middleman. Retailers, take note—your customers crave this authenticity.”
But here’s the exciting part: 2025 wasn’t just my awakening. It was the year retailers and brands realized Substack’s power for direct-to-consumer (DTC) magic.
The Retail Rush: Brands Betting Big on Substack
In a post-algorithm era, where TikTok trends fizzle and Instagram feeds feel fake, Substack offers a breath of fresh air. Brands are flocking here to share behind-the-scenes stories, exclusive insights, and real value, building loyalty that translates to sales. According to recent stats, brand adoption on Substack spiked in 2025, with at least 10-15 major retailers launching newsletters.
It’s ad-free, subscriber-focused, and perfect for Gen Z, who spend more time on newsletters than ever (52% planning to increase usage in 2025).
Take American Eagle’s “Off The Cuff,” launched in May 2025. This youth-focused newsletter, guest-edited by influencers, dives into culture and fashion without the hard sell. It racked up 2,600 subscribers fast, publishing biweekly gems that feel like chatting with a cool friend.
Then there’s Rare Beauty by Selena Gomez, debuting April 1, 2025. Weekly drops of beauty tips and insider scoops? Genius. With thousands of subscribers and 20,000+ monthly visits, it’s proof that vulnerability sells, open rates soar because it’s real, not rehearsed.
Other standouts include The RealReal (February 2025 launch, biweekly fashion deep-dives with Gossip Girl vibes) and Saie Beauty (active since May 2024 but exploding in 2025 with 20% monthly growth to over 5,000 subs). Even giants like Shopify jumped in November 2025, dropping twice-weekly merchant insights. Free People, Tory Burch, Still Here, Loftie, and Cava all piled on, publishing weekly or biweekly content that blends lifestyle with subtle branding.
Most stick to 1-2 posts a week to keep it sustainable, but the payoff is huge: direct emails mean higher engagement than social scrolls.
These aren’t one-offs. In 2025, brands saw Substack as the antidote to platform fatigue, where 30% of readers subscribe to 3+ newsletters. For retailers, it’s a loyalty machine: Share recipes (Cava), sleep hacks (Loftie), or denim lore (Still Here), and watch conversions climb without paid ads.
Celebs Join the Party: Gary Vee and the 2025 Wave
It’s not just brands, famous faces amplified the trend. 2025 was Substack’s “celebrity era,” with stars ditching short-form chaos for thoughtful long-form. Take Gary Vaynerchuk (Gary Vee), the hustle kingpin. He launched “Underpriced Actions” in November 2025, blending consumer trends with raw advice. His first posts were Instant hits, drawing on his massive following for quick subscriber growth. Gary’s move screams validation: If a social media mogul pivots to Substack, it’s the future.
Others followed suit: Rosalía shared music insights, Pamela Anderson went raw with personal essays, Lena Dunham tackled culture, and Neko Case dropped musician musings, all starting in 2025. Top influencers like Heather Cox Richardson (history/politics), Nate Silver (data/elections), Mehdi Hasan (news), and Paul Krugman (economics) also ramped up, turning Substack into a powerhouse with 5 million paid subs by year’s end.
This celeb influx supercharges retail’s move. When Gary Vee talks trends, brands listen, and his Substack debut aligns perfectly with retailers seeking deeper connections.
Why This Matters for Retail’s Future (And Why I’m All In)
As a retail tech guy fighting for transparency in fiscal laws, I see Substack as the ultimate tool for building trust. Brands aren’t just selling; they’re conversing. Expect 20+ more retailers in 2026, especially in beauty and fashion, where storytelling drives 20-30% higher loyalty. For me, it’s simple: Substack lets us own our narratives, just like Fiscal Solutions empowers retailers to own their compliance.
If you’re a brand leader, start now, your audience is waiting. And if you’re reading this, hit subscribe on my Substack darkopavic.substack.com for more retail insights.
Stay innovative!