28-05-2025
How Founders Are Using Substack To Build Real Connection
Founder of Crown Affair and "Take Your Time" Substack, Dianna Cohen, Photo Credit: Vanessa Granda
The rise of founder-led Substacks isn't just another content trend — it's reshaping how brands communicate.
I started noticing the shift last summer. Then came the on-point predictions: Emily Sundberg of FeedMe noted, 'We will see more brands trying out Substack this year,' echoed by Rachel Carten's 'Here Come the Brands' and Coco Mocoe's take that brands are headed to Substack.
The momentum hasn't slowed. Every time I went to hit publish on this piece, new brands joined the movement.
'Substack has found success because it offers what people have been craving: community,' shares the (anonymous) founder of People, Brands And Things.'Unlike mainstream social media, it thrives on creativity and niche interests. It's a refreshing departure from data-driven content.'
In a world where organic reach is shrinking and attention spans are short, Substack gives founders something rare: a direct line to an audience that chooses to hear from them. No middlemen. Just unfiltered insight, behind-the-scenes stories, and real connection with superfans.
Photo Credit: PEOPLE BRANDS AND THINGS
With over 5 million paid subscriptions across newsletters and podcasts, Substack has become the new group chat for brand builders: a space for storytelling, industry hot takes, and content that humanizes the business. And the best part? Readers opt in.
Unlike other platforms where brands are building on 'rented' land, Substack offers something more stable: ownership. Founders control the narrative, enjoy full creative freedom, and maintain access to their subscriber list. Substack has remained ad-free, relying on its subscription-driven model where creators keep 90% of paid revenue.
For founders in fashion, beauty, and consumer goods, Substack is where you go deep — without the noise of algorithms or ads. It also serves as a content playground to spark delight for the engaged consumer.
Inspired to join the movement? Let's get into it.
One thing to know, right from the jump: don't consider launching a Substack as another promotional channel. This is a place to showcase your personality as a founder, while doubling as a portal to immerse consumers in the brand world you are building. These might be newsletters, but they don't follow the same rules as traditional email marketing.
It's about the long game and longer-form, text-first content. Instead of chasing fast metrics, Substack is an intentional way for a founder or team member to connect with audiences. It's about three Cs: Connection. Consistency. Community.
It's also about meeting true fans where they're at.
Another disclaimer: don't jump in just because it's trending. Loyal fans and Substack readers looking for deeper dives into a brand world can sniff out when something is done strictly as a marketing play. Substack only works when it feels like a natural extension of your brand.
In the case of Crown Affair (Dianna Cohen), Set Active (Lindsey Carter), and Megababe (Katie Sturino), their founders have leaned into Substack to spark joy, offer transparency, foster community, and give super fans a behind-the-scenes glimpse into their brands.
I spoke with these founders, as well as Christina Loff, Substack's head of lifestyle partnerships, and the founder of People, Brands And Things, about how to navigate the platform as founders while remaining authentic and unsubscribing from marketing gimmicks.
Christina Loff puts it best: "The most successful brand Substacks feel personal. They bring value, care about community, and share with intention." This is where niche communities can thrive.
Loff cites Clare Vivier's 'La Vie De Clare V' (founder of Clare V), Somsack Sikhounmuong's 'Somstack' (creative director at Alex Mill), and Melanie Masarin's 'Night Shade' (founder of Ghia) as standout examples. "People don't want to be marketed to. They come to Substack for authenticity and connection."
Thinking of starting your own? Here are some factors to keep in mind:
1- Share, Don't Sell
Substack thrives as a platform for inspiration and connection.
'Don't come to Substack to sell,' Loff advises. 'Come to understand your community, share meaningfully, and stay consistent.'
She adds, 'Make it a space for original content — something readers can't get from your social feed.'
This isn't transactional. It's intimate. It's a way of pulling back the proverbial curtain to see the founder's thoughts. It's also where fans connect with the founder behind the brand, from the quirks, the creative spark.
'Think more about your brand's ethos than your product,' adds the founder of People, Brands And Things. 'Let that lead the way and guide your content.'
Dianna Cohen's Take Your Time is a powerful example: Crown Affair's ethos doubles as the name of Cohen's newsletter.
'Substack is a special place on the internet that allows me to dive deep into my inspirations — both personally and behind the brand or product,' Cohen explains.
Her newsletter blends Crown Affair's DNA with personal inspiration: from an ode to Jim Henson to the magic of mood boarding. These long-form reflections wouldn't fit elsewhere, but they shine on Substack.
"The Magic of Moodboarding," Photo Credit: "Take Your Time", Crown Affair
'It doesn't feel like a sales pitch,' says the founder of People, Brands And Things. 'It's an intimate, inspiring extension of Crown Affair.
One standout piece — The Magic of Mood Boarding — pulls back the curtain on how Cohen built Crown Affair's visual world. Equal parts educational and inspiring, it enhances appreciation for the brand and its visual universe, without ever veering into promotional territory.
As the founder of People, Brands And Things shares: 'Given this unique environment, brands must be thoughtful and cautious when launching their own Substacks. Brands should tap into content amplifying the 'brand world' they are creating and view their Substack as an extension of that world — an avenue for building community through long-form writing.'
Incorporating a founder's thoughts and inspiration, as well as their brand, is a delicate dance — one that toes the line between authentically sharing versus selling.
2- Build Community
Lindsey Carter (Set Active) uses her Substack to preview launches, share business decisions, and reflect on founder life.
Her Substack is positioned as the "front-row seat to Set," bringing readers into the fold before news hits the larger community.
Carter also published a post detailing the brand's marketing strategy, attracting marketers and industry professionals alongside Set fans. 'This approach attracts a new audience outside of Set's immediate community. And it's smart,' notes the founder of People, Brands And Things.
'I use Substack to genuinely connect with people. I love human connection and can't help but be unapologetically myself. Substack is the opportunity to be creative at the intersection of both of those things.'
It's what creates real connection between Carter and her Set community — and she wouldn't have it any other way.
As Loff adds, 'Launching any new platform takes effort, but Substack offers a unique space to tell your brand's story in a more authentic, narrative-driven way that doesn't feel like traditional marketing. This can help build a genuine connection with your audience.'
Katie Sturino's Lobby Coffee is a masterclass in using the Chat feature, with her book club series and real-time conversations surrounding topics like body positivity and divorce.
'Chat is a smart way to engage your community on Substack,' Loff adds. 'It provides access to people in a way you just can't get on social media. And oftentimes, the community connects with one another in really lovely ways.'
'Community is at the core of everything I do. I truly exist to serve my community,' Sturino shares. 'Body Talk: The Course was a chance to go deeper with each chapter of my book. We did multiple live Zooms together, where our paid subscribers could go deeper. This type of closed community where we can chat 1:1 is one of the reasons I love Substack. It allows readers to engage with others in a non-public space, so there's a sense of safety.'
Over at 'Take Your Time,' Cohen launched a multi-week series tied to The Artist's Way, offering her paid subscribers a space to share progress and hold themselves accountable — a blend of book club and creative workshop.
3- Offer Timeliness and Relevance
Substack gives founders the agility to respond to cultural moments, current events, or evolving audience moods in real time.
Take Cohen's viral posts around New Year's: her newsletter on manifesting and 'What To Release & Carry Into 2025' wasn't about product. It reflected the mood, the mindset, and the lifestyle Crown Affair champions.
When wildfires hit Los Angeles at the start of this year, both Set and Crown Affair addressed it directly. These weren't press releases — they were thoughtful updates that grounded the brands in the moment.
And when Set and Parke's preorder for their collaboration sold out too quickly, Carter didn't spin it. She posted a sincere apology on Substack, owning the hiccup and further humanizing her leadership. Vulnerability like that builds trust.
More tips to keep in mind:
Cohen offers this reminder: 'Just start! You never know what your audience will resonate with, so start sharing what's inspiring to you — they'll let you know what they connect with most over time. Also, if you feel intimidated because you don't have an audience just yet, the north star I always go back to is this: of the people you reach, how many do you move? That's what I'm working towards these days. Making content that inspires.'
