The next-generation wellness brand founded by tarte founder and CEO Maureen Kelly and her sons turns its first major creator collaboration with Tana Mongeau into its #1 launch ever.

MIAMI, Aug. 31, 2026 /PRNewswire/ — Five months. One major creator collaboration. Twenty-five percent of inventory gone in 60 minutes.

In just five months, FINNSUL has gone from family startup to viral challenger brand. Tana Mongeau x FINNSUL Rocket Pop became the #1 launch ever on FINNSUL.com  and reached 25% sell-through in its first hour. Demand followed only two days of social teasing, which drove more than 10,000 people to the waitlist and showed how quickly FINNSUL can turn cultural conversation into commerce.

The remarkable part is not simply that the launch broke a record. It is when it happened. The collaboration is not the culmination of years of brand building; it arrived in month five, establishing FINNSUL as a fast-growing challenger rewriting the traditional wellness playbook in real time.

FINNSUL is not simply participating in wellness. It is helping define what comes next. The brand combines meaningful function with GOOD-for-you ingredients, creator-led storytelling and the speed of a social-first company. In a category often defined by clinical language, complicated routines and predictable marketing, FINNSUL is pushing boundaries by making wellness feel expressive, entertaining and culturally relevant.

The brand was co-founded by Maureen Kelly, founder and CEO of tarte cosmetics, with her sons, Finn and Sully McDonough. Sully, 20, is a student at the University of Miami, while Finn, 19, attends the University of Texas. Maureen brings the experience of building a disruptive billion dollar global beauty company; Finn and Sully bring the perspective of the generation FINNSUL was created to serve.

The idea grew from their fast-moving, overstimulated lives and frustration with complicated wellness routines. Together, they created a groundbreaking powdered drink mix designed to support focus, energy and hydration in one step—without sacrificing taste or convenience.

Rocket Pop brings that vision to life through cherry, lime and blue raspberry inspired by the classic red, white and blue freezer pop. Its formula includes Cognizin® citicoline, L-theanine, 150mg of natural caffeine, B vitamins and magnesium, with 0g sugar and 10 calories.

For its first major creator collaboration, FINNSUL chose Mongeau as more than the face of a campaign. Tana helped transform Rocket Pop into a cinematic, Americana-inspired summer world, pairing ’90s glamour and childhood nostalgia with her unmistakable point of view. It was built to feel like culture first and advertising second.

“We did not create FINNSUL to fit into the wellness category. We created it to push the category forward,” said Sully and Finn McDonough, co-founders of FINNSUL. “Our generation expects products to work, but we also expect creativity, personality and brands that move at the speed of culture. To see this response only five months after launch showed us that people are ready for something different. Tana did not just put her name on Rocket Pop—she helped create a world around it.”

The response validates FINNSUL’s founding belief: the next generation should not have to choose between efficacy and excitement. Wellness can be functional and fun, credible and culturally relevant, useful and worth sharing.

In five months, FINNSUL has moved from a family idea to a viral, record-setting brand moment. Rocket Pop is not the culmination of its momentum. It is proof that the future of wellness is already here—and moving faster than the category expected.

ABOUT FINNSUL
FINNSUL is a family-founded focus, energy and hydration brand co-founded by Maureen Kelly and her sons, Finn and Sully McDonough. Built for overstimulated lives, FINNSUL combines functional formulas, bold flavors and a social-first point of view to make everyday wellness simpler, more relevant and more fun. Learn more at FINNSUL.com and follow @FINNSUL on TikTok and Instagram.

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SOURCE FINNSUL