6 Side Hustles That Grew Into Million-Dollar Brands
Proof that million-dollar ideas often start after hours.
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Today’s post is a special one.
It started with an exchange between me and Carrie Loranger.
We were talking about the kind of freedom that comes not from one big win, but from layering small, smart moves over time.
Carrie runs 9-To-Thrive, a newsletter I genuinely enjoy. She writes about portfolio businesses, personal branding, and building multiple income streams in a way that’s practical and grounded in experience.
We decided to turn our conversation into something more. This post is the result.
If you're not already reading her, here's her corner of the internet
Now, let’s dive into our post …
Everyone has a side gig now
Some do it for the extra money, some for the thrill of curiosity. Most burn out. But occasionally, one catches fire and becomes a serious brand.
In this post, you'll discover 6 side hustles that started quietly on the sidelines… and went on to transform the founders' lives.
1. Linktree
The backstory
Back in 2016, three friends, Alex and Anthony and their mate Nick, were running a small digital agency in Melbourne. They just kept running into the same annoying problem: Instagram only allowed a single link in a bio. Their clients wanted to share new music, blog articles, videos, events, but each time, they would have to manually swap out the link.
One day, frustrated, they decided to build a quick solution: one page with a few links. It was completed in just six hours.
Now
It evolved into Linktree, now utilised by more than 40 million creators and businesses globally. The company has raised more than $165 million in funding and is worth $1.3 billion. Something that started as a utility product has become a global brand that's trusted by Selena Gomez, Red Bull, and The UN.
The Moment It Clicked
They scratched their own itch and didn't overthink it. They launched the MVP immediately and let users determine what came next. Word got around organically among creatives seeking the same solution.
What They Did Right
The brilliance was in the simplicity. No login required, no branding fuss, just a functional tool that worked. They kept it frictionless, and the virality took care of the rest.
Lesson
You don't necessarily need a grand vision to create something amazing. Small problem + quick solution + obvious use case may be sufficient. Start where it hurts. And don't wait to ship.
See for yourself here: linktr.ee
2. Craigslist
The Backstory
Craig Newmark was a computer programmer at Charles Schwab in 1995. He had just relocated to San Francisco and began sending a list of cool local events, computer meet-ups, art exhibits, job listings, to friends on a weekly basis via email. People enjoyed it. Friends forwarded it. Strangers began requesting to be included.
Before long, it was too much for email. So he started a website. He named it Craigslist.
Now
What started as a useful side hobby of some friends grew into one of the most trafficked websites on the globe. Craigslist was pulling in more than $1 billion in revenue per year at its zenith (with just 50 employees!). All from a website that hardly updated its look in 20+ years.
The Moment It Clicked
Craig prioritised function over form: a no-nonsense platform that simply worked.
It featured actual, local subject matter: concerts, housing, missed connections, and so on. Its popularity was fuelled by word-of-mouth and community loyalty.
What They Did Right
He had a low-profile platform, rejected advertising and data manipulation, and emphasised function and trust. That self-control made Craigslist iconic and irreplaceable.
Lesson
Don't underestimate the power of consistency and clarity. You don't need funding, fancy branding, or a growth hack. Just create something people return to.
See for yourself here: craigslist.org
3. Spanx
The Backstory
Sara Blakely was selling fax machines door-to-door in Florida in the late '90s. She disliked how her pantyhose looked under white pants, so she cut off the feet one day and wore them anyway. It looked better. And it gave her an idea. What if shape wear didn't have to be terrible?
She lacked fashion experience, a business plan, and had just $5,000 in savings. But she was convinced about the product, so she began phoning manufacturers. Most rebuffed her, until one man said, "I'm only doing this because my daughters told me to."
Now
Those tights became Spanx, a billion-dollar company. Blakely became the youngest self-made female billionaire, and Oprah notoriously declared Spanx one of her favourite things, instantly propelling it into mainstream popularity.
The Moment It Clicked
Sara cold-called hosiery mills and patent attorneys repeatedly until someone offered her an opportunity. She authored her own patent, designed the packaging herself, and approached department stores in person.
Oprah's promotion catapulted demand, but the groundwork had been established.
What They Did Right
She tirelessly concentrated on product and narrative. Spanx gave people a way to feel more confident in what they wore. And Sara put herself into the brand, which generated immediate trust and media attention.
Lesson
With the right idea and persistence, it’s possible to build something legendary from the ground up. Only a problem you're passionate about, and the audacity to look for a superior solution. Or to put it simply: resourcefulness over resources.
See it for yourself here: spanx.com
4. RXBAR
The Backstory
In 2013, Peter Rahal and Jared Smith, childhood friends, were CrossFitting, eating clean, and fed up with the protein bar industry. Everything on the shelf was loaded with sugar, fillers, or stuff you couldn't pronounce. So they set out to create their own, in Peter’s kitchen.
They didn't raise money. They wrapped each bar by hand and sold them to gyms directly. They worked out of a scrappy operation for months. Two guys, a heat sealer, and a passion to create.
Now
RXBAR went from a countertop to a massive buyout. In 2017, just four years in, Kellogg's purchased the company for $600 million. All from a straight-shooting brand that proudly displayed its ingredients on the front of the packaging: "3 Egg Whites. 6 Almonds. 4 Cashews. 2 Dates. No B.S."
The Moment It Clicked
Rather than conceal ingredients, they turned transparency into their brand.
CrossFit gyms and early users valued the honesty, and became brand ambassadors.
What They Did Right They remained brutally disciplined: no fluff, no distractions, just a superior bar. They didn't try to chase retail too early but instead established traction in a niche (fitness communities) and scaled from there. When the time arrived, they were prepared.
Lesson
Begin with something genuine. Construct it carefully. Concentrate on what truly counts. The most effective message is sometimes the one that is the most straightforward.
Try it out yourself here: rxbar.com
5. Notion Templates by Thomas Frank
The Backstory
Thomas Frank was already well-established in the productivity space. He had built a loyal audience on YouTube by sharing tips on focus, learning, and systems. At some point, he started using Notion to organize his work, and informally demonstrated how he used it in a number of videos.
His fans loved it. They asked him for his setup. So he packaged his workspace into a neat, downloadable template - he named it "just in case anyone found it useful."
Now
That simple template evolved into an entire product line. With no outside capital, employees, or aggressive hard sell marketing push, Thomas has done more than $1 million in revenue selling Notion templates. It began as a sideline to his content, now it's a standalone business that is still lean and one-man.
The Moment It Clicked
His audience was already attempting to replicate his Notion setups, so he simply productised what he was already doing.
The timing couldn't have been better: Notion was exploding in popularity, and he'd already positioned himself as an expert. Rather than trying hard to sell, he provided real value and allowed the results to do the talking.
What He Did Correctly
He built in public, open-sourced knowledge for free, and when folks needed more - he turned it into a business. He kept doing what worked and refined it.
Lesson
Your best product is usually right in front of you. It's that thing that people won't stop asking you to do. Never underestimate the power of trust, timing, and staying in your lane.
See for yourself here: thomasjfrank.com/templates
6. Beardbrand
The Backstory
In 2012, Eric Bandholz was working as a financial advisor. But he didn’t quite fit the part (since he had a full beard, a creative streak, and a growing interest in men’s grooming). After attending a beard competition (yes, really), he realized there was an entire community of bearded men who didn’t see themselves represented in mainstream brands.
So he started a blog and a YouTube channel, to share stories, tips, and beard care advice. He called it “Beardbrand”.
Now
That blog became a movement. Beardbrand is now a multi-product grooming company with a loyal customer base and millions in revenue. The brand has been featured in Shark Tank, GQ, and Men’s Journal, all while staying true to its roots as a brand “for the urban beardsman.”
The Moment It Clicked
Eric didn’t sell right away, instead he built trust through content first.
The brand wasn’t just about beards; it stood for individuality, confidence, and self-expression.
By speaking directly to a niche community, Beardbrand became the brand for that audience.
What They Did Right
They led with content and community, not products. Beardbrand didn’t try to compete with giant grooming companies, it carved out its own culture and invited people in.
Lesson
Niches build empires. If you speak clearly to a small group that feels unseen, they’ll stick with you, and bring others with them.
See for yourself here: beardbrand.com
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