28 September 2026 – Contagious has today released the Contagious Brands Report 2026, spotlighting 45 brands from around the world considered to be rule-breakers that challenge category conventions and stand out in a sea of sameness.
From startups to multi-billion-dollar companies and across diverse sectors, the selected brands tell their own stories, move at the speed of the internet, and generate ideas people can’t wait to talk about. Regarded to be creative, disruptive, and innovative, the list has been shaped by today’s biggest business challenges and opportunities, from media fragmentation and artificial intelligence to the creator economy and worldbuilding.
Sunil Bajaj, Lead Brand Analyst, Contagious, says: “What unites many of these diverse brands is that they have found success by moving away from simply manufacturing products or providing services. Instead, they’re creating experiences that surprise and delight. And rather than focusing on serving individual customers, they’ve considered how they can better benefit communities and bring people together. Because, in 2026, you can’t just be a Contagious brand by selling stuff alone, you have to make people want to spend time with you.”
Spanning nine key areas, the 45 Contagious Brands of 2026 from around the world are:
Destination Designers: Retail is becoming a destination again as brands rethink stores into spaces people actually want to visit. Here are those redefining the physical brand experience:
- Kura Sushi, Japan: has transformed conveyor-belt dining into a gamified experience.
- Dick’s Sporting Goods, USA: has redefined its retail spaces into athletic playgrounds.
- Gentle Monster, South Korea: its 80+ global stores have turned into art galleries.
- Games Workshop, UK: its stores have become community hubs.
- Miniso Land, China: has launched 26 theme park-style stores.
Everyday Magic Makers: The categories that these brands operate in might seem ordinary, but these ambitious brands bring attitude, science and glamour to unlock a little magic:
- Scrub Daddy, USA: the smiley-faced sponge leverages its design to create engaging content.
- Bustanica, UAE: is the world’s largest indoor vertical farm using 95% less water.
- Fishwife, USA: uses packaging design to turn tinned fish into a star of Instagram and TikTok.
- Bold, Brazil: its protein bars look and taste like desserts driving viral consumer videos.
- Dr Squatch, USA: has disrupted the men’s grooming market without alpha-male posturing.
- Kurand, Japan: transformed sake from an old-man’s drink into a young-person’s treasure hunt.
Product Innovators: From creating new markets to reshaping categories, these brands spot overlooked needs, challenge assumptions and turn ideas into products people want:
- Ather Energy, India: has revolutionised electric scooters with proprietary technology.
- SharkNinja, USA: launches 25 lifestyle products a year using premium tech at half the price.
- Loop, Belgium: the earplugs offer stylish noise-control for sleep, focus, and daily life.
- Starface, USA: turns acne treatment into a bold Instagram-worthy form of personal expression.
- Oura, Finland: redefines health tech with its screen-free ring that focuses on sleep, stress, and recovery.
- Octopus Energy, UK: combines customer-centric innovation, smart tariffs and its AI-powered Kraken customer management platform.
Creator Makers: Employees, customers and everyday people can all become compelling creators. These brands show how putting unexpected voices in front of the camera can make for fresher, more distinctive content:
- Starbucks, USA: The Green Apron Creators programme turns its baristas into brand influencers.
- Nykaa, India: the beauty retailer turns its young consumers into brand ambassadors.
- Currys, UK: the electronics retailer makes its staff the focus of its thriving social presence.
- Grillo’s Pickles: turns college students into campus representatives.
Gen Z Magnets: Gen Z is notoriously hard to win over. These brands have found ways to make young people come to them, building the kind of relevance and fandom others spend fortunes chasing:
- Bathu, South Africa: the township sneaker brand champions African identity whilst fighting youth unemployment.
- BuzzBallz, USA: the cocktails in distinctive colourful balls have become the best-selling premixed cocktails in the US.
- Poppi, USA: the prebiotic soda brand sold in bright cans is making gut health fashionable.
- Buldak, South Korea: the food brand taps into the growing popularity of spicy food.
- Luckin Coffee, China: combining efficiency with entertainment has made it the number one coffee brand in China.
Worldbuilders: Some brands just dream a little bigger. For these companies, the product might be
something you can hold in your hands, but the universe they conjure in the minds of their fans is as expansive as their imagination:
- Vacation, USA: the upstart sunscreen brand encourages users to enjoy the sun using its retro-styled products.
- Jellycat, UK: its extensive range of plush toys for all occasions is making adults want their products too.
- Clash of Clans, Finland: uses IRL entertainment and cultural moments to unleash the game’s virtual conflicts into everyday life.
- Mixue Ice Cream, China: has transformed its Snow King mascot into a viral cultural phenomenon.
- Fanatics, USA: has become a sports ecosystem for its 140m customers across the globe.
AI Pioneers: New innovations in artificial intelligence are popping up every week, from everyday tools to gadgets that feel straight out of science fiction. Here are three developments worth watching:
- Xpanceo, UAE: the tech company’s smart contact lenses merge all devices by projecting digital information directly into users’ vision.
- Zapia, Uruguay: a free AI personal assistant designed specifically for Latin Americans, handles everything from shopping and scheduling to price tracking and restaurant bookings.
- Runway, USA: a $5.3bn platform transforming AI video creation into directorial control.
Community Builders: Connection is the name of the game and brands who bring people together around services, interests, passions and platforms are set to win:
- GTA Online, UK: the online multiplayer game keeping 18.3m Grand Theft Auto active users engaged through missions, heists, races and in-game content every month.
- Substack, USA: the publishing platform offering content without the doomscroll.
- Hello Tractor, Nigeria: this B2B agri-tech company launched the app-based service that connects farmers with tractor owners giving them access to machines.
- Hubla, Brazil: helps creators monetise digital products through subscriptions, courses, events, coaching and more.
- Letterbox, New Zealand: The social network for film discovery has turned movie fandom into self-expression, amassing over 30m members eager to share recommendations.
- Tecate, Mexico: the beer brand takes a bold patriotic positioning celebrating Mexican heritage.
Value Champions: As inflation and rising living costs reshape spending, this section looks at how brands can compete when price and value become two of the biggest factors in what people buy:
- Back Market, France: aims to end ‘fast tech’ by selling refurbished electronics for 30-50% less than new.
- Vinted, Lithuania: the pre-loved clothing marketplace making low-value transactions worth it.
- Skinny, New Zealand: provides affordable telco and operates a no-frills marketing strategy.
- Cheaf, Mexico: combats food waste by connecting users with restaurants and stores selling surplus food before it’s discarded.
- Mercado Libre, Argentina: the ecommerce giant making discounts creative and entertaining.
Read here a complimentary copy of The Contagious Brands Report 2026, which includes detailed information on how each of these brands are challenging category conventions and tune into a Contagious vodcast from 7 October discussing the findings.
