Archive · 23 Sep 2026
Gen Z Founders Build $8.5 Million Pickle Brand From TikTok
Leah Marcus and Yasaman Bakhtiar became interested in pickle videos on TikTok.
They decided to turn that interest into a food company.
Their company is called Good Girl Snacks.
It sells a product called Hot Girl Pickles.
The pickles became more popular after Alix Earle posted about them online.
Hundreds of people ordered the pickles the next day.
The company now sells through Whole Foods Market and Erewhon.
Investors recently valued the company at $8.5 million after a $3 million funding round.
The founders also share business problems online to make people interested in their brand.
Leah Marcus and Yasaman Bakhtiar launched Good Girl Snacks after sharing pickle videos on TikTok.
The Los Angeles startup sells Hot Girl Pickles online and at Whole Foods Market and Erewhon.
A TikTok video by influencer Alix Earle led to hundreds of orders the following day.
Good Girl Snacks was valued at $8.5 million after raising $3 million in seed funding.
The founders use colorful packaging, humor and operational setbacks to build the brand online.
- Who
- Leah Marcus and Yasaman Bakhtiar, founders of Good Girl Snacks.
- What
- They built a pickle brand called Good Girl Snacks, whose debut product is Hot Girl Pickles.
- When
- They began developing the business in summer 2023, launched direct-to-consumer sales in February 2024, and raised $3 million in March.
- Where
- The company is based in Los Angeles and sells online, at Whole Foods Market and at Erewhon.
- Why
- The founders saw strong interest in pickle videos and aimed to build a brand around the trend through social media, humor and distinctive packaging.
- Company
- Good Girl Snacks
- Debut product
- Hot Girl Pickles
- Latest valuation
- $8.5 million
- Seed funding
- $3 million raised in March
- Social media boost
- Alix Earle’s TikTok post was followed by hundreds of orders the next day
- Retailers
- Whole Foods Market and Erewhon
- Instagram following
- Nearly 175,000 followers, according to CNBC Make It