"We are not crazy. This is the future," Public Goods CEO Morgan Hirsh said to his co-founder, Michael Ferchak, in the fall of 2016. They had just raised $100,000 to launch Morgans--a direct-to-consumer subscription service for high-quality, minimalist-designed personal care products, sold at cost, with minimal name-brand markup. At the time, there was nothing quite like it on the market. Little did they know, that was about to change.

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