Huddle Labs
DefunctNew York, US · Founded 2017 · Delaware corporation · 15 known investors
Huddle Labs was the New York consumer-social company that launched the Huddle peer-support video app in 2017, pivoted the same team and legal issuer into beauty review and livestream-commerce network Supergreat in 2018, sunset Huddle in 2019 and shut Supergreat on December 15, 2023; most employees then joined Whatnot, but no acquisition of the company was publicly confirmed.
Also known as Huddle Labs, Inc. · Huddle · Supergreat · Supergreat Inc.
Founders & leadership
Huddle Labs was founded in 2017 by Tyler Faux and Dan Blackman.
Board
Investors · 15
Also in the syndicate · 8
Reported raises · per SEC filings
Form D private placements$23.3M disclosed across 2 of 4 rounds · 2017–2021
▶$22.4MraisedJul 2021 · 27 investors · Other TechnologyRule 506(b)
- Miles GrimshawDirector
- Sarah TavelDirector
- Dan BlackmanDirector
- Tyler FauxExecutive Officer, Director
- Offering amount
- $22.4M
- Amount sold
- $22.4M
- First sale
- Jun 2021
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
▶$900KraisedAug 2017 · 2 investors · Other TechnologyRule 506(b)
- Tyler FauxExecutive Officer, Director
- Offering amount
- $1.2M
- Amount sold
- $900K
- First sale
- Jul 2017
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Founding story
Former Tumblr/Tictail colleagues Tyler Faux and Dan Blackman launched Huddle in 2017 to make video-based peer support feel safer through optional anonymity. They noticed unusually active discussion of beauty, self-image and product recommendations inside Huddle, launched Supergreat in 2018 around that behavior, and sunset Huddle in 2019 to focus on beauty community and commerce.
Business model
Consumer social network and vertical social-commerce marketplace. Supergreat aggregated short, filter-free beauty review videos and interactive live shows, matched shoppers with people and products, supplied engagement rewards and let brands, retailers and creators run product drops and shoppable events. Its predecessor Huddle offered a free peer-support community rather than clinical care.
Free consumer product monetized through commerce commissions and brand activity. Supergreat disclosed a 20% platform commission when a brand ran/fulfilled a live sale, or a 10% platform share plus 10% host commission when a Supergreat host sold from virtual inventory. Redirect-to-retailer affiliate economics, brand partnerships, product drops and reusable UGC embeds were additional commercial channels; no public subscription price was found.
Traction
At closure Supergreat said it had more than 200,000 users and hundreds of thousands of videos covering more than 40,000 products. In July 2021, 65% of users were 16-24, 94% were women and average daily time was 20 minutes. Ulta shows drew roughly 700-1,000 viewers and about 2,500 comments per 30-minute stream; the highest-grossing disclosed event sustained $60 GMV per minute for 40 minutes. A 2022 report cited conversion approaching 30% with some retail partners.
Latest developments
Supergreat announced in October 2023 that purchases would end in early November and operations on December 15. Most of the roughly 36-person LinkedIn-estimated team was to join Whatnot. The surviving website is a thank-you page directing the community toward Whatnot; no later restart, sale or independent operating business was found through August 17, 2026.
▸Full profile — market position, technology, go-to-market, geography, history, ownership, risks & controversies
Market position
A notable early U.S. vertical live-shopping and beauty-social startup competing simultaneously with TikTok/Instagram, retailer content, review communities and dedicated live-commerce startups. It reached meaningful engagement but shut as Western livestream shopping adoption and standalone-platform economics proved difficult.
A beauty-only, filter-free community organized around products and people rather than follower counts; short unscripted reviews plus high-interaction live commerce; relevance matching by skin/hair characteristics; an owned catalog of hundreds of thousands of videos; and commerce attribution shared with hosts. Huddle's earlier anonymity controls informed a safety- and vulnerability-aware community design.
Technology
Mobile-first user-generated video, product/review graph, personalized discovery, livestream chat and shopping, event commerce/checkout, rewards currency, moderation/reporting, brand inventory, creator attribution and web-embeddable UGC. Huddle used adjustable pixelation to let video participants choose degrees of anonymity.
Go-to-market
Free iOS/web community, creator- and host-led network effects, daily rewards and product drops, livestream launches with brand founders, retail partnerships such as Ulta Beauty, celebrity/angel visibility and embeddable review carousels. Product inventory and checkout turned community engagement into attributed commerce.
Beauty enthusiasts and Gen-Z shoppers; emerging and established cosmetics, skin-care and hair-care brands; beauty retailers; creators, makeup artists, founders and live-shopping hosts. Huddle targeted people seeking peer discussion around mental health, addiction, anxiety, stress, body image and related experiences.
Consumers and creators; beauty brands; specialty retailers; publishers/e-commerce sites licensing or embedding review content; before the pivot, mental-health peer-support communities.
Geography
New York headquarters and primarily U.S. consumer/brand operations; the products were distributed digitally through iOS and web. The legal/terms address was 169 Madison Avenue, New York.
History
Huddle raised an early Thrive-backed seed round in 2017, launched as a mental-health peer-support video community and then became the corporate/legal lineage for Supergreat. Supergreat launched in 2018, raised a $6.5m Benchmark-led Series A in 2020, expanded from short reviews into live shopping during the pandemic, partnered with Ulta and raised a larger 2021 financing led by Greenoaks and Shopify. It ceased shopping in early November 2023 and operations on December 15, 2023; most staff joined Whatnot.
Ownership
The residual Huddle Labs/Supergreat entity and assets were privately held by founders, employees and investors including Thrive Capital, Benchmark, Greenoaks, Shopify, TQ Ventures, K5 Global, Shrug Capital, Third Kind and individual angels. Whatnot hired most staff and welcomed the community, but public evidence does not establish a purchase of equity or assets, a merger or consideration.
Risks & controversies
Consumer-social moderation and safety, especially Huddle's mental-health context; minors and sensitive demographic/beauty data; broad UGC licenses and creator-rights management; FTC endorsement/affiliate disclosure; counterfeit, product-claim and returns risk; high livestream-production and fulfillment costs; dependence on app stores, creators and brands; strong TikTok/Instagram/retailer competition; weak Western live-commerce adoption and marketplace liquidity. No material company-specific litigation, breach or regulatory enforcement was located. The central adverse outcome was the 2023 shutdown after more than $31m raised.
Compiled by commissioned research from 25 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Customers & partners
Named customers · 8
Partnerships · 3
Relationships the company or its partners disclosed publicly — case studies, joint announcements, press.
Pricing
as listed Oct 2023Public list pricing as researched from the company's own pricing pages; negotiated and enterprise terms vary.
Timeline · 15
launches, deals, and filingsLegacy site remains a thank-you page and Whatnot redirect; Huddle Labs/Supergreat is not operating independently.
Most staff moved to Whatnot; no company acquisition or consideration was publicly established.
Community email said purchasing would end in early November and operations on December 15.
No wrongdoing alleged. Users faced loss of access to purchases, profiles and contributed video content, while most staff transitioned to Whatnot.
Contract, privacy and consumer-protection context · Purchasing ended in early November and operations ceased December 15; no public transaction or regulatory proceeding was identified. source ↗
No company-specific public allegations located. Risks included clear disclosure of commissions, gifted products, brand relationships and substantiation of beauty-product claims in creator/brand video.
U.S. Federal Trade Commission and state consumer-protection authorities · No public Supergreat enforcement action found through 2026-08-17; platform terms placed disclosure and content obligations on users. source ↗
Fourteen-week shoppable program launched with 20 Supergreat hosts and multiple daily streams.
Form D recorded $22.400825m sold; public tranches/announcements culminated in a Greenoaks- and Shopify-led $20m announcement.
Pandemic-era live programming added synchronous community, giveaways, drops and shopping to short reviews.
The original peer-support app was closed so the team could focus on Supergreat.
Founders followed high beauty/self-expression engagement seen in Huddle into a dedicated video-review community.
Free iOS app used adjustable pixelation and community controls for peer discussion of mental health and lived experience.
Contemporary reporting said Huddle raised $1.2m; later cumulative funding implied $2.5m of pre-Series A capital.
No public case located. The app addressed sensitive mental-health experiences but was peer support, not therapy or professional medical advice, creating moderation, crisis-escalation and privacy risk.
Consumer protection, health privacy and app-safety context · Huddle was sunset in 2019; no material public enforcement or reported clinical-data breach was found. source ↗
Tyler Faux and Dan Blackman formed the company around safer, video-based peer-support communities.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 3
corporate structure▸Research sources · 25
primary sources listed
- Supergreat thank-you pageSupergreat · company website
- Supergreat App Store listingApple App Store · marketplace listing
- Privacy PolicySupergreat · company policy
- Terms of ServiceSupergreat · company policy
- Huddle Labs 2021 Form DU.S. Securities and Exchange Commission · regulatory filing
- Supergreat Raises $6.5 Million Series ASupergreat / Business Wire · company press release
- Huddle Labs 2017 Form DU.S. Securities and Exchange Commission · regulatory filing
25 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Huddle Labs do?
- Huddle Labs was the New York consumer-social company that launched the Huddle peer-support video app in 2017, pivoted the same team and legal issuer into beauty review and livestream-commerce network Supergreat in 2018, sunset Huddle in 2019 and shut Supergreat on December 15, 2023; most employees then joined Whatnot, but no acquisition of the company was publicly confirmed.
- Who founded Huddle Labs?
- Huddle Labs was founded by Tyler Faux, Dan Blackman in 2017.
- Who are Huddle Labs's investors?
- Huddle Labs's investors include Greenoaks, K5 Global, Shopify, Shrug Capital, Third Kind Venture Capital, Thrive Capital, Benchmark.
- How much funding has Huddle Labs raised?
- Huddle Labs has disclosed $23.3M raised across 2 of its 4 known rounds.
- Where is Huddle Labs headquartered?
- Huddle Labs is headquartered in New York, US.