Toasty

Toasty is a French mobile commerce application that curates eco-responsible and ethical consumer brands and makes them available through daily, time-limited private sales. The app covers fashion, beauty, home and decoration, household goods and groceries, selecting brands against a charter that weighs social and environmental impact, with criteria such as French manufacturing, recycled or upcycled materials and natural or organic ingredients. Brands cited on the app and site include Caval, Côtelé, Kipli, Comme Avant, HappyVore, Bacanha, Caps Me, oOlution, Zao, Ho Karan, Pimpant and Birkenstock. The company states that it verifies a brand's origin, manufacturing and margin before listing it and discloses what it can verify rather than making broader claims.

The product combines discovery shopping with one-stop shopping: between two and five new brands are added each day and sales are presented as ephemeral showroom-style events rather than clearance of unsold stock. Gamification is central to the experience, drawing on video-game mechanics such as linear progression and levels, virtual rewards, friendly competition, badges and trophies. Users answer three to five daily quiz questions on responsible consumption and earn "Toasts" points convertible into discounts, gifts and other exclusive benefits. The company reported a 60% next-day retention rate, with 2,500 of 4,500 daily active users completing the quizzes.

Toasty's app is published on the App Store and Google Play under the developer name Toasty.family, with a stated mission of making responsible consumption self-evident for everyone. The Google Play listing shows more than 500,000 downloads, while the company's own site cites over 600,000 downloads and a 4.9 rating.

Founding story

Arnaud Willieme, Antoine Tezenas and Renan Bronchart were each working on separate but similar projects before meeting. In 2022 they decided to combine the best elements of their respective projects and founded Toasty together, with Willieme as CEO, Tezenas as COO and Bronchart as CTO.

Business model

Toasty operates a marketplace-style app in which partner brands run time-limited private sales, with the company taking a commission on transactions; as of October 2024 about 95% of revenue came from sales commissions. Brands agree to discounts and exclusive perks such as free delivery in exchange for exposure to Toasty's user base. The company also stated plans to begin monetising user data from 2024 onward.

Approximately 95% of revenue derives from commissions on sales made through the app. The company indicated plans to add monetisation of user data.

Traction

As of October 2024 Toasty reported 1,000 brands, 200,000 users, 4,500 daily active users of whom 2,500 answered daily quizzes, 60% next-day retention, 10,000 customers and 30,000 additional monthly active users. Revenue was EUR 250,000 in the first year and close to EUR 1.5 million the following year, with about 20% average monthly growth since June 2023. The app shows more than 500,000 downloads on Google Play and the company's site cites over 600,000 downloads at a 4.9 rating.

Latest developments

In October 2024 Toasty was finalising a EUR 2 million seed round, with EUR 1.053 million already committed by private investors including AFI Ventures, the impact arm of Ventech, and other e-commerce, retail and impact investors; the round was complemented by an equity crowdfunding campaign on Sowefund. Stated uses of proceeds were new product features, user-experience improvements and entry into new markets. The Android app was last updated in September 2026, adding per-variant stock visibility in brand shops and faster story loading.