"Strawman Brands" - fake brands that are used for market research purposes are making the rounds on IG. Business founders use them to gauge interest and test brand creative - typically they even have full websites that are shoppable, but products can't be purchased. We discovered 2 of them - Cou Cou and Lighthouse - both of which are in the candle and essential oils space. We break down how these work and how to find them online. More site teardowns coming soon.