FINNSUL, the Wellness Brand Co-Founded by tarte's Maureen Kelly and Her Sons, Breaks Its Own Sales Record with Tana Mongeau Rocket Pop Collab

Five months. One major creator collaboration. Twenty-five percent of inventory gone in 60 minutes. FINNSUL — the family-founded focus, energy and hydration brand co-founded by Maureen Kelly, founder and CEO of tarte cosmetics, and her sons Finn and Sully McDonough — has gone from family startup to viral challenger brand in record time. The Tana Mongeau x FINNSUL Rocket Pop became the #1 launch ever on FINNSUL.com, driven by just two days of social teasing that put more than 10,000 people on the waitlist before the product even dropped.

The Miami connection runs deep: Sully McDonough, 20, is a student at the University of Miami, while his brother Finn, 19, attends the University of Texas. Maureen brings the experience of building a disruptive billion-dollar global beauty company; Finn and Sully bring the perspective of the generation FINNSUL was created to serve. The idea grew from their fast-moving, overstimulated lives and frustration with complicated wellness routines — the result is a powdered drink mix designed to support focus, energy and hydration in one step, without sacrificing taste or convenience.

Rocket Pop brings that vision to life through cherry, lime and blue raspberry flavors inspired by the classic red, white and blue freezer pop. The formula includes Cognizin® citicoline, L-theanine, 150mg of natural caffeine, B vitamins and magnesium — with 0g sugar and 10 calories. For the collaboration, Tana Mongeau helped transform Rocket Pop into a cinematic, Americana-inspired summer world, pairing '90s glamour and childhood nostalgia with her unmistakable point of view. It was built to feel like culture first and advertising second.

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“We did not create FINNSUL to fit into the wellness category. We created it to push the category forward. Our generation expects products to work, but we also expect creativity, personality and brands that move at the speed of culture. To see this response only five months after launch showed us that people are ready for something different. Tana did not just put her name on Rocket Pop — she helped create a world around it.”

The launch validates FINNSUL's founding belief: the next generation should not have to choose between efficacy and excitement. Wellness can be functional and fun, credible and culturally relevant, useful and worth sharing. In a category often defined by clinical language and complicated routines, FINNSUL is rewriting the playbook — and doing it faster than the category expected. Follow @FINNSUL on TikTok and Instagram, and shop at FINNSUL.com.