Introduction
In this episode, Eitan Katz, CMO of Huug, shares how the company scaled rapidly by combining a strong product with aggressive creative testing. Huug, a direct-to-consumer brand redefining bras with washer-dryer-safe innovation, leverages Meta ads as its primary growth engine. Eitan breaks down why “bra hate” became their highest-performing hook, how content competes in the attention economy, and why product quality simplifies marketing.
He also dives into ecommerce conversion tactics, including PDP optimization, UGC integration, and reducing friction in the buying journey. This conversation is packed with actionable insights on scaling DTC brands through content, speed, and relentless experimentation.
Rick: Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition. Online, Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, videos, and much more. Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds, letting the AI do all the work while you keep doing marketing as usual. Check us out on pathmonk.com.
Hey everybody, welcome back to Pathmonk Present. Today we’re joined by Eitan Katz, CMO of Huug. Eitan, welcome to the show.
Eitan Katz: Hey Rick, how you doing? Nice to meet you. Happy to be here. Yeah, I’m excited to get into this today.
Rick: Likewise. So let’s start with the basics. Tell us about Huug. What’s the big idea behind the company? How would you explain it to a friend?
Eitan Katz: Sure. Huug (H-U-U-G.com) is a D2C bra company started by the founders of a menswear brand called Twillory. They became popular for structured, washable, dryable suits—like the one I’m wearing.
They partnered with Jen Dahl, a 25-year bra design expert, to create the world’s first washer- and dryer-safe bra. Most people don’t realize how delicate bras are—they’re not really meant to be washed or dried traditionally.
They created a product that changes that completely. It took off very quickly. In the first six months, Huug did more revenue than Twillory did in its first six years.
Customers love it—people are buying multiple bras because now they can actually wear and wash them daily. It’s a behavior change.
If I had to summarize it: if Lululemon made a real bra, this would be it. Durable, comfortable, flexible—made for modern life.
From my side, I work with a family office that invested in Huug. We led a $6M Series A, and the company has grown about 4x in the past year, reaching close to $10M in sales.
Rick: That’s incredible growth. Congrats. Let’s talk about your ICP—who’s your ideal customer?
Eitan Katz: Since we scale mostly through Meta ads, Facebook tends to push us toward an older audience with more purchasing power.
Our ICP is primarily women aged 35–55, middle to upper income, who have disposable income—and most importantly, they hate their bras.
More specifically, on Facebook it’s often 40–60. And honestly, “women who hate their bras” is a massive market.
Rick: That makes sense. I hear that complaint at home all the time.
Eitan Katz: Exactly—it’s a real pain point. One thing that surprised me was seeing how complicated bra care is. There are literal guides on how to wash them properly.
From a marketing perspective, the biggest driver for us is that “bra hate” angle. That’s our strongest hook by far.
When you have a truly differentiated product, marketing becomes much easier. This is a product-led company supported by marketing.
We’ve focused heavily on creative testing—especially making content that stands out. You’re not just competing with competitors, you’re competing with everything: TikTok, Netflix, influencers.
So we lean into pattern-breaking content—people jumping in pools, playing tennis—things that stop the scroll.
That’s been the biggest unlock for us.
Rick: I love that. You’re competing in the attention economy, not just your category.
Are there other channels working for you besides Meta?
Eitan Katz: Honestly, everything starts with Meta. When Meta spend goes up, Google spend goes up. It drives demand across all channels.
Google is more demand capture—people searching for Huug reviews, for example.
We’re also investing in organic Instagram and TikTok. The strategy there is different—we’re not selling. We’re just creating engaging content.
In the last few months, we’ve had multiple videos hit 100K+ views organically. That creates a halo effect across the brand, even if it’s hard to track directly.
But from a paid perspective, Meta gets 90–95% of our attention.
Rick: That’s very clear. What about your website—any tips for improving conversion?
Eitan Katz: Yeah. One key thing we found is sending traffic directly to the product page (PDP) converts better than sending people to the homepage.
We also optimized the PDP to reduce friction. Instead of making users navigate across pages, we added multiple product options directly on the same page.
That way, they can browse styles, colors, and variations without leaving.
Another big win was integrating VideoWise—UGC videos directly on the PDP without slowing the site.
For popups, we moved from Alia back to Klaviyo. For reviews, we use Okendo, though we’re considering Judge.me.
Overall, there’s no secret sauce—just constant testing: images, layout, product positioning, and making it easy to buy.
Rick: Makes total sense. Let’s talk about your leadership style. What does a typical day look like?
Eitan Katz: First, I’ve got three kids—so mornings are chaos.
At work, my philosophy is “aim, fire.” My job is to set direction and give my team the confidence to execute.
I try not to micromanage. I focus on removing blockers and keeping things fast-paced. Speed is everything.
If someone says, “Let’s do this next week,” I say, “Let’s do it now.”
We also rely heavily on AI—for creative, strategy, and execution—but at the end of the day, it’s about empowering the team.
Rick: I love that analogy. Quick one—how do you stay on top of everything with so much noise out there?
Eitan Katz: You have to filter signal from noise. There’s too much information.
For me, it’s small, trusted group chats—people whose opinions I value. That’s high-signal input.
I also use Twitter, but you have to be careful—it’s 50/50.
Ultimately, find your circle. Build a small, trusted network. That’s the modern version of networking.
Rick: Great advice. Final question—what’s one thing people should remember?
Eitan Katz: Everything runs on attention now. If you want to succeed, you need to make great content. Stay focused, keep testing, hire the right people, and you’ll win.
Rick: That got me fired up. Where can people find you?
Eitan Katz: Go to huug.com. We’ve got a great welcome offer. And check out twillory.com for the suits—they’re awesome.
Rick: Amazing. Thanks again, Eitan.
Eitan Katz: Appreciate it, Rick. Take care.
Rick: Bye everyone.