As our lives get busier and we have so much media competing for our attention, it’s natural for brands to branch out so that they can stay top-of-mind for customers. When Normandin founded DIRTY LEMON in 2015, he found one of the best ways to grab a customer’s eye was to sell directly via text message. He created a proprietary SMS-based platform to sell his direct-to-consumer lemon water infused with other herbs and botanicals, and expanded this and other technologies to form his parent company, Iris Nova, in 2018. The company now includes a cashierless retail experience called “The Drug Store,” and an SMS-based ordering platform available to emerging brands. The proprietary platform allows each brand in the portfolio to communicate directly and transact with customers via text message to improve how consumers find and purchase the items they love. Additionally, Fast Company named Iris Nova among its most innovative companies of 2019.