"The direct-to-consumer beauty boom of the 2010s reshaped how consumers discover, shop, and engage with cosmetics, allowing brands to build loyal communities and scale rapidly."
"As the industry evolves, the very model that once powered rapid growth is now being tested, with many brands forced to rethink their strategies and business models."
"Glossier has confirmed plans to close nine of its 12 stores over the next two-and-a-half years, part of a broader effort to streamline operations and focus on profitability."
The DTC beauty industry, which thrived in the 2010s, is now confronting significant challenges. Factors such as shifting consumer expectations, rising costs, and increased competition are prompting brands to rethink their strategies. The Covid pandemic accelerated these issues, leading to a decline in makeup demand and resulting in store closures and bankruptcies. Glossier, a prominent DTC brand, is also affected, announcing the closure of nine stores to focus on profitability and a more selective retail strategy.
Read at Merced Sun-Star
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