"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."
"Disruption began with the Covid pandemic, which sharply declined demand for makeup, forcing beauty retailers to restructure debt and close physical stores."
"Glossier, founded in 2014, faces pressures like slowing growth and rising costs, prompting plans to close nine of its twelve stores as part of a strategic reset."
The DTC beauty boom of the 2010s transformed consumer engagement with cosmetics, but current pressures are forcing brands to rethink strategies. The Covid pandemic disrupted demand, leading to store closures and bankruptcies. While the beauty sector is recovering, DTC brands like Glossier are now focusing on profitability rather than just growth. Glossier plans to close nine of its twelve stores to streamline operations and adopt a performance-driven retail strategy, reflecting broader industry trends.
Read at Bradenton Herald
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