"The direct-to-consumer beauty boom of the 2010s reshaped how consumers discover, shop, and engage with cosmetics, with digital-first brands building loyal communities and bypassing traditional retail gatekeepers."
"Disruption began with the Covid pandemic, forcing beauty retailers and brands to restructure debt, close physical stores, and, in some cases, file for bankruptcy due to a sharp decline in makeup demand."
"Glossier, founded in 2014, quickly rose to popularity with its community-driven approach but now faces pressures like slowing growth and rising costs, prompting a strategic reset."
"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 long-term profitability."
The DTC beauty boom transformed consumer engagement with cosmetics, but evolving market conditions are testing this model. The Covid pandemic significantly impacted demand, leading to store closures and bankruptcies. Although 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 more selective retail strategy, reflecting broader industry trends of adapting to new consumer expectations and market realities.
Read at Miami Herald
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