12-year-old beauty brand closing nearly all stores

"DTC beauty brands face slower growth and must now prioritize profitability over expansion, reflecting intense competition and a focus on disciplined operations."

"The Covid pandemic disrupted demand for makeup sharply, forcing beauty retailers and brands to restructure debt, close physical stores, and, in some cases, file for bankruptcy."

"Glossier, founded in 2014, quickly rose to popularity but now faces pressures including slowing growth, rising costs, and the challenge of expanding its customer base."

"The beauty sector has rebounded unevenly, and DTC brands are realizing that growth alone is no longer sufficient; profitability and discipline are equally important."

DTC beauty brands are experiencing slower growth and must now focus on profitability rather than expansion. A notable cosmetics brand plans to close nine of its twelve stores, retaining only three for brand engagement. The beauty industry, reshaped by digital-first brands, is facing challenges from shifting consumer expectations, rising costs, and increased competition. The Covid pandemic disrupted demand, leading to store closures and bankruptcies. As the sector recovers, brands like Glossier are also grappling with the need for disciplined operations and sustainable growth strategies.

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