In 2023, the DTC landscape witnessed a spectrum of successes and challenges. Il Makiage, Oddity (parent of Spoiled Child), and Birkenstock pursued IPOs, while Mielle, Great Jones, and Otherland saw acquisitions. Rising stars in the DTC space showcased resilience and innovation. Merit, led by Katherine Power, streamlined luxury beauty and secured $20 million in funding. Hailey Bieber’s Rhode Beauty brand gained popularity with science-driven skincare. True Classic provided accessible, quality essentials while supporting community causes. Quince disrupted premium essentials via a manufacturer-to-consumer model, backed by $77 million in funding. Studs modernised ear piercing, raising $20 million for expansion. Aura Bora’s natural sparkling waters and Made In’s chef-approved cookware thrived. Droplette’s skincare innovation hinted at future retail collaborations. These brands exemplify the evolving DTC landscape in 2024.

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