
A couple of months ago I asked whether DTC beauty brands are f*cked β because things havenβt been looking ship-shape for some of the leaders in the segment, including Glossier and BH Cosmetics. But I donβt like to highlight the worst without talking about solutions, and I definitely believe that DTC brands can tweak their strategy to set themselves on a new track to sustainable, long-term success.Β
One such strategy tweak involves community.Β
βBut community has always been a part of DTC strategy!β β I hear you.