It was a good hair day for Billie on Wednesday when Procter & Gamble announced it had acquired the young women’s razor company as the latest addition to its stable of women’s grooming brands. But experts predict the news to yield better days for the direct-to-consumer landscape in general as more conglomerates continue their quest of adopting new, mission-driven brands that have already built up a loyal customer following.
Early on, venture capital was plentiful for direct-to-consumer, ecommerce-native brands like Casper, Allbirds and Everlane. However, as the field of startups grew more crowded, the money stopped flowing as freely as the VC community sought out brands that were more well-rounded with brick-and-mortar offerings and long-term potential, rather than just fast-growing. At the same time, companies like P&G have started their own DTC brands in an effort to compete as the lines between large and small blur.