DTC marketing news and trends—tracking the industry ups and downs

Each week, we publish all the major news in the direct-to-consumer industry, focusing on the shift to retail shelves, tracking financials of major players in the space, as well as highlighting executive appointments and exits. Have DTC tips or news to share? Email Phoebe Bain at phoebe.bain@adage.com. Now in stores Bubble: Soon after entering U.K. retailer Beauty Bay, this DTC skincare brand is becoming available in another big box U.K. retailer. Bubble debuted 12 products at the new beauty-only Boots Power Station and on the Boots website on Dec. 6, and will roll out in 200+ Boots stores nationwide this January, according to a brand spokesperson. Little Words Project: The DTC customizable bracelets brand is opening a new storefront in Minnesota’s Mall of America, turning the idea that DTC brands are intrinsically anti-mall on its head. It’s Little Words Project’s 11th brick-and-mortar store, joining others in cities such as New York and Austin. Kin Euphorics: Model Bella Hadid’s non-alcoholic DTC beverage brand is now available in select Target stores as the retailer broadens its non-alcoholic drink offerings. Target recently partnered with non-alcoholic beverage retailer Sèchey to expand the category, including non-alcoholic brands such as Ghia and Surely. View this post on Instagram A post shared by Sèchey | /seh-shay/• n. dryish 🍸 (@sechey) Check out the latest Ad Age events and award programs DTC dollars Bandier: The e-commerce workout equipment and activewear company is on the hunt for a buyer—for its intellectual property and assets, at least. Fifty-two employees were also recently laid off from Bandeir, according to a WARN notice filed in New York last month. Faculty: Despite an apparent uptick in male celebrities such as Harry Styles having their nails done, this DTC men’s nail polish brand is shutting down, per Glossy. The news comes just two years after Estée Lauder led Faculty’s $3 million seed funding round in 2021. SmileDirectClub: A few months after filing for bankruptcy in late September, the DTC teeth straightening company officially shut down last week when a new deal to help the brand exit Chapter 11 fell through. “We had a full service in house team that will work tirelessly on their next role,” SmileDirectClub’s Chief Marketing Officer, Kevin Wertz, posted on LinkedIn, referencing marketers from the brand’s in-house agency searching for new roles. View this post on Instagram A post shared by Faculty (@facultyworld) People on the move Cameron Diaz’s wine brand Avaline promoted Jennifer Purcell to CEO, according to a brand spokesperson. Purcell had been president of the brand. She previously worked at DTC brands such as Bouqs and Thrive Market. Youthforia, the DTC makeup brand that says you can sleep in its products, appointed Tina Shim as its first-ever VP of marketing, according to a spokesperson for the brand. Shim previously worked at other e-commerce beauty brands such as Ipsy. Social post of the week we need a social media marketing wrapped!!!- you waited 11,387 minutes on legal to approve your content- you told 850 people that you cannot make something "just go viral"- you said "no" 10 times to posting a flier— Kendall Dickieson (@flexiblefoodie) December 1, 2023 Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

DTC marketing news and trends—tracking the industry ups and downs

Featured Stories