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 [email protected].

Now in stores

Wonderbelly: The DTC antacid brand is growing its Target distribution to 1,800 stores, up from 650 locations when it started at the retailer in March, according to Retail Dive. Wonderbelly promotes itself as being free from talc, dyes and artificial sweeteners. It is the latest gut health brand growing its Target presence, following BelliWelli and Olipop.

More news: Why Olipop chose Chicago for its OOH ads

Rebbl: The already-crowded functional beverage aisle at Whole Foods has yet another entrant, as beverage brand Rebbl rolls out its organic juice line. It seems as if brands are diving deeper to set themselves apart from their shelf neighbors: This line includes sea algae as an ingredient, according to BevNet. 

Goop: Gwyneth Paltrow is officially bringing her upscale lifestyle brand to the masses. The new offshoot of her company, Good.clean.goop, rolled out in Target and on Amazon on Oct. 22. Good.clean.goop products include beauty and wellness offerings such as facial serums and chewable supplements.

DTC dollars 

August: The DTC period care brand and others in its category (such as Lola, Cora and many more) recently joined forces to take a stand against the so-called tampon tax that many states still add to menstrual product purchases. Beginning Oct. 11, consumers who purchase a period product from any of the included companies can be reimbursed for the tax they paid.

NakedPoppy: Maybe AI isn’t the future—at least not for this DTC beauty brand, which used AI to help match makeup shade colors to consumers’ faces and preferences. NakedPoppy​​​ is shutting down on Oct. 31. The AI-powered clean beauty company ​​​​told Beauty Independent its downfall came after—among other bumps in the road—it failed to partner with a major retailer and opted to remain DTC.

Lemme: Kourtney Kardashian’s supplement brand has expanded into the increasingly crowded DTC prenatal vitamin space, dubbing its new product “Lemme Mama.” It joins brands such as Care/of, a leading DTC supplement brand, whose founder created it after being frustrated searching for prenatal vitamins for his wife.

People on the move

DTC brand Titan Casket announced “Oppenheimer” actor David Dastmalchian as its first celebrity brand ambassador. The casket brand previously hired former “Bachelor” franchise producer Elan Gale as creative director.

Read more: From ‘Bachelor’ producer to casket marketer

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