The unwritten rules that guided distribution decisions of the past have been thrown out the window as the race to retail intensifies as DTC brands realize that they need wholesale partners to achieve scale. The delineation between offline and online and prestige and mass are increasingly blurred as consumers demand a new level of convenience, experience, and connection. Mass retailers compete with prestige outlets to launch buzzy indie brands, and Amazon and TikTok Shop are on a mission to capture their piece of the American beauty pie.

The US consumer has become the distribution channel. As a brand, you must be present where they are when they want you to capture their attention. We'll dig into market dynamics, top trends, consumer behavior and what it takes to succeed in the US market.