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The D2C boom is over. Mamaearth's IPO is proof

Daybreak

CHAPTER

The Rise and Fall of D2C Brands

This chapter explores how direct-to-consumer (D2C) brands experienced a surge in popularity during the pandemic but faced a decline in demand as traditional in-store shopping rebounded. The example of Mama Earth highlights this shift, and the chapter also discusses the decrease in equity funding and acquisition rates for D2C beauty brands, along with the growing interest in capital from companies in the food and beverages sector.

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