Direct To Consumer (DTC) brands overtook the world by storm, and social media had plenty to do with it. Brands like Dollar Shave Club, Warby Parker, and Glossier each cut out the middleman while successfully creating cult followings through their online presence. In addition, these upstarts cultivated an easily recognizable visual aesthetic, slashed prices, and showed consumers an alternative that no longer needed massive brands leading the way.

Yet, while DTC brands seem to have overwhelmed the market, some are quickly backpedaling. Glossier is the latest brand moving away from its digital-first DTC model. Instead, the makeup brand, founded in 2010, has just announced its first-ever retail partnership with Sephora, bringing back the middleman and moving away from a successful ethos.