I see the Honest Company just quit DTC and stop selling on their website.

I see the Honest Company just quit DTC and stop selling on their website. I saw this tweet announcing this the other day, so here's a little bit of context. The Honest Company is a millennial brand darling. It's a baby and personal care brand founded by Jessica Alba, the famous actress. Here's some data as to why they pulled back. So for the most part, since 2022, their revenue has grown, but their marketing efficiency rate has been cooked. It went from a 12 in 2023 all the way down to a 6 last year. And now because of this, no longer when you go to honest.com, you can no longer buy things online. Instead, it's pushing you directly to places like Amazon, Target, or Walmart to buy online. And sadly, they're not the only ones. We saw Traeger pull out in October of 2025 as well. So why is this happening? First, ad prices have gotten stupid expensive. Since 2024 alone, CPMs have risen over 50%, which has also pushed up CAC, which as you know, eats directly into brands' profits, and they can only raise their prices so much and so often. Second, it's never been easier to start a brand than it is in 2026. Since 2019 alone, small businesses have grown by almost 50%, which means with where the population is going, more brands, same customers, or even less customers, which is making it harder and harder to own a category. Third, and this one might matter the most, it's never been harder to stand out online. In 2018, running ads and being seen was easy. You could stand out just by being polished. Now, we'd rather watch funny cat videos, street interviews, trick shots, or some random people giving their hot takes. Creators taught every individual how to make content and retrained how we watch content. And for some reason, brands did not learn or get the memo. Now, unfortunately, most brands have no idea how to gain attention organically, and it's costing them the big bucks. If you wanna win in 2026, here's the truth: what worked then will not work now. You have to be different, not louder, not more ads, just doing things different. So step up, take a risk, stand out, and stay tuned, because I guess now I have to create a video on how to do this.