via Business of Fashion · July 15, 2026
The Niche Retailers That Matter in Beauty
Premium brands often use niche retailers to signal their luxury positioning and reach discerning customers. But with high fixed costs and a smaller footprint than major retailers, not all are worth the investment.
The Story
Ryan Babenzien has built two brands with strong direct-to-consumer businesses: the sneaker brand Greats, which he sold in 2019, and the shower filter brand Jolie he co-founded in 2022. But even he knows the channel has its limits.
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Original report
Business of Fashion
