Even as 2010 aesthetics trend, many Millennial-loved brands are “growing up or dying out.” Shopping experiences that felt revolutionary to older gens—buying glasses online or a pastel-packaged beauty product—now just feels normal for Gen Z, meaning some Millennial “it brands” are aging out of the game. Brands like Glossier and Warby Parker, which once made young shoppers feel like they were part of something special, have had to pivot to stay relevant. And in their cases, Glossier selling in Sephora and Warby Parker expanding beyond the original online hype have worked to entice another gen of consumers. Meanwhile, once-trendy names like SmileDirectClub haven’t been so lucky, falling victim to the limits of their niche appeal. (Business Insider)
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