A decade ago, as you will recall, Glossier was a supernova in the beauty business. Founder Emily Weiss shook up the go-to distribution model by only selling her products online via the company’s site and in a handful of its own stores, and the brand zagged with its marketing strategies and tactics, like encouraging customers to be the best version of themselves versus trying to look like supermodels. This all led, of course, to enormous and insurmountable hype (investments from Forerunner, Thrive, Index, and Sequoia, $266 million all in) and expectations (that gaudy $1.8 billion Series E valuation in 2021) as the direct-to-consumer industry sagged.