Most categories today have a strong influx of D2C brands. With digital first brands, level the playing field for a lot of the players in the category. Now more than ever before, your brand has a platform to reach a wider audience without worrying about market penetration or a distribution network; or the need for deep pockets to advertise on television, print and outdoor media.
On the other hand, the consumer has also become more involved. They don't trust brands solely on the claims they make or the products they sell.