Innovators in FMCG love Direct to Consumer
Destination Innovation
MARCH 16, 2018
In 2010 the Gillette brand which is owned by Proctor and Gamble held 70% of the US market for razors. Warby Parker was founded in 2010 by four friends from business school. Hubble Contacts , founded in 2016, aims to disrupt the market for contact lenses by selling direct. Its market share has now slid to around 50%.
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