今年是DTC品牌融资上市并购热闹非凡，个人护理品类似乎是特别受到资本的青睐。这个品类高毛利、高复购，一旦建立了品牌忠诚度，公司的盈利模型就会非常可观。一系列新晋个护DTC品牌今年在资本市场上纷纷亮相，The Honest Company、Olaplex先后上市，Puracy、Sol de Janeiro被并购。最近，Youth To The People和OUAI也分别被一家行业巨头并购了。
欧莱雅在2021年12月宣布，已签署协议，收购总部位于加利福尼亚的美国护肤品公司Youth to the People。Youth to the People于2015 年由两位表兄弟Greg Gonzalez 和Joe Cloyes在洛杉矶创立。据说，品牌的灵感来自他们的祖母伊娃，她在40 年前开始了专业护肤系列，利用植物提取物和创新活性成分。
Youth to the People研发和销售护肤产品，通过全渠道分销，多款产品在亚马逊个护品类有很不错的表现。品牌2021年销售额预估超过5000万美元。
由专业发型师、专栏作家Jen Atkin创立的知名护发DTC品牌Ouai最近也被行业巨头宝洁公司并购了。
Ouai品牌由SOS Beauty（Patrick Ta Beauty 和 Fable & Mane 背后的团队于2016 年创立，面向千禧一代和Z世代年轻人，在亚马逊、沃尔玛、丝芙兰等全渠道分销。和最近大受欢迎的DTC品牌一样，Ouai也是显而易见的简约风设计。
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