DTC brands reap the rewards — and risks — of taking a stand

When Joanna Griffiths began researching a business idea for her inclusive-focused intimates brand Knix, there was one thing that kept coming up in her interviews with women: the category was making them feel bad about their bodies. That's something that Billie Co-founder Georgina Gooley also noticed when looking at the way in which shaving companies historically marketed razors to women. "The category had basically been shaming women for the last 100 years for having hair...
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