DTC Roundup: Noteworthy Efforts


Led by global recycling firm TerraCycle, the Loop platform allows consumers to order and refill products such as deodorant, ice cream and shampoo that arrive in durable, reusable or fully recyclable packaging. Participating manufacturers include Procter & Gamble, Nestle and Unilever. Loop began rolling out in May in Maryland, New Jersey, New York and Pennsylvania, according to CBS News.

Johnnie Walker

The leading Scotch whiskey brand opened an experiential retail store in Madrid last year. Retail offerings include unusual single malts, seasonal products and limited-edition, curated assortments that are exclusive to the store. The store also boasts virtual experiences, such as “Discover Scotland through Johnnie Walker,” which takes visitors on a tour of the four corners of the nation: the scenic Highlands, the Islands, the lush lowlands and Speyside, home to the Malt Whiskey Trail.

Razor Maker

Procter & Gamble’s Gillette in 2018 introduced Razor Maker, an online assortment of products whose handles can be customized in a choice of various three-dimensional designs and colors. The handles are produced at Gillette’s Boston facility using stereolithography, a technology developed by 3-D printing giant Formlabs, to hold either Mach3 or Fusion5 cartridges. They are sold via the dedicated website and manufactured in limited quantities.

Huggies Made By You

Kimberly-Clark’s Huggies Made by You is an online service that lets parents and gift givers create and buy personalized diapers. Available in a variety of patterns, the made-to-order diapers can be customized with names and monograms. Marketed under a partnership with digital commerce solution provider BrandShop, they’re available exclusively at


San Diego-based skincare startup Curology is a direct-to-consumer company that uses web-based technology and medical professionals to individually treat acne with a customized prescription formula containing three ingredients. The company initially specialized in once-a-day creams but also launched facial cleansers and moisturizers to offer a full skincare routine via

Function of Beauty

Based in New York, Function of Beauty creates personalized hair-care SKUs based on a shopper’s hair type and goals. Consumers take a hair quiz on to create their bespoke shampoos and conditioners, and purchase them once or on a recurring basis.


Gainful is a personalized protein powder subscription service. Once shoppers complete a quiz on, an algorithm tailors a protein powder blend to their unique body types, dietary restrictions and fitness goals. An ingredient breakdown for each personalized blend is available through the website, where users also have access  to a registered dietitian.


JustFoodForDogs is a California-based company that offers fresh, human-grade dog food for purchase via and exclusively at Petco stores across the U.S. Petco also partnered with the company to open the first-of-its-kind in-store pet food kitchen at the retailer’s flagship store in New York last month.


Amassing a pre-launch 16,000-person waitlist, Myro is a plant-powered deodorant available as a subscription or one-time bulk purchase via