Next Generation D-to-C Beauty Brand Founders Talk Shop Women's Wear Daily (WWD) 3/13/2021 Jennifer Weil The dust hasn’t yet settled from the coronavirus pandemic, but some best practices are emerging from successful direct-to-consumer beauty brands. Mented Cosmetics flourished last year, despite trading in makeup — the beauty category hardest hit during the health crisis. More from WWD “We feel fortunate Mented actually was able to thrive in 2020 for a couple of reasons,” said KJ Miller, chief executive officer and cofounder of the brand. One was that Mented is digitally native, so when other brands found themselves pivoting hard to e-commerce, Mented was already poised for additional traffic.