For more than a decade, we have seen the rise of digitally native brands powered by internet culture, IRL activation, and most importantly, community. Brands like Parade, Topicals, Supreme and Glossier. From passionate beauty blog readers to avid streetwear enthusiasts, these brands have created platforms that transcend CPG. We’ve seen brands create cultural relevance and loyal communities surrounding their products, all powered by web2. However, early consumer loyalty hasn’t been rewarded in direct correlation with a brand’s success.