The Sunsetting of the Girlboss Is Nearly Complete

This feels like an Internet story, because this bit suggests that even in 2022, there is a limit on how far retail can go without opening some stores:

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And, most important, Glossier’s longstanding resistance to working with third-party retailers made it harder and harder for the brand to acquire new customers organically using just its social and online channels — a pinch that other direct-to-consumer brands are also feeling, Ms. Duggal said.

“The shift in the customer acquisition algorithm for paid social now makes it very hard to scale and find profitability,” she said, adding that selling through physical stores remains the biggest driver of sales across the board. Before the pandemic, 85 percent of beauty product purchases were made in physical stores, according to a 2020 McKinsey report. Even younger consumers were making the bulk of their purchases in store.

"In the span of a few years, use of the term “girlboss” moved from earnest to ironic and barbed:"

Did anyone really see that going any other way? I can't remember ever hearing the earnest usage (except in this article). Boss shouldn't really need a differentiator by sex. To add one makes it seem silly.