Aishwarya Iyer started Brightland, an olive oil company, in 2018 with the idea of describing the products like wine and marketing it like a beauty brand.

"Beauty leads the way in terms of talking about benefits, packaging -- the shine and glimmer that beauty's able to do, food just isn't able to do that. Maybe there are some standouts!" Iyer said on the Modern Retail Podcast.

What's more, many DTC beauty brands rely on less traditional revenue channels, like big box retailers. Over the last few months, large wholesale sales have gone down for Brightland -- so it's had to focus much more on digital sales and smaller retail partnerships. "Everything's kind of moving back to this quote unquote normal place, save for the larger retailers still because they still probably have inventory on hand," Iyer said.

Growing in wholesale's place are digital sales, according to Iyer, as well as and inbounds from gift box companies.