Warby Parker is America's most trusted direct-to-consumer brand of 2026, according to WCRC's first America's Most Trusted D2C Brands 2026. Duolingo is second and Chewy third.
The ranking uses the new WCRC D2C Trust Score. It gives 32% of the weight to Consumer Trust & Sentiment, 18% to Brand Recall, 15% to Brand Positioning and 15% to Brand Love, so that 80% of each score comes from how much consumers trust, remember and love a brand.
The top 10
| Rank | Brand | Sector | Score |
|---|---|---|---|
| 1 | Warby Parker | Jewellery & Eyewear | 88.11 |
| 2 | Duolingo | Tech & Subscriptions | 87.85 |
| 3 | Chewy | Pets & Kids | 87.69 |
| 4 | USAA | Insurance | 87.36 |
| 5 | L.L.Bean | Fashion & Apparel | 86.11 |
| 6 | GEICO | Insurance | 85.46 |
| 7 | Netflix | Tech & Subscriptions | 85.20 |
| 8 | Build-A-Bear Workshop | Pets & Kids | 83.90 |
| 9 | Etsy | Marketplaces & Resale | 82.81 |
| 10 | Rhode | Beauty & Personal Care | 82.70 |
What the ranking shows
Trust is earned through proof, not promises. The leaders give buyers ways to check a claim for themselves before they pay: Warby Parker, Duolingo and Chewy all score above 86 on Consumer Trust & Sentiment.
Recall without trust is not enough. Tesla has some of the highest recall on the list, but its Consumer Trust score of 68 keeps it at #14.
Staying direct matters. Several brands that were born online, including The Honest Company, Harry's and Black Rifle Coffee, now sell mainly through retailers and were not eligible. US ownership matters too: Everlane and Poshmark are now foreign-owned.
Sector leaders
- Financial Services: Venmo
- Fashion & Apparel: L.L.Bean
- Home & Living: Lovesac
- Marketplaces & Resale: Etsy
- Tech & Subscriptions: Duolingo
- Insurance: USAA
- Mobility & Auto: Tesla
- Health & Wellness: GoodRx
- Pets & Kids: Chewy
- Food & Beverage: Thrive Market
- Jewellery & Eyewear: Warby Parker
- Beauty & Personal Care: Rhode
Only brands that publish numbers
Only brands whose owners publish financial results were considered for this research. Brands that do not publish their financials have not been assessed or ranked. Many well-known D2C names could not be ranked this year because WCRC could not find filed revenue for them. 100 brands met every rule. Read the methodology.
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The WCRC Business Intelligence Unit can walk you through the research behind this ranking and what it means for your brand, your market or your story.
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- Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
- Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
- Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
- Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
- Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
- Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
- Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
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- Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
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