01 – What we measure
The WCRC D2C Trust Score
Direct-to-consumer brands succeed when a stranger trusts them enough to buy online for the first time and then comes back. So WCRC built the WCRC D2C Trust Score, which gives most of its weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Together these four carry 80% of each score. Every brand is scored out of 100.
02 – Who qualifies
Three rules
- Founded in the United States and still owned and controlled in the US. Brands bought by foreign groups, such as Everlane and Poshmark, are not eligible.
- Born direct-to-consumer, and still mainly direct. The brand grew by selling directly to consumers (online, by app, by mail order or in its own stores). Brands that now sell mainly through retailers are not eligible.
- Publishes its revenue. The brand or its owner has filed revenue with the SEC, or the company has publicly stated its own revenue, for FY2024, FY2025 or FY2026.
WCRC reviewed more than 200 American D2C brands, and the 100 that qualified are ranked.
Notable brands not ranked
- Everlane: US origin, but reported acquired by Shein.
- Poshmark: US origin, but owned by Naver (South Korea).
- Ollie: US origin, but owned by Agrolimen (Spain).
- Trupanion: Founded in Canada.
- The Honest Company, Harry's, Black Rifle Coffee, Owlet, Laird Superfood: Born direct, but now sold mainly through retailers.
- NerdWallet, Credit Karma: Paid by referral fees from providers, not by consumers.
- Glossier, Away, Bombas, Vuori, Alo, Brooklinen, The Farmer's Dog and others: No published revenue for FY2024 to FY2026.
03 – Go deeper
The detailed method is on request
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
Work with WCRC
Want to go deeper?
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.
- Understand the research. The detailed methodology, the 7 pillars and how each score was built.
- Brand assessment reports. A full report on any ranked brand, with its strengths, gaps and peer comparison.
- Use the ranking. Licensing of the ranking, data and badge for marketing, investor or internal use.
- Interesting facts. Data points, sector insights and story angles for media and analysts.
Disclaimer
- 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.
- Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
- 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.
- Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.