Small fashion & beauty brands — what’s been the hardest part about getting discovered online?

Hot take, but I think online fashion and beauty discovery is pretty broken.

It feels like the brands with the best products do not always win — the ones that win are often just better at capturing attention.

Meanwhile, smaller brands with real quality get buried under ads, recycled trends, and platforms that do not really help them grow.

I have been noticing that even brands with a clear identity and loyal customers still struggle to get meaningful visibility.

For those of you running fashion or beauty brands:

What has actually been the hardest part about growing your brand online?

Is it discovery, marketing, international reach, or something else?

Curious to hear real experiences from other founders.