What explains the sudden rise of these direct-to-consumer companies?

Marketing Management Assignment

For decades, large, established companies such as Proctor & Gamble and Unilever had dominated the consumer market, and it was impossible for any new entrant to make any headway. What explains the sudden rise of these direct-to-consumer companies?
In the past, new entrants in any consumer product category faced two major obstacles: distribution and advertising. Large, established players, such as Unilever and Coca-Cola, controlled the shelf space at retailers. This made it difficult for startups to get distribution for their products.