In the last four years there has been $18 billion transfer of wealth from CPG giants to small companies. Long tail is getting longer in this category, and companies who are growing are squeezing costs from the top line rather than the top. In a surprise move in July 2016, Unilever announced buying Dollar Shave Club for $1 billion. In this video L2 co-founder and Head of Research & Advisory Maureen Mullen identifies the reasons Dollar Shave Club was able to break into the ecosystem. She also identifies the winners and losers in the Seventh Generation and Dollar Shave Club acquisitions.