Key Takeaways:The Gen Alpha personal care brand launched by a Target merchandising executive is closing its doors.Market conditions and the current competitive landscape forced the closure.Miles products will still be available on Amazon and in Whole Foods stores through the spring and early summer.Miles, the teen personal care startup founded by a former Target merchandising executive, is shutting down.WHO: Miles was founded in 2021 by Carly Broderick, a former Target Corporation merchandising executive. The Minnesota-based personal care brand is designed to foster teens' self-confidence and boost their belief in themselves and their individuality. The products are designed to stop body odor (and sweat), featuring clean ingredients, distinctive scents, and easy application. Miles launched with deodorant and three simple-to-understand scents—Clean, Fresh, and Rugged—and then expanded into 3-in-1 hair and body wash. The products are available on Amazon, in H-E-B, and select Whole Foods.WHY: The shifting competitive landscape makes it difficult for the business to craft a sustainable path forward.IN THEIR OWN WORDS: Carly Broderick shared on LinkedIn, “I’m so proud of what we built together. From the formulas we obsessed over, to the messages we shared about confidence and self-care, to the parents and kids who trusted us to be part of their daily routines—thank you. Truly." The retail and competitive landscape has shifted in ways that make a sustainable path forward impossible right now. And while this isn’t the ending I once envisioned, it’s the right decision."DETAILS:Miles will sell products through Amazon and Whole Foods stores.