Now, with its name shortened to Haus Labs and its positioning evolving from artistry to “clean artistry,” the brand is relocating to a new house, Sephora, where it will sell beginning June 9 at 25 doors prior to rolling out to over 500 across the United States and Canada. It’s leaving its old house, Amazon, behind.

In reporting on the updated distribution strategy, industry sources informed Women’s Wear Daily that Haus Laboratories achieved $30 million in sales on Amazon and, in Sephora, Haus Labs is projected to generate $45 million to $50 million in annual retail sales. The brand’s distribution strategy and sales expectations both today and at its start are intriguing for what they convey about the influence and confluence of e-commerce, brick-and-mortar retail, celebrity and investment.

To help us understand those dynamics, we asked 15 investors and distribution experts the following question: What does Haus Labs’ decision to move from Amazon to Sephora say about beauty on Amazon and beauty distribution more generally?