"In the world of venture-backed startups, over-the-counter (OTC) medicine is undergoing a fresh branding makeover," says Mike Duda, Managing Partner at Bullish. As seen in categories like beauty and personal care, direct-to-consumer brands are now revitalizing OTC medicine, focusing on clean-label, sustainable packaging. Discover how these new players are challenging traditional brands, and why VC-backed investments are pouring into this often overlooked sector by reading the full Modern Retail interview below.