Talking to retailers about other brands that sell for $9.99 retail, they are marking them up from their cost of about $5 wholesale.
I’m sure on those brands the landed cost is probably $2.50 for the manufacturer....so they’re making a healthy margin also.
With that said I’d like to think direct to consumer online at full price would have a 70% or higher margin, so even with discount codes I’m sure they’re still making a profit.