Great question! I have debated making a thread to explain a bit behind the scenes, because it's not plain sailing. And I've even got an unpublished section on my site that is more like a blog that goes into some of the difficulties, but so far I haven't felt that the content is right to make it live. But to avoid hijacking this thread the short answer is it does hold up, just. (Edit: This is relative, it doesn't yet hold up well enough to be my only source of income, I still work a full time job)
But... And perhaps this is particular to me, I have personally struggled with the 'need' to use social media, and paid-for advertising to gain an audience. I have tested these tools, and they do work to drive more sales, but it doesn't feel good somehow, and it is a monster you have to continuously feed. There is a lot of noise on these platforms and pressure to be doing something new, and I have struggled with some other brands stealing text word-for-word off my site that I took time crafting, making claims about their products that I know to be false, and also selling mass-produced generic razors (that you can buy on a mass manufacture online marketplace for $3-4 per unit) they have had re-branded and marked up 400%. These things are tough as a small brand who really does design their own stuff from scratch. And spends hours with the manufacturer to make something how I want it, rather than how it is easiest... Sorry got a little off topic.