However, it doesn’t really fit well if a brand-themed app is developed by a single team. Consistency is easier to maintain when styles can be reused across the application, and things like styled-components don’t work that well there since they tightly couple components to styles, so you need a theming system on top of them… which is silly, because CSS itself is a theming system.

CSS modules is a bit better, but even that encourages encapsulation which is necessarily broken if the styles need to be shared between components.