elf, Pat McGrath, Anastasia, and others struggled in 2025. In this video, The Devil Wears Data explores what happened, why it happened, and whether these companies are doomed long term or if they'll make a comeback.

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Tags: #beauty #business #makeup #elfbeauty #elfcosmetics #anastasiabeverlyhills #patmcgrathlabs #drunkelephant #shiseido #loreal #finance #economics

Patreon: https://www.patreon.com/c/TheDevilWearsData

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You probably already know this by now, but earlier this year, elf acquired Hailey Bieber's Rhode for the price tag of $1 billion. At the time, a question I had was whether this would be successful long term, or whether it would flop like other celebrity beauty brands have in the past (like Kylie Cosmetics). In fact, I made a whole video exploring that question alone.

A couple of weeks ago, we finally got some answers when elf's filing with the US SEC made clear what was happening behind the scenes with Rhode. I went through the document, and broke down some of the data in this video. This video is data heavy, but filled with a lot of useful info about how beauty companies operate behind the scenes.

Tags: #beauty #rhode #elf #business #finance #economics #makeup

The fashion and beauty industries rely heavily on influencers for sales and marketing. But there are cracks to the foundation that have held up influencer power for the past 2 decades. In this episode, I explore the current state of influencing, the biggest threats to come, and what this will mean for the future. And of course, like in every The Devil Wears Data video, I do it all with data :)Patreon: https://www.patreon.com/c/TheDevilWearsDataTags: #businessofbeauty #business #finance #fashion #bloomberg #fashionbusiness #influencer #influencermarketing #shopping #contentcreation #content