The trade desk for the creator economy.
Every story tagged Beauty: the campaigns, platform shifts, and research that touch it.
Silas Capital led the creator-founded brand's Series A six weeks into Sephora. Fohr data shows Nogueira's sponsored Instagram posts fell 60% after launch, while her sponsored TikToks went up.
e.l.f. Hair opened on TikTok Shop on June 16 before Target, after a limited hair test sold out in 48 hours and brought in 65% new e.l.f. customers.
Hailey Bieber's Rhode ran so far past its earnout thresholds that e.l.f. marked the liability up $57.6M — flipping Q4 to a $49.4M GAAP loss on 35% sales growth.
e.l.f. held marketing near a quarter of net sales while L’Oréal’s ad-and-promo ran 32.4% — and rode 28 straight quarters of growth to $1.31B. Here’s the always-on creator engine closing the gap.
Coty’s 8-K pegged Kylie Cosmetics at $177M in trailing revenue; months later its filings let Forbes reset 2018 sales to ~$125M against the ~$360M the family had promoted — the gap a public-company audit forced open.