@liahyooAug 27, 2026 · 2:59 · original sound
2025-2026 has been interesting to observe the indie beauty landscape. We’ve seen amazing acquisitions like rhode being sold to elf at a billion dollar valuation while mission driven brands shutter and eventually close down (even with beautiful products and accessibility through its distribution channels). So this question started looming in my head. In 2026, do we still care about a brand's mission? There's a real gap between what we say matters to us and what we actually click buy on. And if it keeps happening, the brands actually doing the harder, slower, more expensive version of this work don't get to survive long enough to prove it was worth it. @KraveBeauty I started in 2017 justifies the $16 price tag for a cleanser. But with the evolved mission and our relentless pursuit of building out our supply chain the right way, instead of the cheap way in 2026, the margin for a $16 doesn’t make sense. I want to ask what matters to you. is price still the key driving factor in discovery and retention? Or is "we reinvested instead of extracting" something you actually want to pay for, or is it just a nice thing to believe about a brand while your cart says something else? Would love to open up a dialogue with you!
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