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    Insights/Perspectives

    What we're seeingin the data.

    Short pieces written from what we see in the accounts we manage, covering changes in the category and the numbers behind them.

    Latest · Perspective

    Subscribe & Save Is the LTV Engine Beauty Brands Underrate

    The first purchase is worth more than it looks. How Subscribe & Save turns trend buyers into a durable P&L line.

    August 14, 2026Read the piece
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    Aug 2026

    Q4 Starts in August

    By the time holiday traffic arrives, the winners were decided months earlier: rank in September, inventory in October, creative before November.

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    Perspective
    Aug 2026

    The Beauty Event Calendar Is Fragmenting

    Prime Day moved. Retail tentpoles multiplied. Fall events stack against holiday. Why the promo calendar is now a strategic document.

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    Perspective
    Aug 2026

    When One Brand Owns a Quarter of the Ad Shelf

    In one Ulta category, a single brand holds nearly 26 percent of all sponsorship. What auction concentration means for challengers.

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    Perspective
    Jul 2026

    PDRN, Centella, and the Ingredient Search Economy

    Beauty shoppers increasingly search by ingredient and format instead of brand and category. Why that rewrites keyword strategy and content.

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    Perspective
    Jul 2026

    Your Category Is Shrinking. Your Plan Shouldn't Panic.

    Most Ulta.com categories lost organic ground this quarter. The playbook for defending share and margin when the shelf contracts.

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    Perspective
    Jul 2026

    K-Beauty Is the Last Growth Lane on Ulta.com

    While most of Ulta.com softened this quarter, K-Beauty grew: organic visibility up 11 percent and sponsorship up 37 percent.

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    Perspective
    Jul 2026

    Medicube Took Over Amazon Skincare. Every Brand Should Study How.

    In roughly a year, Medicube went from one K-Beauty brand among many to the name to beat in Amazon skincare. The short version of what happened.

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    Perspective
    Jul 2026

    AI Search Is Rewriting Beauty Keyword Strategy

    A growing share of shoppers start research in an AI chat and arrive at Amazon and Google with hyper-specific queries. What that means for keyword strategy.

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    Perspective
    Jul 2026

    K-Beauty's US Surge Is a Connected Commerce Story

    K-beauty brands entering the US are the purest test of connected commerce: demand born in content, captured on Amazon, converted into retail.

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    Perspective
    Jun 2026

    What Amazon Marketing Cloud Actually Changes for Beauty Brands

    AMC is a clean room most brands have heard of and few have used. What it measures and the three queries that pay for themselves.

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    Perspective
    May 2026

    Our Honest Take on Amazon Streaming TV for Beauty Brands

    Amazon STV is the shiniest thing in the ad console. When it works for beauty brands, and when it is a donation to Amazon.

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    Perspective
    Apr 2026

    The Halo Nobody Talks About: Amazon's Effect on Your Shopify Store

    Everyone measures social-to-Amazon spillover. The reverse lane is real too: how Amazon presence lifts DTC revenue.

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    Perspective
    Mar 2026

    TikTok Made Them Buy It. On Amazon.

    TikTok's most valuable conversions never touch TikTok's pixel. How the lag pattern works and how to actually see it.

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    Perspective
    Feb 2026

    Branded Search Is the Quietest Tax in Beauty Media

    The most profitable-looking line in your ad account is often the least incremental dollar you spend. When brand defense is real and when it is waste.

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    Perspective
    Jan 2026

    Prime Day Is a Margin Event, Not a Revenue Event

    Recap decks celebrate revenue. The P&L remembers discounts, fee surges, and pulled-forward demand. How we plan Prime Day for profit, not applause.

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