Samantha McGregor's Linkedin Analytics

Rhode's journey from a DTC darling to Sephora shelves was already a headline-worthy achievement. Now, e.l.f. Beauty has announced its acquisition of Rhode in a deal valued at up to $1 billion. Since its launch in 2022, Rhode has become a cultural sensation, fueled by Hailey Bieber’s personal brand, minimalist aesthetic, and viral campaigns like "glazed doughnut skin." The brand reported an impressive $212 million in net sales in the 12 months ending March 31, 2025. As Rhode prepares to debut in Sephora locations across the US, Canada, and the UK, it faces an exciting new chapter. One that requires balancing the mass retail exposure of a global beauty brand with the exclusivity that made it a cult favorite. This acquisition marks a significant addition to e.l.f. Beauty’s growing portfolio, which already includes Naturium and Keys Soulcare. Hailey Bieber will continue to play a pivotal role as co-founder, chief creative officer, and head of innovation, overseeing product development, creative direction, and marketing strategies. The big question remains: Can Rhode maintain its cool, coveted identity while scaling to mass-market retail? Or will it risk becoming just another name on the shelf? What do you think? Can a brand preserve its essence while expanding into mainstream retail?

I’ve been quietly impressed with Parke for a while now. So when I came across a Business of Fashion piece about their NYC pop-up drawing massive crowds, I had to take a closer look. This wasn’t just another product drop; it was a cultural moment. Shoppers lined the block for hours, not just to buy something, but to be part of an experience, to connect with a brand that feels bigger than the products it sells. It’s rare to see this level of excitement, especially in a market flooded with options. People weren’t just showing up for the clothes, but for the identity and community Parke has built. This is what modern brand-building looks like: ✨ Rooted in community, where people feel a sense of belonging 🎯 Fueled by social media that amplifies the buzz and builds anticipation ⏳ Made intentionally scarce, so the experience feels exclusive and special Parke didn’t try to go mass, they went meaningful. They prioritized creating a connection over chasing scale, and customers showed up in droves for it. This is a prime example of what actually drives those outcomes. It’s about meeting your audience where they are. Online, offline, or somewhere in between, giving them a reason to engage beyond just the transaction. So I’m curious: Is your brand showing up where your customers already are, meeting them on their terms, or are you still waiting for them to come to you?

We’ve all been there. It’s 11:59 PM. The “last chance” email deployed, and you’re staring at the Shopify dashboard like it owes you answers. This is the high-stakes sport of DTC: equal parts strategy, sweat, and superstition. What’s your midnight refresh routine? 👀💻

You survived the Q1 campaign cycle. You even documented your learnings. And yet… Q2 has come back for blood. Cheers to another week of pivoting gracefully while dying internally. What’s the wildest goal you’ve been handed lately?

According to Digiday, brands like Dior and Sony are embracing hyper-local, multi-touch strategies to drive measurable engagement, and the results are anything but small. Dior’s Sauvage campaign in Australia is a prime example. By using programmatic out-of-home ads triggered by traffic congestion, they achieved outstanding results: - 2.7 million impressions - A 6% increase in brand consideration Sony took a different approach with a digital-first strategy, leveraging AI-powered creative to personalize NFL YouTube ads in real time. The results were equally impressive: - 11 million unique users reached - 98% video completion rate Whether you’re selling fragrances or headphones, the lesson is clear: brands that engage customers where they are—physically, emotionally, and digitally—are the ones forming meaningful connections. What’s one hyper-local tactic your team has tried or is eager to test out?

Retention doesn’t always mean complex flows and hyper-personalization. Sometimes, it’s as simple as a well-crafted, perfectly timed SMS sent to a carefully targeted segment. No design resources. No unnecessary hassle. Just measurable results. What’s the simplest, most effective message your team has ever sent?

Is your email strategy storytelling — or just shouting into the void? Too many brands fall into the same trap: sending emails just to send them. - Because it’s Monday. - Because there’s a revenue gap. - Because “it’s what we’ve always done.” But here’s what’s often missing: 🛍️ Post-purchase flows 🔁 Cross-sells driven by real customer behaviour 🧠 Lifecycle touchpoints that align with how your customers actually shop The data you need is likely already at your fingertips—purchase history, product reviews, post-purchase surveys （if you’re asking the right questions）. The most effective retention strategies don’t force new behaviours; they amplify what’s already happening. So, is your email strategy grounded in customer logic or dictated by the calendar?

During economic uncertainty, consumer spending habits inevitably shift, and the beauty industry is no exception. The rise of the "recession nails" trend reflects this change, as individuals look for cost-effective ways to maintain stylish manicures without breaking the bank. From DIY nail care and press-on nails （a nod to the COVID-era craze） to natural routines that extend the time between salon visits, this trend underscores a growing preference for practical luxury, valuing affordability and longevity over excess. For fashion and beauty brands, this shift offers an opportunity to align with evolving consumer priorities by delivering products and services that balance quality with cost-effectiveness. 𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗖𝗮𝗻 𝗔𝗱𝗮𝗽𝘁: -- 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗢𝗳𝗳𝗲𝗿𝗶𝗻𝗴𝘀: Develop or spotlight products tailored to at-home beauty. -- 𝗣𝘂𝗿𝗽𝗼𝘀𝗲𝗳𝘂𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Design campaigns that highlight value, durability, and self-care, resonating with consumers seeking affordable solutions. -- 𝗘𝗻𝗴𝗮𝗴𝗶𝗻𝗴 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻: Share tutorials and tips for maintaining beauty routines at home, positioning your brand as a helpful and trusted resource. By addressing these changing consumer behaviours, brands can build stronger connections, foster loyalty, and stay relevant, even during tough economic climates. What steps is your brand taking to meet the demand for affordable, high-quality solutions in challenging times?

When the discount code doesn’t apply… and it’s in the subject line. And yes, it’s already in 3 SMS sends, 2 IG stories, and a flow you forgot existed. Welcome to the part of the job no one puts in the job description: 🧯 Panic troubleshooting 📦 Angry customer DMs 🔁 Live-edits mid-campaign Retention might be the goal, but damage control is sometimes the game. What’s your “this was avoidable” moment of the week?👇

From Vinyl to Vanity: Lessons for Beauty Brands from Vinyl Me, Please's Subscription Success In a world dominated by digital streaming, Vinyl Me, Please （VMP） has carved out a unique space by delivering a tactile, curated vinyl subscription experience. Their success isn't just a product of nostalgia. It's rooted in their ability to foster community and build meaningful connections through shared values and experiences. Here's what beauty and fashion brands can learn from VMP's winning formula: Authentic Storytelling: VMP's growth thrives on genuine, compelling narratives that resonate deeply with their audience. Similarly, beauty and fashion brands can forge stronger bonds by sharing authentic stories that reflect their values and visions. Community Building: VMP isn't just about selling vinyl. It's about creating a loyal community of music lovers. Brands that focus on cultivating a sense of belonging, rather than just driving transactions, can inspire long-term loyalty. Curated Experiences: Personalization is key. VMP's curated approach sets them apart, and beauty and fashion brands can stand out by offering tailored, one-of-a-kind experiences that speak directly to their customers' needs and tastes. In industries as fast-paced as beauty and fashion, where trends come and go, how can brands emulate VMP's approach to create lasting connections with their audience?

Because no matter how chaotic the week has been, there’s always that one bright spot: ✔️ The win-back campaign that won ✔️ The text-based email that generated 3x revenue with 0 design hours ✔️ The loyalty segment that redeems and repurchases Tag the moment you fell back in love with your marketing this week👇

After nearly 50 years of transforming 1-800-Flowers from a small Manhattan flower shop into a $2 billion industry leader, founder Jim McCann is stepping down as CEO. While McCann will stay on as chairman, this marks a pivotal moment in the evolution of founder-led leadership. McCann built his brand by seeing around corners: adopting a toll-free number before it was trendy, leaning into e-comm in the ‘90s, and championing the power of customer relationships before most of us knew what “CRM” meant. After a challenging year that included a $20 million order fulfillment setback, McCann is passing the reins to Adolfo Villagomez, a seasoned retail executive with experience at Home Depot and Progress Residential. Villagomez brings a wealth of expertise to help steer the brand into its next chapter. The key takeaway? Truly great founders understand that building a lasting legacy often means knowing when to step back. Sometimes, the boldest move isn’t launching the next big thing—it’s creating space for new leadership to ensure sustained growth. So, how do you know it’s time to pass the torch—or, in McCann’s case, the bouquet? 💐 When do you think is the right moment for a founder to step aside?

As both a foodie and a beauty enthusiast, I’m obsessed with this collaboration. Selena Gomez’s partnership with Oreo is more than just a tasty treat. It’s a masterclass in branding. The horchata-inspired cookie not only evokes her personal nostalgia but also supports the Rare Impact Fund, her initiative focused on mental health. It’s meaningful. It’s fan-focused. And it’s a perfect example of cross-category storytelling done right. In beauty and fashion, we often hear about the importance of “authenticity.” This is exactly what it looks like in practice. How can brands weave personal storytelling into product launches in a way that feels genuine and effortless?

May was a standout month for mergers and acquisitions. Just two weeks before Rhode made waves with its $1B acquisition by e.l.f. Beauty, Church & Dwight agreed to acquire Touchland for a cool $700M+. Two digitally native brands. Two explosive growth stories. Touchland reimagined hand sanitizer as a chic handbag essential. Rhode transformed Hailey Bieber’s skincare into a billion-dollar empire. Both brands mastered aesthetics, storytelling, and community-building long before landing on mainstream shelves. These aren’t just acquisitions. They’re signals. The future of personal care is clear: brand-driven, content-rich, and powered by community. And the industry's biggest players? They’re moving quickly to buy into that future. What’s the next acquisition move you’re predicting? Let’s hear it 👇

SMS marketing has become a go-to strategy for brands seeking to quickly engage with customers. However, recent updates to the Telephone Consumer Protection Act （TCPA） highlight the importance of balancing speed with compliance to avoid significant risks. As reported recently, the FCC's revised TCPA rules now require businesses to adhere to stricter guidelines, including: -- Processing opt-out requests within 10 business days, a sharp reduction from the previous 30-day timeframe. -- Accepting opt-out requests through any reasonable channel, such as email, text, phone, or web forms. -- Honouring opt-out requests in all forms, whether a consumer replies with "Stop," "Unsubscribe," or even an emoji, as long as the intent is clear. These changes call for brands to implement robust systems to effectively manage consent and opt-outs across all communication channels. Non-compliance can lead to fines of up to $1,500 per violation, along with potential damage to your brand's reputation. In today’s landscape, a fast SMS campaign is no longer enough. It must also respect consumer preferences and fully comply with the law. Is your brand ready to meet these new TCPA requirements? Share your approach or thoughts below!

As a long-time fan and owner of Hunza G swimwear, I’ve always admired the brand’s dedication to inclusivity and timeless design. Their signature crinkle-stretch fabric not only flatters a variety of body types but also inspires confidence and a sense of empowerment. Recently, I read an article from The Business of Fashion detailing Hunza G’s remarkable growth. With nearly £30 million （$40 million） in sales last year, the brand is setting ambitious goals to double its annual revenue to £60 million over the next two years. What truly stands out is Hunza G’s ability to scale while staying faithful to its core values. Their one-size-fits-most philosophy and commitment to sustainability have struck a chord with today’s consumers, who increasingly prioritize authenticity and inclusivity in the brands they support. In an industry as fast-moving as fashion and beauty, Hunza G’s journey raises an important question: How can brands achieve rapid growth without losing sight of their foundational values and unique identity?

If Outlook mauled your beautiful layout this week, you’re not alone. Tell me, what’s your worst rendering disaster?

Behind every high-performing campaign is: ✔️ A thread with 74 comments ✔️ An asset deck last edited at 11:52 PM ✔️ A copy doc that’s been through six “final” versions ✔️ And one marketer hoping Outlook doesn’t break the layout The wins might look effortless on the outside, but we all know that the behind-the-scenes is a group chat away from a meltdown. What’s one thing your team always nails （eventually）?👇

Ever launched a campaign before all the approvals came through? Same. Creative’s ready. Numbers are soft. And suddenly... the button’s been pressed. It always feels fine — until Slack lights up like a Christmas tree 🎄 Drop your most chaotic “we already sent it” moment below.👇

"This is what 2.1 million people looks like…" Now imagine keeping them loyal. Retention isn’t about reaching the masses. It’s about finding your people in the crowd—and giving them a reason to stay. This week, how are you turning your audience into a community?