A monthly read on one corner of beauty: where search demand is rising, which sub-categories convert it into sales, and which brands are capturing it. We separate durable trends from ones about to turn, and can go deeper on any category you're working on.

Each month we call one brand on the edge of a breakout, early, with a bench of five behind it and the signals on TikTok Shop and Amazon that put them there.

Alongside your diligence, we read the brand's Amazon channel the way an owner would: what's earned and what's rented, who wins the sale and at what price, and how much of last year's growth is durable. Every scenario is modelled to contribution margin.

For portfolio brands, we run the Amazon and TikTok Shop channel against a twelve-month plan, with reporting built the way a board reads it. Every month, growth is weighed against contribution margin, so you see what's durable, what's bought, and how much of the demand the brand is actually capturing.

When a brand is heading to its next owner, we build the Amazon story a buyer will pay for. Revenue with longevity is separated from revenue that was bought, the forecast is rebuilt season by season, and every claim carries a confidence rating.