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You’ve probably heard that buying secondhand is the sustainable alternative to fast fashion.

And in many ways, it is.

But recent research suggests there may be a strong hidden psychological effect behind thrift shopping that’s quietly fueling overconsumption and the fashion industry is massively benefiting from all the purchases.

In my latest video, I break down the surprising data, and talk about the implications for those both individuals and corporations.

The video combines research in economics, behavioral psychology, and digs into a case study of a promising young company that went bankrupt. I speak to two researchers who give me insight on it all.

Hope you enjoy, and more videos are on the way!

elf, Pat McGrath, Anastasia, and others struggled in 2025. In this video, The Devil Wears Data explores what happened, why it happened, and whether these companies are doomed long term or if they'll make a comeback.

Support me on Patreon: https://www.patreon.com/c/TheDevilWearsData

Tags: #beauty #business #makeup #elfbeauty #elfcosmetics #anastasiabeverlyhills #patmcgrathlabs #drunkelephant #shiseido #loreal #finance #economics

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You probably already know this by now, but earlier this year, elf acquired Hailey Bieber's Rhode for the price tag of $1 billion. At the time, a question I had was whether this would be successful long term, or whether it would flop like other celebrity beauty brands have in the past (like Kylie Cosmetics). In fact, I made a whole video exploring that question alone.

A couple of weeks ago, we finally got some answers when elf's filing with the US SEC made clear what was happening behind the scenes with Rhode. I went through the document, and broke down some of the data in this video. This video is data heavy, but filled with a lot of useful info about how beauty companies operate behind the scenes.

Tags: #beauty #rhode #elf #business #finance #economics #makeup