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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

Patreon: https://www.patreon.com/c/TheDevilWearsData

YouTube: www.youtube.com/@thedevilwearsdata

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

The fashion and beauty industries rely heavily on influencers for sales and marketing. But there are cracks to the foundation that have held up influencer power for the past 2 decades. In this episode, I explore the current state of influencing, the biggest threats to come, and what this will mean for the future. And of course, like in every The Devil Wears Data video, I do it all with data :)Patreon: https://www.patreon.com/c/TheDevilWearsDataTags: #businessofbeauty #business #finance #fashion #bloomberg #fashionbusiness #influencer #influencermarketing #shopping #contentcreation #content

Aritzia has had a really great year, and I wanted to know why. So I dug into company data, listened to some calls, spoke to some friends who love the store, and here's what I gathered. Would love to hear what you think in the comments.You can support the work I do by joining my Patreon, where I do early uploads and provide further insights: https://www.patreon.com/c/TheDevilWearsData

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On Instagram I'm @thedevilwearsdata

Listen on Spotify, Amazon, or wherever else you get your podcasts! Thanks so much for watching :)

Rhode was acquired by elf, at a deal worth $1 billion. That's a pretty number. But what are the chances that this company continues to see success?

After all, Kylie Cosmetics was acquired at a deal valuing the company at $1.3 billion, and look where it is now. It's struggling. And the company that acquired Kylie Cosmetics has seen its stock price decline significantly since 2019.

In this episode of The Devil Wears Data, I compare and contrast these two companies. I talk to an expert in beauty investing, and dig into some interesting data around beauty M&A deals to figure out the possible eventual fate of Rhode.

Find more perks, interview insights, and data on my Patreon!https://www.patreon.com/c/TheDevilWearsData

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Tags: #businessofbeauty #rhodeskin #rhode #haileybieber #kyliejenner #kyliecosmetics #elfcosmetics #elfbeauty #coty #acquisition #finance #business #mergersandacquisitions

Hoka's sales growth is slowing, meanwhile another competitor is going in another direction. Some analysts think the shoe will make a comeback, and others think that Hoka's fall will be Nike's gain. Could it be true? In this video, I analyze the numbers around Hoka and what might happen to the shoe brand next. Watch related videos!Lululemon: • Why lululemon is struggling to stay relevant Abercrombie versus Victoria's Secret: • Why inclusivity helped Abercrombie but not... Other places you can find The DWD:Instagram (I will post here eventually): / thedevilwearsdata I posted on LinkedIn sometimes: / thedevilwearsdata I have an email list that alerts you of new videos! https://thedevilwearsdatanews.beehiiv...Thanks to all 29,981 subscribers for supporting!

Gucci, owned by Kering, had its sales fall for over a year, continuing an ongoing downtrend. The company's having a rough time right now. But other fashion houses aren't struggling. So why this brand? Why now? And who or what is to blame? In this video I explore these questions using data and analysis.If you're new here, welcome! The Devil Wears Data is your seat inside fashion and beauty's boardrooms. This community is for anyone who is curious about why and how things are sold to you, and for anyone who wants to make smarter decisions about how they spend their money on fashion and beauty. I have a newsletter so you can stay in touch outside of the YouTube world: https://thedevilwearsdatanews.beehiiv.com/subscribeInstagram (which I'm not posting on yet!) https://www.instagram.com/thedevilwearsdata/LinkedIn: https://www.linkedin.com/company/thedevilwearsdata/