California Naturals Founder Shares Industry Secrets | Untangled Newsletter

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Editor’s Pick 🌟

The Secret to Higher AOV Revealed 🤯

Sector Spotlight 🎥

BEAUTY PRODUCT LAUNCH

Alli Webb Launches Messy Hair Brand at Sephora Embracing Imperfection

Alli Webb's new hair brand, Messy, launching at Sephora, focuses on achieving a natural, low-maintenance look with minimal heat styling, filling a market gap for consumers seeking simplicity.

The range includes products priced around $32 and highlights a low-heat technique that transforms hair without extensive styling. This launch aligns with current trends toward embracing natural texture.

BEAUTY MARKET TRENDS

VERB Unveils Density Peptide Collection to Address Hair Thinning and Shedding

VERB Products introduces the Density Peptide Collection, targeting hair thinning with a clinically proven formula that increases hair density. Available at an accessible price point, it's tailored for consumers seeking effective, salon-quality haircare solutions. This launch reflects an opportunity for marketers to focus on promoting health-oriented consumer products.

BEAUTY ENTREPRENEURSHIP

Interview: Shelby Wild of California Naturals

Shelby Wild, founder of California Naturals, emphasizes clean, affordable beauty available at mass retailers like Target. Her new brand embodies practical, accessible solutions suitable for family use, appealing to those seeking high-quality, transparent products without the luxury price tag.

STRATEGIC PARTNERSHIPS

Sephora and NielsenIQ Partner to Enhance Beauty Shopper Insights and Data Access

Sephora's partnership with NielsenIQ provides vital consumer insights through access to comprehensive point-of-sale data and omnichannel behavior, facilitating more informed marketing strategies in the North American market.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Pride 2025 and the Retail Balancing Act

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest Enhances Pin Recommendations with New TransActV2 Ranking Model

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.