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[00:02]
A
Okay, hold up. What is that?
[00:04]
B
It's New Tide Evo. That little white tile is laundry detergent.
[00:08]
C
Yep.
[00:09]
B
Tide Evo is a super concentrated laundry
[00:11]
A
detergent that's built different because it's packed
[00:13]
B
with six layers of cleaning power that
[00:15]
A
fight odors, stains, dinge, and extra work. And it smells so good. New Tide Evo.
[00:23]
B
Love it.
[00:23]
A
Or your money back. Money back guarantee issued via prepaid card by mail. See tide.com for details.
[00:35]
B
Los angeles. Hi, kirby.
[00:39]
A
Hi, sarah.
[00:40]
B
Welcome to los angeles.
[00:46]
A
All right, so there was a question that popped up in the Slack Channel that I thought would be a fun kickoff for this particular episode. If you're in our Slack Channel, you know that we have testings going on at any given time, and if you're new here, we have this program called Los Angeles Confidential. I can't imagine you haven't heard about it. Well, if it is your first time ever tuning in.
[01:07]
B
Yeah.
[01:08]
A
The reason why I'm bringing this up is because we have the Slack Channel and there are people in this particular testing that we have going on because we have testings going on at any given point, and this person, Heather, asked us, based off of something that happened in one of the testings, to talk about this on the podcast.
[01:26]
B
Okay.
[01:26]
A
Okay. So. So there's a testing where we have an embargo and we are not allowed to talk about this product before it launches. Okay. That means not us, not anybody in this group. It's. You're basically under an NDA, and embargo is something that you and I know very well. It's essentially confidentiality that you're not going to, like, go scream from the rooftops that a launch is happening when you get all of this information ahead of time. So there's about how many people are in this group? I can't remember this particular 100, maybe 200, or maybe 100 people in this particular group. It's a lot of people.
[02:01]
B
Yeah.
[02:02]
A
And we started getting comments this past week that were like, hey, we're seeing content creators posting about this launch. Are we allowed to talk about it, or does the embargo still stand? And Heather Wisley said this would make an interesting pod episode of what happens when one breaks their embargo. Does. Does the brand just not work with them moving forward and that's it? Or is there a do not work with blacklist that brands share and their name goes on it? So I figured it might be fun to, like, kind of describe what happens in this case, especially from our side of things.
[02:35]
B
Yeah.
[02:36]
A
There was actually a situation with Gloria where she allegedly broke a House Labs embargo and she took down the post. But then she ended up putting it back up and was essentially saying, like, I didn't get any notification that this was under embargo. And. And I have to wonder, if my review was positive, would you have wanted me to take it down?
[02:58]
C
This was my first ever negative review of a House Labs product. My team was told that the video needed to come down due to embargo concerns. The House Labs team also told my team that they had told me in the PR package that this product was under embargo. However, they didn't. This was the note. I've been an influencer for years, so if I see something that's under embargo in a PR package, I'm going to be inclined not to post it because legal is legal. And the product had already been leaked publicly via Trend Mood, which is one of the biggest beauty bloggers on Instagram. It was leaked two days earlier by Trend Mood and stayed up. If the concern was truly visibility, the product was already visible and not by my hands. So naturally the question becomes, well, what was different? The difference, the conversation surrounding the product. The difference was that the post wasn't just simply showing the bronzers, it was evaluating him.
[03:45]
A
Because she was pretty critical of this product particular House Labs launch. And I think that's an interesting topic of conversation in regards to embargoes. But I was like, Sarah and I have been through this where, like, we get told there is an embargo date, we have to abide by it. And then we see that somebody has posted about it early weeks early, and we're like, well, it's fair game. It's out in the open now and the brand hasn't done anything to get it taken down. We, of course, tried to reach out to the brand to be like, hey, we saw this. This is fair game now. Like, if. If everybody else is posting, you know, why aren't we? There was a situation this past week with Michaela Nguera, which we'll talk about a little bit later in the podcast, but POV is going to Sephora and we got an email from her PR team weeks ago that said what, like, under embargo until August 5th at this time. But then she went to the Sephora when managers conference and it's like a big to do.
[04:46]
B
She's talking about it on the panel, announced it there.
[04:49]
A
There's a business of fashion article that goes out and so it's like, yeah, I feel, are we Abiding by embargo when this information's already out in the open.
[04:59]
B
I feel like the definition of embargo has changed so much with the creators and influencers. I have, like, PTSD from all of our years working in editorial where I'm, like, double checking, like, having nightmares about the date when it. When the story is going live. Because when we are, we're working for publications that would put us in, like, legal trouble. Right. If we were to break an embargo.
[05:29]
A
Yes.
[05:29]
B
Or let's just say ruined relationships that we have with publicists and agencies and brands. I mean, Kirby and I have both probably been on the end of a phone call being yelled at by a publicist for saying that we didn't abide by an embargo. When to your point, other publications, other creators are posting about it and we're like, well, how is that fair when they are breaking embargo and you're not asking them to take the story down. But we're trying to be, you know, respectful and follow the rules. But we also need to get the traffic. And we already wrote this long article that. That's well researched and well written, and now it's not going to pop up, like, on Google Search. Like, I seriously, like, I have nightmares about it. And also having to, like, manage writers and them breaking embargo, like, it's just like a whole thing. But now it's like, fair game.
[06:21]
A
Yes. So, okay, I have a million different avenues I want to go down. First, a, there is a very popular creator whose entire business model is breaking embargoes.
[06:32]
B
Right.
[06:33]
A
And this person started off just getting things sent to them through Ulta employees, Sephora employees, people that work at brands, pictures of things that were about to launch that were like, eight months out.
[06:44]
B
Yeah.
[06:45]
A
And that person would post these things. And then the industry said, okay, we have to play nice with this person in order to get them on our side so that they don't break embargoes. Yet this person still breaks embargoes.
[06:57]
B
Yeah. And also this was like, 10 years ago.
[06:59]
A
Yes.
[06:59]
B
Like, that. She started. I'm just gonna say it. She started.
[07:02]
C
And.
[07:03]
B
And it was like a big fu. To editors.
[07:06]
A
Yes. I've had this person ruin an entire launch that I had an exclusive on because they just started posting things. Reckless abandon. And then I have not only the PR agency of this brand, but then also the brand founder on a phone call with me saying, we have to publish now so that people don't realize that this person is leaking this launch. And I Mean, this was a celebrity launch. It was freaking huge at the time. And again, to Sarah's point, 10 years ago. So there's that aspect. I also think embargoes, they were brought on because of the idea of an exclusive.
[07:40]
B
Right.
[07:40]
A
Where one publication would get the exclusive on some scoop, some news, and then because of the, you know, advent of digital media, everyone's like, well, we need to be able to show up in search. So I need to actually prep the story ahead of time if you want the coverage that you. Yeah, you want. And so you would have this story prepped for a certain time when the embargo lifts. But then like a business of fashion or an allore or WWD would get these exclusives that would go live three or four hours beforehand.
[08:11]
B
Yeah.
[08:11]
A
So then you could just publish yours when it was. But no minute we saw that it was live on allure. We're publishing.
[08:18]
B
Right. But then we would get a phone call and be like, you have to take your story down. So so and so has the exclusive for five hours. But you're like, how is that fair?
[08:27]
A
That doesn't make. This is not a print publication.
[08:29]
B
Right.
[08:30]
A
Like, if it was print, it would be different.
[08:31]
B
Exactly. And then there would be other publications who would just aggregate that story that had the exclusive and that was fair game. They could post it. But then we're like, how does that make any sense?
[08:42]
A
Totally. I deal with this a lot with my Allure column for behind the scenes film and television, because I'm now having to essentially school these publicists that work in film and television on, hey, if I spend time interviewing your client and I'm about to write an entire story, create content around it, yet this person goes and starts yapping themselves on the Internet, where any other publication can take whatever they say and create a story from it. What's the point of me actually you doing your job and getting a legit interview?
[09:13]
B
Yeah.
[09:14]
A
Like, it's like a free for all.
[09:16]
B
Right. So is the embargo dead?
[09:18]
A
No, the embargo is so dead. I truly am like, what's the point? Like, the minute the Michaela news was announced, like, I had people texting me from slc. The. It's our SMC Sephora management conference. It's kind of like what we talked about at Ulta Beauty World.
[09:32]
B
It's like all the managers of all the Sephoras get together and learn about the new launches, get to hear from
[09:37]
A
the founders, meet the founders, all of that stuff. Which I got some really interesting tea from that this year. But we have.
[09:43]
B
We have some moles.
[09:44]
A
Yeah, no, we've got a lot of moles there. People sucking us right and left.
[09:47]
C
I don't know.
[09:48]
A
To a voice note, I don't know if this is a scoop for you. I'm like, we've known her. Her. Michaela's.
[09:53]
B
Yeah.
[09:54]
A
Was coming out for a while now. But, yeah, she goes there and, like, we're told we can't post until today when we're filming this, and the news has been out for 24 hours. It's like, I'm sorry, no one's abiding by that. Like, traffic is traffic. We got to capitalize on it.
[10:06]
B
I feel like the embargo is dead for many reasons, one of which brands just love people talking about it.
[10:13]
A
Oh, yeah.
[10:14]
B
It doesn't even matter. They're like, oh, great. This is free content.
[10:17]
A
Okay. So this goes back to our testing group.
[10:20]
B
Yeah.
[10:21]
A
Because this testing group's like, I don't have the product yet, but I'm seeing it everywhere. And I'm told that I was supposed to talk about it until next week at all. So what's going on here? And a lot of the creators that I've seen, it doesn't look at the. Like, they're paid partnerships unless they're just not disclosing. But it seems like this brand just sent the. The product to people. And I honestly feel like we could probably mention it. Tower 28 Foundation. Yeah, we can bleep it out if it doesn't work. But so many people already I've seen in my feedback talking about it, and I think that maybe the team just sent it out to creators and said, hey, if you want to try this, you're one of the first to get it. Tell us what you think.
[10:57]
B
I think the piece of content that I saw was from Kelly Zhang, makeup artist. And I want to say. And she listens so she can text us and tell us if I'm wrong. I think she was probably at the shoot for the campaign, and so that's probably why she got it ahead of time. But also really good friends with Amy, and Amy was probably like, yeah, like, make some. Make a video teaching us how to use it.
[11:17]
A
Totally.
[11:17]
B
But it was so weird because then I went to Tower 28's Instagram, and I was like, o, oh, are they teasing it? And they're not even teasing it at all.
[11:23]
A
I know. It's so interesting to me how this stuff works. And it feels a little chaotic, in my opinion, like, not just for Tower 28, but, like, for so Many brands that do things like this, it feel I'm just like, I, I like a plan, I like a strategy. Like, I like to know what's going on. So for me, I'm just like, oh my God, who's posting and when and what? But to answer Heather's question, what happens when you break an embargo? Do you get put on a blacklist? Usually you get a phone call and you will say, like, for instance, when Rhode launched their Pocket Blushes, I did not get any email or note in my package that said do not post these. And so I posted them. And then I had somebody from the team reach out to me and say, hey, could you please take these down? There was an embargo and I was like, FYI, there wasn't.
[12:10]
B
Right. And so you probably, you wouldn't have to, but you did.
[12:14]
A
Because I did because I obviously want to keep myself in good standing with that brand. Not to like get product or whatever, but I want the information. I want to be able to have the information ahead of time.
[12:25]
B
Yeah.
[12:26]
A
So I can strategize about content plans or like what I want to report on. Right.
[12:31]
B
Yeah.
[12:31]
A
What happens when you break an embargo and people are like, this is like a non starter. You're done here. They just remove you from any of their communications. So you're really not privy to anything happening with that brand at all. And. And in some cases, maybe for creators, they're taken off PR lists.
[12:49]
B
Yeah.
[12:50]
A
Breaking an embargo is akin to like, like a creator, really slamming a brand for like a reporter or an editor or journalist.
[12:57]
B
Right. Though I will say I haven't seen it negatively affect a lot of people.
[13:03]
A
No, no, literally, like we said, there's this one person's entire business.
[13:07]
C
It's.
[13:08]
A
I had a public, tell me. Multi million dollar business. I'm not kidding. Like, keep your enemies closer. We want this person to be happy with us. Because I'm like, I mean, this person ruined your entire launch strategy and you invited them to the party.
[13:22]
B
Oh, yeah, No, I just remember vividly, like, I feel like it was like a benefit launch and we all had our stories ready and then that person posts and it's like, well, what's the point now?
[13:37]
A
I asked them, I asked benefit. I was like, did you guys approve this? Did you tell this person to do this?
[13:42]
B
Right.
[13:42]
A
And they were like, nope.
[13:44]
B
Right.
[13:44]
A
And I think we were like, at an event. Yes, yes. When that happened.
[13:48]
B
Yes. Yeah, I know.
[13:49]
A
Which honestly, I kind of have admiration because I wish I had zero fucks to Give. And, and, but I do think that, that it is a power play because that person now is like, you got to cater to me, babes.
[14:01]
B
And they are.
[14:01]
A
And they are. So you know what? I can't hate on that I took my hat, actually. Like, I got to respect it in some regard. Yeah, yeah, that's what happens with embargoes. We always are. Like, we've been so lucky that the people in these testing groups, like, truly do keep it mums the word rule followers. Granted, they did sign NDAs and we threatened legal action, so maybe they're terrified. But like, you know, that's the thing
[14:24]
B
too, most of the time. Well, I would say 50, 50 with embargoes. We have never had to really sign anything, though some, some of the times they'll be like, by replying to this email and saying, yes, you are agreeing to this embargo.
[14:39]
A
Yeah.
[14:39]
B
So, yeah, but when you sign something pen to paper, you probably shouldn't break it.
[14:45]
A
Yeah, totally. Okay, moving on. All right, what's our first story that we're talking about today, Sarah?
[14:54]
B
Okay, so Reddit, which apparently so many of you are on, not just listeners, but. Well, we know that like a lot of the world is on Reddit, but beauty people going to Reddit all the time. So they analyze thousands of conversations across the beauty communities and created their first ever people's beauty index. So this is a report revealing how beauty conversations have evolved over the past year and what consumers actually care about. So I feel like this won't be super surprising to us, but we are happy to hear beauty is getting more personal again. So we're over the, like, no makeup makeup sameness. People are really embracing, you know, their individualities, what makes them uniquely beautiful, and looking for ways to enhance what they've already got. So some of the biggest shifts that they found was, as I mentioned, the no makeup makeup look declined 81% year over year over, while conversations about experimenting with makeup surged 400%. Eyeshadow palettes are back. That rose 56%. So that signals, you know, creativity. Color, personal style is starting to be part of the conversation again, which we love. A lot of people are going to Reddit to talk about formulas, specifically spf. A lot of conversation about comparing sunscreen formulas. A lot of people are documenting long term skincare results and vetting products before anyone buys them. So they shared that 7 in 10 people say they feel more confident buying a product after reading about it on Reddit, which. Wow, do you use Reddit?
[16:46]
A
No, I have Reddit blocked on all of my browsers. Okay. I don't want to see anything from Reddit. Sorry to anybody that loves Reddit, but Reddit is a scary place to me. Yeah, I don't want to see anything on Reddit whatsoever.
[16:57]
B
Yeah, I.
[16:58]
A
But I find this information very useful and interesting. I just. I. For my own personal.
[17:03]
B
No, for sure.
[17:04]
A
I can't do it.
[17:04]
B
It's so funny. I have a lot of friends. Actually, a lot of my friends are not on Instagram and not on TikTok. However, they use Reddit all of the time to answer their questions.
[17:16]
A
Wow.
[17:16]
B
Matt. Not on social media. Loves Reddit. Loves to just, like, go down a rabbit hole and learn about different things. Showing me different animal videos.
[17:27]
A
That's what Max.
[17:30]
B
It's really interesting, though, because. And I don't know, I'm sure that there's data behind this, but I also don't know if it's like a generational thing. I'm curious if Gen Z is on Reddit as much or if it really is, like Millennials and Gen X, because I feel like when I talk to a Gen zer, they're using TikTok. Sometimes Instagram snaps snap to search for things like what products to buy, what matcha, you know, place to go to visit. But then I feel like our generation is on Instagram, but also on Reddit. Like, and also on Reddit, not just for beauty, but, like, why do I feel this way? Why, like, what medicine should I take? Like, what is this rash? You know?
[18:16]
A
Oh, wow.
[18:16]
B
Like, questions like that. Which is really interesting.
[18:18]
A
Interesting.
[18:19]
B
Yeah. Like medical advice.
[18:20]
A
Before I blocked Reddit, I would use it for Delta airline information.
[18:27]
B
Yeah.
[18:28]
A
Like, I would be like, what's going on, Miles and which amex should I get? And stuff like that.
[18:33]
B
Yeah.
[18:34]
A
And then I can't really think. Maybe like, conspiracy theories or if I was, like, writing something about a, let's say, a beauty brand founder, and I'm like, I cannot find this clip. There was some kind of thread, but ultimately I was like, then it would lead me down some really weird places that I'm like, I don't know if I. My brain needs to know this stuff.
[18:56]
B
No, totally.
[18:57]
A
So I have it. And at first it was really hard because I would just be like, oh, I think I saw that on Reddit and I would, like, go to it.
[19:04]
C
Yeah.
[19:04]
A
And then it would be like, pops up this little hand that's like, you're blocked from Reddit. I know. And then I have to enter like a password or something, and then it could let me through. But.
[19:13]
B
But that's nice that they give you that option.
[19:15]
A
Yeah, it's like, I think it lasts for like a hundred days and then you can decide if you want to keep going. But now I just don't even remember that I have it blocked.
[19:23]
B
I personally don't use Reddit a lot. I did use it a lot, like when I just had Zoe, because I feel like parenting is a really big thing for Reddit because you feel like you're like, I'm so alone in this. Or like, is this really weird? And then you look it up and you're like, oh, it's not weird at all.
[19:38]
A
I know everyone else is everyone else. It's all the same.
[19:41]
B
But again, beauty is such a huge community on Reddit. So another thing they found is that beauty conversation is shifting from correction to celebration. So posts mentioning fixed hide, cover and correct declined 87% year over year, while mentions of embrace, highlight, enhance and emphasize increased 220%.
[20:05]
A
Wow, that's cool.
[20:06]
C
I love that.
[20:07]
B
Also, there's self acceptance and community conversations happening all the time for specific groups. One of the ones they pointed out was the ask women over 40 group. So this is where everyone is coming to talk about self love rather than, you know, problems to fix. And Reddit saw over the past year views to confidence mentions in the community increased by 97%. So I overall, I think this is really positive for us as a beauty community. Yeah, I think surprising to us too because Reddit can feel like such like a negative place.
[20:42]
A
Cutie guru chowder.
[20:44]
B
Don't.
[20:44]
A
Do not get on. Don't.
[20:46]
B
I can't.
[20:46]
A
Just don't do it. You don't need to see things that are on there.
[20:48]
B
But apparently it's mostly positive. So I would love to know if our glams are on Reddit and what
[20:54]
A
subreddits are you really into and think are very helpful.
[20:58]
B
Yeah.
[20:58]
A
Okay. I don't want to spend a long time on this because I feel we mentioned it. We'll be beating a dead horse. But the big headline I feel from last week was that Mikayla Makeup Michaela Naguera is officially launching her brand POV Beauty in Sephora stores. She will be in all US Sephora stores and some Canadian stores, but also online in Canada beginning September 3rd. I think this was a big open secret for people that work in the beauty industry. Yeah, we heard, we heard about It's a Beauty World. Yeah, like we had heard about this from like I think several brands because of course Michaela comes from Ulta. She was An Ulta Beauty. Do they call themselves advisors? I'm not sure because I know Sephora's are cast members.
[21:42]
B
Right. She worked at Ulta.
[21:44]
A
She worked at Ulta and she was working at Ulta when she first started her TikTok back in 2020 and then she hosted the very first Ulta Beauty World before yours truly here, which we love.
[21:55]
B
But I did see a comment, it was like one of the top comments and it was like, oh, Ulta dropped the bag here.
[22:01]
A
So they really went after POV and Mikayla and I think this is really interesting because Mikayla talked to business of fashion. She said obviously Sephora really knows how to handle founder led brands. They have everyone makeup by Mario, Mary Phillips, Danessa Myricks, Patrick Starr, Hailey Bieber, Patrick Ta, Patrick Taw. Like there are a million people that are like experts in the space that are the face of a brand and even ex, like non experts that are faces of their brand. Right. And I mean this was a lucrative brand for both Sephora and Ulta because they knew that the brand did really well. Like when they first launched, it was reported by Puck that they sold about $1 million in its first seven minutes and then it hit roughly $3 million before selling out in 2025. So like big numbers there. But I don't know, I'm, I'm a little surprised that she went this direction.
[23:02]
B
Same.
[23:03]
A
Not because I think like she should have any allegiance to Ulta at all, but I feel like Ulta is a better fit for the types of products that POV offers.
[23:13]
B
Yes. And also just her as a brand.
[23:16]
A
Yes.
[23:17]
B
And I, I don't, I don't know really what that means when I'm saying that, but just it feels more her and her audience.
[23:25]
A
I agree. I don't see Michaela as an aspirational founder and I'm not saying that is Shade one of her greatest gifts is that she is somebody that people find attainable. They want to be her best friend. They, they feel like they could walk up to her and talk to her. Right. She's everybody's beauty bestie. She's talking about everything about her personal life and professional life online. Right. So I feel like Ulta Beauty is more accessible. They have more stores in this country. They have more ways and easier ways to get to their stores in this country. Usually at a Sephora you have to go into a mall. Yep, for the most part. So there is a little bit more of a barrier to entry there. And while I understand like why brands go to Sephora, first They're really great marketers. I think that Sephora has too many brands.
[24:15]
B
That's what I was going to say. If I were Michaela, I would be like, it's too crowded. And as someone who likes to be in the spotlight, you're gonna have to share.
[24:24]
A
Right.
[24:25]
B
Like, you are not the only one, babe.
[24:27]
A
I made a note about this, but I just, I can't see her in terms of like, hierarchy at Sephora surpassing Hailey Bieber. Especially like this road launch was about a year ago.
[24:39]
B
Yeah.
[24:39]
A
Come this September. So it'll be an exact year almost when POV enters. And yeah, they're gonna be the bright, shiny new thing. But what we know from talking to so many founders who have entered Sephora is that it is war in there. Like, you are like, fighting for attention. Yes. Yes. And I mean, maybe I should not use the term war, but like, it is like you are fighting for your life, trying to get your brand to succeed, to get attention, to not completely deviate from the idea you originally had to launch this brand.
[25:10]
B
Right. We've heard so many stories about, you know, fighting for space in the store, but also like, for placement on their website and also on social. Like, it's like, like every day you wake up, you got a new battle.
[25:23]
A
Yeah. You're asking them, like, can you please post this big launch, the biggest launch we have of the year on your social? And they're like, no.
[25:29]
B
Like, get in line.
[25:30]
A
Yeah. Like, we have too many brands to figure out. And on top of that, I think that this would have given Michaela the opportunity to be a big pit. Big piss.
[25:40]
B
Big. Yes, a big piss.
[25:44]
A
A big what?
[25:47]
B
What are you trying to say?
[25:49]
A
I know. Cheese. No, I don't know what I'm trying to say. I just figured.
[25:56]
B
Hold on.
[25:57]
A
Yeah. And so, you know, to that point, I'm like, michaela could be the big fish.
[26:11]
B
I can't even say it.
[26:12]
A
Okay, hold on. I don't think we've ever had a laughing face here.
[26:17]
C
Okay.
[26:17]
A
Okay. But that's why I feel like Ulta is the better option for Michaela, because she could have gone there and been the big kahuna, like the big fish in the small pond, taking over really being like a really huge founder led brand with momentum.
[26:31]
B
Yep.
[26:32]
A
Coming into Ulta and kind of like setting the tone for a new era there. Like, I feel like that to me, that's sexy.
[26:38]
B
Yeah.
[26:38]
A
Versus being like, oh, my God, I am fighting against Hailey Bieber. Summer Fridays.
[26:43]
B
Right.
[26:43]
A
Makeup by Mario.
[26:45]
B
Granted.
[26:45]
A
He's makeup. Right.
[26:47]
B
Salish.
[26:48]
A
Yeah. Salish.
[26:49]
B
I mean, that's probably who she's fighting for. Right. But I do think there is something which is why everyone goes to Sephora, because you're like, I'm in this company.
[27:00]
A
Yes, it does feel more prestige, obviously. And she says that in the business of fashion article like she. It's the founder led brands. You know, Sephora knows how to market brands. She had of her birthday parties at a Sephora. So you know, she's on it. She's on it. So there's all of these elements to it. Right. Also, K Beauty, which she really markets her brand as, is huge at Ulta.
[27:24]
B
Yeah.
[27:24]
A
And not to mention they have a partnership with TikTok.
[27:28]
B
Right.
[27:28]
A
It feels like everything really made more sense over there.
[27:31]
B
I want to know when that conversation was happening, like when the meetings were happening.
[27:38]
A
So Puck reported last year when the brand launched that Sephora and Ulta were
[27:43]
B
fighting on the door and that Keisha
[27:45]
A
Steelman flew from, what was it, Oakbrook, Illinois, where Ulta is based, to New York to have meetings with Michaela. And I remember Michaela posting that she was going to New York to have some big meetings. So I feel like maybe those were the meetings that were happening and this was like maybe late 2024.
[28:03]
B
Yeah. Maybe off the road.
[28:05]
A
Oh, no, sorry. Actually, maybe 2024. 2025. After. After launch. Right, yeah, it has to be after launch.
[28:12]
B
Yeah, yeah, yeah, right.
[28:13]
A
Not before.
[28:13]
B
Well, I don't know. Maybe. Okay, so when can you get POV Beauty in Sephora?
[28:19]
A
So if you want to try POV Beauty by Nikayla Naguera, it will be available September 3rd in all American Ulta stores. And then I think they said some Canadian stores and then obviously online. So we'd love to hear your thoughts should you try it out. This next segment is in partnership with K18 through Gloss Angeles Confidential, our product seeding program that lets listeners test new products and tell us what they really think. For this one, 200 members tested K18's new hair serum for three months and reported back their results. Because everyone's hair routine and expectations are different, their feedback helps us give you a much better idea of what worked, what didn't, and whether the product might work for you before you spend your hard earned money. As we've made clear, this is a partnership. However, we carefully vet every brand and product we feature. But two heads of hair can only tell us so much. That's why we call in reinforcements, the testers. These partnerships help us keep making the show, so we really appreciate your support and to become a tester yourself. Subscribe to our substack through the link in the show Notes now. Sarah.
[29:25]
B
Yeah.
[29:26]
A
Can a hair serum really turn back time? That is the question here.
[29:32]
B
I think it might. I think it's possible.
[29:35]
A
Can a topical hair serum reverse shedding, graying, and scalp Aging in 3 months? K18 claims to.
[29:42]
B
If there is any hair brand that can do it, I put my trust into K18.
[29:47]
A
Yes, same. So K18 just launched this new product last week. You probably saw a bunch of buzz around it prior. I was like, oh, embargo's lifted. People are talking. I see it everywhere. There's a party, there's.
[30:01]
B
It's everywhere. I was like, so much content from our favorite chemists creators. All of all the people.
[30:06]
A
Yes. So, and somebody mentioned this too in our slack. They were like, wow, all the people talking about Future iq, which is the name of this new hair serum. The Full name is K18 Future IQ Biomimetic hair longevity Serum. And they came to us last year. Yeah, I, my timelines are all off, but they came to us a significantly long time ago about this product. And we were like, these claims are outrageous.
[30:36]
B
They're outrageous. And it's just really hard to test. I mean, hair serums, anything having to do with hair loss. Hair shedding is really hard to test totally. But they were very, very staunch in their belief that our listeners would see a change.
[30:53]
A
100% confident in this. So future IQ is this nightly scalp serum, and it's designed to help your hair stay fuller and look younger, quote, unquote, for longer. And it targets these three things. Excessive shedding, early graying, and it claims to stop early graying by 70%. And an aging or stressed scalp, which can affect how your hair grows or sheds. And so like aging or stressed scalp, that could be like inflammation, it could be dryness, could be a variety of things. And the formula K18 was explaining to us is meant to help hair stay better anchored at the root so it doesn't shed easily and it doesn't cause irritation to the scalp. And it supports the processes involved in producing pigment and, and protect the scalp and follicles from oxidative stress.
[31:41]
B
K18 said it works best for people experiencing mild to moderate shedding or early stages of graying, which. Who isn't. Who doesn't fit that bill these days?
[31:50]
A
I don't have gray hairs yet.
[31:51]
B
Not gray hairs. I have the gray hairs, but I feel like everyone is losing hair, which is me. I mean, yes, very stressful times. Okay, so you're Supposed to apply it every night. Leave it in. And the brand reports that fuller looking hair, less shedding and an improved scalp barrier, fewer visible grays. You'll see all these results after three months. So month one, 100% people showed reduced hair fall. And month two, up to 10,000 hairs for more volume. They found. And then in the third month 70% showed fewer grays, up to 19,000 hairs for more volume.
[32:29]
A
We tested this alongside our, our testers. I have mentioned this, maybe I don't remember on this podcast or somewhere, somewhere on the Internet I have mentioned that I have had significant hair loss around my hairline.
[32:42]
B
Yep.
[32:43]
A
And it happened last year when I had some tape ins put in in a not, not the best way. And it pulled my hair out. And then I had a ton of hair shedding after that. Cause I was extremely, extremely stressed. Like Linda Wells wrote an airmail about my experience with hair shedding and how
[33:01]
B
literally Quinn was like coughing up hairballs.
[33:04]
A
Well, she said coughing up hairballs, but what I meant was like literally she was pooping and it was just like poop.
[33:08]
B
Oh, if you're here. Pooping hairballs.
[33:10]
A
Literally, I would like have to pull her.
[33:11]
B
Yeah.
[33:12]
A
Because of all the hair.
[33:13]
B
Totally. Literally that happens too.
[33:14]
A
Sorry. To everyone in this room that's hearing this. But literally I'm like, Quinn, yeah, stop eating my hair off the floor. But I can't wear. It was everywhere. My hair was everywhere. Like Dashboard Confessional sells us in that song. So I was like, okay, let's see how this goes. And the whole thing is you have to apply four droppers full of this stuff on your scalp every single night. Every single night. And I would definitely say do it at night because for me, during the day they claim it doesn't make your hair oily. But for me, I just didn't like the experience of it on clean hair during the day.
[33:46]
B
I agree, I agree.
[33:47]
A
And so did a lot of our other testers as well.
[33:50]
B
But it's also just easier. Just like you do it, you go to bed.
[33:53]
A
Yeah.
[33:54]
B
You don't even have to worry about it.
[33:55]
A
You don't have to think about it. I was putting it on like damp hair after the shower and there's blow drying my hair and calling it a day. This is what I will say about my verdict. I have hair regrowth and I will insert a video right here. You can see it. It's coming back. Thank God. But I don't know if it's from this or if it's from my body self regulating and it's out of telogen effluvium phase and it's just coming back.
[34:19]
B
Totally. I agree with you. It again, it is so hard to pinpoint the reason. I feel the same way. I do feel like my grays have lessened.
[34:30]
C
Okay.
[34:30]
A
I think this is the indicator of how well this product works.
[34:33]
B
Like, I'm not seeing it as much, but I also had those stem cells micro needled into my scalp and so that could also help. All that to say I do see a difference and I'm sure that this has helped. Yes.
[34:51]
A
And I would also argue the stem cells might help with hair density, but are they supposed to help with premature gray?
[34:56]
B
Yeah, probably not.
[34:57]
A
Okay. So I feel like if you're seeing it, that I think is truly the real indicator here of, like, how well this product works. All of the reviews from people being like, I saw less gray hair. I was like, hell yeah. I wish I was able to compare it to that, but I couldn't. So I wanted to read some reviews because some of these are so freaking funny. I was laughing out loud. I'm like, y' all are comedic geniuses over here. So this is from Summer Cox. She says, I can tell you exactly how much thicker my hair got because my ponytail holder takes one fewer loop than it did six weeks ago. That is not a feeling. That is math, girl.
[35:33]
B
Math fair.
[35:34]
A
I love that fair summer.
[35:35]
B
Natalie Ko says, I am 52. My teenage girls noticed less gray. Yay. With a great before and after, which I will tell you, your children are the biggest critics and they will tell you like it is.
[35:47]
A
And her before and after is great.
[35:49]
B
So it really was way to go.
[35:50]
A
Natalie Maddiana says, before this product, I was really unhappy with the density of my hair. And I really feel this has made a significant difference in that I have a ton of new growth and my hair just feels like itself all over again. Thanks for the opportunity to test. Megan Heath says, I love this. I'm so excited for man next to hair appointment, my hair seems thicker, longer, and stronger. I can't wait to see what my hair stylist of 10 years thinks, which let us know because, like, that will be the true test.
[36:15]
B
Totally. And then we have a great progress photo from Hayley Graham and it shows a lot of baby hair sprouting, which is, you know, an indicator that this is working.
[36:25]
A
And there were some people that commented that their photos didn't really have a dramatic difference, but they felt a difference themselves and they were happy with the results. So boiling it all down to some numbers. 90% of our testers said they enjoyed using it, and it was because they felt it actually delivered on the claims, or at least one of the claims. And it was easy to incorporate into their routine, which I think matters in this case because you do have to use it daily, so. And you have to use four dropper fulls of it. Okay. It's a lot.
[36:55]
B
It's a lot.
[36:55]
A
For the people who didn't enjoy using it, it was mostly because they didn't like how the product felt in their hair and they felt it didn't absorb well. Not necessarily that they didn't see results, which I thought was really interesting.
[37:05]
B
Okay.
[37:06]
A
Some people clarified that they didn't have grays like moi, so they weren't able to really judge that particular claim. And then some, of course, said that they didn't feel they saw a reduction in grays.
[37:17]
B
It's.
[37:17]
A
It was different for everyone. And then 70 people said that while they would definitely recommend this product to a friend because they saw great results, they weren't sure if they would buy it themselves after their supply ran out because the price point is pretty high. It's $120 a pop. And K18 even says on their website that one bottle is one month.
[37:36]
B
Yeah.
[37:36]
A
So our testers got three bottles for three months.
[37:39]
B
Yeah.
[37:39]
A
12 weeks to test. Which they were thrilled about.
[37:41]
B
Right. But now they're addicted.
[37:43]
A
Yeah. And now they're like, what do we do now? What do we do now?
[37:46]
B
I will say, like, knowing that this product works, think about, like, all the money that you're spending on collagen supplements, all these other serums microneedling for your scalp, like, all of these different treatments, and you add that up and it's not working, or you're not seeing as huge of a difference as you would using this product. I'm just saying.
[38:07]
A
Yeah, I was really impressed with how many people were so thrilled with the results and are actually going to pick this up after. Afterwards, I'll be curious about the people who don't buy it but saw results and how long it'll take them to want to go back and buy it.
[38:21]
B
Right, right, right.
[38:22]
A
Anyways, don't take our word for it or this podcast word for it. Go to sephora.com, look up this product, which is Future IQ by K18, and search Los Angeles. In the review search bar, you will find every review, good or bad, doesn't have to be positive. We tell people. It just has to be your real experience. And you can decide if this product is worth the investment. Okay, hold up. What is that?
[38:57]
B
It's New Tide Evo. That little white tile is laundry detergent.
[39:01]
C
Yep.
[39:02]
B
Tide Evo is a super concentrated laundry
[39:04]
A
detergent that's built different because it's packed
[39:06]
B
with six layers of cleaning power that fight odors, stains, dinge, and extra work.
[39:12]
A
And it smells so good. New Tide Evo.
[39:16]
B
Love it.
[39:16]
A
Or your money back. Money back guarantee issue via prepaid card by mail. See tide.com for details.

Summary7 min read

Gloss Angeles Podcast Episode Summary

Episode Title: Breaking Embargoes, Beauty Blacklists & Mikayla Nogueira’s Sephora Bet
Hosts: Kirbie Johnson & Sara Tan
Date: August 11, 2026

Episode Overview

In this insightful and lively episode, Kirbie and Sara pull back the curtain on the shifting landscape of beauty industry embargoes and influencer relations, discuss the implications for journalists and brands, and analyze the seismic move of beauty creator Mikayla Nogueira taking her brand POV Beauty from its Ulta roots to a full-scale launch in Sephora. They also review Reddit’s “People’s Beauty Index” and feature an in-depth, crowd-sourced review of K18’s new Future IQ hair serum with candid feedback from their testing community.

Key Discussion Points & Insights

1. The Reality of Embargoes & Blacklists in Beauty

[00:46 – 14:45]

What is an Embargo?

Kirbie: "Embargo is something that you and I know very well. It's essentially confidentiality... You're basically under an NDA." (01:26)
Describes strict industry norm among journalists and creators against leaking info about upcoming launches.

What Happens When Embargoes Get Broken?

Community question from Heather Wisley: Are there blacklists for embargo breakers?
Kirbie: “There was a situation with Gloria where she allegedly broke a House Labs embargo... if my review was positive, would you have wanted me to take it down?” (02:36)
Brands’ inconsistent handling—some posts stay up if the conversation is positive; critical reviews more likely targeted for takedown.

Editorial vs. Influencer Landscape

Sara: “I feel like the definition of embargo has changed so much with the creators and influencers. I have, like, PTSD from all of our years working in editorial... we could get in legal trouble if we broke an embargo.” (04:59)
Discussion of fairness, legalities, and double standards between publishers and creators.

The Power Players Who Thrive by Breaking Embargoes

Kirbie: “There's a very popular creator whose entire business model is breaking embargoes... the industry said, okay, we have to play nice with this person... Yet this person still breaks embargoes.” (06:32)
Tension between brands, editors, and “leaker” influencers who become too big to ignore.
Quote: “I had a publicist tell me: Multi-million dollar business. I'm not kidding. 'Keep your enemies closer.' We want this person to be happy with us.” (13:08)

The Death of the Embargo?

Sara: “Is the embargo dead?” (09:15)
Kirbie: “No, the embargo is so dead. I truly am like, what's the point?” (09:17)
Brands and creators now often ignore embargoes once leaks are public or if content serves hype.

Consequences & Blacklists

For traditional media: breaking embargo can mean exclusion from future communication and PR lists.
Kirbie: “They just remove you from any of their communications... for creators, they're taken off PR lists.” (12:31)
In practice: Consequences are inconsistently applied; notoriety can even make leakers industry power players.

2. Reddit’s Beauty Index: A Cultural Shift

[14:54 – 20:56]

Reddit’s “People’s Beauty Index” reviewed the major conversation trends across their beauty communities.
Sara: “Beauty is getting more personal again. We’re over the no-makeup makeup sameness.” (15:05)
- "No-makeup makeup" look DOWN 81% year over year.
- Experimenting with makeup UP 400%.
- Eyeshadow palettes discussions UP 56%.
Emphasis shifting from "fixing flaws" to celebrating individuality and self-acceptance.
- Words like “embrace, highlight, enhance” UP 220%, while “fix, cover, correct” DOWN 87%.
Reddit’s importance as a search/discovery engine for product vetting and long-term results.
- 7 in 10 Reddit users say they’re more confident to buy after reading Reddit.
Generational divide in platform choice: Millennials and Gen X flock to Reddit, Gen Z to TikTok, Snapchat for recommendations.

Notable Quote:

Sara: “Posts mentioning fixed, hide, cover, and correct declined 87% year over year, while mentions of embrace, highlight, enhance, and emphasize increased 220%.” (19:41)

3. The Big Headline: Mikayla Nogueira’s POV Beauty Moves to Sephora

[20:57 – 28:19]

Mikayla Nogueira’s POV Beauty is officially launching in all US Sephora stores (and select Canadian locations + online) on September 3rd.
- Kirbie: “I think this was a big open secret for people that work in the beauty industry.” (21:58)

A Surprising Switch?

Both hosts agree the move is unexpected given Mikayla’s Ulta roots and brand fit:
- Kirbie: “I feel like Ulta is a better fit for the types of products that POV offers.” (23:02)
- Sara: “And also just her as a brand... It feels more her and her audience.” (23:13)

Brand Accessibility & Strategy

Ulta cited as more accessible, friendlier to Mikayla’s relatable, bestie persona.
Sephora seen as more “prestige,” but also “overcrowded” with founder-led brands (Hailey Bieber’s Rhode, Makeup by Mario, etc.).
Success in Sephora requires aggressive competition for space, social promotion, placement.

Hilarious & Memorable Moment

Hosts break down laughing over calling Mikayla “the big piss in the pond” instead of ‘big fish in a small pond.’
- Timestamp: [25:40]
- Kirbie (after the slip): “I can’t even say it... I don’t think we’ve ever had a laughing face here…”
Both agree Mikayla could have been “the big kahuna” at Ulta, instead of “fighting for attention” at Sephora.

4. Gloss Angeles Confidential Testing: K18 Future IQ Hair Serum

[29:19 – 38:55]

Product Introduction & Claims

K18 launches “Future IQ Biomimetic Hair Longevity Serum,” aiming to:
- Reduce excessive shedding.
- Decrease early graying (claims to stop early graying by 70%).
- Support scalp health/anti-aging.
Kirbie: “These claims are outrageous.” (30:34)
Product is a nightly scalp serum; fuller hair and less shedding in three months; $120 per month supply.

Community Testing & Real Results

200 listeners tested the serum for three months, reporting back with before/after photos and feedback.
Significant “math not feelings” results:
- Testimonial: "I can tell you exactly how much thicker my hair got because my ponytail holder takes one fewer loop than it did six weeks ago. That is not a feeling. That is math, girl." — Summer Cox (35:32)
- Natasha Ko: “My teenage girls noticed less gray. Yay.” (35:35)
- Maddiana: “I have a ton of new growth and my hair just feels like itself all over again.” (35:49)
Hosts saw some regrowth and reduction in grays, but acknowledge individual results can be confounded by other factors (hormones, microneedling, etc.).
Stats:
- 90% of testers “enjoyed using it” and felt it delivered on at least one claim.
- 70 testers would “recommend to a friend,” but some hesitance due to price point.
- A few noted texture/feel issues or didn’t observe results in graying.

Key Quote:

Kirbie: “I have hair regrowth... But I don't know if it's from this or if my body’s self-regulating out of telogen effluvium... But all the reviews from people being like, I saw less gray hair—I was like, hell yeah.” (34:18, 34:55)

Final Thoughts on K18 Serum

Encourages listeners to check unbiased reviews on Sephora by searching "Los Angeles" for real tester experiences.
Impressed by the product’s performance, but note investment required for continuous use.

Most Memorable Quotes & Moments

On Embargo Chaos

Kirbie: “There’s a very popular creator whose entire business model is breaking embargoes... Yet this person still breaks embargoes.” (06:32)

On Ulta vs. Sephora for POV Beauty

Kirbie: “I feel like Ulta is a better fit for the types of products that POV offers.” (23:02)
Sara: “It feels more her and her audience.” (23:16)

On Shifting Beauty Standards

Sara: “Posts mentioning fixed, hide, cover and correct declined 87% year over year, while mentions of embrace, highlight, enhance and emphasize increased 220%.” (19:41)

On Community Testing Humor

Summer Cox, Tester: “I can tell you exactly how much thicker my hair got because my ponytail holder takes one fewer loop than it did six weeks ago. That is not a feeling. That is math, girl.” (35:32)

The ‘Big Piss’ Slip

[25:40] – Both hosts erupt in laughter after Kirbie’s slip, “This would have given Michaela the opportunity to be a big pit. Big piss… big fish...”

Notable Timestamps

Embargo explanation & breaking drama: 00:46 – 14:45
Reddit Beauty Index discussion: 14:54 – 20:56
Mikayla Nogueira's POV Sephora move: 20:57 – 28:19
K18 Future IQ serum community review: 29:19 – 38:55
Quotable moments/laughter: 25:40 (Big Fish/Piss), 34:18–36:14 (Tester feedback)

Tone & Style

The hosts’ signature warmth, wit, and insider knowledge permeate the episode. They blend rigorous industry analysis (complete with stats and personal anecdotes) with candid, relatable banter—making the subject matter lively and deeply relevant to beauty lovers and industry professionals alike.

Summary for New Listeners

This episode is a must-listen for anyone curious about the “game behind the game” in the beauty world—how embargoes and exclusives really work, what happens when they break (hint: rules are selectively enforced), and how influencer-driven launches are changing the retail landscape. You’ll also get the latest on product trends from Reddit, and candid, real-world results from a much-hyped hair serum, all served with the hosts’ signature industry savvy and humor.

Loading summary

Transcript263 lines

[00:02]
A
Okay, hold up. What is that?
[00:04]
B
It's New Tide Evo. That little white tile is laundry detergent.
[00:08]
C
Yep.
[00:09]
B
Tide Evo is a super concentrated laundry
[00:11]
A
detergent that's built different because it's packed
[00:13]
B
with six layers of cleaning power that
[00:15]
A
fight odors, stains, dinge, and extra work. And it smells so good. New Tide Evo.
[00:23]
B
Love it.
[00:23]
A
Or your money back. Money back guarantee issued via prepaid card by mail. See tide.com for details.
[00:35]
B
Los angeles. Hi, kirby.
[00:39]
A
Hi, sarah.
[00:40]
B
Welcome to los angeles.
[00:46]
A
All right, so there was a question that popped up in the Slack Channel that I thought would be a fun kickoff for this particular episode. If you're in our Slack Channel, you know that we have testings going on at any given time, and if you're new here, we have this program called Los Angeles Confidential. I can't imagine you haven't heard about it. Well, if it is your first time ever tuning in.
[01:07]
B
Yeah.
[01:08]
A
The reason why I'm bringing this up is because we have the Slack Channel and there are people in this particular testing that we have going on because we have testings going on at any given point, and this person, Heather, asked us, based off of something that happened in one of the testings, to talk about this on the podcast.
[01:26]
B
Okay.
[01:26]
A
Okay. So. So there's a testing where we have an embargo and we are not allowed to talk about this product before it launches. Okay. That means not us, not anybody in this group. It's. You're basically under an NDA, and embargo is something that you and I know very well. It's essentially confidentiality that you're not going to, like, go scream from the rooftops that a launch is happening when you get all of this information ahead of time. So there's about how many people are in this group? I can't remember this particular 100, maybe 200, or maybe 100 people in this particular group. It's a lot of people.
[02:01]
B
Yeah.
[02:02]
A
And we started getting comments this past week that were like, hey, we're seeing content creators posting about this launch. Are we allowed to talk about it, or does the embargo still stand? And Heather Wisley said this would make an interesting pod episode of what happens when one breaks their embargo. Does. Does the brand just not work with them moving forward and that's it? Or is there a do not work with blacklist that brands share and their name goes on it? So I figured it might be fun to, like, kind of describe what happens in this case, especially from our side of things.
[02:35]
B
Yeah.
[02:36]
A
There was actually a situation with Gloria where she allegedly broke a House Labs embargo and she took down the post. But then she ended up putting it back up and was essentially saying, like, I didn't get any notification that this was under embargo. And. And I have to wonder, if my review was positive, would you have wanted me to take it down?
[02:58]
C
This was my first ever negative review of a House Labs product. My team was told that the video needed to come down due to embargo concerns. The House Labs team also told my team that they had told me in the PR package that this product was under embargo. However, they didn't. This was the note. I've been an influencer for years, so if I see something that's under embargo in a PR package, I'm going to be inclined not to post it because legal is legal. And the product had already been leaked publicly via Trend Mood, which is one of the biggest beauty bloggers on Instagram. It was leaked two days earlier by Trend Mood and stayed up. If the concern was truly visibility, the product was already visible and not by my hands. So naturally the question becomes, well, what was different? The difference, the conversation surrounding the product. The difference was that the post wasn't just simply showing the bronzers, it was evaluating him.
[03:45]
A
Because she was pretty critical of this product particular House Labs launch. And I think that's an interesting topic of conversation in regards to embargoes. But I was like, Sarah and I have been through this where, like, we get told there is an embargo date, we have to abide by it. And then we see that somebody has posted about it early weeks early, and we're like, well, it's fair game. It's out in the open now and the brand hasn't done anything to get it taken down. We, of course, tried to reach out to the brand to be like, hey, we saw this. This is fair game now. Like, if. If everybody else is posting, you know, why aren't we? There was a situation this past week with Michaela Nguera, which we'll talk about a little bit later in the podcast, but POV is going to Sephora and we got an email from her PR team weeks ago that said what, like, under embargo until August 5th at this time. But then she went to the Sephora when managers conference and it's like a big to do.
[04:46]
B
She's talking about it on the panel, announced it there.
[04:49]
A
There's a business of fashion article that goes out and so it's like, yeah, I feel, are we Abiding by embargo when this information's already out in the open.
[04:59]
B
I feel like the definition of embargo has changed so much with the creators and influencers. I have, like, PTSD from all of our years working in editorial where I'm, like, double checking, like, having nightmares about the date when it. When the story is going live. Because when we are, we're working for publications that would put us in, like, legal trouble. Right. If we were to break an embargo.
[05:29]
A
Yes.
[05:29]
B
Or let's just say ruined relationships that we have with publicists and agencies and brands. I mean, Kirby and I have both probably been on the end of a phone call being yelled at by a publicist for saying that we didn't abide by an embargo. When to your point, other publications, other creators are posting about it and we're like, well, how is that fair when they are breaking embargo and you're not asking them to take the story down. But we're trying to be, you know, respectful and follow the rules. But we also need to get the traffic. And we already wrote this long article that. That's well researched and well written, and now it's not going to pop up, like, on Google Search. Like, I seriously, like, I have nightmares about it. And also having to, like, manage writers and them breaking embargo, like, it's just like a whole thing. But now it's like, fair game.
[06:21]
A
Yes. So, okay, I have a million different avenues I want to go down. First, a, there is a very popular creator whose entire business model is breaking embargoes.
[06:32]
B
Right.
[06:33]
A
And this person started off just getting things sent to them through Ulta employees, Sephora employees, people that work at brands, pictures of things that were about to launch that were like, eight months out.
[06:44]
B
Yeah.
[06:45]
A
And that person would post these things. And then the industry said, okay, we have to play nice with this person in order to get them on our side so that they don't break embargoes. Yet this person still breaks embargoes.
[06:57]
B
Yeah. And also this was like, 10 years ago.
[06:59]
A
Yes.
[06:59]
B
Like, that. She started. I'm just gonna say it. She started.
[07:02]
C
And.
[07:03]
B
And it was like a big fu. To editors.
[07:06]
A
Yes. I've had this person ruin an entire launch that I had an exclusive on because they just started posting things. Reckless abandon. And then I have not only the PR agency of this brand, but then also the brand founder on a phone call with me saying, we have to publish now so that people don't realize that this person is leaking this launch. And I Mean, this was a celebrity launch. It was freaking huge at the time. And again, to Sarah's point, 10 years ago. So there's that aspect. I also think embargoes, they were brought on because of the idea of an exclusive.
[07:40]
B
Right.
[07:40]
A
Where one publication would get the exclusive on some scoop, some news, and then because of the, you know, advent of digital media, everyone's like, well, we need to be able to show up in search. So I need to actually prep the story ahead of time if you want the coverage that you. Yeah, you want. And so you would have this story prepped for a certain time when the embargo lifts. But then like a business of fashion or an allore or WWD would get these exclusives that would go live three or four hours beforehand.
[08:11]
B
Yeah.
[08:11]
A
So then you could just publish yours when it was. But no minute we saw that it was live on allure. We're publishing.
[08:18]
B
Right. But then we would get a phone call and be like, you have to take your story down. So so and so has the exclusive for five hours. But you're like, how is that fair?
[08:27]
A
That doesn't make. This is not a print publication.
[08:29]
B
Right.
[08:30]
A
Like, if it was print, it would be different.
[08:31]
B
Exactly. And then there would be other publications who would just aggregate that story that had the exclusive and that was fair game. They could post it. But then we're like, how does that make any sense?
[08:42]
A
Totally. I deal with this a lot with my Allure column for behind the scenes film and television, because I'm now having to essentially school these publicists that work in film and television on, hey, if I spend time interviewing your client and I'm about to write an entire story, create content around it, yet this person goes and starts yapping themselves on the Internet, where any other publication can take whatever they say and create a story from it. What's the point of me actually you doing your job and getting a legit interview?
[09:13]
B
Yeah.
[09:14]
A
Like, it's like a free for all.
[09:16]
B
Right. So is the embargo dead?
[09:18]
A
No, the embargo is so dead. I truly am like, what's the point? Like, the minute the Michaela news was announced, like, I had people texting me from slc. The. It's our SMC Sephora management conference. It's kind of like what we talked about at Ulta Beauty World.
[09:32]
B
It's like all the managers of all the Sephoras get together and learn about the new launches, get to hear from
[09:37]
A
the founders, meet the founders, all of that stuff. Which I got some really interesting tea from that this year. But we have.
[09:43]
B
We have some moles.
[09:44]
A
Yeah, no, we've got a lot of moles there. People sucking us right and left.
[09:47]
C
I don't know.
[09:48]
A
To a voice note, I don't know if this is a scoop for you. I'm like, we've known her. Her. Michaela's.
[09:53]
B
Yeah.
[09:54]
A
Was coming out for a while now. But, yeah, she goes there and, like, we're told we can't post until today when we're filming this, and the news has been out for 24 hours. It's like, I'm sorry, no one's abiding by that. Like, traffic is traffic. We got to capitalize on it.
[10:06]
B
I feel like the embargo is dead for many reasons, one of which brands just love people talking about it.
[10:13]
A
Oh, yeah.
[10:14]
B
It doesn't even matter. They're like, oh, great. This is free content.
[10:17]
A
Okay. So this goes back to our testing group.
[10:20]
B
Yeah.
[10:21]
A
Because this testing group's like, I don't have the product yet, but I'm seeing it everywhere. And I'm told that I was supposed to talk about it until next week at all. So what's going on here? And a lot of the creators that I've seen, it doesn't look at the. Like, they're paid partnerships unless they're just not disclosing. But it seems like this brand just sent the. The product to people. And I honestly feel like we could probably mention it. Tower 28 Foundation. Yeah, we can bleep it out if it doesn't work. But so many people already I've seen in my feedback talking about it, and I think that maybe the team just sent it out to creators and said, hey, if you want to try this, you're one of the first to get it. Tell us what you think.
[10:57]
B
I think the piece of content that I saw was from Kelly Zhang, makeup artist. And I want to say. And she listens so she can text us and tell us if I'm wrong. I think she was probably at the shoot for the campaign, and so that's probably why she got it ahead of time. But also really good friends with Amy, and Amy was probably like, yeah, like, make some. Make a video teaching us how to use it.
[11:17]
A
Totally.
[11:17]
B
But it was so weird because then I went to Tower 28's Instagram, and I was like, o, oh, are they teasing it? And they're not even teasing it at all.
[11:23]
A
I know. It's so interesting to me how this stuff works. And it feels a little chaotic, in my opinion, like, not just for Tower 28, but, like, for so Many brands that do things like this, it feel I'm just like, I, I like a plan, I like a strategy. Like, I like to know what's going on. So for me, I'm just like, oh my God, who's posting and when and what? But to answer Heather's question, what happens when you break an embargo? Do you get put on a blacklist? Usually you get a phone call and you will say, like, for instance, when Rhode launched their Pocket Blushes, I did not get any email or note in my package that said do not post these. And so I posted them. And then I had somebody from the team reach out to me and say, hey, could you please take these down? There was an embargo and I was like, FYI, there wasn't.
[12:10]
B
Right. And so you probably, you wouldn't have to, but you did.
[12:14]
A
Because I did because I obviously want to keep myself in good standing with that brand. Not to like get product or whatever, but I want the information. I want to be able to have the information ahead of time.
[12:25]
B
Yeah.
[12:26]
A
So I can strategize about content plans or like what I want to report on. Right.
[12:31]
B
Yeah.
[12:31]
A
What happens when you break an embargo and people are like, this is like a non starter. You're done here. They just remove you from any of their communications. So you're really not privy to anything happening with that brand at all. And. And in some cases, maybe for creators, they're taken off PR lists.
[12:49]
B
Yeah.
[12:50]
A
Breaking an embargo is akin to like, like a creator, really slamming a brand for like a reporter or an editor or journalist.
[12:57]
B
Right. Though I will say I haven't seen it negatively affect a lot of people.
[13:03]
A
No, no, literally, like we said, there's this one person's entire business.
[13:07]
C
It's.
[13:08]
A
I had a public, tell me. Multi million dollar business. I'm not kidding. Like, keep your enemies closer. We want this person to be happy with us. Because I'm like, I mean, this person ruined your entire launch strategy and you invited them to the party.
[13:22]
B
Oh, yeah, No, I just remember vividly, like, I feel like it was like a benefit launch and we all had our stories ready and then that person posts and it's like, well, what's the point now?
[13:37]
A
I asked them, I asked benefit. I was like, did you guys approve this? Did you tell this person to do this?
[13:42]
B
Right.
[13:42]
A
And they were like, nope.
[13:44]
B
Right.
[13:44]
A
And I think we were like, at an event. Yes, yes. When that happened.
[13:48]
B
Yes. Yeah, I know.
[13:49]
A
Which honestly, I kind of have admiration because I wish I had zero fucks to Give. And, and, but I do think that, that it is a power play because that person now is like, you got to cater to me, babes.
[14:01]
B
And they are.
[14:01]
A
And they are. So you know what? I can't hate on that I took my hat, actually. Like, I got to respect it in some regard. Yeah, yeah, that's what happens with embargoes. We always are. Like, we've been so lucky that the people in these testing groups, like, truly do keep it mums the word rule followers. Granted, they did sign NDAs and we threatened legal action, so maybe they're terrified. But like, you know, that's the thing
[14:24]
B
too, most of the time. Well, I would say 50, 50 with embargoes. We have never had to really sign anything, though some, some of the times they'll be like, by replying to this email and saying, yes, you are agreeing to this embargo.
[14:39]
A
Yeah.
[14:39]
B
So, yeah, but when you sign something pen to paper, you probably shouldn't break it.
[14:45]
A
Yeah, totally. Okay, moving on. All right, what's our first story that we're talking about today, Sarah?
[14:54]
B
Okay, so Reddit, which apparently so many of you are on, not just listeners, but. Well, we know that like a lot of the world is on Reddit, but beauty people going to Reddit all the time. So they analyze thousands of conversations across the beauty communities and created their first ever people's beauty index. So this is a report revealing how beauty conversations have evolved over the past year and what consumers actually care about. So I feel like this won't be super surprising to us, but we are happy to hear beauty is getting more personal again. So we're over the, like, no makeup makeup sameness. People are really embracing, you know, their individualities, what makes them uniquely beautiful, and looking for ways to enhance what they've already got. So some of the biggest shifts that they found was, as I mentioned, the no makeup makeup look declined 81% year over year over, while conversations about experimenting with makeup surged 400%. Eyeshadow palettes are back. That rose 56%. So that signals, you know, creativity. Color, personal style is starting to be part of the conversation again, which we love. A lot of people are going to Reddit to talk about formulas, specifically spf. A lot of conversation about comparing sunscreen formulas. A lot of people are documenting long term skincare results and vetting products before anyone buys them. So they shared that 7 in 10 people say they feel more confident buying a product after reading about it on Reddit, which. Wow, do you use Reddit?
[16:46]
A
No, I have Reddit blocked on all of my browsers. Okay. I don't want to see anything from Reddit. Sorry to anybody that loves Reddit, but Reddit is a scary place to me. Yeah, I don't want to see anything on Reddit whatsoever.
[16:57]
B
Yeah, I.
[16:58]
A
But I find this information very useful and interesting. I just. I. For my own personal.
[17:03]
B
No, for sure.
[17:04]
A
I can't do it.
[17:04]
B
It's so funny. I have a lot of friends. Actually, a lot of my friends are not on Instagram and not on TikTok. However, they use Reddit all of the time to answer their questions.
[17:16]
A
Wow.
[17:16]
B
Matt. Not on social media. Loves Reddit. Loves to just, like, go down a rabbit hole and learn about different things. Showing me different animal videos.
[17:27]
A
That's what Max.
[17:30]
B
It's really interesting, though, because. And I don't know, I'm sure that there's data behind this, but I also don't know if it's like a generational thing. I'm curious if Gen Z is on Reddit as much or if it really is, like Millennials and Gen X, because I feel like when I talk to a Gen zer, they're using TikTok. Sometimes Instagram snaps snap to search for things like what products to buy, what matcha, you know, place to go to visit. But then I feel like our generation is on Instagram, but also on Reddit. Like, and also on Reddit, not just for beauty, but, like, why do I feel this way? Why, like, what medicine should I take? Like, what is this rash? You know?
[18:16]
A
Oh, wow.
[18:16]
B
Like, questions like that. Which is really interesting.
[18:18]
A
Interesting.
[18:19]
B
Yeah. Like medical advice.
[18:20]
A
Before I blocked Reddit, I would use it for Delta airline information.
[18:27]
B
Yeah.
[18:28]
A
Like, I would be like, what's going on, Miles and which amex should I get? And stuff like that.
[18:33]
B
Yeah.
[18:34]
A
And then I can't really think. Maybe like, conspiracy theories or if I was, like, writing something about a, let's say, a beauty brand founder, and I'm like, I cannot find this clip. There was some kind of thread, but ultimately I was like, then it would lead me down some really weird places that I'm like, I don't know if I. My brain needs to know this stuff.
[18:56]
B
No, totally.
[18:57]
A
So I have it. And at first it was really hard because I would just be like, oh, I think I saw that on Reddit and I would, like, go to it.
[19:04]
C
Yeah.
[19:04]
A
And then it would be like, pops up this little hand that's like, you're blocked from Reddit. I know. And then I have to enter like a password or something, and then it could let me through. But.
[19:13]
B
But that's nice that they give you that option.
[19:15]
A
Yeah, it's like, I think it lasts for like a hundred days and then you can decide if you want to keep going. But now I just don't even remember that I have it blocked.
[19:23]
B
I personally don't use Reddit a lot. I did use it a lot, like when I just had Zoe, because I feel like parenting is a really big thing for Reddit because you feel like you're like, I'm so alone in this. Or like, is this really weird? And then you look it up and you're like, oh, it's not weird at all.
[19:38]
A
I know everyone else is everyone else. It's all the same.
[19:41]
B
But again, beauty is such a huge community on Reddit. So another thing they found is that beauty conversation is shifting from correction to celebration. So posts mentioning fixed hide, cover and correct declined 87% year over year, while mentions of embrace, highlight, enhance and emphasize increased 220%.
[20:05]
A
Wow, that's cool.
[20:06]
C
I love that.
[20:07]
B
Also, there's self acceptance and community conversations happening all the time for specific groups. One of the ones they pointed out was the ask women over 40 group. So this is where everyone is coming to talk about self love rather than, you know, problems to fix. And Reddit saw over the past year views to confidence mentions in the community increased by 97%. So I overall, I think this is really positive for us as a beauty community. Yeah, I think surprising to us too because Reddit can feel like such like a negative place.
[20:42]
A
Cutie guru chowder.
[20:44]
B
Don't.
[20:44]
A
Do not get on. Don't.
[20:46]
B
I can't.
[20:46]
A
Just don't do it. You don't need to see things that are on there.
[20:48]
B
But apparently it's mostly positive. So I would love to know if our glams are on Reddit and what
[20:54]
A
subreddits are you really into and think are very helpful.
[20:58]
B
Yeah.
[20:58]
A
Okay. I don't want to spend a long time on this because I feel we mentioned it. We'll be beating a dead horse. But the big headline I feel from last week was that Mikayla Makeup Michaela Naguera is officially launching her brand POV Beauty in Sephora stores. She will be in all US Sephora stores and some Canadian stores, but also online in Canada beginning September 3rd. I think this was a big open secret for people that work in the beauty industry. Yeah, we heard, we heard about It's a Beauty World. Yeah, like we had heard about this from like I think several brands because of course Michaela comes from Ulta. She was An Ulta Beauty. Do they call themselves advisors? I'm not sure because I know Sephora's are cast members.
[21:42]
B
Right. She worked at Ulta.
[21:44]
A
She worked at Ulta and she was working at Ulta when she first started her TikTok back in 2020 and then she hosted the very first Ulta Beauty World before yours truly here, which we love.
[21:55]
B
But I did see a comment, it was like one of the top comments and it was like, oh, Ulta dropped the bag here.
[22:01]
A
So they really went after POV and Mikayla and I think this is really interesting because Mikayla talked to business of fashion. She said obviously Sephora really knows how to handle founder led brands. They have everyone makeup by Mario, Mary Phillips, Danessa Myricks, Patrick Starr, Hailey Bieber, Patrick Ta, Patrick Taw. Like there are a million people that are like experts in the space that are the face of a brand and even ex, like non experts that are faces of their brand. Right. And I mean this was a lucrative brand for both Sephora and Ulta because they knew that the brand did really well. Like when they first launched, it was reported by Puck that they sold about $1 million in its first seven minutes and then it hit roughly $3 million before selling out in 2025. So like big numbers there. But I don't know, I'm, I'm a little surprised that she went this direction.
[23:02]
B
Same.
[23:03]
A
Not because I think like she should have any allegiance to Ulta at all, but I feel like Ulta is a better fit for the types of products that POV offers.
[23:13]
B
Yes. And also just her as a brand.
[23:16]
A
Yes.
[23:17]
B
And I, I don't, I don't know really what that means when I'm saying that, but just it feels more her and her audience.
[23:25]
A
I agree. I don't see Michaela as an aspirational founder and I'm not saying that is Shade one of her greatest gifts is that she is somebody that people find attainable. They want to be her best friend. They, they feel like they could walk up to her and talk to her. Right. She's everybody's beauty bestie. She's talking about everything about her personal life and professional life online. Right. So I feel like Ulta Beauty is more accessible. They have more stores in this country. They have more ways and easier ways to get to their stores in this country. Usually at a Sephora you have to go into a mall. Yep, for the most part. So there is a little bit more of a barrier to entry there. And while I understand like why brands go to Sephora, first They're really great marketers. I think that Sephora has too many brands.
[24:15]
B
That's what I was going to say. If I were Michaela, I would be like, it's too crowded. And as someone who likes to be in the spotlight, you're gonna have to share.
[24:24]
A
Right.
[24:25]
B
Like, you are not the only one, babe.
[24:27]
A
I made a note about this, but I just, I can't see her in terms of like, hierarchy at Sephora surpassing Hailey Bieber. Especially like this road launch was about a year ago.
[24:39]
B
Yeah.
[24:39]
A
Come this September. So it'll be an exact year almost when POV enters. And yeah, they're gonna be the bright, shiny new thing. But what we know from talking to so many founders who have entered Sephora is that it is war in there. Like, you are like, fighting for attention. Yes. Yes. And I mean, maybe I should not use the term war, but like, it is like you are fighting for your life, trying to get your brand to succeed, to get attention, to not completely deviate from the idea you originally had to launch this brand.
[25:10]
B
Right. We've heard so many stories about, you know, fighting for space in the store, but also like, for placement on their website and also on social. Like, it's like, like every day you wake up, you got a new battle.
[25:23]
A
Yeah. You're asking them, like, can you please post this big launch, the biggest launch we have of the year on your social? And they're like, no.
[25:29]
B
Like, get in line.
[25:30]
A
Yeah. Like, we have too many brands to figure out. And on top of that, I think that this would have given Michaela the opportunity to be a big pit. Big piss.
[25:40]
B
Big. Yes, a big piss.
[25:44]
A
A big what?
[25:47]
B
What are you trying to say?
[25:49]
A
I know. Cheese. No, I don't know what I'm trying to say. I just figured.
[25:56]
B
Hold on.
[25:57]
A
Yeah. And so, you know, to that point, I'm like, michaela could be the big fish.
[26:11]
B
I can't even say it.
[26:12]
A
Okay, hold on. I don't think we've ever had a laughing face here.
[26:17]
C
Okay.
[26:17]
A
Okay. But that's why I feel like Ulta is the better option for Michaela, because she could have gone there and been the big kahuna, like the big fish in the small pond, taking over really being like a really huge founder led brand with momentum.
[26:31]
B
Yep.
[26:32]
A
Coming into Ulta and kind of like setting the tone for a new era there. Like, I feel like that to me, that's sexy.
[26:38]
B
Yeah.
[26:38]
A
Versus being like, oh, my God, I am fighting against Hailey Bieber. Summer Fridays.
[26:43]
B
Right.
[26:43]
A
Makeup by Mario.
[26:45]
B
Granted.
[26:45]
A
He's makeup. Right.
[26:47]
B
Salish.
[26:48]
A
Yeah. Salish.
[26:49]
B
I mean, that's probably who she's fighting for. Right. But I do think there is something which is why everyone goes to Sephora, because you're like, I'm in this company.
[27:00]
A
Yes, it does feel more prestige, obviously. And she says that in the business of fashion article like she. It's the founder led brands. You know, Sephora knows how to market brands. She had of her birthday parties at a Sephora. So you know, she's on it. She's on it. So there's all of these elements to it. Right. Also, K Beauty, which she really markets her brand as, is huge at Ulta.
[27:24]
B
Yeah.
[27:24]
A
And not to mention they have a partnership with TikTok.
[27:28]
B
Right.
[27:28]
A
It feels like everything really made more sense over there.
[27:31]
B
I want to know when that conversation was happening, like when the meetings were happening.
[27:38]
A
So Puck reported last year when the brand launched that Sephora and Ulta were
[27:43]
B
fighting on the door and that Keisha
[27:45]
A
Steelman flew from, what was it, Oakbrook, Illinois, where Ulta is based, to New York to have meetings with Michaela. And I remember Michaela posting that she was going to New York to have some big meetings. So I feel like maybe those were the meetings that were happening and this was like maybe late 2024.
[28:03]
B
Yeah. Maybe off the road.
[28:05]
A
Oh, no, sorry. Actually, maybe 2024. 2025. After. After launch. Right, yeah, it has to be after launch.
[28:12]
B
Yeah, yeah, yeah, right.
[28:13]
A
Not before.
[28:13]
B
Well, I don't know. Maybe. Okay, so when can you get POV Beauty in Sephora?
[28:19]
A
So if you want to try POV Beauty by Nikayla Naguera, it will be available September 3rd in all American Ulta stores. And then I think they said some Canadian stores and then obviously online. So we'd love to hear your thoughts should you try it out. This next segment is in partnership with K18 through Gloss Angeles Confidential, our product seeding program that lets listeners test new products and tell us what they really think. For this one, 200 members tested K18's new hair serum for three months and reported back their results. Because everyone's hair routine and expectations are different, their feedback helps us give you a much better idea of what worked, what didn't, and whether the product might work for you before you spend your hard earned money. As we've made clear, this is a partnership. However, we carefully vet every brand and product we feature. But two heads of hair can only tell us so much. That's why we call in reinforcements, the testers. These partnerships help us keep making the show, so we really appreciate your support and to become a tester yourself. Subscribe to our substack through the link in the show Notes now. Sarah.
[29:25]
B
Yeah.
[29:26]
A
Can a hair serum really turn back time? That is the question here.
[29:32]
B
I think it might. I think it's possible.
[29:35]
A
Can a topical hair serum reverse shedding, graying, and scalp Aging in 3 months? K18 claims to.
[29:42]
B
If there is any hair brand that can do it, I put my trust into K18.
[29:47]
A
Yes, same. So K18 just launched this new product last week. You probably saw a bunch of buzz around it prior. I was like, oh, embargo's lifted. People are talking. I see it everywhere. There's a party, there's.
[30:01]
B
It's everywhere. I was like, so much content from our favorite chemists creators. All of all the people.
[30:06]
A
Yes. So, and somebody mentioned this too in our slack. They were like, wow, all the people talking about Future iq, which is the name of this new hair serum. The Full name is K18 Future IQ Biomimetic hair longevity Serum. And they came to us last year. Yeah, I, my timelines are all off, but they came to us a significantly long time ago about this product. And we were like, these claims are outrageous.
[30:36]
B
They're outrageous. And it's just really hard to test. I mean, hair serums, anything having to do with hair loss. Hair shedding is really hard to test totally. But they were very, very staunch in their belief that our listeners would see a change.
[30:53]
A
100% confident in this. So future IQ is this nightly scalp serum, and it's designed to help your hair stay fuller and look younger, quote, unquote, for longer. And it targets these three things. Excessive shedding, early graying, and it claims to stop early graying by 70%. And an aging or stressed scalp, which can affect how your hair grows or sheds. And so like aging or stressed scalp, that could be like inflammation, it could be dryness, could be a variety of things. And the formula K18 was explaining to us is meant to help hair stay better anchored at the root so it doesn't shed easily and it doesn't cause irritation to the scalp. And it supports the processes involved in producing pigment and, and protect the scalp and follicles from oxidative stress.
[31:41]
B
K18 said it works best for people experiencing mild to moderate shedding or early stages of graying, which. Who isn't. Who doesn't fit that bill these days?
[31:50]
A
I don't have gray hairs yet.
[31:51]
B
Not gray hairs. I have the gray hairs, but I feel like everyone is losing hair, which is me. I mean, yes, very stressful times. Okay, so you're Supposed to apply it every night. Leave it in. And the brand reports that fuller looking hair, less shedding and an improved scalp barrier, fewer visible grays. You'll see all these results after three months. So month one, 100% people showed reduced hair fall. And month two, up to 10,000 hairs for more volume. They found. And then in the third month 70% showed fewer grays, up to 19,000 hairs for more volume.
[32:29]
A
We tested this alongside our, our testers. I have mentioned this, maybe I don't remember on this podcast or somewhere, somewhere on the Internet I have mentioned that I have had significant hair loss around my hairline.
[32:42]
B
Yep.
[32:43]
A
And it happened last year when I had some tape ins put in in a not, not the best way. And it pulled my hair out. And then I had a ton of hair shedding after that. Cause I was extremely, extremely stressed. Like Linda Wells wrote an airmail about my experience with hair shedding and how
[33:01]
B
literally Quinn was like coughing up hairballs.
[33:04]
A
Well, she said coughing up hairballs, but what I meant was like literally she was pooping and it was just like poop.
[33:08]
B
Oh, if you're here. Pooping hairballs.
[33:10]
A
Literally, I would like have to pull her.
[33:11]
B
Yeah.
[33:12]
A
Because of all the hair.
[33:13]
B
Totally. Literally that happens too.
[33:14]
A
Sorry. To everyone in this room that's hearing this. But literally I'm like, Quinn, yeah, stop eating my hair off the floor. But I can't wear. It was everywhere. My hair was everywhere. Like Dashboard Confessional sells us in that song. So I was like, okay, let's see how this goes. And the whole thing is you have to apply four droppers full of this stuff on your scalp every single night. Every single night. And I would definitely say do it at night because for me, during the day they claim it doesn't make your hair oily. But for me, I just didn't like the experience of it on clean hair during the day.
[33:46]
B
I agree, I agree.
[33:47]
A
And so did a lot of our other testers as well.
[33:50]
B
But it's also just easier. Just like you do it, you go to bed.
[33:53]
A
Yeah.
[33:54]
B
You don't even have to worry about it.
[33:55]
A
You don't have to think about it. I was putting it on like damp hair after the shower and there's blow drying my hair and calling it a day. This is what I will say about my verdict. I have hair regrowth and I will insert a video right here. You can see it. It's coming back. Thank God. But I don't know if it's from this or if it's from my body self regulating and it's out of telogen effluvium phase and it's just coming back.
[34:19]
B
Totally. I agree with you. It again, it is so hard to pinpoint the reason. I feel the same way. I do feel like my grays have lessened.
[34:30]
C
Okay.
[34:30]
A
I think this is the indicator of how well this product works.
[34:33]
B
Like, I'm not seeing it as much, but I also had those stem cells micro needled into my scalp and so that could also help. All that to say I do see a difference and I'm sure that this has helped. Yes.
[34:51]
A
And I would also argue the stem cells might help with hair density, but are they supposed to help with premature gray?
[34:56]
B
Yeah, probably not.
[34:57]
A
Okay. So I feel like if you're seeing it, that I think is truly the real indicator here of, like, how well this product works. All of the reviews from people being like, I saw less gray hair. I was like, hell yeah. I wish I was able to compare it to that, but I couldn't. So I wanted to read some reviews because some of these are so freaking funny. I was laughing out loud. I'm like, y' all are comedic geniuses over here. So this is from Summer Cox. She says, I can tell you exactly how much thicker my hair got because my ponytail holder takes one fewer loop than it did six weeks ago. That is not a feeling. That is math, girl.
[35:33]
B
Math fair.
[35:34]
A
I love that fair summer.
[35:35]
B
Natalie Ko says, I am 52. My teenage girls noticed less gray. Yay. With a great before and after, which I will tell you, your children are the biggest critics and they will tell you like it is.
[35:47]
A
And her before and after is great.
[35:49]
B
So it really was way to go.
[35:50]
A
Natalie Maddiana says, before this product, I was really unhappy with the density of my hair. And I really feel this has made a significant difference in that I have a ton of new growth and my hair just feels like itself all over again. Thanks for the opportunity to test. Megan Heath says, I love this. I'm so excited for man next to hair appointment, my hair seems thicker, longer, and stronger. I can't wait to see what my hair stylist of 10 years thinks, which let us know because, like, that will be the true test.
[36:15]
B
Totally. And then we have a great progress photo from Hayley Graham and it shows a lot of baby hair sprouting, which is, you know, an indicator that this is working.
[36:25]
A
And there were some people that commented that their photos didn't really have a dramatic difference, but they felt a difference themselves and they were happy with the results. So boiling it all down to some numbers. 90% of our testers said they enjoyed using it, and it was because they felt it actually delivered on the claims, or at least one of the claims. And it was easy to incorporate into their routine, which I think matters in this case because you do have to use it daily, so. And you have to use four dropper fulls of it. Okay. It's a lot.
[36:55]
B
It's a lot.
[36:55]
A
For the people who didn't enjoy using it, it was mostly because they didn't like how the product felt in their hair and they felt it didn't absorb well. Not necessarily that they didn't see results, which I thought was really interesting.
[37:05]
B
Okay.
[37:06]
A
Some people clarified that they didn't have grays like moi, so they weren't able to really judge that particular claim. And then some, of course, said that they didn't feel they saw a reduction in grays.
[37:17]
B
It's.
[37:17]
A
It was different for everyone. And then 70 people said that while they would definitely recommend this product to a friend because they saw great results, they weren't sure if they would buy it themselves after their supply ran out because the price point is pretty high. It's $120 a pop. And K18 even says on their website that one bottle is one month.
[37:36]
B
Yeah.
[37:36]
A
So our testers got three bottles for three months.
[37:39]
B
Yeah.
[37:39]
A
12 weeks to test. Which they were thrilled about.
[37:41]
B
Right. But now they're addicted.
[37:43]
A
Yeah. And now they're like, what do we do now? What do we do now?
[37:46]
B
I will say, like, knowing that this product works, think about, like, all the money that you're spending on collagen supplements, all these other serums microneedling for your scalp, like, all of these different treatments, and you add that up and it's not working, or you're not seeing as huge of a difference as you would using this product. I'm just saying.
[38:07]
A
Yeah, I was really impressed with how many people were so thrilled with the results and are actually going to pick this up after. Afterwards, I'll be curious about the people who don't buy it but saw results and how long it'll take them to want to go back and buy it.
[38:21]
B
Right, right, right.
[38:22]
A
Anyways, don't take our word for it or this podcast word for it. Go to sephora.com, look up this product, which is Future IQ by K18, and search Los Angeles. In the review search bar, you will find every review, good or bad, doesn't have to be positive. We tell people. It just has to be your real experience. And you can decide if this product is worth the investment. Okay, hold up. What is that?
[38:57]
B
It's New Tide Evo. That little white tile is laundry detergent.
[39:01]
C
Yep.
[39:02]
B
Tide Evo is a super concentrated laundry
[39:04]
A
detergent that's built different because it's packed
[39:06]
B
with six layers of cleaning power that fight odors, stains, dinge, and extra work.
[39:12]
A
And it smells so good. New Tide Evo.
[39:16]
B
Love it.
[39:16]
A
Or your money back. Money back guarantee issue via prepaid card by mail. See tide.com for details.