
33 Products That Truly Deliver Amazing Results
A lawn dog-spot repair treatment that'll turn your patchy yard into a lush paradise. This grass seed repair minimizes the effects of those unsightly pet urine spots, digging disasters, and worn-down high-traffic areas. Watch as your lawn transforms into a picturesque Windows home screen, complete with grass swaying in the wind.
Plus, a massive pack of wildflower seeds to add a vibrant tapestry of colors to your lawn, with 24 different flower varieties like California poppy, baby's breath, and African daisy. Your garden will get a rainbow makeover that'll feel like a page out of a storybook.
A cruelty-free Essence Lash Princess mascara that gives instant volume and length while also being smudge-proof, so you don't have to worry about looking like a hot mess by the end of the day. And the best part? Reviewers say this $5 mascara delivers the same (if not better) results as options from high-end brands like Too Faced and Benefit — no wonder it has over 250,000 5-star ratings!
All-in-one decor paint to bring your HGTV vision to life in under an hour. There's no prep needed — it's already formulated with a primer and dries in just 30 minutes to a chalky matte finish, making it the ultimate time-saver for both indoor and outdoor projects. You can revamp anything from tired wooden chairs to drab metal planters, and even give that old upholstered chair a new lease on life.
A set of brush scrubber drill attachments, which attach to your drill to do all the hard scrubbing for you, saving your elbow grease for something else — like popping open a bottle of wine after a long day's work of cleaning.
A handy dandy dual-sided deshedding brush I promise you'll want in your grooming arsenal whether you're the proud owner of a super fluffy fur baby or a sleek, short-haired companion. This painless brush is capable of thinning out excess fur while also detangling and getting rid of any mats.
An Anua heartleaf pore-clearing cleansing oil that visibly sucks out sebum from your pores and removes makeup residue and blackheads, leaving your skin looking clearer and feeling smoother. Reviewers of all skin types swear by it, including those with acne-prone skin (who say it doesn't cause breakouts)!
Some decorative prismatic window film here to flood your room with rainbows (when the sun shines through) while keeping your private moments just that — private. Plus, if the view outside isn't exactly picturesque, this film can artfully shield it, ensuring your sanctuary remains cozy and visually pleasing.
E.l.f.'s Thirst Burst Drops, another gem from their moisturizing "Holy Hydration" line that just so happens to be a fab alternative to Glow Recipe's $$ Watermelon Dew Drops. These lightweight drops are perfect for giving your skin that dewy, "fresh-out-of-the-spa" glow. You can apply 1–2 drops on their own, as a primer, or mixed with your foundation for an extra dose of radiance.
A quart of affordable, water-based front-door paint if you want to give your entrance a stylish makeover that'll turn heads in the neighborhood. It's specially formulated to stand up to whatever Mother Nature throws at it — so despite rain, sleet, or snow, your front door will keep looking fresh and vibrant. And the color is designed to stay bright and beautiful over time, so you won't have to worry about it fading into a dull memory.
A hard-water stain remover to remove the unpleasant sight of cloudy soap scum on your shower doors, leaving the glass so clear, I wouldn't judge if you accidentally walked directly into it. Apply this solution, let it sit for a few minutes, and finally scrub away murkiness that's been staring at you for weeks.
A hair-lightening spray capable of lightening your locks one to two shades with just a spritz and a little patience — no salon appointment needed. Seriously, these before and after pics from reviewers, especially those with dark brown or black hair, have me GAGGED.
A roll of 10M wood grain tape so you can give your tired bathroom mirror a rustic vibe that looks like you shelled out the big bucks — without actually doing so.
A bottle of Miss Mouth's Messy Eater Stain Treater spray that can save your clothing from the inevitable little (and not so little) stains caused by food spills, muddy paw prints from your furry friend, or, you know, those monthly Mother Nature accidents — this spray tackles it all without the nasties like chlorine or sulfates.
A moisturizing hair serum ready to give your locks the intense hydration and nourishment they've probably been craving. This dreamy concoction is derived from seven incredible oils: argan, olive, coconut, apricot, marula, jojoba, and camellia. Reviewers say it's perfect for dealing with dryness or brittleness, and they absolutely love the scent!
A cuticle oil to moisturize and help repair raw, damaged cuticles and peeling nails. If you've ever wanted that salon finish without having to go to the salon, this is like having a personal manicurist in the comfort of your home.
A stainless-steel crack weeder tool in case your backyard has been looking more like a scene from Jumanji instead of a pristine paradise. This reaches deep into those narrow sidewalk cracks, evicting stubborn thistles, weeds, and moss while saving your knuckles from the battle scars of manual weed-pulling.
Makup's Brow Me, aka a phenomenal product that can sculpt and freeze your eyebrows in place to achieve that salon-fresh look. The formula is sweat- and water-resistant, and reviewers even compare its super-strong hold to professional lamination treatments.
A beeswax wood polisher because no one has the time and money to constantly replace furniture. Not only does this magical elixir make your wooden furniture look shiny and new, but it also acts as a protective coating, meaning you won't have to worry about scratches or water stains ruining your beautiful pieces.
Marc Anthony "Grow Long" Leave-In Conditioner Spray to bid ado to dry, tangled, and damaged hair. Packed with the powerhouse trio of biotin, vitamin E, and caffeine, it's like a superfood smoothie for your hair. Seriously, your split ends and breakage-prone locks won't know what hit them.
A mold and mildew removal gel reviewers who "tried everything" else say actually worked. This gel is designed to stick to those stubborn stains, allowing it to work its magic while you catch up on some z's. By the time you wake up in the morning, those stains will be gone! It's like having a personal cleaning fairy.
The Pink Stuff's new "Sqeezy" set taking their legendary cleaning paste to new heights with the help of a versatile cleaning sponge. The stubborn layer of grease on your pans from last night's dinner — gone! The mildew on your shower walls that's been mocking your scrubbing efforts for weeks — history! The Pink Stuff is so good at its job, reviewers have called it everything from "a miracle" to "witchcraft."
A cruelty-free under-eye brightener making waves for its ability to hide and brighten dark circles. Your old concealers might start to feel a bit jealous of this one's color-adapting formula, lightweight feel, and seamless blending.
An oil stain remover capable of ridding your concrete driveway or patio of those gnarly oil spots that seem to have been there for ages. Just add a small amount to the area, wait for it to dry, and then brush away — it'll be like they were never there.
A Briotech spray with magical powers rivaling that of the pricier Tower 28 spray. Packed with same key ingredient, hypochlorous acid, this little gem can be your go-to whenever your skin feels like it's on the brink of a meltdown. Just a quick spritz, and it'll get to work soothing inflammation, calming angry red patches, and fortifying your skin's barrier like a protective spell.
A Bissell multipurpose portable cleaner capable of handling all the messes life throws at you, from the spilled coffee stain on your car seat to the mark your potty-training pup left on your new rug. It's portable and has a large tank, which = more cleans in between refills.
A highly rated pressure washer useful for blasting away all the dirt and grime that's been settling on your patio furniture, fence, and walkways for months on end.
A disgustingly satisfying Dermora exfoliant foot peel for those times you look down at your little piggies and think, "Dang, I need a miracle." You just slip on these booties and let the magic happen — but let me warn you, the peeling process can be a bit...interesting. It's like watching a snake shed its skin for the next 5–7 days. But! Your feet will look SO much better with no more cracking, tough skin.

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Buzz Feed
14 hours ago
- Buzz Feed
33 Products That Truly Deliver Amazing Results
A long-lasting Maui Babe browning lotion made from natural Hawaiian ingredients like kukui nut oil, Kona coffee extract, and aloe. This moisturizing concoction accelerates your tan, giving you a rich, sun-kissed glow with just a little time in the sun. It's suitable for all skin types and tones, so everyone can get in on the radiant goodness. A lawn dog-spot repair treatment that'll turn your patchy yard into a lush paradise. This grass seed repair minimizes the effects of those unsightly pet urine spots, digging disasters, and worn-down high-traffic areas. Watch as your lawn transforms into a picturesque Windows home screen, complete with grass swaying in the wind. Plus, a massive pack of wildflower seeds to add a vibrant tapestry of colors to your lawn, with 24 different flower varieties like California poppy, baby's breath, and African daisy. Your garden will get a rainbow makeover that'll feel like a page out of a storybook. A cruelty-free Essence Lash Princess mascara that gives instant volume and length while also being smudge-proof, so you don't have to worry about looking like a hot mess by the end of the day. And the best part? Reviewers say this $5 mascara delivers the same (if not better) results as options from high-end brands like Too Faced and Benefit — no wonder it has over 250,000 5-star ratings! All-in-one decor paint to bring your HGTV vision to life in under an hour. There's no prep needed — it's already formulated with a primer and dries in just 30 minutes to a chalky matte finish, making it the ultimate time-saver for both indoor and outdoor projects. You can revamp anything from tired wooden chairs to drab metal planters, and even give that old upholstered chair a new lease on life. A set of brush scrubber drill attachments, which attach to your drill to do all the hard scrubbing for you, saving your elbow grease for something else — like popping open a bottle of wine after a long day's work of cleaning. A handy dandy dual-sided deshedding brush I promise you'll want in your grooming arsenal whether you're the proud owner of a super fluffy fur baby or a sleek, short-haired companion. This painless brush is capable of thinning out excess fur while also detangling and getting rid of any mats. An Anua heartleaf pore-clearing cleansing oil that visibly sucks out sebum from your pores and removes makeup residue and blackheads, leaving your skin looking clearer and feeling smoother. Reviewers of all skin types swear by it, including those with acne-prone skin (who say it doesn't cause breakouts)! Some decorative prismatic window film here to flood your room with rainbows (when the sun shines through) while keeping your private moments just that — private. Plus, if the view outside isn't exactly picturesque, this film can artfully shield it, ensuring your sanctuary remains cozy and visually pleasing. E.l.f.'s Thirst Burst Drops, another gem from their moisturizing "Holy Hydration" line that just so happens to be a fab alternative to Glow Recipe's $$ Watermelon Dew Drops. These lightweight drops are perfect for giving your skin that dewy, "fresh-out-of-the-spa" glow. You can apply 1–2 drops on their own, as a primer, or mixed with your foundation for an extra dose of radiance. A quart of affordable, water-based front-door paint if you want to give your entrance a stylish makeover that'll turn heads in the neighborhood. It's specially formulated to stand up to whatever Mother Nature throws at it — so despite rain, sleet, or snow, your front door will keep looking fresh and vibrant. And the color is designed to stay bright and beautiful over time, so you won't have to worry about it fading into a dull memory. A hard-water stain remover to remove the unpleasant sight of cloudy soap scum on your shower doors, leaving the glass so clear, I wouldn't judge if you accidentally walked directly into it. Apply this solution, let it sit for a few minutes, and finally scrub away murkiness that's been staring at you for weeks. A hair-lightening spray capable of lightening your locks one to two shades with just a spritz and a little patience — no salon appointment needed. Seriously, these before and after pics from reviewers, especially those with dark brown or black hair, have me GAGGED. A roll of 10M wood grain tape so you can give your tired bathroom mirror a rustic vibe that looks like you shelled out the big bucks — without actually doing so. A bottle of Miss Mouth's Messy Eater Stain Treater spray that can save your clothing from the inevitable little (and not so little) stains caused by food spills, muddy paw prints from your furry friend, or, you know, those monthly Mother Nature accidents — this spray tackles it all without the nasties like chlorine or sulfates. A moisturizing hair serum ready to give your locks the intense hydration and nourishment they've probably been craving. This dreamy concoction is derived from seven incredible oils: argan, olive, coconut, apricot, marula, jojoba, and camellia. Reviewers say it's perfect for dealing with dryness or brittleness, and they absolutely love the scent! A cuticle oil to moisturize and help repair raw, damaged cuticles and peeling nails. If you've ever wanted that salon finish without having to go to the salon, this is like having a personal manicurist in the comfort of your home. A stainless-steel crack weeder tool in case your backyard has been looking more like a scene from Jumanji instead of a pristine paradise. This reaches deep into those narrow sidewalk cracks, evicting stubborn thistles, weeds, and moss while saving your knuckles from the battle scars of manual weed-pulling. Makup's Brow Me, aka a phenomenal product that can sculpt and freeze your eyebrows in place to achieve that salon-fresh look. The formula is sweat- and water-resistant, and reviewers even compare its super-strong hold to professional lamination treatments. A beeswax wood polisher because no one has the time and money to constantly replace furniture. Not only does this magical elixir make your wooden furniture look shiny and new, but it also acts as a protective coating, meaning you won't have to worry about scratches or water stains ruining your beautiful pieces. Marc Anthony "Grow Long" Leave-In Conditioner Spray to bid ado to dry, tangled, and damaged hair. Packed with the powerhouse trio of biotin, vitamin E, and caffeine, it's like a superfood smoothie for your hair. Seriously, your split ends and breakage-prone locks won't know what hit them. A mold and mildew removal gel reviewers who "tried everything" else say actually worked. This gel is designed to stick to those stubborn stains, allowing it to work its magic while you catch up on some z's. By the time you wake up in the morning, those stains will be gone! It's like having a personal cleaning fairy. The Pink Stuff's new "Sqeezy" set taking their legendary cleaning paste to new heights with the help of a versatile cleaning sponge. The stubborn layer of grease on your pans from last night's dinner — gone! The mildew on your shower walls that's been mocking your scrubbing efforts for weeks — history! The Pink Stuff is so good at its job, reviewers have called it everything from "a miracle" to "witchcraft." A cruelty-free under-eye brightener making waves for its ability to hide and brighten dark circles. Your old concealers might start to feel a bit jealous of this one's color-adapting formula, lightweight feel, and seamless blending. An oil stain remover capable of ridding your concrete driveway or patio of those gnarly oil spots that seem to have been there for ages. Just add a small amount to the area, wait for it to dry, and then brush away — it'll be like they were never there. A Briotech spray with magical powers rivaling that of the pricier Tower 28 spray. Packed with same key ingredient, hypochlorous acid, this little gem can be your go-to whenever your skin feels like it's on the brink of a meltdown. Just a quick spritz, and it'll get to work soothing inflammation, calming angry red patches, and fortifying your skin's barrier like a protective spell. A Bissell multipurpose portable cleaner capable of handling all the messes life throws at you, from the spilled coffee stain on your car seat to the mark your potty-training pup left on your new rug. It's portable and has a large tank, which = more cleans in between refills. A highly rated pressure washer useful for blasting away all the dirt and grime that's been settling on your patio furniture, fence, and walkways for months on end. A disgustingly satisfying Dermora exfoliant foot peel for those times you look down at your little piggies and think, "Dang, I need a miracle." You just slip on these booties and let the magic happen — but let me warn you, the peeling process can be a It's like watching a snake shed its skin for the next 5–7 days. But! Your feet will look SO much better with no more cracking, tough skin.


Buzz Feed
2 days ago
- Buzz Feed
29 Things To Put In Your Bag To Make Those Long 'Welp, I'm Not Going To Be Home Until After Dinner' Days Easier
A leakproof collapsible water bottle to make you feel a little bit like a witch when you roll it back up and it just ~disappears~ conveniently in your purse. A beautifully packaged, travel-friendly Touchland Power Mist hydrating hand sanitizer for anyone who's like "mindfully practicing health and safety, but make it fashion." Unlike other sanitizer sprays, it's infused with aloe vera to keep your skin hydrated and has the most luxurious floral scents. A hands-free portable phone charger you will be *so* happy you invested in when you find yourself out and about all day with your battery dwindling. This sticks right into your phone plug and chills there so easily that you might forget it's there in the first place, and it's designed to quickly give your phone one full charge. The internet-famous Revlon oil-absorbing volcanic face roller that swipes over your face like a magic wand to make excess oil disappear — super convenient and *way* less wasteful than using blotting strips and time wasting than fancy powders that need a ton of blending work. A chic weekly pill organizer you will *love* if you're the type of human whose life is "go go go" — this lets you easily pull out separate days and stick them in a bag or overnight backpack if you're traveling or staying the night somewhere. A set of reviewer-beloved "Loops Engage 2," a meticulously designed ear plug that blocks out distracting, irritating, or overwhelming noise without completely blocking out the world around you — meaning you can wear them to focus at the office or keep yourself from getting overstimulated in a noisy home without seeming antisocial. (Especially since these are so subtle that nobody will notice them!) A Benzene-free, travel-friendly applicator of I Dew Care's dry shampoo powder so easy to use that you can just dab it on your hairline and rub it in for an instant, oil-absorbing refresh. Now your "no wash" days are a secret that you and your roots will never tell 👀. A set of crease-preventing spiral hair ties that not only give your pony that delightful ~oomph~ to elevate it, but stay locked in place. They're also waterproof, which makes them great for exercise (as much as we all love a soggy hair tie on our wrist post-workout 🫠). E.l.f.'s Hydrating Core Lip Shine in the "Ecstatic" shade, which reviewers say captures the some magic as "Black Honey," the $25 ~universal shade~ from Clinique that's blowing up on TikTok at a fraction of the price. It doesn't shift colors as magically as the other version, but it's a perfect, non-sticky "go-to" lip, and will keep your lips hydrated all day long. A set of soft silicone sensory-friendly worry stones that are perfect for busy days, since they are so portable, quiet, and unobtrusive. A pair of waterproof wireless earbuds with AirPods Pro energy — except these feature a charging case that, bless its technologically savvy heart, has an LED display letting you know exactly how much charge is left. Reviewers also love how delightfully comfortable and sweatproof these are, making them a solid, affordable option for talking on the phone and exercising. Maybelline's Instant Age Rewind concealer, an inexpensive lightweight concealer for anyone who wants to quickly touch up before calls or meetings but doesn't want to commit to a whole layer of foundation. This also helps cover dark circles without caking and reduce puffiness. And the iconic Alleyoop Pen Pal, which features four quick, easy-to-use products in one tiny package. Each of the three pens comes with a curated color palette of four retractable colors to touch up brows, eyeliner, lips, and highlights, so you've got an entire quick makeup arsenal in the palm of your hand. A travel "flossing" toothbrush with two layers of bristles — regular firm bristles, and longer ones that are ten times thinner to clean deep in between your teeth and gums to mimic flossing. Reviewers love how deep the clean feels, and also how soft it is on sensitive teeth! Plus Boka Travel-Size Mouthwash Tablets to quickly freshen breath and eliminate lingering odors when you're on the move. These fluoride- and alcohol-free tables are made with hydroxapatite to help strip your teeth of microbes without the whole song and dance of regular rinse-out mouthwash. E.l.f.'s new sheer tint, hyaluronic acid-infused moisturizing "Squeeze Me" lip balm that comes in flavors like Vanilla Frosting, Honeydew, and Peach. It's 2025, and we deserve an affordable way to perpetually taste like birthday cake!! A roll-on migraine stick made with peppermint, spearmint, and lavender oils to help you soothe away headaches, which frankly have a lot of audacity interrupting your day. A set of Sea Bands, which target an acupressure point on your wrists meant to help reduce nausea — a must-have for anyone who gets motion sick on car rides, buses, and trains. A set of airtight, moisture-proof mini salt and pepper shakers because life is too short for bland food. Now you can have an easy "fix-it" in your bag at all times. And a set of six tiny Tabasco sauces you can easily slide into a purse, pocket, or truly any nook or cranny at your disposal. Hot sauce emergencies are REAL, and with these in your arsenal, you can be the hero that everyone deserves. Naked Sundays CabanaClear SPF 50 Water Gel Serum with an ultra-hydrating, "invisible" blend so absorbent and so good at playing nice with makeup that it'll feel like you never put it on in the first place. If you are serious about protecting your skin, this holy grail SPF-packed base layer is the way to go. A brand spanking new *mini* Kindle — it's faster, it's brighter, and more importantly, it's TEENSIER. The new size makes it easier to fit in the palm of your hand, easier to travel with, and a heck of a lot easier to pack in smaller clutches and purses when you're commuting. It's also glare-free and has a battery life that lasts for up to six weeks on a single charge. A set of leakproof, reusable silicone Stasher bags that, trust me, you will be VERY glad to have on you in a pinch — these are a great way to store random leftovers when you're on the move, or even keep things that got wet (or POOPED ON BY A PIGEON!! ASK ME HOW I KNOW!!!!!!!!) safe from the rest of your bag if you're far from your car or from home. A TSA-friendly "Wallet Ninja" with so many functions that just reading the product description will give you impostor syndrome. This gizmo may slide easily into a pocket or wallet, but it can be used as a cellphone holder, a bottle and can opener, an eyeglass screwdriver, a ruler, and SO much more. A blister-preventing balm that basically magics an extra layer between your skin and your shoe, so you can get your steps in without worrying about getting big ole blisters on your feet without a bandage in sight. A pack of Alpine Start instant coffee packets for a surefire back-up plan in case you find yourself nodding off and in need of a cuppa — these brew hot *and* cold, and taste so much like the "real thing" that you'll do a caffeinated double take after your first delicious sip. And a chic coffee cup holder so you can carry your favorite beverage *and* answer work emails *and* text your friends pictures of cute dogs at the same! time!!! Reviewers also love this for keeping the cold condensation off their hands. A trusty Tide To-Go stain removing pen, because nobody wants to get a stain on their One Nice Top the first hour of work and have to endure the awkwardness the rest of the day. Enter these tried-and-true bad boys, which will take care of the problem in a pinch. Aquaphor's Healing Balm Stick made with avocado oil and shea butter to soothe all those dry, cracked spots that pop up on your human body. This is perfectly portable so you can get relief on the go!


Fast Company
5 days ago
- Fast Company
Hailey Bieber built a billion-dollar beauty brand: Here's what every entrepreneur can learn from her success
Every beauty founder dreams of accomplishing what Rhode just achieved: a billion-dollar valuation, a cultural following, and a brand that seems to dominate every platform it touches. Of course, Rhode's explosive growth is rare. Not every brand can rely on a high-profile founder or massive social presence. But while Rhode may look like a celebrity influencer-driven success, the truth is, Hailey Bieber didn't just launch another product line; she created a thoughtful, curated brand rooted in an ecosystem of wellness, beauty, and simplicity. Backed by her authenticity and a deep understanding of her audience, Rhode stands for more than just beauty. Rhode is Hailey and all that she embodies—her fame, look, and lifestyle—all of which resonate with today's consumers. The big question for e.l.f. is what happens next? What follows are some thoughts on how they might capitalize on their investment, as well as risks that brands often face in the pursuit of online momentum. The cost of chasing clicks Balancing momentum and meaning is key to maintaining authentic engagement. Momentum gets your brand noticed. It's about gaining traction, sparking conversations, and connecting with your audience. On the other hand, meaning keeps your brand loved. It's the depth of the relationship your customers have with your brand, built on brand identity, consistency, and cultural integration. The problem arises when momentum takes precedence over meaning. It is understandable that acquirers who have paid top dollar feel the need to take quick action. Who doesn't want to see an immediate return on their investment? Subscribe to the Daily newsletter. Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters This said, knee-jerk reactions to sign an influencer or flood the feed with user-generated content can leave one's core consumers feeling confused, even alienated. To avoid missteps, it is critical to socialize the new employees and third parties to the key tenets of the brand to ensure that teams lean more into 'play' than 'playbook.' Channel your efforts Once the narrative is clear and the actions defined, the next step is knowing where and how to deploy them. As a brand matures, it is important to show up for your community where they live, not just where they scroll. For direct-to-consumer brands, the question of optimizing one's website and digital platforms remains paramount. This said, one piece of advice I often give to young companies once they've achieved a certain critical mass is to get offline as quickly as possible. It's psychological. TikTok screams, 'We're the hot, young thing,' while physical stores, brand partnerships, events, installations, makeup artist appointments, and old world media say, 'We're here to stay, whenever and wherever you may need us.' Acquirers have a tendency to shy away from these offline actions viewing them as low profit margin areas or even cost centers. However, by shoring up the brand across every channel and touchpoint, you signal to the market that the brand is solid and trustworthy. Authenticity wins Let's talk about what allows beauty brands to cut through the noise, because it's not just another double cleanse. 'MILK girls do their make-up in the backs of cabs,' is a tagline I still remember almost a decade later. advertisement Just when we thought it was impossible to talk about novel ways in which to apply cosmetics, along comes MILK with a bold campaign, replete with funky models and iconic product packaging, that reflected its edgy, downtown NYC ethos. Like everything MILK does, it was authentic to its roots. Year after year, this constant creativity and calculated risk taking has helped MILK to cut through the noise of what is arguably the world's most saturated industry. That's the power of investing early in strong positioning. Scaling smartly The temptation when scaling is often to try to do everything at once. Years ago, an adviser taught me about Igor Ansoff, the father of strategic management, and his famous Ansoff Matrix. With this simple tool, Ansoff outlines the four ways in which a company can grow: market penetration (selling more to your existing audiences), market development (entering new markets), product development (creating new products), and diversification (entering new lines of business). With Rhode's scale and cultural relevance, they can execute across all four. The key is doing so strategically and methodically. With the Ansoff Matrix in mind, e.l.f's has a clear path to structured growth. Top of Hailey's to-do list will be to open up new markets. A wellness line feels inevitable—perhaps at Erewhon, the deal negotiated over a Hailey smoothie. And given Rhodes' neutral aesthetic, it could develop a men's line. First product, 'Crashed Ferrari'? A Rhode capsule collection at Alo seems a no-brainer, and thinking laterally, how about a move into wellness and travel publishing ('On the Rhode', anyone?), or designing the first Rhode retreat? Rhode's success is proof that standing for something beyond products pays off. So define that identity early and stick with it uncompromisingly. The balance between momentum and meaning isn't a onetime act; it's a discipline, and it's what will sustain brands for years to come. Geoff Cook is a partner at global branding agency, Base, and a strategic advisor to beauty conglomerate Waldencast.