Welcome back to The Curious Consumer! This week, we&#x27;re getting into e.l.f&#x27;s foray into haircare, Tom Brady&#x27;s Good Nut (this is not a joke), how AG1 is striving to stay relevant, the bubble-free boom, and the derm-as-creator skincare brand that&#x27;s taking off in Target. Chapters:0:51 e.l.f. enters haircare8:40 Tom Brady&#x27;s Good Nut and coconut water&#x27;s rise16:32 AG1 Pro and the greens powder wars25:13 Svedka&#x27;s new soda water29:03 REMEDY&#x27;s $20M raise 🎧 Love the show? Subscribe to The Curious Consumer wherever you get your podcasts! New episodes drop weekly. 📧 Get the inside scoop Subscribe to Express Checkout, our newsletter packed with consumer insights, trends, and exclusive content straight to your inbox at expresscheckout.co. 🗣️ Let’s connect! Follow us for behind-the-scenes content, quick tips, and more: @expresscheckout 💬 Join the conversation Have a product you’re curious about? DM us your questions or drop them in the comments—your topic could be featured in our next episode! If you have any thoughts/questions/suggestions, feel free to email us at hello@expresscheckout.co :) ⭐ Help us grow If you enjoyed this episode, please rate and review us on Apple Podcasts or Spotify. It helps other curious consumers find us! Get full access to Express Checkout at www.expresscheckout.co/subscribe

Thrilled to try Tom Brady's Good Nuts.

The Curious Consumer

# Full Transcript

**Podcast:** The Curious Consumer

## Participants

- **Nate Rosen** (Express Checkout)
- **Jenna Movsowitz** (Express Checkout)

## Transcript

Welcome back to another episode of The Curious Consumer. I'm Nate. I'm Jenna. We're excited to be back. I know we missed a week, which is fine. There's always a bunch of news we can talk about, but we had a busy week last week.

We really did, but we're excited to be back with lots of fun news for you. And as always, for anything, if you are trying to never miss a single news item, our newsletter goes out every week and that we don't miss. So if you want to check out the news that we did not cover from last week, go to expresscheckout.co, subscribe or don't subscribe. It's free either way, but you'll see the news that you might've missed last week.

Yeah, it's fun. We write a lot. Jenna, do you want to start? Do you want to kick us off with our first story? Should we just get into it? Let's just get into it. So first story for today is, I feel like we often start with food and beverage actually, but we're not. We're starting with some beauty today because Elf, the massive beauty brand that was really known for kicking off dupe culture in a lot of ways, then became known for buying road beauty.

And has been killing it. Affordable beauty brand across the board. They have officially crossed over categories and are now in their hair care era. So Elf launched hair care, which is a big deal because Elf literally stands for eyes, lips, face.

This is a beauty brand through and through. And yet they now are entering hair care under their own same name. So it's not like they launched a new brand. It is the Elf brand. They have a new hair care line with six different products. Everything from like treatment oils to humidity repelling styling spray to just like everyday essentials like shampoos and conditioners.

And it's still sticking with Elf's broader thesis of these quote unquote prestige quality formulas at an accessible price point, which is a category that we refer to as mass stage. We being the industry refers to as mass stage. Mass market plus prestige. This is a really interesting launch.

One of the stats I thought was really cool. Obviously, this comes from Elf, but they were saying that around 80% of their community expressed purchase intent for hair care, which honestly makes a lot of sense. Like if you're buying a lot of the Elf products, you're probably interested in some hair care as well.

There was interest from consumers in the hair care aisle. And I think something that you pointed out that you saw in the press release that they called out was that they use creatine as the hero product of two of the SKUs of the styling cream and styling wand, which is really interesting because we've been seeing creatine a lot. We've been seeing creatine across the supplement space and we actually have a creatine related story coming later today.

But it's interesting because I did some res...

Thrilled to try Tom Brady's Good Nuts.

Transcript

Built for investment professionals

Every day you wait, your competitors are finding
edge in conversations you're not hearing.

Thrilled to try Tom Brady's Good Nuts.

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.