Walk down the beauty aisle and it looks like a hundred choices. Different fonts, different promises, different women on the label smiling back at you like they made the product in their own kitchen. That’s the illusion. Pull back the label and you’ll find the same four or five corporations wearing a hundred masks, collecting the same checks no matter which bottle you pick up.

Digital ebook (PDF). Instant download after purchase, no physical item shipped.

What’s Inside

• The Shelf Is a Shell Game
• L’Oréal’s Quiet Buyout of the Kitchen-Table Brands
• The Deals Nobody Announced With a Press Conference
• The SheaMoisture Deal and the Ad That Blew It Up
• Mielle’s Rosemary Mint, Priced Against P&G’s Own Shelf
• How to Trace a Bottle Back to Its Owner
• Sally Beauty’s Grip on As I Am
• Still Yours vs. Sold Out, Category by Category
• The Ones That Never Sold
• Building Your Own Boss Brand List