The beauty industry is very good at launching brands. It's terrible at keeping them alive. In this episode, Diego breaks down why the indie beauty playbook is structurally broken — and why chasing trend is not a legacy strategy. From the wave of closures already hitting 2026, to the quiet dominance of brands like Nivea and CeraVe, this is a conversation about the difference between fuel and gravity — and what it actually takes to build something that lasts. Two Geeks + a Bench — where brand strategy gets uncomfortably honest.
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