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Two Geeks + a Bench · February 25 · 10 min

And Another Brand Dies

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. Two Geeks at a Bench

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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.

Two Geeks at a Bench

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