Gen Z seems to love a lot of things, but “science-backed” may not be as high on their list as buzzwords like “plant-based,” “natural,” or “vegan.”

That’s where Lisa Guerrera, co-founder and CEO of Experiment, comes in. With her science-based beauty brand, she is trying to re-educate consumers that chemicals and science are not all bad.

And Gen Z is listening, as evidenced by the brand’s TikTok-famous products like Buffer Gel and Super Saturated barrier formulations. But how does the entrepreneur make these products less scary for her audience? She told Retail Brew all about it at the recent Porte Conference.

On plant-based vs. science-backed

There’s a lot of misunderstanding around the supply chain, around plant-based ingredients. That is something that people need to look a little bit deeper into. The word “plant-based” sounds great, sounds sustainable, but in fact, in the same way that vertical farming is actually a much more efficient process, that is also something that people need to look at.

The way to think through your supply chain is…I might have this particular ingredient, a soothing ingredient that could either be derived from a plant or synthesized in a lab, or it could be produced by bacteria, which is…bioengineering stuff. But that’s actually a new hot area of ingredient production. Sometimes, the ingredients that are synthesized in a lab or bioengineered bacteria-produced ingredients—those two categories oftentimes are actually a more sustainable process from an energy and waste output to create ingredients, rather than the plant-based alternatives.

Keep reading here.—JS

Beauty brands, particularly those focused on value, continue to hold strong in the face of inflation.

E.l.f. Beauty delivered a 76% year over year sales jump in its fiscal first quarter, building off its momentum from Q4. The company raised its full-year outlook from $705 million–$720 million to $792 million–$802 million as a result.

• Its color cosmetics segment grew 48%, while E.l.f. Skin, its skincare line, saw 127% sales growth.

E.l.f. has now posted 18 consecutive quarters of net sales growth, the only one of ~800 cosmetics brands Nielsen tracks to do so, the company said.

Chairman and CEO Tarang Amin said he believes E.l.f, whose average price point is $6, creates “accessibility in the category.” With student loan payments set to resume in September and put additional pressure on consumers, he said the brand is “very well positioned,” especially as it’s decided not to raise prices in the US.

Keep reading here.—EC

“The chill vibe of the summer is around all year for Sun Bum, the sun-care brand recognizable for its yellow and wood-grain color palette and signature scent that the company keeps top secret (although it may or may not bring on a craving for banana Laffy Taffy),” writes Marketing Brew’s Alyssa Meyers:

Though Sun Bum’s peak season is May through July, according to VP of Marketing Russell Radebaugh, the brand keeps up its marketing year-round. Radebaugh declined to share specific spend figures, but said Sun Bum tries to be “consistent” with its marketing, even during the dreary winter months.

Read the whole story here on Marketing Brew.

Today’s top retail reads.

Grocery run: Trader Joe’s may not have any locations in Hawaii, but some residents are obsessed with it anyway. (the Washington Post)

Throw away: Increasing sports partnerships with brands like Nike means an increased amount of apparel and merchandise production, which in turn is creating a huge fashion waste problem. (Business of Fashion)

A drinking game: Anheuser-Busch InBev, which houses several successful beer brands, is struggling after conservative-led boycotts hurt Bud Light’s sales. (the New York Times)

Mmmm, fresh strategies: Wanna whip up the perfect holiday shopping marketing strategy? Get the recipe for a successful season (and a dash of expert advice) at Klaviyo’s OWN IT summit on Aug. 15–17. RSVP here.*

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Three of the stories below are real...and one is most definitely not. Can you spot the fake?

1. Two Ohio women are suing KFC for serving hot chicken wings that were not “hot enough.”
2. One Indiana amusement park is building a 1,500-foot-long, 77-foot-tall Thanksgiving gravy-themed roller coaster worth $10 million.
3. YouTube star MrBeast is suing the company that owns his burger joint claiming his fans think the food is “revolting.”
4. One pizza-ordering app is looking to hire a “pizza influencer,” a job that pays up to $110K, who will be responsible for creating social media content that “celebrates pizza, pizzeria owners, and pizza eaters alike.”

Keep reading for the answer.