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PepsiCo Paid $1.9 Billion For Poppi. 18 Months Later It Has Written The Bonus Down From $278 Million To $12 Million.
I have written about Poppi in this newsletter more times than almost any other brand.
Oct 19
•
David Olusegun
6
The Family That Built Canada’s Answer To Sephora Just Bought Boots
On Wednesday 7 October, the Weston family agreed to buy Boots for $8.9 billion.Most of the coverage has run it as a straightforward ownership story.
Oct 12
•
David Olusegun
3
1
Scarlett Johansson's Skincare Brand Just Closed. Rhode Launched 3 Months Later And Sold For A Billion
Scarlett Johansson’s skincare brand The Outset announced it is winding down this week, after four and a half years.
Oct 5
•
David Olusegun
5
September 2026
“We’re Growing 60% And I’ve Never Been More Broke.” The Cash Trap That Kills More Consumer Brands Than Bad Products Ever Will.
Here is what landed in my inbox this week:
Sep 28
•
David Olusegun
4
Nike Had Him Since He Was Eight. On Just Gave Him Equity.
Kylian Mbappé has left Nike.
Sep 21
•
David Olusegun
17
2
4
She Spent Eight Years Building A Tequila Brand. Then Bought Into Someone Else's Drink In A Single Meeting.
On 8 September, Kendall Jenner became a global ambassador and minority equity shareholder in TRIP, the London calming drinks brand.
Sep 14
•
David Olusegun
6
2
Picks And Shovels: Why The Smart Money Left Creator Brands For Creator Infrastructure
There is an old line about the California gold rush that gets repeated so often it has almost lost its meaning.
Sep 7
•
David Olusegun
6
1
August 2026
Drake Just Sold OVO.
15 years ago, OVO was a blog.
Aug 31
•
David Olusegun
7
2
IM8 Just Opened the Books. I Spent All Day in the Cohort Data So You Don't Have To.
So IM8 just absolutely dumped data on us in Tuesday’s earnings call.
Aug 24
•
David Olusegun
3
Everyone’s Quoting “$50 Billion.” Almost Nobody’s Asking the Only Question That Matters: Is Anyone Actually Making Money?
This is a slightly different post than usual.
Aug 17
•
David Olusegun
6
1
Reader Question: “A Mid-Tier Celebrity’s Team Just Offered Me Equity for Endorsement. Everyone Says Take It. After Your Prime and GXVE…
This question landed in my inbox this week
Aug 10
•
David Olusegun
3
Everyone’s Talking About Saltair. Nobody’s Talking About the Man Who Built It. And Phlur. And Naturium. In Six Years. From The Same…
Before we begin, a quick ask
Aug 3
•
David Olusegun
44
5
6
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