In this short follow-up episode of BUILDING & BREAKING, we’re revisiting e.l.f. Cosmetics, a brand we recently celebrated for its clarity, consistency, and connection with its audience. But something shifted. After releasing their most recent ad campaign that contradicted their values-forward brand and staying silent when their audience called it out, e.l.f. showed us just how fragile brand trust can be.

In this episode

• Why your brand promises aren't misson statements or marketing, they're a commitment
• What happens when brands veer from the values they’re known for
• Why silence can speak louder than any campaign
• And what salon owners, hairstylists, and pro beauty brands can learn about consistency, courage, and listening when it matters most

Because brand trust isn’t built by perfection, it’s built by consistency and alignment. You can listen to the original episode on e.l.f. Cosmetics here. Thank you so much for listening and sharing with your business besties.