How to Tell the Difference Between a Fad and Something Structurally Here to Stay?

Weth: We have a framework of what we think the characteristics and analysis that will prove the brands that are really here to stay. And we've really refined that over the years and road tested it on tons of brands that we look at every single year. But if we're not sure, we won't invest. It's our job to take risk, an assess risk. The type of risk we won't take is a gut feeling about a trend. So you won't find us saying, i just believe that this type of ingredient trend in beauty is here toStay. I just believe it. Everybody believes it. We won't invest like that.