Well to be fair Amazon is exactly what you have just described as well. But you might say "but Amazon has their own branded products they sell too" yes they do and I imagine its only a question of time until Adore Beauty launches "Adore Basics"
Personally I hate the company as I don't like companies like ABY that take the hard work of other brands and make it their own by monopolising the sales channel and enticing customers to buy all their beauty products from ABY rather than from the actual brands directly.
Over the medium to long term that is crippling to small to medium sized brands and only serves to create monopolistic power for ABY.
So I frankly hope they fail hard by over spending and under-delivering. Monopolistic marketplaces like eBay, Amazon, Adore Beauty etc are good for no SME brands at all.
Well to be fair Amazon is exactly what you have just described...
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