This morning, August 15, scalp-care brand Act+Acre continues its meteoric rise, announcing that it’s entering Sephora this month, with exclusive products launching with the retailer in October. The ongoing Musk-versus-Zuckerberg saga also continues in the headlines today. Schoolyard antics aside, Musk’s “X” is attempting to win users back with monetary incentives while Meta’s recently-launched Threads app is struggling to retain momentum — both of which have repercussions for brands and content creators utilizing the platforms. You can read these stories and more in the links below. 

Threads App Usage Plummets Despite Initial Promise as Refuge From Twitter. After a strong start, engagement with the new social media app is down 79%, while major brands have begun decreasing the number of daily posts they publish. (The Guardian

Scalp Care Brand Act+Acre Enters Sephora. Seen as an integral part of a new emerging “hair wellness” category, the scalp-care brand, founded by hairstylist and trichologist Helen Reavey, will now be available at 235 Sephora doors nationwide and is expected to double its business over the next twelve months. (WWD

Men’s Skin and Hair Care Brand Cardon Wins 2023 Workshop at Macy’s Pitch Competition. Cardon co-founder, Narae Chung, opens up about the company’s growth and future plans, as well as the experience of participating in Macy’s accelerator program for brands owned by underrepresented groups. (Cosmetics Design USA)

X is Trying to Entice Content Creators and Former Followers Back with Payouts. The platform formerly known as Twitter is hoping to attract more content creators by offering ad revenue payouts to those who are subscribed to X Blue — and have at least 500 followers and three million impressions in the last three months. (Digiday

Megha Kapoor Exiting Vogue India. Kapoor became the head of editorial content at the publication in2021 after a major restructuring at Condé Nast that saw the ousting of founding editor in chief Priya Tanna. Multiple sources have alleged Kapoor is leaving her role. (Business of Fashion

Right Wing’s ‘Go Woke, Go Broke’ Agenda Fails to Dent Beauty’s Bottom Line. Beauty brands like L’Oréal Group and E.l.f. are proving resilient in the face of right-wing attacks on companies’ environmental and social governance programs, which aligns with data on younger consumers’ shopping habits and their desire to shop ethically. (Glossy

Are Incentivized Reviews Still Biased Even With Full Disclosure? The FTC recently implemented guidance that reviewers must fully disclose any incentives they receive for product reviews. A study from the University of Florida and University of South Carolina, however, finds the guidance doesn’t go far enough to combat inflated ratings. (RetailWire