Hey friend,
Let me be real with you. This Black Friday could be the last one for some of your favorite small brands.
2025 has been a tough year for small and indie brands. Customer acquisition costs are through the roof, tariffs keep climbing, and people are (understandably) being careful about spending. A bunch of indie brands we love have already shut down this year.
I've always felt weird about Black Friday. Our whole thing is "less is more," so the shopping frenzy feels contradictory. But the truth is that for small brands like ours, this season literally makes or breaks our year. It's when most new customers find us and what allows us to keep making products we believe in.
So if you've been meaning to support a small brand you love, this is when it matters most. We're running our biggest sale ever: 25% off all month long. Not to make you panic-buy, but so you can think about what you actually need and shop on your own terms.
Before Thanksgiving, I just wanted to say thank you. We're so grateful you're here and always supporting our journey.
Hope you have the best Thanksgiving.
xx,
Liah
Founder & CEO,
KraveBeauty
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