I know there are plenty of ways to manipulate wait-list numbers and sales figures but I learned something today that I didn’t know. I’m definitely doing a long stare at one well-known chain, here.

So, when you read that a product has sold out in 2 hours, or one day or any other seemingly incredible time span, which of course, makes you immediately want one, it could be because there were only ever a few in stock. And, what’s more, brands have to pay for the privilege of having almost no stock so that they can claim a miracle sell-out. If they have larger units of stock, the brands don’t pay anything because they won’t get a super-fast sell out claim.

It’s even been known for certain brands to buy their own stock from a website – a good investment for them if they can then tag the product with No.1 Best Seller or similar. It’s how some brands make the ‘one sold every minute type claim.’

Who knew?! Honestly, sometimes the beauty industry is just embarassing.

*all products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.