Geometry of Growth, Issue #76

Hi friends!

Coming at ya from sunny Miami Beach. ☀️ I had the pleasure of attending the POSSIBLE 2025 conference this year, where I heard several incredible marketers share their insights on the future of advertising and AI applications in our industry. Some of my favorites included Lorraine Twohill (CMO, Google), Sarah Harms (VP Ad Marketing, Roku), and Bobbi Brown (Founder, Bobbi Brown Cosmetics & Jones Road Beauty).

Speaking of AI…

Our Cipher AI retreat kicks off in NY on Monday, and we could not be more stoked! This is truly going to be a crazy event - a 3-day, all expenses paid retreat in a stunning historic castle in NY.

We have 2 spots that just opened back up, so if you’re interested in attending, I recommend requesting to attend ASAP! You can check out the full agenda here.

In this week’s newsie, we’ve got: inside Shein’s fashion empire, an AI prompt worth $30K+, a tool for AI search optimization, and more.

Cheers,
Lex 💚

🏰 TWO SPOTS LEFT: Join us at Cipher AI 5/5- 5/7

Conferences are awesome, but you know what’s even better? Deep, experiential learning…in a castle.

Cipher AI is an exclusive, all-expenses-paid retreat for the most innovative minds in ecommerce & AI.

Hosted by FERMÀT, Cipher AI is a private gathering of top DTC founders, pioneering technologists, and AI-savvy brand leaders—designed to ignite bold ideas, drive real experimentation, and foster lasting connections.

What to Expect:

🧠 High-Impact Learning: Masterclasses and roundtable workshops led by AI experts who are transforming their industries

🥂 Surreal Socials: Cocktails in castle gardens, a mystery puzzle welcome party, live music under glistening chandeliers, and luxury dessert pairings with hand-rolled cigars by firelight

🍽 Luxury Hospitality: All-inclusive, chef-prepared meals and curated experiences, from wellness mornings to evening whiskey tastings

🛌 Unforgettable Setting: Private rooms and suites in the historic Oheka Castle—the grand estate that inspired The Great Gatsby

This isn't a conference. It's an ultra-curated experience for the builders and brand leaders shaping what’s next. Over three unforgettable days, we’ll explore the future of AI-driven commerce through hands-on workshops, thought-provoking masterclasses, and wildly imaginative social experiences.

🛒 Store of the Week

Point of View Beauty

I’d be remiss if I didn’t feature mega-influencer Mikayla Nogueira’s new beauty line, Point of View Beauty, in the newsletter. Mikayla’s initial launch was a massive success, selling out all of their SKUs within just hours of launch.

This is a beautifully & brilliantly constructed site. Breakdown of some of my favorite elements here:

• Dynamic Hero/Homepage → I love movement on the hero, be it either video content or an image carousel with captivating CTAs. While all 4 of the CTAs featured in this carousel lead to the same destination (Shop All page), the creative varies in each slide - some product closeups, some closeups of Mikayla, some closeups of models with various skin tones & textures, etc. This carousel is designed to speak to many different buyers in unique ways.

• Product Cards/Homepage → Phenomenal design here. Cards aren’t visually overwhelming and still contain a ton of information: product features, benefits, and pricing. The cards are also dynamic on hover, showing clinical results info overlaid on skin closeups. The CTAs now direct folks to sign up for the waitlist for each product — a highly valuable email/SMS segmentation play.

• Product Features Section/Homepage → Concise explanation of POV Beauty’s key formulation ingredients with explanation of how each ingredient works. CTA directs to a deep-dive formulation page with more ingredient info.

• Shop Skin Prep/Homepage → Dynamic module that allows shoppers to select between products & see high-res video of models applying each product. CTAs for each direct to a product waitlist, or clicking the Shop the Full Routine CTA directs to a bundle PDP with its own waitlist.

• Navigation → A few callouts here. Always a big fan of the large image laid into the nav that directs to a bundle PDP. I also appreciate the layout & categorization here. In my opinion, all skincare brands should build their navigation in such a way that shoppers can discover products by name, benefit, or skincare concern. Easy to discover/explore, or find the exact product they’re looking for.

  

• Master It Page → This is one of my favorite things this brand has incorporated - educational content for each product. They have 3 different video content modules (Prep Class, Makeup Class, & Mikayla Explains It) that are full of clips with product application tips. Visitors can filter by classes from Mikayla, guest artists, prep alone, or makeup alone.

Big shoutout to Sharma Brands, who collaborated with the POV beauty team on bringing this store to life. Truly well done!

 💄 Explore POV Beauty’s store here.

🛍 Product of the Week

Nice Cans’ Variety Pack

Nice Cans explained simply? Sardines — gone sexy.

Self-described as a “boldly delicious canned food brand,” Nice Cans makes elevated canned fish options, including Sardines with Rosemary and Fennel, Sardines in Tomatoes and Peppers, and Smoked Sardines in Organic Olive Oil and Sea Salt.

I grew up eating CENTO canned sardines & anchovies, so it’s fun to see a new brand emerge with playful packaging and unique flavor profiles.

🐟️ Try Nice Cans’ fancy canned sardines here. 

📖 Content of the Week

Davie Fogarty - $30K Branding Prompt for AI

Davie Fogarty, founder of The Oodie, shared an awesome AI prompt the other day that I knew I had to share with y’all!

This is a very comprehensive ChatGPT prompt for developing professional-grade brand guidelines. We're talking about the kind of strategic framework that agencies would typically charge $30K+ for.

It walks you through creating everything from your brand essence and voice to your visual identity, customer experience mapping, competitive positioning, and even a 90-day implementation roadmap. The prompt first has the AI ask you strategic questions about your business before delivering the complete brand guidelines.

For those of you launching new brands or refreshing existing ones without the budget for a big agency, this is an absolute game-changer. I tested it myself and was genuinely impressed with the output quality.

Even if you're not actively working on brand guidelines right now, this is one to save for future reference. The structured approach Fogarty outlines is a masterclass in brand development all by itself.

🔥 Read Davie’s full prompt & post here.

🎧 Listen of the Week

DTC Podcast E503: Inside Shein’s $30B Fashion Empire

Love them or hate them, Shein just might be the most disruptive fashion-industry ecommerce force of the decade. This episode features Peter Pernot-Day, Global Head of Strategy, revealing how they've built their empire that has legacy retailers shaking.

In this episode of the DTC Podcast, Peter dives into their inventory approach, AI-powered trend forecasting, micro-influencer strategy, and more.

I also appreciate that this episode doesn’t shy away from tough conversations on sustainability and labor practices. Whether you're a fan of fast fashion or not, the operational innovations here offer valuable lessons for brands of all sizes.

👂️ Listen to Peter break down Shein's tech-powered growth strategy here.

🧰 Tool of the Week

Peec AI

Shoutout to Jon Snow (Co-Founder, Avenue Z) for this one - he gave me a deep dive of Peec at the POSSIBLE conference this week, and I was pretty blown away.

If you've been wondering how to get your products in front of customers using AI assistants like ChatGPT instead of Google, Peec might be exactly what you need right now.

Peec AI is essentially "SEO for AI search" — it helps you understand and optimize how your brand performs when people ask AI tools about products in your category. Think about it: more shoppers are asking ChatGPT "what's the best moisturizer for sensitive skin?" instead of typing it into Google, and Peec helps ensure your brand is part of that conversation.

Their platform lets you track your brand mentions across different AI platforms, monitor how competitors are performing, and provides actionable insights to improve your visibility. I particularly like their custom alerts feature that notifies you when your visibility changes, so you know exactly where optimization is needed.

With AI search growing faster than anyone expected, getting ahead of this trend could give you a serious advantage while your competitors are still focused solely on traditional search engines.

🤖 Level up your AI search presence with Peec AI here.

🎉 Upcoming Events

👉️ PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

Cipher AI Retreat

May 5-7 // Huntington, NY

Cipher AI is an all-expenses-paid retreat for the most innovative minds in ecommerce and AI, hosted by FERMÀT at the legendary Oheka Castle. Over the course of three unforgettable days, a select group of top DTC founders, pioneering technologists, and AI-driven brand leaders will gather to ignite bold ideas, explore real experimentation, and build lasting connections. From masterclasses and roundtable workshops led by industry-shaping experts to surreal socials like mystery puzzle parties and live music under chandeliers, every moment is designed to inspire. Guests will enjoy chef-prepared meals, curated wellness and whiskey experiences, and private luxury accommodations in the estate that inspired The Great Gatsby. This is not a conference—it’s a curated experience for those bold enough to lead what comes next.
Attendance is extremely limited. Request your invitation at the link below.