The Sephora placement changed. The Amazon rank dropped. The new DTC pet brand launched a claim you haven’t claimed yet. You didn’t notice — because no one was watching.
Indie beauty, supplement, and pet founders shouldn’t need a market intelligence team to keep up. Stonelark is the always-on pair of eyes your brand has been missing — continuously sweeping Indie Beauty Network peers, marketplace listings, ad libraries, and reviews — and writing what changed as a plain- language morning digest. Levelling the playing field. Priced for the founder.
01 / What gets watched
Five public channels, swept continuously — across beauty, supplements, and pet.
DTC storefronts & marketplaces
Indie beauty, supplement, and pet DTC stores — plus Sephora, Ulta, Amazon, and Chewy listings — checked for price, stock, and assortment changes; flagged the moment a hero SKU moves more than 5%.
Ad libraries
Meta Ad Library and Google Ads Transparency continuously queried for new creative angles, copy pivots, and channel shifts unique to beauty / supplement / pet buyers.
Reviews & ratings
Sephora, Amazon, Trustpilot, and DTC PDPs monitored for rating swings, ingredient-list reveals, and the review-velocity spikes that predict a ranking shift.
Social profiles
Public IG, TikTok, and Substack profiles watched for new launches, founder pivots, and unannounced channel expansion into the indie-beauty / supplement / pet space.
Press, claims & product launches
PR announcements, Indie Beauty Network drops, BeautyMatter features, and pet-DTC newsletters scanned for new SKUs, category expansions, and recent ingredient claims worth countering.
02 / How you read it
A 7-minute morning digest, written like a colleague.
7:30 AM in your timezone, every weekday, before you open Slack. Three signals ranked by who they affect and what to do about each one.
today · 3 signals · 1 to action
Stonelark · daily briefing
- PRICEtallowco.com dropped 14% on its Vitamin C serum overnight
- REVIEWSpurefiberlabs.com review velocity +260% — read the latest five
- ADnew Meta creative · "Vet-formulated, single-ingredient" launched today
Plain-language. Ranked. Each signal names who it affects and what the move is. No dashboard to log into first thing in the morning.
03 / How you react
Real-time alerts when the threshold is the wrong side.
Configure per-competitor triggers — price-drop, review spike, new ad creative, ingredient-claim announcement — then forget about them. The alert fires the second your monitor crosses the line you set, with the recommended move attached.
alert · just now · PRICE
tallowco.com · —14% on Vitamin C serum
Your closest skincare match undercut your hero SKU overnight. Bundle or match within 24h before the review sites pick it up.
alert · just now · REVIEWS
purefiberlabs.com · +260% review velocity
A fulfilment burst or a paid push sent review counts ripping on a fiber supplement SKU. Pull the latest five reviews before search rankings pin them.
alert · just now · AD
new Meta creative · "Vet-formulated, single-ingredient"
A DTC pet brand just claimed the positioning you have been writing about in your briefs. Run a counter-message this week.
Where it shows up
Built for the indie beauty & pet community.
Stonelark grew up in the same communities indie beauty, supplement, and pet founders already live in — the Indie Beauty Network drop lists, the Beauty Brains forum, the pet-DTC newsletters. Not enterprise trade shows.
Used by indie beauty founders who already watch that community for launches, dupes, and ingredient shifts.
A long-running community of beauty insiders and indie founders debating formulas, claims, and competitor moves.
Founders from GIMME BEAUTY, Liht, and other indie houses tracking 8–20 competitors without a research analyst.
Get started
Start with your 8–20 closest peers tonight — first briefing lands tomorrow at 7:30.
Self-serve onboarding in five minutes. Cancel from the dashboard, no contract, no sales call. If the briefing doesn’t change a decision in the first month, you’re out.