Maren Kate

At Hims & Hers, 39 cents of every dollar it brought in last year went to marketing. At P&G, about 11 cents went to advertising.

The compare-at number on an outlet tag describes a different product. What outlet prices mean, and what to compare against instead.

Plant prices are not random. Grow time, tissue culture supply and store type explain nearly all of it. How to read a plant price tag before you buy.

Some prices are calculated for you specifically, using what the seller knows about you. What the FTC found, which states now require disclosure, and what you can do.

Depreciation is front-loaded and the gap between brands is huge. The data by category, plus the four conditions that decide whether anything holds its price.