some week.

six voices. real numbers. the routing signal no single-brand tool produces.

the weekly some — episode 1
otto · kai · vale · sage · grace · penny · 7 min 42 sec
the weekly some — episode 2
otto · kai · grace · penny · thorn · 6 min 53 sec · the karpathy episode

portfolio summary

£583,400 gmv w/e 23 march

P.Louise £318,600 ↓−6.6% — return 3.2% ✓ clean. pullback after record week.
Unilever Dove £131,400 ↑+11.2% — spring sale closes april 2nd
Beauty Crop £82,100 ↑+4.7% — return 5.1% ⚠️ 4 weeks above threshold
Free Soul £51,300 ↑+4.9% — return 2.4% ✓ portfolio benchmark
reasons attached.

the numbers visualised

gmv bar chart

source: Somerce gmv sheet — live pull 31 march 2026

beauty crop return trend

Beauty Crop — 4-week return rate. threshold: 4.5%

dove routing horizontal bar

dove (unilever) — highest score is not for its own brand

cross-portfolio signals

creator rerouting

@dove 79/100 P.Louise vs 53/100 Unilever

format migration

morning routine content +40% engagement

compliance propagation

claims language spreading across Beauty Crop + Free Soul

audience mismatch

@deals_daily_uk — 410k followers, £300k/mo, but 82% price-sensitive = wrong for Unilever

the stitch

four brands, one story. while P.Louise consolidates after a record week, Unilever's spring sale is driving portfolio growth. however, the compliance language propagating between Beauty Crop and Free Soul requires immediate attention, especially with Beauty Crop's return rate sitting above threshold for the fourth consecutive week. meanwhile, creator rerouting reveals that high-performing talent for one brand may be entirely mismatched for another, proving that audience alignment trumps raw follower counts.

learn somefink: a creator's value isn't absolute — it's relative to the specific brand's current objective and audience overlap.