This case involves a manufacturer of eco-friendly facial products sold by an e-commerce retailer. The e-commerce company hired a logistics firm to transport and distribute at least $1 million worth of facial products from Canada to California. While en route, the cargo was destroyed due to a temperature control issue. As a result of the incident, the e-commerce retailer had to cease operations due to the loss. An expert in pharmaceutical pricing and supply chains was sought to discuss the sequential markups on the price of such products from the point of manufacture to the end user.