Welcome to See King Alpha's Wall Street breakfast, where we cover the top news for investors every morning.

Good morning. Today is Thursday, April 4th. I'm Julie Morgan.

Permafix may have a fix for forever chemicals.

Cosmetics took a big hit on Wednesday, and Alphabet is reportedly considering charging

you for some AI features.

Permafix Environmental Services has been working on a process to destroy P-FAS chemicals.

PSI closed higher by 20.8% in Wednesdays trading after saying

it successfully completed pilot plant testing on its new patent pending

process for the destruction of forever chemicals.

P-fast chemicals do not degrade over time through any natural process

and Permafix says the tests were designed to demonstrate the destruction of commercial quantities of

P-Fass contaminated liquids and better define the parameters needed to construct the first commercial

unit. The company said its bench scale testing of P-fast compounds demonstrated that the process

is effective and can be applied to a variety of potential markets, including liquids, sol bio solids and sludges. The founder of Permafix said that the company is now in the process of constructing its initial commercial unit, which will be comprised of a sealed

vessel operating under mild conditions.

Cosmetic stocks took a hit on Wednesday after Ulta Beauty issued cautious commentary during a presentation at the

J.P. Morgan retail roundup conference.

One of the notable pullouts from the presentation was that Ulta Beauty warned that consumers are seeing

pressure from too much credit card debt at high interest rates. The company noted

that it has seen a slowdown in demand across beauty categories. In terms of guidance,

Alta sees Q1 comparable sales landing at the lower end of first half guidance for

low single-digit growth. Shares of Ulta Beauty fell 15.3% on Wednesday.

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