What's it been like going up against some of these brands that are bigger or come from other countries or?

When we came out, we were competing against big natural brands that, that were well established in, like, in the States and Europe and things like that.

So what we would do, for example, when we came out with toothpaste, we looked at it, looked at the whole category and said, "Okay, it's always the same," you know, kind of white box with mint and spearmint.

So I said, "You know what? We're gonna go with colored box, and we're gonna bring out things like, oh, zesty orange, green apple, cinnamon, cilantro mint." So then, you know, when you...

I would go to retailers and you talk to the buyers say, "Yeah," 'cause I thought they'll say, "Well, I already have a natural toothpaste.

I have too many." "Yeah, but you don't have a zesty orange.

You don't have a green apple." So of course you need your mint.

Uh, how have you been kind of growing, navigating this landscape of D2C that's [laughs] been a little weird over the years?