Well, firstly, this was actually during COVID

as well.

I think, you know, that kind of made things tricky, but also almost gave you some time to kind of think about it.

And to make it a little bit more complicated, Jenny was actually based in Dublin.

I was based in Madrid and Louise was based in LA.

So it was a really international kind of collaboration and we're all kind of friends of old.

But it took us a long time, you know, when we did a lot of work preparation and like, obviously, first of all, talking to women as to what the issues were.

approach of making it easy for people to incorporate into their routine was really paramount for us it wasn't a case where we designed a box that would pop off the retail shelf as often you would you know as a brand how do you get attention it was really putting the customer first and thinking how can we be part of that person's day and be part of the identity of what they want to become and who they want to become and how do we not cause offense on that kitchen counter because we knew if it's not in sight you're just not going to take it and you could have the best product in the world but if it's not if you're not going to take it it's not going to work so like