So can you talk a little bit about how Credo like thinks about that, how they prioritize that? What are some of the decision points to make that a priority? Yeah.

Holistically, I think packaging, and I'm sure you would agree, is the best example of how work and beauty can collide with the circular economy and the easiest route to get there.

But packaging and beauty was never designed, honestly, for recyclability in mind, let alone circularity.

And it's such a nice opportunity because you have consumers that are really... grounded in what they're using and passionate about it.

Particularly if they're in an area where we have a store, they're coming in multiple times a month to see what's new and return their empties packed at the same time.

And now there's over 3,000 packed bins like in Nordstrom, Ulta, Sephora.

And these tiny formats, mixed materials, pumps, none of this is curbside recyclable because of how small it is, the materials that they use, it could go on and on.

So do you have any advice for, when you're in a room with brands or leaders that don't have that same level of sense of responsibility, the way that Credo Beauty does, like what are some tactics, what are some facts and figures and things that you can use to help convince people of that responsibility?