How does it work? What do the numbers mean, et cetera?

Well, it used to be a, a dilution scale, how much water you needed to use essentially before you didn't taste any of the heat from peppers.

But now it's measured by a machine called an HPLC, which gives you a actual scientific measurement that tells you essentially what the percentage of capsaicinoids are per, uh, microgram.

So, uh- To give you an example, a jalapeno like you get at the grocery store is anywhere between 3,000 and 5,000 Scoville heat units, and the Carolina Reaper, the last low average that was certified was 1.641 million Scoville [laughs] heat units.

Could you just explain that in a little bit more detail?

Okay.

Well, uh, capsaicin, which is the, uh, the chemical compound that we perceive as heat, is actually a poison to our bodies, but you'd have to eat your body weight, [laughs] you know, in a very short period of time to actually, uh, die from it.

So what the, what the body is doing is it, it perceives that chemical, we perceive it as heat, and it, it gives you a lot of physiological reactions to tell you, "Hey, stop eating this." You start to perspire, your mucus membranes run, your saliva glands run, your heartbeat raises.

So tell me a little bit about the process of how you approach creating scents to make it feel elevated and not just trying to mask odor.

This is my favourite part of the business, is creating the fragrances.

So all of our fragrances are named after scenes.

We can see on the box, it says, Scene 1, Exterior, Orange Grove.

very much how you'd read in a play.

And so that's been the kind of fun theatrical element for us.

I think we've got the background and the authority to be able to talk theatrically in our tone of voice.

very hard wasn't it yeah it's hard because this was such a happy accident almost so how the hell do you follow on from that and we reached out to our community and said what do you want what would you like to see what are you missing because we know what we'd like as men and bougie people we like nice things we want to know what is What is our audience after? And luckily, they aligned with what we wanted, and it included the range in front of us and the things we're working on in the future as well.

Let's pick up where we last left off.

[rock music] So the very first thing I did when, uh, they told me I could leave the state of Michigan was I called my parents.

I had to humble myself.

I'm a 30, what, 7, 38-year-old man.

I had to humble myself and say, "Mom and Dad, can I come live with you?" And to my surprise they said yes.

[laughs] Okay.

Now I, I didn't realize there were gonna be a ton of rules I really didn't like when I got there.

And when I went there, I didn't feel like I belonged, uh, but they picked me to be in the, uh, finals

Did not expect it at all.

Um, and it was, yeah, that kind of just put us on this new trajectory.

But I think what's important as well, if people are listening to this and they have brands, being in a retailer doesn't do anything for your brand.

You have to spend a lot of money to support that activation.

I don't know.

That's an interesting question, which I don't know if I have the answer to right now.

Um, I think for us, I can maybe just talk about us.

Obviously we're launching into the fragrance space soon.