And would you agree that creativity and innovation is the success behind your business? Because clearly you went from like one discipline and you took those skills and moved it right into another.

Well, it's a great question.

I think it's always a balance.

I think creativity, that spark, that energy is what gets entrepreneurs like all of us here up every day and wanting to do the work, which is not always easy.

I also think that it's a fine balance, just like you said, Michelle, the marketing and for me, operations within the skincare, like products just don't make themselves.

And there's a lot of regulation and there's a lot that goes on besides the actual creativity.

And it's the creativity that I love about this business.

Do you brainstorm those ideas with members of your team? Or is it a solo process that you take before you actually take action on the creative idea?