I would love to know how you align on products, on creator content, on the whole marketing teams to make sure that everything is cohesive.

So one, I wanna say I have an amazing team internally within TikTok.

At our company, we have something called A+ meetings, where the company gives us directions on what is the A+ product.

What's interesting, and that's how we figure out what our bestsellers are, what we should push or sample out, too.

The company says, "Hey, this is gonna be the hero product.

Everyone march along." What we're finding out is that TikTok sometimes and the customers on TikTok kind of dictates and kind of tells you and surprises you on what's gonna trend and what's gonna be viral.

Because right now our number one SKU is something that we didn't even, like, plan for from an inventory perspective-

So speaking of when selecting the creators, per se, how do you guide those selected creators to kind of align with Laura Geller's ethos, right, in a way that feels authentic and engaging as opposed to being too sales pitchy?