But if someone shouts a little bit louder at you and beauty and promise you a different result, you'll jump that way.

Yeah, loyalty is definitely much harder to preserve, but I think that is where you need to work on elements that drive loyalty beyond a product.

Again, that's where experiences come in, for example, and that's where cultural relevance again comes in.

As a point for me, I think with the rise of Korean beauty and TikTok brands, There's a place for that in the same way in which there was a place that Zara and others found in the fashion industry for themselves.

But I do believe what a lot of these TikTok brands are offering is very different to what we are offering.

And I don't see them as competitors.

Challengers, yes, but we're offering two very different sides of the spectrum where you might get a formulation that has some similarities, but it doesn't have the same result in a way.

If in a very, very busy landscape and a properly saturated landscape, if you could send one honest note to the rest of the beauty industry about who they're actually building for right now, what would you say?