So I think a question for you is, as you consider where you are today, what have been some of the largest challenges with the staying on shelf behind the scenes that one might not actually know?

Yeah, I mean, part of it, I think a lot of what your questions are around kind of branding and positioning.

And I think a lot of founders as they're creating new brands, you know, the reason they've had a lot of success and sort of entertaining discussions because they've created something that is truly unique and has a great kind of positioning or found a white space.

One of the things that I think is often forgotten that needs to start even before you have that meeting with a retailer is can you operationally execute against? So the worst thing you can do is have a great positioning, have a good marketing plan, but can't fill the shelf, can't supply the product on time.

You have logistical, executional issues, et cetera.

And so as you prepare for the launch, the first thing you, if you talk to any merchant, the first thing you have to do is supply product on time in full with a good quality, you know, at the same quality you might've done it when it was kind of a bespoke brand that you're making out of your garage.

And so it's, um, that's really kind of step one is operational execution.

So talk to me about that belief and what it takes to protect it when the business gets pressure on every side and there's new economic challenges every day for consumers.

So how has that changed over, over time? I guess how many products do you have now with the core line, and how have you decided to go into these other categories as well?

Yeah.

The, the brand started, uh, with a body wash, a hand soap, and a bar soap, uh, mainly within kind of the personal care area, and, um, disrupting the, the industry because at the time there was a lot of products that were sitting on the shelf that were using preservative systems or surfactant systems that frankly were not the best quality of products, and consumers started to get more and more educated around ingredients, and so they were looking for things that were either paraben free or sulfate free or not using a certain amount of, you know, uh, you know, different types of preservative systems.

And the team kind of, you know, developed those first within personal care.

And you kind of go where the consumer allows your brand to go.

Uh, you know, it's one of the adages that your brand is, is kind of owned by the consumer, and so they, they can kind of react with their purchase decisions around where, you know, where they, um, they think the brand should exist and where they need, uh, you know, a brand like ours to, to operate.

Um, it was expanded into haircare.

I'd love to hear your perspective on what you see in this consumer today as it relates to, um, personal care and, and just overall in the industry.