What is the biggest beauty and body care shift retailers need to understand?

So I think the biggest shift here is really to understand that beauty is no longer just a department, it's becoming an ecosystem.

So consumers don't necessarily think about beauty in the same categories that retailers have traditionally used to organize the store.

They're thinking about, you know, skin health, hair health, body care, wellness, self-care, healthy aging, and those things can span multiple aisles and multiple departments.

Like you can think ready-to-drink beverages, collagen, you know, the VMS department, and then ultimately that traditional beauty department.

So I think what's really important for retailers, um, to see in this is the consumer doesn't shop in the categories we created from the beginning, and we're seeing a consumer who's much more educated than they were a few years ago.

We have social media, influencers, reviews, and ingredient education [chuckles] have all given consumers a much better understanding of maybe what a product's supposed to do or really what they're looking for.

I mean, I don't wanna say the I word, but, I mean, is it inflation? [laughs]