So what's kind of the most kind of surprising thing from your formulation school, from research, from quite literally testing all your products that's kind of shocking that a lot of people don't know about about hair care products and why you're different?

I think one thing is that you see a lot of brands that chase trends, you know, what's trending out there.

And while that's great in terms of selling a product, you know, to mass market and things, I think we don't do the community justice if we don't offer products that aren't just effective, but will also take care of people.

And I've seen things in the ingredients industry.

including natural, all natural doesn't mean that it's safe.

Poison ivy is natural.

Now, granted, it's an extreme example because you won't see poison ivy, you know, really on a bottle.

So tell us about a transformational story from a client or a friend, since you had your friends and family test it first, that your products just quite literally changed their lives.