How Fardad Moayeri & Family Built Parissa Laboratories into a Global Retail Brand

And tell me a little bit more about the business.

So I see, again, I've done the tour and I see your packaging.

You've got a number of different products.

And you're a global company, right? Yes.

You're based here in Vancouver, which are a global-oriented company.

We're

Vancouver, D.C., but our next, obviously, largest market is the U.S., but we also have distribution in Europe, in China, small distribution in Australia, and still trying to expand, obviously, need to look at new export

markets these days.

It's a bit dynamic environment, if we could say, charitably, right?

Exactly, exactly, yes.

You know, I just get a sense of you as we walk around and you talk about the The reason you built this building and, you know, the family lives here.

What would you say the core, you know, the animating principles of you and the leadership team are? You know, I see how you interact with the employees, so I get a pretty good sense of it.

But how would you describe it?

I would start by talking about it a little bit formally.

So as a brand, we do smooth skin, clean, simple.

So that really speaks to the type of ingredients that we use, our natural heritage, simple ingredients, simple formulations.

But also we really have a set of core values, which I would say the most important one is ethics.

We call them the five E's and we've got empowerment, ethics, education, elegance and environment.

But really, I'd say that the most important one would be ethics.

That's that's really the main driving principle and everything flows from there.

Now, over the course of 40 years, some things have obviously worked very, very well and some things have worked less well.

I mean, if you reflect back on, we're not really looking for 40 years of lessons, but, you know, when we think about, you know, certain intersecting points or certain pivot points, can you think of those for the business where you turned left or right or you said, you know, what is the old yogi bear when you come to a fork in the road, take it kind of decision?

Yeah.

So, I mean, even in the last year, there's just been so much change.

pivoting that's been going on.