Aimee Connolly

So yeah,

it's a mixture of like genuine kind of classic founder cliche of like 3am notes that I might write in my phone and I will kind of brainstorm as a team I mentioned the sketch at the start of my first product still do sketches yeah we've got a sketch of a one of a new product that's coming out in 2027 and that was sent over to the factory and I mean they're probably like laughing themselves silly at what goes over but it's trying to like visualize what's in your brain

So there's a mixture of kind of pulling from general kind of trend forecasts and insights, particularly kind of the scale that we are now when we're looking at new markets.

There are those kind of classic notes that you write to yourself because I think, obviously I do from owning the business, but also the team, we've such an inherent sense of what feels sculpted.

So there's loads of things that we could do, but then we'd always challenge ourselves.

But what's unique about that to be sculpted or how does that really fit into what our ethos is?

Because particularly in a world where it's so busy and there's so much product coming at people, like it's really overwhelming.

It's definitely like a beauty industry curse, I think.

And there's a lot of like the big global giants who will set this pace.

And then unfortunately, there's really an expectation that everybody has to have newness to that level, because if you don't have newness, you're not in the conversation.

And then, you know, that that's hard, particularly for like a growing brand like ourselves.

You know, we don't partake in that level of volume, you know, financially, resource wise, et cetera.

And even just it being very sculpted.

No, please don't.

No, but I hear you though.

There's a load of those considerations.

I would also say the ironic thing is generally speaking in a beauty brand, despite all the newness that you have, all your bread and butter is your core.

Yeah.

So, you know, the OGs, the originals, like they're actually what you need to protect.

So we really shifted, not that we haven't had newness, but in the last two or three years, we really understood.