Aimee Connolly

And it takes a few years to grow into what that core is.

But we really understood that actually like complexion and skin, like there are total heroes and we're so proud that they are.

But it's important that when we're planning campaigns for the year that we're not just planning it around a new product that's coming and you're giving also time to the core, which are the beloved products that people, you know, hopefully try again and again.

Yeah.

Another area for inspiration, we go out there a lot.

We obviously produce majority of our range there in South Korea.

And that's really what funneled the cream cushion, for example, concept.

I know.

Yeah.

And we typically go out there like twice a year.

I'm actually out there again in like three weeks time.

And I love those trips because obviously we get to be with our lab and just like explore product informers all day.

But then you'll also do a bit of kind of shopping around to see what's happening.

Oh my God, that would be my dream.

I think it's funny though.

I think overall...

the world is just getting smaller and smaller definitely so in a way obviously I'm thrilled to see South Korean trends around the globe and it's brilliant that people have more access but in a way it's like removing that kind of exclusivity or that like specialness that used to happen when you go somewhere and when you go to America and you get your Abercrombie and Fitch exactly yeah and you'd have that trip to Sephora and you'd be like I could never get this anywhere else and

And now it's like, yeah, the world is getting smaller and smaller.

So it's an interesting dynamic to be mindful of, I think, for us as we're scaling.

I don't think it's good or bad.