Alex Wiltschko

Exactly.

That makes perfect sense.

And so, you know, it used to be really hard to even make your own visuals or edit your own video.

Everybody can do it now.

And so what we're finding is that lots of people want to make their own scent and we can actually help them do that.

So what we designed was this software experience called Osmo Studio.

And it basically lets you design the scent.

So you talk to it.

You type into it just like a prompt in ChatGPT.

You can select certain things like, hey, I really want this fragrance note or I want this to be unisex or I want to wear this at night.

It turns out there's some subtlety to how you construct the fragrance to make all those things make sense.

And then you hit build my scent and you hit buy and we send you a sample and actually three samples in a box of completely OI generated scent that matches the emotional experience that you're trying to create.

And we've gotten amazing feedback from it.

Like we've we kept it in a very small closed beta.

We're going to be opening it up more and more over time.

But people are smelling it and they're saying, oh, my gosh, this is exactly what I wanted.

Some people are saying more and more over time are saying, I actually want to turn this into a brand like let's launch it.

And that's kind of where our demand is coming from.

So this is really, really new and really, really special.

So the normal way you design a scent at the industry could take you a year and a half or two years to get your scent finalized and launched.