Alex Wiltschko

I mean, it's not, so fragrance is super important.

It's the one reason why people keep coming back to buy most products.

Usually not the first reason people buy it, but it's a,

It's almost always the reason people come back.

So it's a very, very powerful part of our economy, but it's very secretive and actually quite small.

And so, you know, when we started out, I would say the vibe generally was like, isn't that cute?

Yeah.

And I think things are changing.

Look, what we focus on mostly is a part of the market that the fragrance industry has historically ignored.

And those are folks that are starting out, right?

Folks that want to create fragrance, but actually don't have a way to do it, right?

So like, Corey and Grant want to create a fragrance.

How do you even start?

If you Google for it, you might actually just find us as the solution.

So there's an unserved customer that wants to get started but doesn't know how.

And by kind of combining all of the data, the algorithms, the operations, and the artistry, like perfumers have helped us create this product in a very material way.

Anybody can get started now.

And so we're not really competing against anybody.

And I think even the major fragrance houses know that.

And they say, hmm, we're actually not able to serve these smaller customers because of how we've been historically set up.