Alex Wiltschko

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.

We've been doing things this way for about 300 years and more and more and more over time specialized on serving bigger and bigger and bigger customers.

Makes complete business sense.

Meanwhile, indie brands are the fastest growing segment ever.

Right.

So like more personalization, people's circle of trust is kind of getting smaller.

I mean, even for buying products.

Right.

And these are the folks that need some help.

And so that's what we focus on.

Right now we focus on ethanol based spray fragrance.

And the simple way to remember is perfume.

Right.

So there's subtypes of perfume like a body mist or a room spray or a hairspray.