Emma Grede

Because you're at Sephora.

Yes.

Which I'm sure for you must have been like the dream.

No, it's the support and it's the infrastructure.

It's the mentorship.

It's the guidance.

It's the, you know, the seminars and the meetings and the get togethers and the advice.

It's like they really walk the walk and talk the talk.

And I'll give them full credit for that.

And I know not everybody has the same experience, but I think in the grand scheme of retailers that really

put their money where their mouth is and support founders, they really, really do it.

Yeah.

What did getting on those shelves actually require for you guys?

And what changed operationally after you were Instafora?

Of course you're finding that product.

I also think it's a really good note for anyone that's building a brand that a single retailer destination brand is not a brand because then you're at the mercy of that retailer, right?

And that has nothing to do with just Sephora.

It's the same if you're just Nordstrom or just Ulta or just anything.

It's like, you have to have a diversified offering.

And I think that we could name countless brands that have all their eggs in one basket, meaning that they are entirely beholden to one retailer.