Eric Ryan

We really saw, you know, around 2020, 21.

And even before that, a lot of tech money poured into consumer.

And the things that were like literally a recipe would suddenly be classified as food tech.

And these insane valuations got applied that brought out all sorts of bad behaviors of trying to grow too fast.

And I think now we've seen a really great reset.

And it's never been easier to start a company, but it's never been harder to scale one.

And I think as an investor, really picking the founders and the brands that you think fundamentally can be 100, 200 million brands, like one of them I've been involved with for the last three years is Google's the mac and cheese.

And, you know, trying to find those Google's are not easy.

Let's do it.

Yeah, I think you nailed it, which is like, you've got a really good idea.

Fragrance is a hot category, particularly with Gen Alpha and Gen Z. Let me ask you a quick question.

What percentage of consumers have fragrance allergies or are easily irritated by fragrances?

Yeah, okay.

It's fascinating because you're entering into a huge category that's growing, and there's a really big addressable audience today, but you nailed it, which is the challenge of re-educating them, going from fragrance is bad to me to fragrance is safe for me.

That's a huge leap.

I think really educating consumers is hard.

Re-educating them is even harder.

And so I think you're approaching it the right way.

Just looking at the packaging, it's really beautiful.

And I think you have to create a brand that is appealing to everybody that just happens to be allergen free, and really kind of run two paths, which continue to bring in people who don't have sensitivities, but really love this idea of a fragrance that's just better for me in general, right?