Jack Crivici-Kramer

Well, that's an interesting tension point too, right, Trent?

Because e.l.f.

Beauty is not carried at Sephora, largest beauty retailer in the world, or premium beauty retailer in the world, but Rode is.

And

Is that a conflict?

Does that create confusion, frustration, or is that a test by you guys?

What's the thought process on two different strategies?

Rode's only been there for five months, but I was going to ask, what is there you've learned from the Rode business that you can apply to the rest of Elf?

There's a challenge there that's going to be interesting, which is, and this is what Jack and I find fascinating about Rode.

You mentioned 10 products.

They started with just 10 products.

Jack and I called this the Elvis Presley strategy, because just like Elvis was the first to have a greatest hits album of just his top 10 hits, Rode just led with their top 10 products.

Every product is a greatest hit.

How do you find that balance if you're Rode?

How do you expand and continue to grow and add products but not dilute the very clear limitations that have made you successful?

Does Haley still seem motivated and does she have skin in the game?

Oh, that's a great vibe.

You always wonder these celebrity brands like, you know, are they just showing up for the bell ringing at the New York Stock Exchange versus like how much time are they spending, you know, doing the whiteboarding with the road team, the R&D, the meeting with the laboratory?

Like, what do you see with road when it comes to like how involved she is like on a week to week basis?

Where your next stage, Dreng, is facing the Cody curse.