Julie Fredrickson

I'm actually not comfortable giving out that number partially because I think it's not necessarily reflective of the health of the business.

Why not?

Well, because what we care about is slowly developing the repeat purchasing and the patterns there.

And you can do a lot once you have that captive audience.

Cosmetics tend to focus a lot on getting as many women as possible and not building a relationship again and again and again.

Keep in mind, this is based off of, say, the idea of a CAC of $40 to $50.

So let's just round it to $40.

And knowing that I want to make $1,000 off of this woman over a lifetime.

And that means having the best possible products and making sure that she feels as connected to the brand as possible.

So those are kind of what we focus on.

Not a set number of customers.

So obviously it depends on the cohort.

Of our most mature cohorts, so we look at cohorts in three month chunks.

Although we do chunk them out month by month because it takes somewhere between three and six months for the average woman to finish our products.

Yeah.

90 days is the sum total average, but obviously we have people that are more minimalist.

We have people that like to be more polished.

Our most mature cohort, which would be month one, has now gotten to the point where we are at 40 percent of them repurchasing and they're now on their third orders.

so it again it depends because there are different patterns for different women so that's why i'm saying that the average of this is that we have them at 40 of the first cohort which is month one cohort has made on average three purchases so your general goal because of consumption rates of makeup is to get at least one reorder about every six months if you see a cohort perform way less than that red flags go up if you beat that you go get champagne

Functionally, yes.