Kat Schneider

And then I trust the science.

When are you going to put out a prenatal vitamin?

And only then should we kind of expand that.

The circle right around where we started.

I think the instinct is to not go niche and that's and then you don't stand for anything.

For us, it goes both ways.

So one of the most successful launches we ever put out, which was our symbiotic class, it's a pre-pro-postbiotic.

And what we saw was we had hundreds of thousands of active subscribers that we built out through the years.

And they said, number one for us is gut health.

Put something out in the gut health space and we'll adopt it.

And so when we put that product out in market, it did $30 million in sales in the first year, which obviously would be so hard if you were just in retail channels.

But because we were direct-to-consumer, it was the best example of being a digitally native brand with really sticky, loyal customer base.

And so that was a really good example of, you know, listening to our customers, I would say.

Where I don't listen to our customers, sometimes people don't know what they want until they know what the science is.

You know, I think one example of that is our choline product.

Choline only became an essential nutrient recently.

And so consumers weren't even aware that that was something that they needed during their pregnancy.

And we were the first company to really launch this natal choline.

We worked with our advisor from Cornell.

She's a leader in the space.