Tarang Amin

And that's the approach, is you want to do both.

We're building this brand for the long term.

It's already an incredible brand.

I haven't seen another brand like this.

And we couldn't be more excited to help her continue to realize that vision.

Well, I mean, that was the roots of the company.

The first few years of the company, we were a DTC only.

And so we absolutely, a digitally native brand, we absolutely knew.

And even today, digital is such an important part of our entire model.

It's how we engage consumers, our strength with our own site, our Beauty Squad loyalty program has over 6 million members.

The momentum we have at Amazon, on TikTok shop, it's always going to be a key part.

But the thing we realized back in 2018, the founders had a real passion for their own boutiques.

And we had 27 boutiques.

And as we looked at our strategy, we're like, wait a minute.

We're all about digital, empowering digital.

We now are with big national retailers, 1,800 Target doors, 5,000 Walmart doors.

1,400 Altadors were drug, etc.

So we really made us look and say, all right, what's the role for 27 boutiques?

Because we're never going to hit as many consumers as we can versus our national retailers or digitally.

And so it was both one of the most difficult and easiest decisions we made.