Tarang Amin

The difficult part of that decision is we had about 250 associates associated with the stores.

And so when we made the decision, the day we had earnings, February of 2019, I remember it like it's yesterday, we sent out 27 of our leaders to every one of our stores because we wanted to do it in person, tell them why these stores weren't working.

Most of them were in malls that were never going to see a better day.

We paid three times severance to each of the associates, but that was the painful part.

The easy part was it was the right strategic decision to kind of say, all right, what are we really going to focus on?

And we're really going to focus on our national retailers and our digital business.

And we took the $16 million we're spending on our stores, and we doubled down on marketing and digital, and we saw an immediate improvement of the entire business everywhere we're going.

It was one of those, I mean, I think every once in a while you got to take a look and say, all right, what are you doing?

What's working?

What's not?

And then have the conviction to say, hey, we got to make the tough right choice here and make sure we treat people with dignity and respect, but keep moving the business and keep pivoting to what consumers want.

I'd say we are in the physical game.

It's a question of do you want to do it yourself or do you want leading partners?

Our strategy, as I mentioned, is the best of beauty made accessible.

As we look at that, we want to be wherever consumers want to buy beauty.

And I feel great about our retailer portfolio.

I mentioned Target, Walmart, Ulta Beauty, CVS, Walgreens, Amazon, Target.

TikTok shop.

We're where consumers want to buy it, elfcosmetics.com.

And so that's the strategic choice we made is we would rather partner with people who have amazing presence and reach.