Tarang Amin

Oh my God, they did.

I'd say it was a moral responsibility.

I actually think it's immoral to charge a consumer for...

40, 50 bucks or something that we can clearly show you can make for less and actually have just as good or better quality.

And, you know, I mentioned earlier, two-thirds of Americans live paycheck to paycheck.

We think it's immoral to charge a lot of money to those people who are barely making it.

So we take great pride in being able to put our elf twist on and be able to have the best of prestige at a fraction of the price.

I think that was the insight the founders had.

They couldn't figure it out.

They couldn't figure out why are these products so expensive.

They looked at it and they're like, a lot of these brands have very high gross margins that they spend back in associates, in marketing, in a bunch of other things.

So, yeah, they have bigger markups and they use that money on other areas.

And so the insight the founders had were their original model is if I'm going to sell something for a dollar, somebody is going to buy it for me for 50 cents.

I got to figure out how to make it for 35.

And they figured that out.

And then we've basically been able to hone that model that says, hey, why just do $1, $2, $3?

Why don't we actually go after the best products in the marketplace?

You'll have a little bit higher price umbrella, and you can engineer an even greater quality.

And that was really the insight 12 years ago when I took over was really, no, let's make the best of Beauty Accessible.

Let's not just have low prices.