Tarang Amin

In fact, PowerGrip Primer is the number one cosmetics SKU across all of mass and prestige.

By far the biggest item, which is really surprising because primers aren't a huge category overall, but PowerGrip's the number one.

What we find is that came from an insight.

We'd done a collaboration with Ulta where we did this jelly pop collection, this watermelon flavored collection.

We saw a lot of the comments coming off of that.

We had a primer, so people couldn't get enough of it.

And we were at first like, wow, it's so sticky.

And they're like, we love the stickiness.

So we said, all right, let's go have some fun with this.

Let's go introduce PowerGrip.

When we introduced PowerGrip, I mean, it's just a phenomenal blockbuster success.

And again, it comes directly from listening to your community and giving them what they want.

No, we trust her instincts and we trust her passion.

And that's what we rely on across the board.

I mean, I'll ask questions in my product review every couple of weeks of like, why is this thing so great?

And the level of insights a team has in terms of this is what the inspiration was.

This is why it's going to work.

This is why we got conviction is really all I need to kind of say, all right, let's go.

Yeah, we have.

I mean, the innovation, they have multiple departments within it.