Tarang Amin

The word will get out.

I forget how many tens of millions of views we had on that.

But that's really the concept, is let the people closest to our community that represent our community

really drive the direction we take the brand in and how does it delight them?

And, you know, people would say like, what the heck is a beauty company sending?

And, you know, the care package had like food, had, you know, cat toys, snacks.

Yeah, I had some sunscreen.

He definitely needed some sunscreen.

So we did put some of our sun touchables in there.

But the whole genesis isn't the traditional, I'm trying to get you to buy something, so here's how I'm going to engage with you.

It's less transactional and more of let's build a real relationship.

And if you're doing that, it's really about how do you delight our community?

And that a lot of times is how you entertain them.

How do you make fun of yourself and have some fun with them?

That's how people engage with us.

I call it minimum viable control to enable maximum achievable freedom, right?

And so a lot of times management looks at their job as we got to control it.

And don't get me wrong, we're a public company.

We got plenty of controls.

But really taking a look at it and saying, how do you put power in the people that are closest to your community?