How Acquired Style and Swan Beauty just dominated the internet

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0:49Jasmine:This episode of Female Founder World is presented by Omnisend. Hey everyone, welcome back to your weekly business group chat by Female Founder World. I'm Jasmine. I'm the founder of Female Founder World. Hi guys, I'm Natalie. I'm a team member at Female Founder World and the female founder of Beach Street as well, swimwear brand. And I'm Paige. I'm the co-founder of Benny. We make good for you energy drinks. And I'm so lucky to be a contributor here at Female Founder World too. This week we'll be talking about a brand almost nobody had heard of a week ago that just spent a small fortune sponsoring a bachelorette trip and what it actually did for their brand we're talking about the acquired a husband bachelorette trip and swan beauty plus park just landed at target but what actually goes into a decision like this and what happens next for the brand and finally gap made nearly a billion dollars in profit last year and the reason why this is interesting is because this brand was in a serious deficit just a couple of years ago so we want to break down their marketing strategy and what they've changed to achieve this profitability and what all of us building businesses can learn from it.

1:51Jasmine:And because we're talking about partnerships so much today, I just want to let everyone know we do have this amazing free partnerships idea document that you can download. It's totally free. And I'll put a link in the show notes for that one. But first, Paige, before we get into this, I know that you are fundraising for your beverage company, Benny, at the moment. I just want to know how it is out there. Is everyone just focused on spending on AI or people investing in consumer? like what's the vibe how's it going yeah no thanks for asking jasmine it has been now probably like four or five weeks since we really kicked things off and classic founder life like it's a roller coaster the highs and the lows but we're feeling really positive honestly about the sentiment from investors just around cpg and like the category in general um not just beverage but i feel like for years and it's not just us like that we've grown to a certain point but for years we've heard like no one's investing in cpg cpg is kind of dead but there's been so much going on like if you guys saw good girl snack just closed their pre-seed our friends at leisure which is like a startup kind of um hydration brand just closed a series a like there seems to be a lot of interesting growth and for smaller businesses obviously like we talked about groom's acquisition but investors this is what I've been hearing are feeling frothy which is such a a silly you know bro investor lingo but it's exciting like it feels like we're so back okay I love to hear this and I'm super excited for you now would you would you have a raise with beach straight this is the burning question a lot of people have asked me this and right now absolutely not but I never say never like you just never know where things are gonna go I've actually had some interest in angels like just I think because we're in this space but yeah I haven't accepted anything so yeah we'll see see how you go and and don't take it until you need it I think it's the other other bit as well okay let's get into the first story today because I know that this is all everyone is talking about we're talking about swamp beauty acquired style and the bachelorette trip that genuinely nearly broke the internet this weekend if you were anywhere near social media this week you definitely saw this a private jet a villa in some parts 18 girls in matching swoopsuits and one brand name appearing on pillows, pool floaties, a sleek screen that nobody recognized.

4:12Jasmine:Let's break down who Swan Beauty is, why this partnership worked and what it means for brand trips and how brands can tap into the personal moments and celebrations of creators to create massive moments of virality and awareness. Natalie, I feel like you were like the one dropping this into my Slack and like sending all the updates. So can you give us a little bit of a background? Like who was Acquired Style? What actually happened? I'm bursting at the seams right now because I've been dying to talk to you guys about this all weekend long. Obviously anyone who has social media has seen this, but Acquired Style, which is news to me, is like kind of a new figure for people.

4:53Like she's reaching a whole new demographic now, but she's been around the block. Like I remember her coming onto the scene in 2021 about and she was always acquired style so that is her handle her real name is Bridget failing you've probably seen her alongside her twin Danielle um they're identical twins and they do a lot of fashion lifestyle content Danielle used to work in the corporate world so they used to do a little bit of that like you know corporate fashion stuff um she has 1.7 million TikTok followers as of this week I kind of wish I looked and saw how much she had

5:25Jasmine:last week because yeah I know it wasn't that many um and she hit a million on Instagram as well every weekend yeah which is unreal I mean I am thinking about it though as from the perspective of her starting in 2021 and she's been so consistent um like she's just been that girl for for a very long time but she definitely has like aspirational aesthetic content her and her sister do date in the life videos strictly to the song Genesis by Grimes and it's like their thing that's why it has been a lot of their content this weekend has been to that song especially when she hit a million followers but anyway she filmed her entire experience this weekend on her bachelorette trip which consisted of a ton of her friends but then also a couple of her influencer friends which was so strategic for the brand but also just like page was said in our previous episodes the friend group like people want to feel like their show is on and they're along for the ride but I think the biggest question this weekend has been who the heck is Swan Beauty and how did they pull this off um Swan Beauty is a beauty technology company so their whole business model is a mirror that is powered by AI I was so confused by this like when I saw them going and then I looked at the website and I was like what's different between using this versus just using your phone but they do have an app where you can just like follow along with it like makeup tutorials or whatever they do.

6:48Jasmine:I like the idea of it, but I'm not spending, like it's super, it's a really high price point for the product. This kind of reminds me of Mirror, the workout. Yes, it is by Brynn. You know? Who's been on the show? Yeah, by Brynn. Yep. So I think this Mirror retails for$795. And I know Bridget posted recently on her TikTok and said like, if you are not sold on the Mirror itself, you can download the app, you get a free month of my code. Like they are trying to make inaccessible even though the trip was obviously extremely gaudy and maybe not people are saying it's not entirely relatable but that wasn't the point like the point wasn't for it to be relatable because Bridget's content is super aspirational so anyway Colby Mitchell is a former medical sales professional but she is the founder of the business and her I want to say fiance or husband his family office is the owner of the private jet so colby didn't go and like charter yeah she didn't go and charter this private jet and and you know write it off this was like a favor it was borrowed it's like that's a totally different working with a family office is a totally different scenario than just you know throwing money at an influencer partnership and kind of hoping it sticks um so the brand launched on january 14th 2026 so their baby baby brand um and i think the app costs 94 a year so the ai skin analyzer on the mirror i think is like the big pull that's kind of what people are most interested and intrigued by um and i think it also touches on like hyperpigmentation wrinkles um acne uv spots and people will pay tons of money to go to an esthetician and get that feedback.

8:33So I guess that would probably be a big poll.

8:36Jasmine:Oh my gosh, I have so many thoughts about this. The first one is, my first question when I saw this was like, where did this money come from? Where did this brand come from? Like, I've never heard of it. I didn't see any, you know, I didn't see any headlines about them raising money or anything like that. But it makes sense that it is funded by a family office, which I think is actually a way that a lot of brands that you don't hear about actually do have that backing behind them. uh so that makes so much sense that they didn't actually you know they didn't have to charter that plane but even so like four-hour flight fuel maintenance all the things like it probably cost you know nearly eighty thousand dollars to operate the flight both ways um that's not nothing plus whatever else they did for that partnership so you know it would have been an expensive in terms of influencer marketing that's like an expensive bet to make that you're going to have this viral moment and go all in on one, like one creator essentially for a partnership and for your launch.

9:36Jasmine:But I want to know what you thought, Paige, like, you know, why do you think that this cut through so much and what were you seeing and thinking when you're seeing this content over the weekend? Yeah, no, it's so interesting. We've been talking about it here, like as a team And we've seen other brands that have chartered private jets very recently. And you don't see anything about it. Like it just is kind of like a thing that happens. So, yes, it's like the extra extra extravagance of this trip. But I also think a part of it is like so strategic that we've never heard of this brand before. You know what I mean?

10:12Like if it was Poppy or something like that, like obviously it would be a big thing and we'd be talking about it. But I think that like the real virality and the intrigue has been around the entire like mystery of it. And I'm curious to see like the longevity because I don't know about you guys. Obviously, this is genius, like would die to do this for our brand. But I don't know what I like expected the brand to have in terms of following. Like I think I maybe expected them to have more followers now. I think last I checked, they were at like 2 ,000 or 4 ,000 followers. 4 ,000, I think they are now.

10:45which is great and obviously like there's so much more roi than followers but like you think about going that viral over so viral yeah right like you don't get more viral than that as a brand

10:58Jasmine:the thing that i think is interesting i look at that brand trip versus like tripping with tart or like one of the tart brand trips which to be honest i don't really engage with i think you have to be like pretty online or like really be like following one of the girls on the trip to be into that and how this brand took cut through and it made me think about the way that we're all so immune to SponCon and um ads and I feel like we're really looking for that more everyone's like more authentic more raw content but this was that like you felt a little even though it was like absolutely obscene and like cost of living and like all of the things and like fuel crisis and she's got a private jet and you're like oh this is a lot I did see some pushback but I saw way more like no girl good for you that's amazing like we love this and I think it's because it they the brand like tapped into that like that special life milestone for her and I think that's so just really clever compared to putting on a brand trip that feels super branded it's kind of like inserting yourself into somebody's personal milestone and in this kind of era where everything is content and everyone's lives are like these reality shows on the internet whether you like it or hate it it does feel like that is anything is up for grabs to be sponsored now and like we're gonna see a sponsored wedding soon we're gonna see you know it's all like it's coming totally and I think that's why it works I'm curious what you think Nat from your influencer 360 view like I find myself a little bit tired of the brand trips where it's like we do a beautiful dinner we go by the pool like it's all lovely the mirrors are branded but it's like what is that impact when we've seen it now a hundred times kind of like what we're talking about a few weeks ago on the Coachella conversation where what you said Jasmine like plugging into like something authentically going on in this creator's life that bride content you guys know it's been like so viral these last few years that I'm not surprised that it was such a hit and I think we'll see this as more of a trend of like plugging into like the big life moments I I don't think that if they would have done a typical trip in the same exact way with the same jet with the same villa with all influencers it would would it be the same like impact no it would have it had to be that it was a bachelorette trip it had to be that there were other girls in her friend group not just influencers.

13:29It was like the perfect storm, the perfect mystery. Do I think that over time it will convert to sales? I don't know, but I do know that I've seen the founder Colby say multiple times that her goal is recognition and she certainly got that. So think time was just going to have to tell.

13:44Jasmine:And you've got to think like when you're launching a brand, you've got, you know, you've got some things that you're asking or maybe you have some, um, like you're a founder who can be forward-facing representing your community you can be creating that content and you can get the connection that way maybe you have like a celebrity co-founder maybe you have money like whatever it is that you have you need to use it I and really like wield that as the weapon to be able to get that cut through in the beginning and what they had was money and so that's what they used and it's kind of like you can buy that cultural relevance if you have a really like smart marketing and influencer marketing manager I was followed started following the influencer marketing manager does anyone remember her name I saw her posting a lot over the weekend about her emails blowing up and just like scrolling through her inbox after this brand trip went live and she obviously is the one that came up with or orchestrated that she has a following of her own so I wonder if she already had a connection with the influencers but what a genius move by her and And I don't even know what my point is with that, except that it was interesting seeing her perspective like behind the scenes as this influencer marketing manager who's like just orchestrated this dream brand moment.

14:57Yeah, I bet they're super happy. I think honestly the reaction couldn't have gone better. So I'm excited to follow along and see how this translates, you know, in the months to come. I think it'll also lead for them.

15:08Jasmine:We've got to think about like when you're trying to get those moments of this is what I was trying to say before. But like those moments of massive brand awareness, what comes from that? you know you can either have a coordinated gifting and marketing campaign over a year or you can do this and like if you it's a bigger swing but the risk could really pay off in a big way you know any anyone that they reach out to for press is opening their email now whereas before they may have been a bit like a bit of like maybe a bit like daggy or brand and i don't really know them and whatever now they're opening that email retailers are now reaching out to them like Like they immediately, if they need more funding, like they're going to have more opportunities to do that.

15:45Jasmine:It's like this big moment of brand awareness has given them this window now where they can parlay that into real business opportunities. Even if they only got, you know, 4 ,000 followers from it, what they will have is this long tail of people opening their emails and wanting to do business with them because they've got this halo effect of cool factor from the partnership. So I think that that is actually the really big payoff. I love it from an editor perspective. If I got that in my inbox, oh yeah. yeah i'll be like i know you i think that is so valuable they're getting all the podcast invitations right now like i'm dming them like come on our show you know okay let's move on to the next story because this is the other thing that i saw happening over the weekend and it has to do with the fashion brand park so they had they dropped their target collaboration and i'm just i wanted to talk about it with you both because i'm curious about the timing here uh park if you don't know it they are one of the most interesting direct-to-consumer brand stories over the last few years uh chelsea park gold she was um chelsea park kramer before she's been on the show before and she built a 16 million dollar fashion brand that is 16 million in annual revenue she built it from scratch from her phone on tiktok she started with only a few thousand i think 10 000 followers and has built a following of her own as she's been scaling the brand she's never spent a dollar on advertising it's just one of those like wild kismet kind of brand stories where things just seem to blow up.

17:09Jasmine:And this week she launched this very like grassroots, cool girl TikTok brand to the masses with a Target collaboration. And I think it's interesting because I look at brands that do like diffusion lines or diffusion collaborations. You look at all of the Uniqlo and Zara and H &M and Target collabs. And they're usually, I think like quite bigger fashion houses that have a lot of brand equity so that when they partner with someone like a target, they have a lot of brand equity to kind of to spare that they can like pour into this partnership. Whereas I think sometimes earlier brands, that relevance is not, it's not a given, like it doesn't have as much depth to it.

17:53Jasmine:And I do worry that sometimes when earlier brands do these kinds of partnerships, you can kind of like leak that cool factor a little bit. And it's an interesting decision, I think the timing of this, but Paige what did you see happening of the weekend with this or do you have any background for us I know that you guys are in Target yeah no I've been like so fascinated by this so it was a few days prior that Chelsea and the park team had announced the collab and then it launched a few days later so they have over 60 pieces or nearly 60 pieces with ready-to-wear accessories denim and their first ever swim which was interesting and like obviously so timely everything was or mostly everything was under$40, some things as low as$5.

18:37Jasmine:Wow. And it sounds like Chelsea was very excited to just kind of broaden the accessibility of Park, which I think is so fascinating. And I totally echo that jazz on like, leaking the brand or like there's a fragility to your like cool factor. And Park is one of the like it girl brands that is known for always selling out. And we'll talk a little bit more about why I think Target did this. But for why Park did this, I think that there is for these drop model brands. So Park operates very similar to if anyone listening, I'm sure you do, sees Lindsay Carter and what the set team is doing with their drop model.

19:16They do limited edition drops that sell out in like 30 seconds. And sometimes they get a lot of heat on the internet for you know not making enough not being accessible enough so I think that this is like such a loud and proud way to say like we're for everyone like we're a girl's girl we're for like a five dollar item at Target which I think is almost like the ultimate cool girl is being like such a girl's girl I hope it doesn't you know dilute their brand equity I haven't seen

19:47Jasmine:anything negative yet that's such an interesting um perspective and i do want to talk and talk about why it made sense for target but first nat were you watching i kind of missed the actual like launch moment i saw a couple of videos of like the empty racks and people um responding saying is this normal like it's already sold out and like the target at the park fans were commenting to be like, yeah, like this brand sells out in two seconds. So of course the collaboration was always going to result in empty shelves and empty racks in Target stores pretty quickly. But what did you see online or what did you see happening in stores at Target?

20:26I was seeing a lot of organic content of people doing just that in the stores with empty shelves, lines. And I kind of got the vibe that the people who were shopping this were already a park customer or aware of the brand. Like these weren't just, you know, Target shoppers walking around and coming across like the park stuff and then waiting in line for it. It was like people who intentionally went there the day of the job at the exact time lining up and posting about it, which again, like that organic content will trickle into the people who may not be familiar with park, but are the target shoppers.

20:59So again, like broadening those horizons is probably like a big part of Chelsea's goal. I did see also some more like influencer gifting and events. There was one near New York City that did, I think it was like a brunch or some sort of like cocktail hour situation. And that was where I originally saw it. And then once it dropped, that's when I saw like the empty shelves. And it kind of reminded me of the frenzy for the Trader Joe's bags. That was kind of like the vibe I was getting. Because if you didn't already know about it, then you were like, wait, what is this?

21:34Jasmine:I saw one video that was titled like I survived the park and Target drop, which made me laugh.

21:43like how did we get here um I also saw some hauls too oh yeah like people are showing what was the

21:51Jasmine:like was the stuff cute would have been Chelsea so clever it was cute like I want there was stuff I wanted I was like yes a little like getting ready like this is not what it is but it was like a little white like set and I was like this would be the best getting ready like bridal outfit like I did want it um and people said the quality was pretty consistent which is great for the price and they had denim like full full-blown park denim amazing well congrats to Park and Chelsea um it's always cool to see these new brands win but Peyton I'm wondering if you have any intel on like what Target is thinking by bringing Park on I feel like it is such an amazing get for them actually like even way more so than some of the like maybe more established fashion house collaborations I think this is a really big one uh why do you think they want to be doing this yeah so target right now is in the middle of their five billion dollar new chapter recovery plan so they're partnering with a lot of like social first brands obviously in like food and bev in our world now with this with park I would not be surprised if we see you know like I think we were chatting about in our group chat like a road collab someday or like taking a bite kind of from what's going on in like Alta Sephora.

23:05I just saw Target is launching Metacube. If you guys have seen Metacube, they're like the super, super viral K beauty brand. So that's really interesting. But what Target's SVP of apparel said was that Park is such a great example of cultural relevancy, a socially driven brand that we know will resonate with our consumer community means so much to that brand. So it's obviously Target is Target. Like they're huge. but I wonder you know if this is like a bigger get for Target than a bigger get for Park yeah I

23:38Jasmine:almost think so I feel like um at this point any any smart like established retailer is wanting to work with brands like Park that's that's just my perspective but I want to keep talking about partnerships because we're going to roll into the gap billion dollar comeback story and this has so much to do with collabs and partnerships as well. So this episode really is shaping up to really just explain like the power of collaborations and aligning your brands with other brands and how they can really rub off in terms of consumer perceptions of what your brand stands for, relevance, equal factor, credibility, all of the things.

24:14Jasmine:Because Gap was losing money in 2022. They were the brand. I think everyone had a bit of a soft nostalgic spot for, but nobody was really buying. And then last year they posted a billion dollars in profit. And I saw this headline go off and I just, I needed to scratch a little bit deeper because I wanted to know whether it was some like genius marketing and product and positioning move, or if they just like fired everyone, you know, and that's why they were able to become profitable. But it does seem that a big part of it, yes, they restructured some elements, but like a big part of it was their positioning, was their marketing strategy.

24:50Jasmine:And so I want to discuss exactly what they did and like what we can learn as people building brands in the world today. So a little bit of background, gap sales have been declining for years. They were kind of on that, on the, on the like cultural relevancy curve or brands kind of, you know, they, what goes up must come down. Like it's, it's very hard for any kind of brand to retain that cultural relevance for a long time. Nike's one that's been able to do it, but so many don't. And they were definitely in a decline. And then by 2022, they were posting losses. So it wasn't like the question at the time wasn't, does Gap need a turnaround?

25:31Jasmine:It was more like, is it even possible to kind of turn around this big retail giant? And then by Q4 last year, we saw sales up across Gap. Their full year operating income hit 1.1 billion, which grew over 80 % year on year. And their gross margins were the highest that they've been in 25 years. And the reason why this happened is because they brought in this new CEO, his name is Richard Dixon. And he used to be the president and CEO at Mattel. And he was kind of the guy that everyone credits with making Barbie have this resurgence and putting Barbie back into pop culture through marketing, brand collabs, introducing dolls of different like races and body shapes.

26:18Jasmine:And then he's come into Gap and he seems to have kind of worked that magic again. And one of the ways that he was really able to do this is through this collaboration strategy that, you know, we've been talking about a lot on the show today. Yeah. I've been obsessed with our collabs. I want to know, I need to find out who's in charge of all these because they've done everyone cool like they started with doan which is so cool mad happy i died over cult gaia summer fridays was recent and that was really cool they did gueneth paltrow and apple which i like love tapping like a family member it's just so instantly viral as in her daughter not the tech company right yes yeah yeah yeah her daughter apra paltrow um or whatever her last name is her last name is not how tardy yeah the cold play guy yeah cold play martin martin apple cold play yeah apple martin um no they've been so so good i think in a world it's like we're obsessed with like trends and almost like marketing trends and these like viral marketing moments like if you tap the right partnership it can so easily go and become this viral marketing moment something that we're working on always behind the scenes when we work with like different creators as like the face of launches but also thinking about like who are brands that we could collaborate with like an actual product collab I just think that's like I don't know that's in my world in my corner of the internet that's what goes so viral so I think collaborations go so viral yeah yeah exactly you did this so well at Benny can you what are some of the what like I know you've done you do kind of more influencer personality collaborations rather than like other with other brands is that right more to come more to come um working on some with other brands which is super exciting but that's its whole like own beast but what we've done so far is when we have new flavors launching we partner with a big creator and have them as like the face of the launch and it's something that they've gotten really excited about obviously we're so excited about but creators having a ton of ownership over you know like the campaign and the creative direction I think is an exciting project for them like we always get such good feedback um and it's become its own little like viral moment and that's what Gap is doing like instead of like making yourself cool and what we're doing it's like what can you do to kind of like hit yourself to like another brand another person it's like literally like back to the top of this episode but what shark beauty or whatever swan beauty you know yeah what can you do to create like the relevancy that somebody else or another brand inherently has um and gap has crushed it and the product is so good these days i'm obsessed with the gap you guys i feel like they're social climbing in a positive way in a positive that's literally what brand marketing is it's social climbing yeah i feel like it really they really are they're latching themselves onto these really great moments in pop culture just in music everything so I mean it's working and the product's good too that's the thing like the product has to be there yeah and I think what Gap has done so well is something that I'm trying to do with Benny is like they have tapped like overlapping but barely to me like audiences you know like a mad happy customer isn't really a Love Shack fancy customer to me at least and like Cat's Eye is like very different to like a Gwyneth Paltrow, Apple Martin, but it like all clicks.

29:45And I think that the non-obviousness, there's a better word for that, but like the creativity, for lack of a better term, of the collaborations. And then just like, it feels like they kind of come out of left field. You're like, oh my God, what? Summer Fridays. And then you take a step back and you're like, wait, that's genius. Like, I love it. Yeah. Speaking of Cat's Eye, I feel like we have to touch on the campaign that they did with them back in fall 2025 and now i mean cat's eye most people know them by now but i feel like fall 2025 they're right on that like edge when they were just becoming super cool and they did like a better in denim campaign and they did this dance to milkshake and it was totally viral it had i think over 8 billion impressions and 500 a million views.

30:32So it just like adds to this cultural conversation. And again, latching on to the group at the time, the CEO, Richard Dixon said that it generated 20 million views in the first three days, which is more views than the full length of their last four releases combined, which again, just goes to show like really latching on can take your campaigns, no matter how amazing those previous campaigns were just to the next level. And it's actually funny because Because when I was looking into this, I noticed that the choreographer of this dance that went viral, I think it's Robbie Blue is his name. He is such a well-known choreographer in the dancer world.

31:10So he did Tate McRae's revolving door music video that went totally viral. He did Dochi's anxiety video that went totally viral. So I actually need to know, whoever is choosing this choreographer, they must have been a dancer in the past. or like they just must know what who is the choreographer of these viral dances like you

31:31Jasmine:have to be so dialed in to know that what's his name i feel like this is such a robbie blue robbie blue yeah i want again like i grew up as a dancer so when i saw that i was like oh wait wait a second here like how would the gap marketing team even know that um which again just like they went the extra mile because they knew that would go viral and i don't know if you guys saw the campaign with jungle the music group i think it was 2024 when they first started getting really popular gap also collaborated with them and did another dance routine i'm not sure who the choreographer was but now i have to go check it out but that also made them cool yeah so i don't know it wasn't just the casting it was like the simple choreography people could recreate it they could share use the gap hashtag and then gap reported the gap brand reported a 14 increase increase in comparable sales in q2 of 2025 so i don't know it is definitely working page like one of the reasons why i love talking to you about this stuff is because you're doing this in your brand now and you don't have like gwyneth paltrow cat's eye budget you know but you're still able to take the lessons from this and apply it to your brand and i think that's where a lot of us are at right now so i'm wondering if you have any like hearing what we're all chatting about like if you have any takeaways like what can we what can we all be doing we're looking at this we're thinking okay I need to because I am I'm listening to this I'm like far out we need to be doing more collabs partnerships what are the steps to finding those people and making them like say yes to working with your brand because I think that's the that's the piece here where people are going to be listening thinking yeah well like amazing if you're a billion dollar company and you can get these huge like you know folks to to work with you and partner with you but if you're smaller how do you recreate that same halo effect around the brand when you do partnerships yeah no I love that question and thank you for your kind words it's been like honestly my favorite thing you guys can you're so good thank you I actually I'm flying to New York tonight to go film the next one um which will be great but one thing and like take my advice with a grain of salt I think that we have over like not over indexed but we like we are very frugal in many many ways but that is not where we are frugal um and I will get a lot of friends like friend brands that will reach out and be like how did you guys do that and I'm like x plus b a plus b equals c yeah like I paid them but I think um it's very classic female founder world your network is your net worth like our first creator that we worked with we'd known her she'd known the brands for years like I am a social climber like I you know like I'm trying like I'm building my network and I have no regrets but um and it's a mutual win for everyone but I think that like we we kind of have our eye on people and it's like how can we like continue to build that relationship for the next person and now it's kind of in a place that we'll get like inbound and folks like know a bit of like what we're doing in this flywheel and they're really excited when we reach out but we'll see like my now kind of like struggle with that and kind of like the network effect of it is we're kind of we're overlapping in a way that gap wasn't you know and hasn't been like we're overlapping with audiences more than I would like to so I'm like how do we jump to the next like pond and use what we're doing to the next.

34:59I feel like an athlete. You need an athlete, I reckon. Let's talk like. I was just thinking that.

35:04Jasmine:Olympics coming up. Like, get your athlete partnership happening. College athlete. I would love. Would love, would love, would love. So we definitely over index like on like paying the creators, but we do spend a lot on the campaigns themselves as well. Like we've learned now, like there's a reason why creators want to work with like this super expensive makeup artist because then they feel amazing and they go way above and beyond on their deliverables and they're sharing these photos everywhere because they feel gorgeous and you know when we do a billboard they're gonna like post it a hundred times because they're so excited that they're in a billboard which we're so excited that they're posting it so much so we've definitely that's my always tip to anyone working on like similar collaborations be it with a brand or creator it's like what is this person really excited about and we'll ask like the management team or the creator themselves like what is your like real goal for the year and they'll be up front like they will say like I want a billboard this year like that's my like gold star dream or like I want to create a direct to shoot and like I feel really creative and yeah it's like show me your vision board show me a vision board literally like send me a link like send me attachment and then let's make some of those things happen because that'll make you more likely to share the collab um that's very very interesting are you when you're paying for these like what kind of you don't have to ask this but like what kind of budget are we talking you don't have to answer it maybe not for the collab no I don't mind for the actual like shoot and the content and the marketing piece of it obviously not for the production of the product you're probably not going to tell us what the partnership is with these individual creators but like what does it cost to produce shoots like that yeah less than you would think at least in my head like we we again I'm really lucky you know we'll work with like the best photographers that like end up they're also Canadian I'm Canadian so they're like so excited to like scratch our back because like we're a small Canadian brand and I think a lot of people like you'd be surprised by how often folks in like different service industries want to almost like give back and are happy to like be a pal um I would say god maybe like 15k for the show okay give or take You see them everywhere as well.