The Story Behind the Skincare Brand That Changed What Men Put on Their Face | Mind Pump

28:39I mean, I've heard men are loyal. I'm loyal. You know, once I buy, you know, shoes or clothes or any, you know, brands that I enjoy that work for me, I stick with them, you know? So, so I know that we've always heard that, but yeah, our customers are super loyal. That's an interesting question. I wonder that comparing men and women, because women typically are better customers, right? They're buyers. They're consumers. But I bet once you win a guy over, we're probably more loyal to a brand. I'm so that way with everything. I find a sandwich, I eat the same damn sandwich. I find the same person who's left to do.

29:13My wife hates it. She's like, you want to go back to the same restaurant over and over? Yeah, it's boring. There's something to be said about once you win that customer over, they're probably... Okay, Adam, I want you tell them how we all how we all we started working with them well yeah how long has it been it has so you remember what year because it had to been pretty close to when you guys were launching were your first podcast you ever worked with i think so i think it was i think we did a few podcasts within a short period of time yeah within a 30-day mix i think you guys were one of four or five yeah yeah and i i remember when it came across myself my myself and i actually don't know if if Katrina was helping me this time, if it was all the way back to Taylor.

29:53But I've always ran the partnership side. And typically the way this looks is I do a lot of negotiating, talking to the partners. If I think it's something that's even worth bringing to these guys, I'll bring it over to them and say, hey, here's a company that wants to work with it. Try it out, see what you guys like. And I had got it. And of the four of us, I'm probably, maybe I'd include Doug in there too, interested in more of this stuff. They tease me of being the more feminine one out of all of us, right? So I care about how I look. I care about that stuff, right? Yeah, Justin washes Faith gasoline.

30:26Justin Sal doesn't do anything. And so I started using, I have psoriasis. And so, and I'm very anti all the steroid creams they try and give you, stuff like that. And you got sensitive skin. And I have very sensitive skin. And man, it's like instantly I saw a difference and I loved it. And I was like, man, I really like this. But I remember going, shit, these guys are not. neither one of these knuckleheads use anything like this and so i bring it to him for sure and i said hey i really like this i like this brand i liked everything about your branding your website i saw i obviously love the product and i said let's just try this and i don't even remember what i i originally pitched you guys on advertising because i think i believe i was like i'm gonna just give them a really low price because i don't want to i don't want to fail you i don't want to like, cause it could be flat and, uh, and, and convince the guys to at least try it.

31:20And, uh, I'm pretty sure it took off really, really well. We were sold. I'll tell you what sold me. So I'm a big science guy. So I looked at some of the ingredients and I'm like, huh, this is interesting. It's, uh, for me, I thought this is really good for the microbiome of the skin. That's what, that's where I came from. That's correct. Cause I know that the skin, uh, microbiome of the skin is very important. Um, a lot of people don't realize that there's a microbiome on your skin. and you know you had said something earlier about how your skin is one of the first things people notice well that's because the skin shows it displays a lot about your health gut health issues will show up on your skin liver issues will show up in your skin even issues with blood lipids will show up on your skin uh so that kind of got me interested but what sold me was you couldn't get two guys with more different skin than justin and i yeah like it was actually wild he's dry and ashy i'm oily and dark okay how can we have the similar results we used the i think it was the good yeah that's the serum yeah and both of us were like like i'm like oh it's oil it's gonna make my face super oily no it's like balance it out this guy puts it on and looks and we're just both like yeah i think we're sponges like i think we're gonna use this you know and so we were just totally sold yeah from that i also think that's part of it too is um and i believe this in the supplement market too.

32:37The supplements that do the best and show are when people can feel it right away. Right. So if it was like one of those products where it's like, use this for 30 days and we promise your skin will be better. And it's like, you know, what dude is going to do this every day, but it's like, you do it one time and you can kind of feel and see the difference right away. And so something that is like, okay, this is cool. And so, yeah, it was a bit of twisting the arm to get them to try it. They were open. It was funny. Yeah. And so they were like, They were open to it. But then the response that we got from our audience was just incredible.

33:10Were we a big part of that initial push to kind of get into that audience? Did that make a big difference? That opened our eyes big time. That your type of audience, people who are into self-optimization, into wellness and longevity, into fitness, that there's a customer base out there for us. And we tapped into that through your podcast It validated what we assume was going to be a really strong customer base. And now it's just been pure chemistry. It's been an incredible relationship. And your customers are some of our highest value customers. I imagine, too, because it is such a perfect marriage when you think about the storyline of what you did and what you try to do by creating a new market.

34:01What happens when this is similar to what's happening even in the peptide space and why we do really well for those companies is there's a bit of an education process that you need. Right. Like trying to educate men on why this is good for them. The microbiome of the skin. I understand that this is some of the things that I think that Sal, we do on the podcast so well because getting them. And then once you convince them to try it, you deliver on the product. So it's like, we do a really good job of explaining like why this is so good, how this is healthy, why it will work. And then when you deliver on the back end of, oh, it's a hell of a product, it's just this win-win.

34:37And it's been an incredible thing to watch. And we joke about it all the time about like, who would have ever thought that we would have a skin product as probably one of our number of partners. I don't think it would have worked if it was just aesthetic marketing. No, not at all. Yeah, I think the whole natural and health angle for men, that clicks because it's like, okay, this is functionally good for me. My skin benefits from this as opposed to it being just like, oh, I'm going to look youthful. I don't know a lot of dudes that talk like that. I got to say, though, it's just the weirdest thing.

35:09I've done a few ads for you guys, and they're true. They're honest. I've had people come up to me in the gym, dudes, and they've commented on my skin, which is very strange to have a grown man. But it's happened like four times. Yeah. And I immediately - You have great skin. You do. And immediately I'm like, oh, well, that was a company that I work with, Kelton. In fact, I've had people stop me and ask me if I was a spokesperson for you guys because the ads you run. Like, oh, I actually have a podcast that I run. So talk a little bit about some of the science that goes in to the products and the ingredients.

35:43The first product you had, was that the good? Was that the first one? Yeah. Okay. So what went into that or what's in that that makes it work so well? and let's kind of go through some of the different ones that you have now. Yeah, yeah. So the good, so being in Jackson, this is a cool story, right? Early on, my wife and I started to meet with local botanists. Botanists, somebody who studies plants, right? And - I bet you get great ones out there. You probably have some incredible botanists out there. Incredible botanists, ethnobotanists. Ethnobotanists is somebody who studies how humans work with plants for medicinal purposes and things in nature.

36:19that nature so we we had an idea of of you know could we find plants in the region that had skincare healing properties that we could use in our in our products and and working with the botanists there in jackson hole in the mountain west we identified several plants fire seaweed, elderberry, and several others, you know, that we started to test with labs that we're talking about with. And so with the green scientists that we worked with and the formulators that had, you know, there were biologists and all these really exciting academics and skincare experts, we put together like an ingredient list of over 2000 ingredients.

37:08Oh, gosh. You know, to evaluate and to think about, right? And with the intent to try and bring in some of these plants from Jackson Hole in the region. And the reason why is these plants that live up there in that region, they're called survivor plants, right? They're survivor plants because they live in really harsh conditions. They go away dormant in the winter, and they come back very vibrant in the summer, and they're full of antioxidants, right? Because it protects them from the, this is funny because you grow plants and you want to make them really strong with whatever, you stress them.

37:41That's right. Yeah. That's right. Interesting. Yeah. And so instead of like getting, you know, ingredients that are farmed, even if they're organically farmed, right? Wild, wild plants have a lot more antioxidants. And so we tested this, you know, to verify that. And so that kind of thinking and philosophy of science started to go into how we built the good. And the good was, you know, very, you know, naturally derived. You know, it was oil-based serum, which at the time there really weren't any, you know, oil-based serums for men or in general, you know. But when using that type of a product in that region, it just felt so nice on my skin and those that we tested it with, you know.

38:24So from there, we started to look at what are really high-end actives, like anthrazanscum, I think it's called. and putting those types of actives together with some of these plants, like the fireweed and et cetera, and then test it to see how it performs in the labs and then do an actual clinical trial. And the clinical trial is really the one where you go out to 40, 50, 60 people that you have no relationship with, that's run by a lab. They test it multiple ways through instrument testing, but also photography and surveys and all that to get real third-party validated results, right? And that's kind of how we got to a place of, can we really launch a product that we believe in, that we think is going to have repeat purchases, that's going to actually drive efficacy?

39:21And so that's where the brand started, you know? And then we unleashed, you know, really working with sophisticated formulators and scientists to bring in more of the plant-based biotech skincare. Got it. How the hell do you find guys like this? Is there like a Google-esque club? Or is this like a friend who introduces you to another? Yeah, research helps, right? So you meet these contract manufacturers. You meet these formulators. You look for scientists in the category on LinkedIn and things of that nature. and you start reaching out to them saying, hey, this is my brand, this is what I'm developing.

40:01Some will say, yes, we'll work with you. And some will say, no, we don't think you have a shot and you're not worth my time. And as we've grown as a brand, we have access now to the top vines in the industry who have built the best brands in the space. How many of the actives or the plants and the good are from wild grown plants? Is it a big percentage? There's about four that are in the good that we— That you have to get from the wild. Every summer we have botanists who are wild harvesting. I was just going to say, how does that— Like, we just got to go out into the wilderness? So they go out into their wilderness.

40:39They go to their patches. They know where they are. And they wild harvest. And they do it responsibly so they don't get the whole patch. And they get a part of it so it regenerates. And they do this all over in different areas. Oh, my gosh. Yeah. So how does that work? Do you have to buy land to do this? or are you able to do it on? So they have their regions, right? Oh, okay. They have their, you know, relationships with wherever they go and they wild harvest. Are there popular or commonly used actives in other skincare products that you guys don't use? Like retinol. Do you guys use retinol? We don't use retinol.

41:14Why? We use like plant-based retinols and things of that nature. Because, you know, a lot of this I just, you know, test on myself. Whenever I use a retinol, my face gets extremely chafed. That's right. and it can't kick it. And the thing with retinol, you have to keep on using it and using it because it basically eats away. It kills the top layers of skin. Yeah, it kills your layers of skin. It's like when you get a scab and your scab goes away and you have that white or the pink. It's the same thing with your face and you have to go through that process for like three weeks or something to that effect.

41:44My face can't handle that. And a lot of men that I know can't handle it either because they have like sensitive skin. So we stay away. And that's the thing when I was testing you know, a lot of women's products that had some of these really advanced, you know, high grade, you know, ingredients in there that do these pills and whatnot. They're harsh. They're harsh. You know, that doesn't work for me, you know, and the people, my friends that didn't work for. So we stayed away from some of those, you know, but there are actives that are more gentle, right. That, that can work with a male skin type.

42:17What, so here's why my wife switched, cause she's used all the other stuff. She's obviously a woman, so she uses female stuff. And now she switches over and uses primarily, if not only, Caldera Lab products. She says it doesn't feel like it's forcing her skin to look healthy. It's almost like it's just encouraging it to look healthy or it's just becoming healthier, whereas the other stuff was harsh, I think, would be the right word. That's a great point. This whole anti-aging thing, right? It's kind of bullshit, right? Right. We're all aging. Right. You know, you know, we have anti-aging products, but, you know, they're healthy aging products.

42:59You know, that's a great point. You know, it's healthy aging. Right. And I think that the content that you produce. Right. It's like, you know, you're trying to help people age health in a healthy way, wise way. Right. And that's what our products do. Like your wife points out, you don't have to go through this whole week or two of looking. It's like waging war on your skin to get it to look the way you want. You're going to use it and your skin is going to feel healthier in days or weeks for most people. Well, the first time. You mentioned exosomes. I know this is a big talking point now. Which one of your products is high in the exosomes?

43:42Is it the, which one is it? So last year, we brought to market two products, a new skincare serum called The Great and a new moisturizer called The Hydrolare. The Hydrolare, that's the one, okay. And so both products have our new patent-pending exosomes. And we built those specifically for male skin. And so exosomes are really small and they're a delivery system. and what that means is they can go significantly deeper into your skin dermis to the places that really need the ingredients right and so that's what the exosomes do the delivering it's a delivery mechanism right and they can hold a tremendous amount of um uh like fluid or moisture i think it is right so right yeah okay yeah all right so so you have the base layer hydro layer the good What are they all different?

44:39Or how are they all different? What are they all good for? Yeah, so when we first built the line with the good and the base layer, it's for more drier skin, drier climates, right? But, you know, we missed out on a certain skin type, you know, which is more normal to oily skin, right? And so as we started building the business and we were getting, you know, interest from our customers saying, hey, you know, I have oily skin. I live in Miami. I can't really use your products because, you know, they're built for, you know, more of a drier skin type, a drier climate. Right. So that was one of the reasons why we started to go down the path of, okay, let's build new products, but let's also add even more intensity of new biotech ingredients and continuing to advance the innovation forward.

45:30So that was the great and the hydrolayer that we brought out last year that are crushing it. Are they doing really well? They're crushing. How's the growth of the company been since you guys started? It's been exponential. This year, we're having our best year. We're growing high double digits. Wow. It's profitable. We've tapped into this movement of longevity and self-optimization, wellness, that guys are more into taking care of themselves and self-care and skincare being that one piece to kind of finish it off, converting men who've done all these things. Now skincare is like that last piece.

46:07So the business is tapped into that movement and the acceleration is really exciting. We skipped the one product that I absolutely - I was just going to bring it up. We absolutely, I absolutely love - He raves. And always talk about, and I'm always telling these guys that they have to use it more, is the bar soap. Yes. The body bar. I have never had a natural bar soap lather. My biggest pet peeve of natural bars of soap is it feels like I'm doing nothing. And I know the lather and the foam and toothpaste and all that shit is made up to make you feel like you're getting cleaner or soapier, but it doesn't matter.

46:49There's something about it that I just, I like to feel and see. It's a really thick, it's like a luxurious lather. I'm so fascinated by how you did that and why nobody else that has natural soaps can make a lather. What is that? So, you know, you don't have to give away the secret if it's actually a super secret. It just goes to our core of our product development process. We take a long time to build products to make sure that they kick ass. Yeah. And it's like, well, how do you make a bar of soap kick ass? Try it and you'll see how, right? And so, you know, it took time. We went to the best soap manufacturer in the industry and said, you know, we want to build the highest performing soap in the market for men.

47:27And here's what we want it to do. And here's the ingredients that we want in it. And here's what we don't want in it. and here's the experience that we want. And it took time to get there, you know, because these things, you know, when you create them, you know, they have a different experience or they don't last long because you have all these, you know, ingredients in their own natural or these actives and stuff like that and it changes colors. And so you have to go through iteration after iteration after iteration to get it right. And it took a very long time to get that bar soap to perform.

47:56Okay, so does it perform as well as I feel like it should because I feel like it's one of my favorite things. He's always going to talk about it. Yeah. Yeah. No, that bar soap. I mean, I have, I have two more behind me that are, there's one right there. It's coming home with me. I mean, I go through it. It's my favorite product. Yeah. Surprisingly, that is becoming one of the hottest sellers for us. Well, for me, I think that's what it is, is that I've forever, I like natural soaps. And so, and when we go different places, I always try different ones and, and they're crazy expensive sometimes for these things that I try.

48:30and the thing that I always hate is that I feel like I'm just rubbing wax on my lawn. I can't see anything. I'm not sure if I got any. I'm telling you off air, this guy who talks about your soap, we tease him about it. Because I've never seen it. I've never seen natural soap like that that lathers last as good as it does. Are you guys growing in the female market? Is that starting to grow? Because I can think of another brand that off the top of my head that went after men in a market that was like everybody thought they were crazy and they blew up and now they're reaching the female market as a result.

49:09Are you guys seeing that? Yeah. Yeah. We're absolutely seeing it. You know, whether they're buying it for themselves or for their partners, you know, we don't have that visibility. We know around like, you know, the holidays that happens a lot, but it is a growing percentage of our customer base. But the men's side is that's the bread and butter. That's really where, who we were building product for, what makes us unique, and where we're seeing the growth. Now, is there consideration, though, to dabble on the other side? No. No, I think we're going to stay in our lane. Yeah. Yeah. You know, when brands start to go off into different lanes and do all different types of products and things, we're never going to do supplements, you know?

49:48Yeah. We're never going to start going to things that, like, you know, we don't know that well, but maybe it's hot right now and we're seeing other brands do it. You know, we've always been told by really smart investors and things like, you know, that once you see a brand start doing something that's not quarter their, their, their, their brand. Yeah. Right. What brought them here. That means that something's not going well. Right. Right. They're getting desperate. They're just looking for LTV. So anything in the future? Yeah. What do you, are you working on something that you can talk about?

50:19Yeah. Yeah. So body, we're going to continue to lean into. You're going to see more products there. Skincare is always going to be our core. That's always going to be our core of the brand. We're always going to be innovating, bringing the best ingredients, the formulations. We do some hair care as well, right? Oh, cool. But I think what you'll see next from us is a deodorant that's going to come out later this year that we've been working again on for a very long time. We wanted to nail the experience of it. you know, wanted to put the highest quality ingredients in there and, and, you know, no white residue, you know, like the amazing scent, but being natural, you know, Oh, I can't wait to see that.

50:58And so that, that's something that we're pretty excited about, but our skincare products, that's really where the real innovation in science is taking place. And then it's, I mean, you said you tested several podcasts, our experience with our partners that have tested a podcast, we tend to ruin the experience for them for a lot because nobody ever is like our audience. And so do you, are you with the same partner still? Is it, have you bounced around? Is it just us? Like who else are you working with in the podcast space? Are you guys still testing that? What's that look like? We, we, we spend a lot in podcasts.

51:33Yeah. Yeah. That's a, it's a nice channel for us. It's an authentic way to get in front of customers that we don't touch in social and in other means that we're advertising. And so yeah, Podcast is a very nice channel, but you guys are, you're, you're number one. Yeah. You know, your audience is number one. You trying to renegotiate the contract? No, we've got a great partner. I mean, you're a, number two. Number two. He knows I know it'd be live. Careful, you're doing a man. What's your top seller? Top seller is still the good. Okay. Our hero, our hero scale. Is it just because it's the hero and it's been around the longest or do you think it's just truly that it is the one that everybody.

52:12Yeah, we've built up a really big customer base with it. You know, it's been around since day one. It's, you know, really what we put, you know, all our creativity and all our innovation into. But, you know, the great and hydro layer, you know, those are coming up quite quickly. The ones that we launched last year. But our core skincare, you know, the top one. So, you know, the good, the base layer, our cleanser crushes it. You know, that one's huge. you know eye serum those are the products you know that that drive the most volume for the customer and that's exciting for us because you know as a brand you're you're the score of your health of a brand is like you know how well are your core products doing in your core category if that's doing well then you're doing well as a as a company well i'm going to take it on as a personal goal to make the bar soap a top three because i think that that's the one that people are missing out on.

53:09I just think that, first of all, I don't know any dudes that loofah or use any other, like, well, Doug probably does. Body gel stuff. So most dudes are bar soap guys. Yes. And it is the best bar soap I've ever used in my life. Thank you. So, I mean, I'm going to. I got to say too, because I know that, like, you know, you got the good, which is, you know, kind of oil-based, then you have the base, which is a little more matte, and the hydro layer, which is kind of more. I've used all three of them. I actually use, I have all three of them at home. And depending on which one is closer to me, that's the one I'll probably use.

53:43My skin is relatively oily. They all work great. And what that tells me as somebody that likes to look into the science of products and stuff is that they're all good for my skin. So whether your skin's oily or dry, if you use something that improves the health of your skin, it's going to be okay. It's going to work. Whereas I think other products are like, this is for oily skin. This is for dry skin because it's almost like chemically forcing your skin to appear to be different. Whereas I can use any of your products. I can use any of them. And they all will look good on me. They all make my skin look better.

54:16My favorite is definitely the good, but they all work really great, which really speaks to the fact that you guys understand skin health. Do you get any feedback from – so it's been huge for me for my psoriasis. I stopped using any steroid creams, anything like that whatsoever, and it's been incredible for that. Do you get feedback from clientele that are using it similarly like that? Absolutely. Okay. Absolutely. Yeah, I think it's great for that. I know that sometimes with stuff like that. We're not allowed to say that. Right, there's laws and rules around that stuff. People write in emails and they leave reviews and you just feel good about it.

54:55We can't promote it, but we feel good about it as a brand. That's why I figured that you guys can't make, because obviously I'm sure you would advertise it if you could, But I mean, I talk about that. That's what I use it for. And it's been awesome to get away from any of those steroid creams. I've gotten messages from our listeners who've used your products who have acne and it actually helped their acne, which is wild. Yes. Because you would not expect a moisturizer or a serum or anything like that to do anything to acne. Yeah. But again, I think it has to do with the skin's microbiome because that has a profound effect.

55:28Yeah. Skin balancing. Yeah. Yeah. Do you get messages from people about that kind of stuff? Absolutely. Absolutely. That's wild. Yes. That's really, really crazy. Yeah. So where's headquarters? So are you based in, is the headquarters in Jackson? No. So we launched the company in Jackson and then we moved it into Austin, Texas in 21. Okay. Yeah. So now it's in Austin. Okay. Yeah. And then what's the team look like now? Do you have, I mean, I know you built your in-house team. How many employees are you guys at right now? We have a little over 20. Okay. Nice. Nice. A little over 20 and a bunch of consultants.

56:00Most everybody in-house? Everyone's, so we don't have an office in Austin. Everyone's virtual. But our employees are employees and they work, you know, they live throughout the country. But yeah, it's a small but mighty team. You know, they're super talented and everyone, you know, loves the brand. They believe in the brand. They are part of the product development process. They see like how long it takes and how complicated, how sophisticated it is to actually build these products. How we test them, all these clinical trials that we do for all the top ones. Yeah. You know, so they know that we're just not like a marketing company.

56:33They know that we're actually a skincare company building real product, real innovation. Yeah. You know, and then we've learned how to market them well, you know, and how to find a customer. Is your typical consumer, obviously guy, interested in health, fitness, wellness, age range, 35 to 45? Is that what I would guess? Yeah, you know, 35 to 70 is kind of that range, but 40 to 60 is kind of like our sweet spot. Oh, it's us. Yeah. Yeah. Yeah. Because, you know, when you're in your 30s, you can still get away with using, you know, little to no products. You know, maybe just a cleanser. Maybe it's a bar of soap.

57:06You know, and then your skin starts getting a little dry. And you maybe start using your body lotion on your face. You know, I did that. You know, I know a lot of guys do it. And then you start to think about, well, shit, you know, I'm starting to see stuff happen. Maybe I'll try something a little better. And you go to, like, another product. Talk about the clinical trial. Because I love, I've brought that up several times on the show. It's on your website. And it talks about, it was like over 90 % of the participants saw these pretty dramatic improvements in things like fine lines, wrinkles, skin quality.

57:35Are those expensive to run? How long did the trial, was it 30 days, 60 days? Yeah, so for our first one, it was somewhere between like 60 and 90 days or something to that effect. And we had, I don't know, 40 plus individuals. And we don't have any relationship with them. The lab's the one who engages with them. They're very expensive. They're very risky. Yeah, because you get bad results. You get bad results. You get better to use those. Exactly. The first one we ran, none of us on the team had ever run a clinical trial. So we were just like, okay, sweating, rolling the dice. But we knew we had a good product based on giving it to friends and family and stuff.

58:20And so, yeah, we went through that whole process of testing it through clinical results. And, you know, they do the instrumentation studies, the surveys, all that stuff. And then you get the data back and, you know, you're kind of holding your breath. And it came back incredible from that point. How many trials now have you done? Have you done two? I think we've done three or four. Okay. Yeah. Okay. Yeah. So anybody listening, you could go look up the, if you like data, the trials will show you. That's right. That this, it's legit. And although you mentioned the price point of the good, it lasts forever.

58:56You only need like a drop of that to cover your whole face. That's the part that's probably deceiving about the price. And I think somebody who might see it and go, wow, that's really expensive. It lasts a long time too. So you get a lot out of that. At least a month. For many people, it's like two months. Oh, yeah. If you're using it daily, it still lasts a month. Every other day or whatever, it'll stretch out much longer than that. Did you bootstrap or anything? Are you self-funded or did you guys take on money? So I self-funded it and then I got a profitable. And in 2024, we did a series A.

59:31Oh, you did? A small series A that we raised. Any plans to still take investments? Are you still trying to scale and grow? What's the... You know, we're fortunate enough to be profitable and growing fast and being able to manage it all on our own right now. We have a lot of high quality blue chip investors reaching out. But I think the strategy at this point is to keep our heads down and continue focusing on building the best brand we can. At some point, that might happen, where we look to really scale it even more so than it is now. But we're in a good position where we don't need it. Yeah, that's awesome.

1:00:07And when's Nordstrom? When does that start? So we launched in May. Oh, you did? We launched in May. How's it going? It's going great. Really? Yeah, we're one of the top men's brands. They're telling us we're potentially number two. Oh my gosh. Good for you. Thank you. That's huge, man. That's exciting. Now, was this a test, just a couple, and then it could go nationwide, or did you go all the way? Yeah, so we went into 33 stores in their top markets. And they've really partnered with us to be one of their top men's brand launches for this year. And so it's been exciting. We just launched their flagship in New York City.

1:00:43And it went incredibly well. You know, we brought in estheticians and, you know, we didn't know if we're going to be able to get people from off the street to come in and get facials. And they were. They were coming in. It was pretty damn wild, you know, and it was an exciting launch. Well, I love hearing success stories like yours. I love hearing about success stories from entrepreneurs with a good purpose and passion behind what they're doing. And we have a special connection because we started with you kind of early on. So it's been great to see, you know, kind of the start, the small company we're working with.

1:01:15And now I see you guys everywhere. People talk about you. So it's really cool to hear about all this. And I think this is like the beginning. I think you guys are going to keep just crushing, which is kind of cool. And expect more competitors. I think you've created a new market. There are a lot of competitors. Yeah, because you've kind of, you've shown people now that there's a market here. That's right. Which is good news. It is good news. You want competition. Absolutely. Bring more awareness to you guys. That's right. Yeah. That's what it's doing. Awesome. Thanks for coming. Thanks for the partnership.

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