The New Era of Luxury Fragrance with Eauso Vert

0:00Hey guys, welcome back to another episode of Skin Anarchy. I am so excited about the brand we're hosting today because it is all about finding beautiful niche options in luxury fragrance. I know so many of us are huge enthusiasts when it comes to finding fragrance and really falling in love with it over and over again, whether that's through pairing it with something else or just wearing it solo. It's all about that experience and that storytelling that draws you to something that you would utilize every single day and incorporate every day in your routine. So without me ranting too much, I would love to introduce you guys to the brand Oh So Ver, founded by Tanya Gonzalez and Faye Harris.

0:35So welcome Tanya and Faye, I'm so excited to host you both and to learn about your beautiful collection. thank you for having us yeah thank you for having us yeah it's lovely to host you both I can't wait to dive into the brand I'm a huge fan of it and you know I can't wait to learn about all the wonderful things that went behind creating the signature scents and all that but I'd love to learn about both of you I know you both have such a unique background in the beauty industry and especially business if you would kind of walk us down memory lane about how you guys linked up and decided to create a brand yeah so I originally I mean I've been in the beauty industry for a really long time.

1:10I specifically went to college for beauty marketing. I always knew that I wanted to work within beauty corporate. And I started out in beauty working for a company called Juice Beauty, which is an organic skincare brand, which is kind of where I learned a lot about certifications, formulation, etc. And obviously cruelty free beauty as well. And then I went on to work for Too Faced Cosmetics which is a cruelty free color cosmetics brand under the Estee Lauder Companies group who did recently been acquired by Estee Lauder when I joined and that's actually where I met Tanya back in 2018 working there so I was working specifically within influencer marketing so that's kind of where I originally built the network that we have you know today for for the brand and obviously I lived in the US at the time so I was there for about 12 years and then moved back to the UK sort of mid-pandemic I would say and so yeah Tanya and I like you know we would as beauty enthusiasts do always be talking back and forth about different products different brands what we enjoyed what we thought and felt was missing and yeah we talked so often about what we felt specifically within within fragrance that there was a bit of a gap there with luxury product that could meet you know the other the brands that we liked on shelves that also you know carried this clean clean product and yeah we talked about you know I guess having the opportunity to speak with creators in that space as well and hearing what they were missing out on and they would say often you know there's not enough I guess cruelty-free fragrance brands out there and that kind of started the conversation but we talked often about how we could kind of reimagine what fragrance would be through this kind of contemporary lens while maintaining this artisanal quality and also be clean and we knew we wanted to build a brand from day one that was also gender inclusive as well that was something that Tanya and I talked a lot about was like when we were younger we'd always wear men's fragrance because we didn't particularly like anything that was like floral too sweet or how we were marketed to so that was really important to us as well was creating something that was gender inclusive both in the formulation and product design something that could fit into anyone's home and you know that kind of evolved for us in the end where clean cruelty free practices and of course a commitment to sustainability sort of become table stakes and an added part of of the dna of the brand so i think since the launch which was in september 2022 that we launched osso there we've now leaned much more into what we felt was a bigger opportunity there to dive into more of this cultural storytelling through a fine fragrance lens and generate kind of a true human connection that we felt was was missing from the luxury fragrance space as well which is now you know really the essence of our brand and connecting that to modern lifestyles and values and sparking conversation as well within the industry.

4:17I love that. I love that. I love that you both come from this. I want to give Tanya a chance for you to chime in if you have anything to add. Yeah, yeah, definitely. I think one thing that people don't realize either. So while Faye, you know, while we met in the US, Faye is, you know, still in the UK and I'm based in San Francisco. So a lot of people don't realize that we're building the brand from two completely different parts of the world and have been from the very beginning. But similar to Faye, you know, my background is an unconventional journey through beauty, I would say I actually thought I was going to work in the music industry in Los Angeles made a move to San Francisco, where I would end up working at Sephora corporate.

4:56And that's really kind of where I got my foot in the door. And I think what is consistent across mine and Faye's backgrounds is that, you know, we were both separately before we knew each other, we were both kind of observing this transition of a heightened awareness of consumers. I mean, I think a lot of people were really interested in what they were putting in their food or what was in their food. And that kind of made its way into skincare, which, you know, I, when I was working at Sephora, I represented several different brands on behalf of Sephora itself, would then eventually moved to kendo brands, which own brands like Fenty Beauty at the time, Bite Beauty, Marc Jacobs Beauty.

5:36So I was seeing kind of this shift of just wanting more transparency in ingredients, not just in your food, not just in skincare, but then makeup. And of course, fragrance was kind of a category that was slow to follow, but we knew eventually would make its way there. So my background had always been in more brand and digital marketing. And beauty was really, I think, a place where I found myself really interested in the ever-changing landscape. And so when Faye and I met, it was really a collection of all of our different life experiences up until this point, and us looking at each other and saying, okay, everyone's asking questions about what's in fragrance.

6:19People are frustrated with the fact that this term fragrance is kind of a catch-all for several different ingredients that may, you know, not necessarily suit a certain person or, you know, people want to know whether their fragrances are testing on animals and how do you develop a fragrance brand that is not just claiming it, but actually walking the walk and has the proper certifications in place. So I think our meeting was really kind of this culmination of all of our different life experiences and all of the feedback we were hearing, not just from in market, but the consumers and also creators we were working with who felt that there could be more so yeah yeah no that's really I I love that you guys have this like the start of it is like this because I feel like for a long time fragrance was something that you know a lot of these really large brands and there's nothing wrong with them I'm just saying like for me as a consumer it seemed like large brands or these big labels would create products right or create scents and then just kind of throw them out there and be like here and you will love this you know and it was like a lot of times for me as a consumer it was like I don't love it you know I really I don't love it because it doesn't feel unique and it doesn't feel there are a lot of things you know a lot of aspects you know as a consumer that I looked at a lot of them were what you were mentioning you know Tanya where it was like I don't know what's inside this you know and I have very sensitive skin so for me it's it's more important I think maybe than the average consumer that a product is really clean you know because I will have that reaction, you know, that rash or that breakout or something will happen.

7:54And so a lot of times it felt as if fragrances were kind of forced upon us in a way of like, oh my God, look at all this beautiful stuff around this. And if you don't love it, you must be crazy, you know? And that's how it felt in the industry for a long time. So I love that you guys have this cool beginning and you have this like really connected, you're a very strong connection, you know, in the sense of like you want to bring something different out here and do something different that's very cool yeah absolutely yeah so I want to ask with that being said with a lot of the niche fragrance brands that I've had the opportunity to speak to you know building it can be really kind of rough you know it's it's a big industry and I know finding the best perfumer and like how was that for you guys like you know when you decided on doing this did you have to go pretty far to find the perfect fit for you as far as who's going to actually create the perfume and and go about it, especially since it was a clean brand that you're creating?

8:50Yeah, I think I'll kick off and then I'll point to Faye because she actually is one of the reasons why we ended up with the fragrance house that we ended up with. But what's interesting about our journey is we initially set out to create this clean fragrance brand. And as we continue in this conversation, you'll learn that we kind of ended up in a very different place. We do still formulate clean fragrances. And that's really at the core and at the center of what we do. But we like to say that we have complex fragrances that happen to be clean because for us, it really is table stakes. But when we were initially searching for the right partner, I think for us really were thinking about how can we align ourselves with a perfumer and also with an organizing body that is doing the due diligence that we as two individuals who have no connection in the fragrance space.

9:41Like we had been working in beauty, but never had worked in fragrance before. So for us, it was really important to partner with someone that could develop the fragrances in the way that we wanted to develop them. So at the time it was Credo Clean, IFRA to EU standards and Sephora Clean as well, like really checking the boxes and making sure that we were aligning ourselves with, you know, these brands and organizations that were doing the hard work of creating these standards because there is there's still no standard in in fragrance or or clean fragrance i should say uh so you really have to outline what that looks like for you so for us that really was kind of the basis and foundation for how it was that we were going to look for a particular partner and we vetted several different fragrance houses actually the original house that we thought we were going to work with ended up turning us down because we were too small we didn't have a deal with someone say like Sephora and so kind of where that led us Faye do you want to share kind of how it came to be that we ended up partnering with IFF?

10:47Yeah I mean so we were kind of at the right place at the right time with with IFF somebody from a different fragrance house that had actually turned us down but really enjoyed the brand and the brief that we had shared had recommended you know why don't you reach out to IFF I had heard that they are you know launching a new a niche department within within IFF and perhaps like it would be a good fit and so I of course followed up on that and that took a few reach outs for us to do that and to get a call on on the calendar but we eventually met with Pascal Algaran who's our perfumer who we worked with on our first collection from IFF and yeah he of course was heading up a new niche department within that and felt really connected to both our brand and our debut collection brief and so yeah that's kind of what kicked off the call and what ended up being a five fragrance collection that we worked with him which was our first collection which is all about escapism and the people places and things that connect us and so in particular we Tanya and I had talked about a particular mood and feeling that we wanted to create within one of the scents from that collection and he recommended vanilla as a fragrance profile that we should look at and that's something that we originally kind of turned our noses up at because it's not something that we neither of us liked you know we typically stood away from from sweet fragrances and gourmands that we felt were difficult for us to like and he said to us this is a great challenge for us all and that he really wanted to work with us on and knew that he could change our minds about which he of course did so you know I think when you put so much of yourself and your vision into building a scent you have to have a personal connection with the perfumer and so we were we were really really happy to to work with Pascal on that yeah that's Yeah, I mean, that's really cool, though, that you, it was kind of like, you know, the right place at the right time, because I think that I've heard that as well, that you have to have like gigantic budgets, you know, to work with some of these fragrance houses.

12:59And I'm just like, well, that doesn't leave very much room for those people that want to really innovate, you know? Yeah. and distribution, which was another, I think it was like a really big learning for us. I certainly learned in that moment, like when Faye reached out, even though we had heard no from someone else, she still made an effort to find a way to make it happen. So you really don't know, like if you don't ask the answer is always going to be no. So that was like our first lesson. And then secondarily to that, I mean, Pascal wound up being such a wonderful partner for us. I mean, And he is someone who is very much aware of how to develop extremely well-balanced and complex sense with a limited palette, right?

13:40I mean, you're just working with a limited palette if it is going to be vegan, cruelty free, EU certified, right? Like there's going to be these different elements that have to take into play. And he is some, you know, I, it's one of those situations where I feel like things worked out the way that they needed to. So it was really great that we wound up being paired with someone who understood the space that we wanted to be in and developed something really beautiful and, again, really well-layered for the category as is. I love that. Faye, you mentioned something about the vanilla scent, right?

14:10I mean, I'd love to learn more about that, how that was for you guys, especially saying, like, you don't really lean towards gourmand fragrances. I mean, I feel like right now vanilla is just the thing. You know, it has been. I think 2024, it was just absolutely everywhere. everybody had a vanilla scent or a body mist or something was going on you know um and for me vanilla I'm the same way I'm not a huge vanilla person but I feel like there's just sometimes you just come across that one fragrance and you're like okay this is my vanilla fragrance you know so how did you guys approach it you know not being very much leaning towards the gourmand fragrances how was that you know we almost say we say that this vanilla embers fragrance is an almost gourmand because it's not a true gourmand it's not quite as as edible and sweet as you might think but I think for us it was kind of how do we give vanilla its moment but kind of shed that sweet familiarity with it but you know have its have its comforting aspect still very present in the fragrance and you know we when we worked with Pascal on this he you know he's added certain ingredients and notes like aqua flora which makes the fragrance feel very fluid and very light and very airy we have orange blossom within the fragrance which adds obviously a floral aspect and and it makes it very light and also suitable for the summer months too so it's not like a typical vanilla where you're thinking about getting cozy for the winter and it has a cardamom on the top too so it has a bit of a spice to it so it's quite unique on its take on a vanilla fragrance I would say yeah that's really cool I like that I mean I feel like it can be very difficult to have like I mean I've tried vanilla in the sense where it's just like I I spray it on and I'm like that's it you know like I cannot layer anything with this I can't go anywhere with this is it but that's really cool that you have such a such a diverse you know way of approaching this that's cool so was that the first scent then that you guys created what was the first very first one no oh go ahead Tonya oh I was just gonna say um vanilla embers is one of our best sellers and So I think a lot of people think that that's kind of like the blueprint for the brand, but actually the driving force behind the brand itself is a fragrance called Purple Noon.

16:27And so Purple Noon was actually the fragrance that Faye and I intended to go out with when we decided to build the brand just in general. I mean, we thought we were only going to launch with a single fragrance and it was going to be Purple Noon. We were really huge fans at the time of these solar aquatic scents. I remember Faye and I, one of the first fragrances at the time that we were like always talking about we loved so much was the Tom Ford Soleil Blanc. And the one thing, again, that kind of comes back to what we had talked about earlier was us not really knowing like what was in the fragrance.

17:04Like I love this Tom Ford fragrance, but I have no idea like what's in it. And I have very sensitive skin. Like what does this look like for us? So Purple Noon is kind of like our, it's it was the brainchild behind the brand and one that I think again had been a culmination of like all of our fragrance likes up until this point but bottled in a single bottle it's Faye do you want to share more on like the inspiration and and kind of the the scent profiles as well yeah so I mean obviously not that anyone likes to mention like the pandemic anymore but I mean this is kind of at the time when we were creating this and I just moved back to the UK and in the US things were opening back up and I was like very much unable to leave my house also and you know we were both craving a scent that mimicked this feeling of warm skin basking under the sunshine celebrating the art of doing nothing like you know what we wanted to feel and also on a personal level I was really really missing California too which was very much you you know, my home for such a long time.

18:08And that scent kind of became a reflection of this blend of life, too, between us both now being in Europe and in California. And so that was very much, you know, the inspiration behind it too. And then also based on a 1960s French movie, or Plain Soleil, which translates to full sun, and not so much the story behind it, but the the aesthetic which is very much you know the sun shining on on water and and yeah that was kind of the the idea originally for this for this fragrance but we wanted to do it in a way that was a little bit unexpected of a solar floral so with purple noon it has this hint of fresh ginger at the top which gives it a bit of a kick in the opening which is quite unique for for a solar scent so it's not like this it's not like a creamy sun creamy type of solar but much more fluid than that so we ended up using coconut water instead of coconut milk for example which makes it much more lighter more airy and smooth and truly a unisex fragrance you know my my husband actually wears this as his like signature fragrance so i feel like i can't even wear this anymore fragrance yeah no this is really cool i'm looking you know when you look at the notes in this fragrance it's very I mean it looks like a very complex fragrance I mean you have the fresh ginger like you said but you have you know the Tunisian Neuroli and the Italian Bergamot I mean it's beautiful the way that you've crafted this and I'm a huge fan of all these like pinpointed things because I think that you know when someone likes more fresh scents I mean I guess you could say that or something that's just more floral you kind of don't have a variety in the industry every time I've tried like a floral scent it always falls in this realm of like a white floral that's super you can tell like it's just very very intense or you know it just never works out the way that I hope it would you know when I'm trying them so this is really cool that you brought so many different aspects together to create a floral scent you know I think there needs to be a lot more variety in this industry in this category specifically but it's very exciting to see that thank you yeah so i wanted to ask you guys this because you do have marketing backgrounds and i'm very curious you know when i see marketing for fragrance i always get a little confused because it's kind of like this used to be the commercials you know and it used to be like these big like i don't know over the top kind of visuals and now it's kind of shifted to the social media scene i mean where did do you guys see yourselves as a more niche brand with your marketing efforts like How does that work?

20:46Especially because right now I feel like the industry is very, very crowded. It must be difficult to carve that path for yourself and to carve that space where you can just stand uniquely. I think this in particular as well has been an extremely humbling experience because we both have marketing backgrounds, but we've both represented brands that have million dollar budgets, right? And then you go on the other side of things where you're two people. I mean, two years in, we're still, this is the team, it's Faye and I. So you go into something where you are really challenged in a way to make something work with very little and very few resources.

21:27So for us, I think there's a couple of things that are at play here. One is like, I think people really value the authenticity of the brand and the overall, like what the brand represents, which has been something that's been extremely, I would say gratifying for us. Cause you always hope that that would be the case, that people resonate with your brand because of the storytelling and the fragrances themselves, but you never know if that's how it's going to play out. And so I think for us, storytelling has been at the core and at the center of what we do and how we've been able to do that with like really low hanging fruit is through our social channels.

22:03And actually when we launched, when we launched the brand itself, we thought about what is a way that we can activate people on a really like on a larger scale with a very limited budget so what we did was in preparation for the launch of the brand itself we worked with our design firm and asked if we could develop essentially a coffee table book where we would ask different creators founders editors to share with us their favorite scent memory and we would put it in this coffee table book and launch it at the time of releasing Oh, so there. So what happened was we released this coffee table book and people were sharing because people were really excited to have their words published in a book.

22:50So it was a very, at the time, low hanging fruit way of achieving something on a grander scale without having to have this huge budget. So people were talking about our brand and saying, check out Oh, so there, and here I am published in this coffee table book here, you can read about my favorite scent memory. And so again, rather than having to pay individuals, 1000s of dollars to do a public post, people were doing it organically and authentically because they felt connected to the launch of the brand. So that's like one example of something we've done for launch, but for actual consistent marketing, I can hand off to fake, she's really been at the forefront of kind of handling how it is that we market the brand as it is today as well yeah I think having also built a network for a long time within the beauty industry and you know being so closely connected with different creators like that's been a huge part of our brand also as being like social and digital first and you know we haven't done to this day any like paid advertising we're a fully bootstrapped brand like as Tanya mentioned And we definitely don't have the dollars to be spending on that.

23:58But I think, you know, we spend a lot of time speaking directly with our community on social, which has been a really great way to make a real genuine connection and really listen and learn what people want and what they're into and how they're finding our fragrances, how they're discovering how they're speaking to them. And, you know, the scent stories that we put out there are so different sometimes to the the stories that people create on their own of what it reminds them of and that's been so interesting and amazing to hear and you know Tanya and I truly are the ones behind our social commenting and speaking with folks we don't have somebody helping us do that and so we of course do gifting as well to our community so sampling our fragrances and and getting folks to review those in depth has been amazing and we're excited about dipping into different categories of content as well and working with creators on get readies with me fragrance as outfits or art music and the connection to that and even things like architecture and travel ascent which is something that tanya and i we include that within our fragrance briefs as well as direction for each fragrance so yeah and then obviously of course like being able to dip into any trends that pop up as long as they kind of fit within our style and aesthetic you know it's not something that we want to do for every single trend that's not really what we're about but if it fits the you know the style and aesthetic of our brand we we do that makes sense on the topic of trends i would love to get both of your takes on this because i feel like right now the way i see the way that fragrances are selling is very like hype driven very you know like especially with something like tiktok where there's like five influencers that started off and then it just like snowballs and everyone's on the tiktok shop and they're just like buying the and i look at that and i'm like that's not even like i never thought fragrance would end up like that you know what i mean like that's my opinion is that you know i never thought like this specifically this part of the industry would would be there because fragrance is such a personal thing and it's so it's so important to actually like resonate with some of the things that I think you know Faye you mentioned this like in the storytelling aspect like there needs to be this connection that you have with what you're wearing at least I would imagine so and so when I see this happening I'm just like what is going on you know and then you buy these fragrances like I've actually from my own market research, I've purchased some of the ones that people are really hyping up.

26:34And I'm like, I just don't, there's nothing here. You know what I mean? There's nothing here. And these are, these are just like fluff and people are just, I don't know. And I feel like a part of that, you know, it's, it's confusing, right? Because you look at it and you're like, are people just really hungry for something new and fresh? Or is it because it's just hype? You know? So what are your thoughts around that, that kind of marketing and all that stuff that's going on this part i think has been interesting because again we come from skincare and makeup where in makeup you can see the payoff of something you can see there's a new shade being released but to your point that's not necessarily the case for fragrance fragrance is something so i mean you really have to experience it to believe it there's nothing that you can really be marketed to initially feel that okay this is like a safe blind buy right but people people are doing it.

27:25So I think there's, it's interesting to see the shift in the launch cadence that we're seeing the increase in launch cadence. It used to be that brands, you know, someone like Chanel would release a new fragrance every couple of years. And now it's like brands are releasing a new fragrance every month. Right. So that side of the industry that exists. And I think for Faye and I, it's definitely one of those things where you never want to compare because we just, even if we could be at that scale of releasing a new fragrance every month, I truthfully don't feel that it would be fulfilling in a way that would align with what our intention is for the brand.

28:10So I think we live in a very different camp where yes, these, there's a group of fragrance brands or a number of fragrance brands that are releasing new fragrances pretty consistently and very often. But there's also this other side where people are doing it much more thoughtfully, standing for certain ingredients. People are highlighting certain lived in experiences, whether it be through different cultural experiences. So, you know, we have a fragrance collection that we launched called Erencia, which translates to heritage and celebrates It's my Latin heritage. And I've seen other fragrance brands.

28:47There's a Vietnamese fragrance brand that is creating Vietnamese coffee fragrances, like these type of really unique lived in experiences that I think consumers are also interested in and also interested in going after versus just constantly being on this launch train, right? Where it's an evolving door of new fragrances that don't necessarily stand for or mean much of anything outside of just a new iteration of something that exists. So yeah, I think while that exists, we're very much in our own world. And I would say it can be an uncomfortable place to be because you feel like you want to, you know, keep up with the Joneses.

29:27But I think it's also a very humbling experience and in just making sure that we are fully aligned and fully aware of what our intention is and ensuring that we're consistent with that. Because I think at the end of the day that's really what we care about and it shows through in the brand as well which is why we've been able to resonate with so many people without having to release and launch so many fragrances back to back how do you feel about it Faye yeah I mean I think you know consumers are obviously seeking brands with like transparent practices and genuine stories and narrative or marketing tactics that don't feel forced and you know they are getting a lot more savvy about fragrance composition which is kind of what has sparked what you were talking about on tiktok right this kind of frag head community on social and folks going to detail not only reviewing scents and ingredient makeup but sharing like the best way to wear them what scents they're collecting and truly folks are becoming true collectors of fragrance and kind of using that to be a lot more experimental with scent you know newcomers to fragrance and trying scent profiles they thought they might not like, creating their own signature fragrance through fragrance layering combination.

30:40And, you know, lucky for us, there's this growing desire to explore niche fragrance brands specifically to find something different that reflects their individuality and expression through unique fragrance choices. It's exciting for a brand like ours and, you know, creating personal fragrance wardrobes that can tell your own story. Absolutely. I think that's, it's very valid you know what you guys said because I look at it and I'm just like there's no feeling of like almost like exclusivity that you feel or I mean for me I can only speak for myself so for me I know whenever I buy a fragrance or I really invest myself into a fragrance I spend time with it you know in the sense of like you're wearing it every day or you're experiencing it regularly in your routine and so you start to have this personal connection and I feel like you know Tanya you were talking about this, like when you're constantly on this train of like, like, okay, this one today and this one tomorrow, like it doesn't let you actually experience the benefits of fragrance, which there are many, you know, there are many actual very deeply rooted in science, you know, benefits of wearing a fragrance you truly love, you know, there's been neurocognitive studies that have been published about what fragrance does for us when it comes to certain neurotransmitters and, you know, just feeling how we feel on a day-to-day basis, whether that's happy or, you know, content or whatever it might be.

32:07There's actual research around this. So I feel like a part of that is discovering that fragrance. I mean, you had mentioned the Vietnamese inspired coffee fragrances, right? I mean, that's very special, like, as well, because you're bringing someone to a place, you know, and you're letting them experience a moment in another culture, you know and so like it's also cultural it's also it's timeless and so that's where I feel like fragrance is just this it's a place that's very sacred and it needs to remain that way you know and and that's how I feel as a consumer because I mean growing up I grew up in in America but I was born in India but I to this day have have memories you know of very specific Indian oils and like you know like incense for example like very specific scents that just will always be with me my whole life and I know a lot of us feel that way you know whether that's like the smell of your home or the smell of your grandmother or like you know just something like it's such a deeply rooted part of our own cognitive understanding of the world around us that when I see this happening on TikTok and or any social media platform where it's really like you know it's not even about Faye you were mentioning like collections right like they're collectors now of fragrances and that's beautiful but I don't even see this as like collection you You know, I just see it as if like people aren't able to find the things that they're looking for.

33:29Because, I mean, when you really do find a fragrance that you love and you fall in love with it, you're not looking for like 15 other ones that smell like it. You know, it's like this is it. This is the really nice one. And then, yeah, you might expand your collection into other things. So I just I don't know. It confuses me, actually, you know, from the standpoint of like what people really want, you know, and consumerism when it comes to the fragrance industry now. versus like 20 years ago. Yeah. I mean, listen, I think we're also on the end where we're creating something that we want to be special to other people.

34:02Are we a business at the end of the day? Yes. Do we want to make a livable wage off of our art? Yes. But do we want to be in the business of developing something as a money grab? No, I don't think that that's, that's not something that you should ever expect from us most certainly. And I, and I do see, fragrance is a massive category and it continues to grow year over year. And I think businesses see that, investors see that. And so this launch cadence is reflective of a money opportunity. So not to make it about that, but it's also these dopamine hits of something new, something fresh. And to your point, I think there's something really special about being able to unravel a story of a fragrance of what it means to you personally or what the brand intended.

34:56There's so many different things. Like we have a fragrance called Dos Milaños, which translates to 2000 years. And it's an homage to one of the oldest trees in Mexico and Oaxaca and, you know, what it means to its indigenous Zapotec people and actually uses Agüete, which is a cypress tree. And we've had so many people message us and say, I'm from Oaxaca. And thank you so much for showcasing this particular tree or this particular region within luxury perfumery. Like that is something I never thought that I would see when I was younger. Like I really appreciate you putting this on a platform and that to us, I mean, again, what an incredible experience to be able to connect with someone over these cultural lived in experiences that don't always get the opportunity to be amplified in a space that has been predominantly Eurocentric.

35:46So I think for us, again, there's so many different things that are at play as to why we create and we do see what's happening on the other end and, you know, to each his own, but we're, I think we're really happy in the space that we're playing in and it feels right and good for us to be where we are. Absolutely. No, I mean, I think you've created a phenomenal line and I can't wait to see, you know, how you expand. I mean, what are your plans for expansion? Is there a new fragrance on the horizon or anything new coming up yeah we are definitely exploring a couple of new scents for I mean as Tanya mentioned we're not on the level where we're going to be launching a new fragrance every month by any means but we are looking to add to our collection and we're exploring as much as we might dislike them the gourmand category and potentially a rose as well but you know looking to add to the erencia collection working with a fragrance that would be a mexican rose so something a little bit different to what might have been out there i think we're focused this year also on expanding our distribution so definitely more opportunities to try our scents in real life i think as much as people are blind buying being able to try our fragrances in real life is really important as well and then you know naturally a dream of mine being in the UK is to sell within the UK.

37:05We currently only sell within the US. So hoping to expand within the UK and the EU as well is a dream. That's really cool. It's very exciting. And congratulations on the new steps that are coming. I mean, I really love what you guys are doing. And I think that, you know, to me, like I said, as a consumer, luxury fragrances is really about finding what you resonate with. And I feel like you've created a brand that allows people to do that so truly hats off to both of you for kind of sticking to that you know and really kind of bringing us quality right I mean that's the bottom line I feel like in any industry is quality and and I would love to see more people kind of follow in those footsteps because yeah the train and the you know what I mean like hopping on bandwagons I just I wish it would stop I'm just I don't know maybe as a consumer maybe I'm different but I just I'm not the person that buys a new fragrance every day you know what I mean so like it's very very different when you do get attached you know and and so I love it I love the brand and I love chatting with both of you thank you so much for your insights yeah thank you so much for having us thank you hey guys so I hope you love that episode please make sure to hit subscribe if you're tuning in to us on any podcast platform we are available on so many different platforms so wherever it is that you're tuning in just go hit subscribe you will be immediately notified when we publish new episodes this way you're able to tune in to amazing insights from experts, brand founders, industry leaders, authors, all the wonderful people that we host.

38:36And that's very important for me because I love to hear from you guys and really understand what you love and what you want to hear more of. Also, make sure to give us a follow on all of our social media outlets. We're available on Instagram, TikTok, X, you name it, we're there. We also have a blog on Medium. So if you're a reader and you love Medium blogs, check us out on medium we publish some really great articles on there that do deeper dives than just what's available on the podcast and it's really a great place for all of you science geeks out there that want to learn a little bit more we go above and beyond with our research and making sure we're bringing you information that you usually probably won't hear about in other outlets so check us out leave us a comment leave us a review and we'll be back next time with another episode thank you