Rhode has landed in Australia! Here’s how brands crack new markets

23:47And that is mass scale when you think about someone like Sephora having 40, 50 doors, Mecca having 115-ish. I'm rolling off some random numbers here. I don't know the exact, but like when you're thinking about the scale, that is ginormous. Yeah. So what do you think Tower 28 thought about when they were cracking into the Australian market? I want to be really clear. The way that I speak about Amy Liu and Tower 28 is not biased by the fact that I worked with them. This is regardless of that. I was in awe of her when I met her in the first place while working for Mecca. She's the person who gave me my marble, if you've heard from the episode.

24:23I didn't name her at that time because I was still working for them then. But what I think Amy is really great at is really researching the global market and visiting and meeting different brand founders, meeting different brands and networking really well. And what Amy learned was that the Australian girl was very similar to the LA girl. Clean beauty, clean skincare, that minimal no makeup makeup that we know ourselves to be is very similar to that LA vibe, which she is from LA, that is the brand's heartland. Also, Amy had something to offer that wasn't in our market, which was a color-based range that was designed for people with eczema and sensitive skin.

25:02That's always the thing that comes top of mind for me when I think about Tower 28 is the fact that it suits people who have eczema. Yes. And Amy is a long time eczema sufferer herself. The one thing that I have heard her say in multiple interviews that I've been, you know, hiding in a backroom, listening to her do while I was working at Mecca and also hearing the phenomenal podcast that she's done when entering new markets, we had her do some podcasts when we entered into the UK, is that it can't hurt. It can only help. And she is so dedicated to that range. And I think she's done a really good job of that being the purpose of the brand, but it not being everything the brand talks about.

25:39That's true. They're still great products and it should feel cool. And I think a lot of products in sensitive skin or eczema range don't feel fun. They don't feel like they have personality. It's like the daggy, you know, makeup brand that you're finding at the back that like, you know, a teenager's probably like, mom, please know this feels cool. You're proud to take it out of your makeup bag. And that's something I think she's done really well. I also think the networking thing is a big one. I know I mentioned it at the top, but she is arguably one of the most connected brand founders I've ever met.

26:07She is talking to anyone in adjacent, what you might see as competition. She's looking at a friend in the category in totally different categories. You know, she's great friends with hair care founders and things like that. They were all telling her, you've got to go meet with Mecca. You have to meet Joe Horgan. And, you know, her and her husband work really closely together. Victor, very similar to the way that Joe Horgan does with Pete. I think that Mecca probably did a pretty good job of telling her that this was the next market for her as much as she did exploring it in the first place. I would love to know what products are performing best here.

26:38My bias is my addiction to the SOS spray, which you know that I can't comment on this because of IP both being within Mecca and outside of Tower 28. But what I will say is if you see the social content and you look at a brand's Instagram, it's very likely what you see the most of, maybe one of their best supporting SKUs. I think Amy's gone on record as saying that the SOS spray is what kickstarted their brand. It was one of the first six products that she launched. It is an incredible product. As an eczema and acne sufferer, I'm obsessed with it as someone who goes to hot mat Pilates and reforma and is a schvizy gal.

27:12I love to put it on my chest, on my face. I know you said you took it to Byron and all the boys were using it. All the boys were using it. They were obsessed with it. Were you like, that's a dollar per spray, dolls? Literally, I've had to go buy a refill, which I also like that you can buy the larger refills from Mecca and that makes me feel good about my purchase. Do you know what I like as well? That the demand is there for that refill. I've got a real bugbear with refills in the beauty market that are just doing a dick the box on their sustainability reports versus going we're actually selling so much of this product that there is demand for a refill.

27:41One of the things I always find really interesting about a brand's decision to go into the next market is what market do they go into? Like which one? Do I go US? Let's talk about it from the context of an Australian brand. Do you try and crack the US? Do you try and crack the UK? How do you think brands make that decision? Look, I've sat in a lot of these strategy meetings with brands. It's no secret that the UK market, particularly for fashion and beauty, is considered the most similar to Australia. In size, it's also the natural progression. Fashion-wise, Americans are eating up Australian fashion.

28:15But beauty brands in Australia, it is no secret that the UK is usually the first cab off the rank. No pun intended for the black cabs but usually the first one off the mark post-Australia New Zealand and Ray that was no exception for Gem. No it wasn't but what was interesting Georgia actually said the reason for the UK being their next market they wanted to crack was because their biggest strength had always been TikTok. As a truly global platform it became a natural bridge into the UK market. She continued to say, Australia and the UK shared such a strong beauty mindset, as you've just touched on Mads.

28:48They're highly engaged, trend aware, and they value products that feel both functional and elevated. Off the back of our organic social growth, we started noticing demand building globally. We saw this community of gem-obsessed creators emerge, people traveling to Australia, picking gem up in store and reviewing it from the other side of the world. Obviously, Oz to the UK for beauty makes a lot of sense. do you feel that the UK and Oz being a similar market is an equal fact for all brands though? It's not an equal case for all brands, Re. And data is king and data or queen, come on, we're a female centric podcast.

29:20It is the thing that all brands have and there are incredible analytics freely available from Google. You have your social analytics of where your followers are from or where your views are coming from. There are retailer search terms. You could work with propose retailers, how many searches have you had on your site? It's very common that if you're a multi-brand retailer, if they're looking for a brand, they're probably typing it into your search bar. That insight is available from them. There is a wealth of data that is at brands and retailers fingertips because a lot of the time those expansions are in bricks and mortar.

29:55I don't think it's as simple as going if it works in Australia, it'll work in the UK. I think the data just naturally reveals itself to be that the synergies are there. Yeah. I also feel it's really important to follow the numbers, not the feelings when it comes to commentary on socials, because we can also be guilty of this. Two or three people will comment, we want you to cover this or we want you to talk about this. And you think, oh, the general sentiment is that everyone wants us to talk about that. You can create a little bit of an echo chamber within your own community as well. So the data is really important to cut through that echo chamber and make sure that you're actually tapping into people's interests and what their search behavior actually is.

30:29Totally. And if a brand is here, it may not be as simple as going, oh, the search terms are up for gem in the UK. It might be that fragrance, deodorant, body care under$20, like there's certain terms or trends that you may see. There's also incredible publications like Business of Fashion, WWD, these sorts of publications that are constantly reporting on research studies of growth in markets too. I have no doubt that gem are looking at the growth of body care and fragrance in the UK that are helping them drive that. This isn't as simple as people were following or commenting from the UK because if it was the case, it would have been a smaller echo chamber deciding a very large strategic partnership decision.

31:09I actually think broadly speaking, not even just looking at fashion and beauty, that the UK and Australians have more similarities. I think the cross-pollination as well between Australia and the UK is really important to talk about when it comes to why brands in Australia do really well in the UK and vice versa. I'm thinking about it in the context of what content I consume. A lot of my favourite podcasts, a lot of my favourite TV shows are based in Britain. Yeah, and they fucking love Neighbours. So, you know, the feeling's mutual. Seriously. So, Girls Bathroom, amazing. Two British girls. They're so funny.

31:43I'm obsessed with them. I also love, I just love British humour. It just resonates with me more. Little Britain, Ab Fab, like Hello, like two of my favorite comedic TV shows. Like just, we have similar taste and similar jokes and tone of voice and sarcasm. There's a lot of synergies between us and them. Yeah. More so than the US. More so than the US and Great Segway Mads, because there is, as I said up top, a graveyard of brands that have tried to launch into the US and have quietly exited. A lot of them in that beauty category. And these brands are amazing. Like we love these brands locally. I'm thinking GoTo, Frank Body have all launched into the US and quietly withdrawn.

32:25I tried to do a quick Google search whether or not GoTo was still in Sephora. I don't believe that they are. But they actually launched into Sephora in 2018. Zoe Foster Blake, the founder of GoTo at the time, also relocated to New York for a short period of time so that she could really establish the brand over there. Frank Body launched into Ulta with their everyday range. Again, it's a really, really difficult market to crack in the US. We've seen Ultraviolet do it most recently. And by all accounts, it looks like it's going well, but we don't really have the data to support that. So the US just seems really hard to crack.

32:57And beyond the obvious reasons right now being that tariffs are killing a lot of brands and making it really expensive to be in that market. The other thing that I think is very difficult about the US is how fragmented the US is in terms of subcultures and the states. Hitting a consumer in Texas versus California versus the state of New York, you are speaking to those consumers in three very, very, very different ways. It's really hard for an international brand to go over there and crack into it. I think that's why I'm most proud of Michelle Hu from Etoile. I feel an immense sense of pride for her.

33:29I've met her a couple of times now. She is so impressive. What she is doing in the US and her ability to crack that market, I cannot emphasize enough how hard it is to crack the US. And Etoile is just doing phenomenal things. I know you might not think of it as beauty, but it's very much a beauty adjacent to me. It doesn't exist without beauty. It's a beauty case. And she's also expanding now into, you know, makeup brushes, incredibly competitive and commoditized category now. Another one I've got my eye on and very closely watching is Alexandra Keating's brand Uni Body. Uni Body Care has minority backing now by L 'Oreal and they've expanded into Ulta and are doing some really cool stuff, launched and now arranged in Mecca, but expanding over in the US, I'm really keen to see how they beat some of the things that might have presented as a challenge or obviously have presented as a challenge for everybody and go to.

34:19If it wasn't a challenge, they wouldn't have exited. I don't think I'm being harsh by saying that. No. Tony Banco, again, I feel have really relied on retailers. Revolve, they are dominating on Revolve. And I think that's a huge reason as to why they've been able to, you know, get the scale in the US and be on the feet of every girl who's on Instagram, I would say. If I want to crack the US with my brand, I can tell you right now the first door I'm banging down is Revolve. Seriously. They are doing incredible things. Their numbers and the things that I've read and, you know, off mic discussions with incredible brand founders, they are like a runway train right now for every category you could possibly imagine.

34:58Revolve is like the iconic, but tenfold. Tenfold. I did read an article recently in the City Morning Herald. It is about five months old, but they interviewed the founder of Bondi Born, Dale McCarthy. She said that the US actually made up 65 % of their revenue. However, since Donald Trump announced a 10 % tariff increase at the time on Australian goods and up to 145 % on items produced in China, growth in the region has slowed. So if it was hard before, it's just going to get harder with all of these changes that we're seeing in the US. And that's really disappointing to see considering that Australian brands have so much to offer.

35:34It makes the UK look sexier to expand. Exactly. And Europe, focusing on Europe. I also feel I'm seeing that shift with a lot of fashion brands locally. Dish seem to be doing a lot more events in Europe than what they historically have done in the US. And I wonder if there's a reason for that. Yeah. And for me, Rae, I guess the age old question is like what makes a launch work, even with the localization? I'm interested to see road in these coming weeks because I think one thing that is really hard to toe the line of, and I learned in my experience with Tower 28, and, you know, we partnered with DT Consulting, who are actually the global PR contract for Rhodes.

36:11So they're managing the launch here as well. But one thing that is really hard is how do you play into culture in a way that is not trivial? Yes. It's not trivial or crass. It's a fine line, right? It's how do you have koala bears and the Sydney Opera House in a way that doesn't feel kitschy and naff the same way that, you know, in the UK, it's how do you play with black cabs, but not need to just have the Big Ben and Paddington Bear and everything. It's those things that people think of that signal that market without it being tacky. But also, I'm going to deepen this quickly as well. There are some really aspiring markets that brands are trying to crack into being Asia and the Middle East.

36:52And it is very, very murky when you see a lot of white founders or people who try and establish themselves in these markets and don't explore localization or working with agencies there where it comes across as cultural appropriation. 1000 % and I cannot emphasize this enough going into a new market with care and consideration is paramount. When looking at the Middle East the Middle East is the largest growth market in beauty right now. They are beauty obsessed and it's not just beauty. It doesn't stop there. We've seen Zimmerman's recent round of investment going directly to expanding into the Middle East market.

37:31It is undeniable the wealth that is there ready to be spent. And I think the one thing that brands need to be really conscious of is how that market operates and moves about in the world. You cannot have, you know, a girl in a boob tube top, you know, swiping a serum or a foundation or using a body oil, you have to think differently about the visual merchandising that you use, the kind of models that you use in that market. If a brand founder is traveling to that market, it's not appropriate for you to step on stage in a miniskirt and a pair of open-toed stilettos. You need to be respectful of that market.

38:06And to be respectful of that market, you need to know that market. And that's where I think a lot of brands come undone. And I saw a TikTok recently from Lily, who is at Barefaced Media on TikTok, and she was, you know, sort of questioning whether DT Consulting could launch Road in Australia and that she was intrigued to see it. Let's not forget Mecca is still their brand partner. I know for a fact, because a girlfriend of mine works for DT, they have an Australian on their team who knows this market inherently. This is not a going in blind. No. Businesses like that will often hire a consultant in that market to help assist them as part of their expansion plan.

38:43So I think a really interesting take, easy to kind of go, oh, they don't understand. A lot of the time it's like a consultant who has a consultant or an agency that consults outside of that. But very important to understand that market in order to win and show up in the right way, not just at launch, but for all the ways that follow. Absolutely. I'm always really interested to know, you know, brand founders will launch a new market. There's always going to be something that they're like, oh, I wish I knew that before we did that. When we asked Georgia, the founder of Gem, what she wished she knew before launching into that market, she said, virality is incredible, but it creates a real operational challenge.

39:18You can build all the demand in the world, but if customers can't actually find the product when they go looking, you lose that momentum fast. We've sold out numerous times and balancing that spike in attention with staying consistently in stock is one of the trickiest parts of scaling. It is so hard. Such a challenge. And Tower 28 swipe serum concealer had extreme virality in the back end of 2024. And that was just unprecedented in 2025. I can say that because they had it on their socials. They had it on their website. If you went on TikTok as a consumer of any beauty content, you would have seen it.

39:51It was all organic. That wasn't like a planned campaign to make that go off. The product really just is that good. And girls are in their bedrooms and bathrooms, realizing that and sharing it with audiences. Being able to supply demand of that scale for any brand, for Gem, for Tower 28, for GoTo, for whoever it is. If your product goes viral overnight, production is not like a, no worries, yep, we can turn that around tomorrow and get it on the line and we'll have enough for you. It's also deciding which markets get it when you're going global. If Gem's deodorant is viral here and viral in the UK and they've got 100 ,000 units and an order from Woolies for 80 ,000 and an order from Marks and Spencer for 80 ,000?

40:30Do you short ship? And that means you send both of them 50 ,000 each and they're not getting their 80. Do you keep one happy and give the full 80 and drip dry your other market for 20 ,000 units? It's an operational challenge. People always go virality equals success. Virality also equals a lot of headaches and trying to feed all your hungry mouths. The reality of it as well is when you're working with major retailers, you don't have a lot of leverage. You're also potentially losing shelf space if you can't fulfill those orders. I'm so glad you said this because Georgia actually went on to say, when we launched into M &S with a lot of the newness, it was a real first to market moment.

41:05We sold three months worth of stock in five days. That is wild. It's the best and worst problem you could ever have as a brand. I have the most respect for supply and demand teams and operational functions. They are the backbone of a business. I believe so strongly they should almost always be your first hire. I know this was, you know, something we were always working so closely with at Mecca when I was in that team. And I always have to be careful of what I share because it's obviously precious IP to them. But you're constantly working on what you're including in your campaigns. What's going to be on the homepage?

41:45What's going to be in an image that might be on the window, what's going to be used by an influencer or what's being pitched to press. You have to make sure that that demand is there. But unfortunately, and fortunately now with the way that the internet works and how virality can be overnight of someone who doesn't have more than 500 followers getting a million views on a video, you can't prepare for that. It's unprecedented. The only way to prepare is to sink serious investment into all SKUs as safety stock. And that's not realistic for pretty much any brand, no matter how much capital funding you have.

42:20Another consideration that Georgia shared with us is that one of the biggest differences they've noticed is seasonality. And I never would have thought about this, but Georgia said that UK customers tend to shop much more seasonally, leaning into cozier, richer fragrances throughout winter and fresher, fruitier scents in the summer. Whereas Australia is slightly less driven by those extremes. I mean, anecdotally from my own shopping behaviour, I do not lean into seasons at all. Do you? I do. I thought you would because you're a big fragrance girl. So that makes sense. You would match your fragrance to the season.

42:52I do occasionally, but maybe less so with seasonality, more so with time of day. Yeah. So during the day, I prefer something that's a bit more light. At night, I really like something that's a bit more peppery, sultry, like sexy, oudy. You're talking my language in your second half fragrance. That's the vibe. Yeah, babe, what were you wearing on our walk yesterday? I was choking in Maddie's fragrance. Whack politely and respectfully. I had to be like, what fragrance is that? And then I had to proceed to tell Maddie that my hormones are like out of whack at the moment. My sensitivities to fragrance are through the roof.

43:24What were you wearing? It was Saffron Secret, Maison Crivelli, a true favourite for those playing along at home. It's fucking sexy. Never know who you bump into. Yeah, you know what? Fair game. That's fair. I'm happily married, so I'm not really thinking about that. The seasonality point I want to come back to. Lucy, our head of podcast, who is British. did leave a little comment in our notes section in the script saying that she used to do this when she was in the UK. And the reason why was it was a way for her to have cozy reassurance in the winter. It's so long and cold. Lol. She actually put lol in the comments.

43:57She wrote lol in the comments. And I was like, okay, so you're depressed, you're sad, and you're freezing. I mean, it is. It's dark and it's cold. That's why most people come back. It's a little luxury. And one thing I will say on seasonality too, that is a challenge for brands as they expand is how you adapt to that seasonality and content. So even for Rode right now, they're doing this massive ski activation, but they're about to launch in Australia, arguably our warmest time of the year in the midst of summer. You have to think about that from a content perspective. Now, lucky for them, little old Australia is very used to that.

44:26But if you're an Australian brand going overseas, a lot of the time your content is going to be very centric to Australia's seasonality and campaigns will be built around Australian summers and things like that. Also language. It doesn't quite hit as hard as what people think. It's not that cute to speak in that. Like it doesn't resonate. I feel like I see so many people on TikTok rip on us. No. No. No. Cleo. About our accents. I don't think it translates as funny and as well as what we would like to think. And perhaps it's because we would say that we're pretty self-deprecating. It's just not really landing as well.

45:00Especially not in the US, they don't really care for self-deprecating. All right. We were lucky enough to attend Rhodes Australia launch event in Sydney and we thought what better episode to share what it was like than this one considering Rhodes has successfully broken into the Australian market. We actually have a little on the ground audio from the event which we are going to play for you now. So enjoy. Hey. Hi. So we never gatekeep and we never keep secrets at Stylish. That's kind of like the whole premise is that it's a podcast for the girls. For the girls. But this was a bit of a secret that we you about a few weeks ago that we had to keep.

45:30Mads and I found out that we were invited to the official launch of Rode Beauty, launching in Mecca exclusively. They are available online at Rode.com. But this was a moment. We attended the event. Mads also attended the pop-up this morning and we wanted to give you an insider exclusive. I mean, I know we've spoken so much about Rode and it's finally here. And honestly, it's been bigger than I thought it was going to be. And I think that it's pretty fair to say that my expectations were high. I have worked at Mecca. I know the scale of a brand launch. We've launched Glossier. We've launched Tower 28.

46:02I'd seen big momentum and scale. This is like nothing I have seen. This was pandemonium. And I think it all comes back to the fact that Hayley is in Australia and it was hotly rumoured that she was going to be in store and that she was going to be at the launch event. Both of those things have happened. I think the impact has been astronomical. No one can sit here and say this hasn't been a moment. I actually saw a video one of the girls in the Mecca team kindly showed me, a little video that they took at the George Street location. The line was around the corner. There were easily over a thousand people in that queue.

46:36Yeah. And I just think we forget that not everyone is getting on a flight to New York or has a friend that can ship forward. It's also really expensive to do. Having the demand, being able to play with product, touch it, swatch it, that counts for something. It also clearly doesn't to some people because the sheer fact you could buy it on Mecca.com clearly appealed to enough people because when I went on at a, I want to say 9am. I was getting my hair cut. I thought Hayley deserved a haircut. They were already sold out SKUs. And I got to the event. The event was at 1230. It was at Nielsen Kiosk in Vaucluse.

47:08Yes. Thank you. My brain was ticking. And I got there. I'd never seen so much security at an event, particularly a press event. Understandably so. I think we forget the scale of her celebrity. So what we didn't know about the Mecca launch was that they were launching with an exclusive SKU. They've got the lip peptide in blueberry waffle. It was very clear from the second I stepped into the press event, I was without you. I felt like a long move. I was running late. They had totally tapped into that. And I think we've seen them play with food and gourmand trends a lot. But like the minute you walked in, it was like you'd walked into a waffle shop.

47:39There were cute little bistro tables. There were custom road waffles with their new sort of retro logo. There was road shaped butters. The drinks had the ice shaped cubes, like the attention to detail. And I guess the scale we've seen internationally was definitely replicated here in Australia. Absolutely. I felt the theme of food also is very reminiscent of the launch that they did with Krispy Kreme. A bit of a nod back to that. It's nice to see that reoccurrence of theme like come through. I like the food theme. I like the food thing too. And I kind of think she's like stand her mark on it and everyone else who's doing it is kind of copying.

48:11I mean, you even think back to the Hayley Bieber smoothie at Air One, like everyone's doing it now. Feels like it's forming part of her brand DNA. Totally. I like what you did there. Now, look, it was very clear from the minute you entered the room that the first thing everyone who was there wanted to know was was Hayley going to be there I had a hunch that she would particularly after I saw the snaps at the airport I did bump into an ex-colleague from Mecca who had let me know she'd actually been at the Mecca Leadership Conference which is almost always held in Melbourne that brought it up to Sydney I was like did she go and she was like she was there Marisha had nothing but the kindest most blowing reviews she said she was so kind so generous of spirit so honest and vulnerable in sharing the brand and her journey, said she can't live without the glazing milk.

48:54That's her favorite. She actually was about to wrap up and then actually asked Joe and Marisha if she could have another moment of time just to chat directly to the team and was apparently taking photos with people backstage, giving hugs, like just a really lovely person, which I think there's a lot of like celebrity stories and everyone wants to hear the Salacious stuff. It was really nice for someone just to be like, no Mads, she's actually like a dead set legend. Yeah, even at the event, obviously everyone that was there were press and influencers. That is what the nature of these events are for.

49:22But she did go out of her way to spend quite a bit of time with a lot of people and really give them the time of day as much as she can. And that's the thing. You have to acknowledge that she cannot get around to everyone. She had a big smile on her face. She greeted a lot of creators and a lot of press with kindness and also wasn't darting around eyes elsewhere being like, get me out of here. She genuinely looked present. Yeah. And I think it was quite animalistic when she walked in. Like, Rae wasn't there when she first got there. And I text Rae and I was like, well, I've like literally push myself to the back.

49:49I'm like, this is a lot. I just think as well in Australia, we're not used to celebrities. Like even when I was in New York, I probably spotted three or four celebrities. People leave them alone. They let them order their coffee. Like everyone walked in and be like, and it was like every phone in the room was out. And don't get me wrong. We were trying to do the same thing for our socials, but it was, and when I say our socials, I mean the stylish socials, but it was kind of like, oh my God, this is what she's dealing with on the daily. But I also think it was exacerbated here because we're not used to celebrity of that nature or status.

50:17No, we're not. And unfortunately for Australia, we actually don't have the best reputation when it comes to how we show up in front of celebrities. The paparazzi are relentless. And obviously because, well, not obviously, I don't know if a lot of people know this, but Margot Robbie, Rosie Huntington-Whiteley, Jacob Elordi, Hayley Bieber, all in Sydney right now for various reasons. It is insane and pandemonium at the moment. Yeah. It's like hit a fever pitch. What I will say is like there were a lot of the road team here. I think a lot of people just think Rode and think Hayley. They have their global PR agency here, DT Consulting.

50:50They raise like, mommy's got to work. They have their global PR agency, DT Consulting here. They had the full army of the Mecca team here. They had their CEO, Nick Vlahos out. Pretty much all of the marketing team except Lauren Ratnock, girl, we missed you. I was like, my eyes were darting around the room looking for Lauren as much as they were Hayley. Yeah, I did think she would be though. Well, she's on that leave, so we'll Give her some grace. You know what? She's having a baby. But I think all around a really great event. We're really excited. I love that Mecca got an exclusive SKU. I think it's hard when we've had these international launches elsewhere with Sephora.

51:23So nice that we got to see, you know, Rode and Mecca truly collaborate on a product that is just for our market, available only in store and online at Mecca. I thought that was a really nice nod and touch. And Hayley said she was really excited for Australia and it was something she'd dreamed of as a market since launching R.O.A.D. almost four years ago. Yeah, that felt really genuine that it was on her radar for a while. I can see her loving Australia. But we will be at Vogue Forces of Fashion tomorrow, so we will get to hear from her again. And to be honest, I'm really excited to hear insight from her there.

51:53R.E.'s got to go because Mummy's working. Yeah, I'm running late for another meeting, so I've really got to leave now. Yeah, you're Hannah Montana, but we are going to get dinner. But we wanted to do this. Sorry if the audio quality isn't to its usual standard, but you know what? We love giving you the insights group, and we're sorry that we had to gatekeep and keep this a secret. But you get it like within 12 hours of the event happening. So Godspeed. A little stylish exclusive. Guys, that was a meaty episode, but a very good one. And a special shout out to Lily at Jem, who connected us with Georgia Dunn, the founder of Jem and for sharing so much insight and behind the scenes and what went into their launch in the UK.

52:29I'm really excited to see this brand dominate and continue dominating. That's all we have time for today. You'll hear Mads, Joe and Annika back on Wednesday. feel free to email style-ish at shamelessmedia.com.au or slide into our DMs over at Stylish Pod to keep your conversation going. Big thanks to the show's producer team, head of podcast Lucy Hunt and senior podcast producer Kate Emma Burke. We'll be back in your ears in a fortnight's time. Whee! Bye!

53:01This podcast was recorded on Wurundjeri land. Always was, always will be Aboriginal land. Hello guys, it's Rhi here from Stylish Friday Episodes. On our latest Friday episode, Mads and I actually cover the rise of illegal peptides that are taking over our TikTok feeds. They are absolutely everywhere. I cannot escape this content. We cover the full story on what peptides actually are, why we think they're on the rise and the pressure we're all feeling as this conversation circles around. It's on our internet feeds, it's in the media, it's even bleeding into our catch-ups with girlfriends on the weekend.

53:35So safe to say it is everywhere. Look out for the episode. It's titled, Are Peptides All Over Your Feed Too? On the Stylish Feed.