554: How She Made 10M at 27 Years Old Selling Skincare | Rachael Wilde

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0:39Just head to omnisend.com forward slash founder without the E to get started. All right, now let's jump back into the show. It wasn't a side hustle ever for us. We just got the licensing rights to this cutting edge tech in a huge category. People in that industry believed that it should be a healthcare professional-led brand. I saw a huge opportunity in the category to do something different and actually go against the grain. There was a lot of stress in the business. We're getting to the end of that$250 ,000. Like the runway was out. We're personally guaranteeing that loan. We're going to lose all our friends' money.

1:19We're going to lose all our money. It's such an all-consuming thing. You know, you have this thing that runs your life, so you have to love it and prioritize joy at like every single part that you can.

1:39Hear the stories, learn the proven methods and accelerate your growth and future through entrepreneurship. Welcome to the Founder Podcast with Nathan Chan. All right, Rachel, here we are in the studio. Thank you for coming down. You've been able to slot this one in amongst all of your other meetings, but we're saying offline, it's so good to talk in person. So the founder of TBH Skin Care, but now you've recently merged. I want to talk about that, York Street Brands. You've merged the business, but talk to us about how you started this amazing brand in 2019. What led to you starting TBH? Well, first of all, thanks for having me.

2:24It's a pleasure to be here. Yeah, the story about starting TBH is a little bit of a different one. I think I always say I wasn't someone that ever had an aspiration to start a business. It wasn't really something that was ever playing on my mind. I was obsessed with marketing. That's where I found myself in my sort of after school life was at uni studying marketing. I loved it. ended up being a bit of a nerd at uni for marketing and just felt like I was quite a creative person when I was coming out of school I didn't know whether I wanted to do sort of like design like fashion design interior design or whether you know I wanted to do something a bit more structured like marketing and I figured I had quite an analytical brain at the same time but was quite creative and marketing was such a good blend of those two things so I ended up in a marketing degree, loved it, came out of uni and just ended up in a pretty, I would say, regular corporate job, but it wasn't super regular.

3:22It was in medical devices, which was an industry that I never even realized existed until I was in it. You know, I'd never considered how products get sold into hospital and healthcare, you know, the things that get used during a surgery, like how they get there, who sells them, what companies create them. And that's essentially the world that I found myself in after university. So landed a job in medical devices and was there for about two and a half years. But funnily enough, I was their first ever social media head and a highly regulated industry. Like you wonder how social media really plays into the selling of medical devices.

4:02It was heavily B2B focused and that digital team was in its infancy when I joined that company. And by the time I left, it was a team of 30. So I had really good commercial experience in that role. I learned a lot, you know, about basically how businesses work. Yes. You know, I was privy to the fact that, you know, we were a distribution company, there were agreements between sort of the suppliers and the company, you know, engaged to sell the products, how the sales force worked, all of these different things that I guess, unless you go into a job like that you just wouldn't even know and it was through that job that I came across a technology that ended up being the whole thing that started TBH Skincare so one of the companies in this field was had this incredible patent that could break down what's called biofilm in the body sounds really technical it's basically just a really core part of fighting bacteria and so infection control wound care like it has all these different applications and they also realized that it could be used to treat acne and so coming across that type of a product and then knowing how that distribution model worked I was interested mainly from a consumer point of view being such a big beauty consumer having acne for such a long period of time I was interested in the tech that was going behind it because it was very different to anything in market um i read the entire patent behind the behind the technology which is like 40 pages yes um and i was like this is amazing and then they had done initial clinical trials um against you know salicylic acid benzoyl peroxides yep it had really impressive results it was gentle so i was like what's happening with this amazing tech this product um and then i knew how a company like that typically worked off a distribution model and they were focused in hospital and healthcare but they had this beauty product which is like a completely different industry and you know one that you can leverage through e-com and all these different things so started asking a few questions and I think I've always been someone that took that type of an interest in you know how brands come to be I was always someone that read a lot of like strategy books like business books um you know people joke that I like can't read a fiction book I've actually forced myself into reading fiction now um but yeah I just loved all that stuff I loved strategy and I did actually my like favorite um and I sound like an absolute a type like nerd here but my favorite course at uni was marketing strategy and um yeah it sort of pulled the whole way through like my early career I just loved sitting in that strategy piece so coming across the tech my brain naturally went to like what happens with a business like this what's the possibility um and it was coupled with like a lot of naivety as a 23 year old thinking like oh i you know i've started to see as a consumer these e-com brands come in and start to boom with influence marketing and meta ads like it was that era i was probably like the tail end probably of that era like you know your high smiles your frank bodies like they had all come into existence and boomed And I was like, what if that type of like brand experience could be brought into acne, but with a patented tech that is, you know, at its core at a formulation level, like entirely different.

7:30And so this ended up being like a dinner table conversation between myself and my mum and her partner. And I was like, yeah, I think there's like a huge business here. And that then entailed in us going into business together, myself and my mum. She, again, has never started a business before. She's not, you know, like I would say I'm more of like that risk, like I have more of a risk appetite. She's an accountant by trade, like very analytical, like really in the numbers. She had worked in management consulting, legal services, like big corporate industries in that accounting, you know, role.

8:14And she'd started her career in like a big four. So like so different to them going like, okay, I'm going to do a skincare startup with my daughter. But the two of us decided that it was something that we thought was really cool and wanted to do. So in the next two weeks after that dinner table conversation, we actually ended up securing a meeting with that company to talk about licensing the tech. Yes. And after hours, I'd go to work, come home. and in the evening, you know, after work, I would start building what I thought the brand could look like, how we would launch it, what we would name it, like the go-to-market strategy, the tech stack, like the e-com tech stack I was already like looking at in the hours after work and put together a pitch deck and she did all the startup modeling and costing based on that.

9:05And then, yeah, we went and pitched for the licensing rights and we won them. Yes, wow. Okay, so then that was 2019? That was, yeah, the end of 2019. Okay, so just before COVID. Yes, so it was about October and I quit my job as soon as we won those licensing rights and then we launched in market. It was the 18th of March, 2020. Okay, so that's a pretty quick turnaround. Fast, yeah. Yeah, so talk me through that. Yeah, well, I think the good thing was is that we had the formula at least. Yes. So it wasn't like we were formulating from scratch. That product was ready. So it was about building the brand.

9:48What did that, like, you know, finalizing the name, getting the trademarks, incorporating, like building that corporate structure, which I think was really helpful having someone like my mum in the business because she was like, okay, we're going to have a parent company, which was actually really clever, that came in handy later. It's a sort of bit of corporate structure. then we worked with an agency just to develop the visual identity side of the brand. So I had done all the tone of voice, piece, you know, all of that brand work. And then it was designing the website, which I did with a mate.

10:21I did it with a friend who was like just studying design. Yep. On Shopify? Yes. Well, we designed it and then I actually engaged a developer. I did a custom build. Okay. Wow. Yeah. From the start. But it was, it wasn't crazy. I think it cost us maybe 10 grand, which is quite a bit. That's a lot for starting. We did raise money with family and friends. Okay. I forgot that part. So, yes, once we'd done the startup modeling, we went, okay, well, now we actually need to get the money. Yeah. We tipped in our own money. Yeah. And then we went out to about 10, family and friends, and they put in, you know, sort of between 10 and 20 ,000 each.

10:57And we were like, it can't break the friendship. Yep. Again, we might lose all the money. Like this is, we think it has legs, but we've never done anything like this before. So nothing's guaranteed. And they came in. So we had about 250 ,000 to start. Got you. And we went straight to the bank and got a loan. Are you hesitating to take the next step in your e-commerce journey? Founder Plus has you covered. With proven frameworks tailored to your business needs for fast results, a supportive community of over 30 ,000 like-minded entrepreneurs and weekly live mentorship sessions, Founder Plus is your key to success.

11:34Try Founder Plus today for just$1 for seven days and start building your dream business with confidence. You can visit founder.com forward slash start dollar trial or click the link in the description to claim your trial. On top of that. On top of that for$120 ,000. Wow, okay. Yeah. So you basically had close to$400 ,000 to launch. Yeah. Wow, that's a big move. Yeah. First business with your mom. yeah i don't know i think we just like was so excited by the tech that we were like you know we have to do it justice like this is going to be a real business it wasn't a side hustle ever for us yeah it was like we just got the licensing rights to this you know global like tech cutting edge yeah like it's cutting edge tech in in a huge category yes like we have to make it work I think that was the thinking yes um but yeah I mean we got in we had to buy a lot of stock in the beginning so the majority like I think it was like a hundred thousand dollars went straight to stock yep so yeah I think that's the thing with a product-based business is the cash goes out the door quickly yes so did you launch with just just the one hero product or talk us through that no so again I'd done a little bit of reading research around how to sort of build a proper e-com business I knew that having one skew was going to really hurt things like average order value yes not give people sort of like options for bundling or anything like that so wanted to have sort of like a small medium and large bundle for people to pick from like very basics like fundamentals down and so we brought in a cleanser and we actually um we were waiting on the cleanser with the tech in it to come and we we found out on Christmas Eve that it wasn't going to be ready in time and we were like oh my goodness what are we going to do like we don't have time to formulate so we went and um found a ready ready to go formula yeah that was like a gentle cleanser I was guinea pig basically for trialing a whole bunch yes again did basic research on like okay what do each of these ingredients do what do we want to avoid and just bringing in something really simple that the customers will know won't hurt their skin but it wasn't doing any treatment it was like this is a gentle cleanser this is your spot treatment and then that was like ready to go and then we brought in a little device to cleanse your skin with and that was what we launched with those three products Yep.

14:07Okay. Wow. And it sounds like from what I'm hearing, there was no point in time where you and your mom were like, this isn't going to work. Like immediately in your mind, it was going to work, right? Or there was a little bit apprehension or... I'm hearing a lot of confidence when you tell the story though. Yeah, there was. I think it was a lot of excitement. Yep. And I think we really believed in the product. Like the product is incredible. So yeah, That's what guided us, I think. Yep. Okay. And so you have the licensing rights basically to sell B2B and B2C, right? Or just B2C? Just B2C. Yep.

14:44Okay. Just B2C. Okay. And then talk me through your pre-launch. So pre-launch was very organic. We did have like a small scale photo shoot, obviously, to get all the e-com assets ready. I was sharing on Instagram, like I set up the social media page. I told everyone that I had quit my job on my own social media channel and that I was going and doing this thing, which at the time, again, I didn't even hesitate to do that. A lot of people were like, what if it doesn't work? And you've just told people like you're doing this thing like now it's your face all over it. And like it could not work like this.

15:24But, you know, the Instagram page was at zero followers. But, yeah, again, I don't think I really stopped to consider that outcome. So started sharing just organically on Instagram the different stages of, you know, setting it up, where we were at, the photo shoot, the products arriving. We also started running like we only had maybe like 20 samples. Yes. And so we started sending those out to people to try and, you know, sort of give us results, feedback, reviews that we could then sort of use as testimonials when we launched. Yep. And so, yeah, we went through a very organic, low spend, low fire sort of process pre-launch and generated a small wait list of people.

16:05And I think the Instagram page was probably only at about a thousand followers by the time we launched. Yeah. So that was from when did you start building your wait list and like the pre-launch? When did that kick off? Because you said you launched. When did you launch? March. So it would have kicked off. Literally when COVID hit. Yeah, that is exactly when COVID. We were going into our first lockdown when we launched. Yeah. But the wait list build would have been probably from the start of the year or late 2019. Yep. Okay, so three, four months. And around how many people did you have on the wait list?

16:38I think it would have been like 800 max. Yep. Okay. That's not bad. Yeah, it's not bad. Okay. And so you launched March. I remember that time there was a lot of fear, right? And that March, we experienced it in both of the businesses. I had an e-com business and also founder. We experienced a decline in sales, but then April it started to pick up. Yeah. So did you guys, you launched in March. What did that launch look like? How did it go? How much did you make? Talk us through. Yeah, well, we had nothing to compare it to, right? Yeah. You know, having my mum in the business, we had done month by month sort of forecasts.

17:16And the forecast for month one was$0. Yes. Okay. she's conservative it's not like we had said like oh yeah you know a certain amount of the wait lists are going to convert this is how much we think we're going to get even like we didn't do that we just said you know we're going to get zero dollars let's just go worst case scenario yeah um which is actually kind of funny because that's how we continued to forecast like way into probably like 18 months later we were still going like what's the worst case scenario we had the most conservative forecast um and so yeah we did four grand worth of sales in our first day.

17:49Awesome. Yeah, which was amazing. And the majority, I'd say like probably 50 % of that was like really supportive family and friends. But yeah, the other half was people who had been sort of watching along and were keen to try it. Yep, got you. And look, that was a really scary time. Like knowing what was going to happen. Was there, were you guys that phase by COVID back then or not really? Just more of the focus on the excitement of the launch, this business. Like Like there was like, you know, people didn't know what was going to happen. Yeah. Again, I think the way that I saw it was people aren't going to be shopping in store.

18:24They're not going to be spending money going out. They're going to spend all of their time on their devices. This is probably the perfect time to be launching on an e-com like base business. We're going to be able to capture attention online. And I actually think that was true because we had nothing to compare it to. rights i didn't know whether covid was helping whether it was hindering um in terms of sales and when the first lockdown lifted we actually saw a drop in e-com sales and you're only selling to australia not the world yeah not only australia okay and we already had all our stock here so and by that you know we're small so we got like our years worth of stock you know like it was okay it wasn't like we were having to replenish this and then we were dealing with you know huge delays which obviously there were on a lot of stock.

19:13I could imagine if you were like already a booming business and then that happened, that would cause all sorts of issues to supply chain. But we were lucky in that we didn't really have that. Yeah, so it was a perfect storm. So talk to me around the branding and developing the brand and what people could learn from the playfulness that you've brought and the community that you've built from the early days. Because I think knowing what you've shared around your passion for marketing and strategy and being quite commercial like that, that was not by mistake. No, it wasn't by mistake. Yeah, that was very intentional.

19:50and actually something that I had to push for in a lot of instances in terms of, you know, you're obviously seeking feedback from a lot of people and a lot of people in that industry who knew this medical tech believed that it should be a healthcare professional-led brand or a clinical brand because it was about heroing this amazing science in the product. But I saw a huge opportunity in the category to do something different and actually go against the grain in that way and go sort of more brand-led, community-led rather than sort of professional-led. Yes. And so when I was looking at, you know, how to position it, I had all of my, you know, Axies competitor maps out, you know, with price points, with efficacy, with tone of voice, with brand experience.

20:40Like I was mapping all of the competitors onto this Axies, like and I did like 20 and trying to figure out where the white space was. And it was so obviously in this like high efficacy, but really like strong brand voice space. Yes. And so I just went straight there to play. And because I was the customer, I had that personal experience that I could relate that back to. I had gone through a very emotional experience with acne. And that was the only way I would describe it is anyone who's dealt with that problem knows just how difficult it is. but the way in which the brands were dealing with, you know, that pain point for the customer wasn't actually empathizing with what they were going through or speaking to the true heart of how they were feeling.

21:27Yes. And so I knew that there was an opportunity to connect with the customer in a different way than what all these other brands were doing. Yeah, I see. So because the thing is, right, like you launched your three products, your hero product was an acne hack cream. um like that's a that's a pretty strong name for a product acne hack um like i i haven't had really big skincare challenges throughout my life i actually used to have a lot of eczema when i was a kid though like really really bad like it was terrible yeah right that when i was a baby um my mom told me people used to come up to me and be like oh oh, he's so cute, but then they get close and they see I had all these rashes on my face.

22:10But then I grew out of it. But no, acne wasn't really a challenge for me. But one thing I do know is like, you know, you get like pimples here and there. It's hard to know what works. 100%. So it's a very saturated market. There's a lot of solutions. Yeah. So what you've done from a branding standpoint, how you've positioned it, like even just the like the name of the product i think is very interesting to me like acne hack cream like i've never okay i've never seen like yeah like so i'm curious how what what were you what else were you doing to stand out and make sure that people looked at you guys as an alternative solution because there are a lot of products out there yeah a lot of products for acne i think it was very much about that community build and i think we leveraged the fact that i had been the customer as a real connection point for the customer so the experience that i had been through was so similar to what the customers had gone through which was go through a traditional treatment pathway with your gp that prescribed prescription topical treatments when that doesn't work you get prescribed you know the oral antibiotic treatments when that doesn't work So like Roaccutane, right?

23:29Well, this was like Minamycin, so not as full on as Roaccutane. Yes. It was sort of a pathway that a lot of people in my generation, like going through that teenage period, we all went through the exact same treatment pathway. Yes. And, you know, it was getting prescribed the contraceptive pill. Yes. And there were all these people who were coming off the contraceptive pill later on who were then dealing with adult acne again. Yes. And so we actually had quite a core niche within like acne itself that we were talking to through my own story. It was like, you know, you've tried this, you've tried that.

24:05Yeah. And really speaking to the customer. Well, I was just sharing that story. And I think so many people saw themselves in that. Yes. And then like was they were able to trust because they could see that there was someone behind the brand that really understood what they had gone through. Yeah. so back then though there was not as many like it's it's becoming a much more of a thing and i think will continue to rise uh is is founder-led brands and building in public yeah right how did you work that out how did you build the confidence to put yourself out there because a lot of people that's a common question that comes up like i don't who have that fear of putting themselves out there worried what other people think yep even worried about that fear of failure not even knowing even like that it's strategically it is it is a massive trend that we're seeing yeah it's such a hard thing to answer because i don't even think that i have that mastered now i've always been someone that has been like quite extroverted i love like social connection is like you know I think every test that I've done has put me in like the 96 percentile of extroverted yes so talking to people and connecting with people is something that I think comes quite naturally but that's not to say that I did not second guess myself that whole way through I just think I didn't stop to think too much about it yes I didn't try and construct it in a certain way if that makes sense like it was very organic if there was something happening it was almost like in my dna a little bit to pick up my phone and document it i was always that person in my social life like if you watch me go on a holiday everyone's like i'm with you the entire way you know like at the airport like every single step i've documented and uploaded because that was my natural habit yes um more as like a way of just connecting my friends like i'm not an influence or anything that was just what i did yes and so i just took that into the business it was very organic wasn't really something that I ever thought I need to do this to like build the brand it was something that I almost just had fun with along the way and obviously it's huge trend now yes um and it's definitely something people are trying to lean into I would say practice makes perfect I would say like the more content that you put out the more chance you have of something like really hitting and going viral yes so just go ham like go as nuts as you can with putting as much content out there as possible and you'll learn what works and what doesn't.

26:37But the confidence to do that only comes with practice, I think. Yeah, 100%. So when it came to social, that's been a big, big channel for you guys. Instagram versus TikTok, talk us through differences, things that you see, how it's progressed over the years and what's really working now. Yeah, we built the brand on Instagram. Yep. So it was sort of pre-TikTok. Yep. And I think we still have the most engaged community on Instagram. Yes. So I think the community build is still where it's at in terms of like Instagram being the hero platform for that community build for us. Yes. But we're seeing a new audience come in with TikTok where you have like that Instagram piece, it's incremental and you build it very intentionally over a long period of time.

27:31with TikTok, you can build that overnight. And I think that's the incredible opportunity that founders today have is to find this audience on TikTok and find it quickly. But it's a game of patience and just grit because you have to be ready for things to just not work time and time again until you get that breakthrough. But we had the breakthrough on TikTok in 2022, where we had a video go viral and it brought in an entire like customer base for us that we didn't have before was slightly younger and it actually turned the business profitable basically overnight so talk me through that like talk talk me through that like what was the video we can pull it up and like you know yeah like talk me through that so this was sort of in like i we had so this was 2022 yes we had been working in a co-working space by this point so we had sort of gone through the first phase of the business which was the first 18 months we were in COVID we were working from home we were packing and fulfilling from home yep and it was all very small scale yeah um we then decided sort of after that that we were at a size where we could move into a co-working space keep all of the product in a small warehouse work from there as well and we wanted to hire in a part-time marketing coordinator.

28:55Yep. We did that. So it was sort of phase two. That was where we were at when this happened. Yes. And things were going well. I think we were, you know, at about 650K in revenue a year. Yep. So solid. Yeah. But not profitable. We were still burning through cash and we were spending a lot on marketing. Yeah. So why is that? Why were we not profitable? Yeah. We were reinvesting everything. Okay. So it was by design. Yeah. Okay. Yeah. Because without the marketing, we didn't have the revenue. yes and so we hadn't yet reached that critical mass yep where we could essentially profitably scale it was like trying to build that customer database to that critical mass yep so that we could get past that yes um we had incredible um we had an incredible view on our e-commerce stats because of bridget who's my mom in the business doing all the analysis on the back end and being pure play we had like the cleanest amount of data there yes we could see cohorts how like when they came back to buy how you know the retention rate the customer lifetime value so our all our forecasts were built bottom up on we knew like guaranteed when the customers were coming back it was like cyclical like it was every single cohort was the same yes so we had then built those forecasts bottom up we knew where the critical mass was and we were pushing to that got you got you got you and can you talk me through what was the critical mass?

30:20I mean, I don't even remember the exact number, but we could see the baseline business building because of the fact that it was a consumable so people were coming back. And so we knew that if we could build the base to a certain level, then it would self-sustain, yeah. Okay, got you. All right, so 18 months, you started playing around TikTok. Yeah, very like lightheartedly. We'd started up a TikTok page for TBH. I also had my own personal TikTok, which I just messed around on. Like it wasn't business orientated at all. Yes. And that was just a COVID like hobby or like bit of fun that I was having.

31:00Yep. And then TBH, we were doing things here and there. We weren't particularly consistent. It was something that I'd brought in a marketing coordinator to also have a look at and play with and help me film stuff. Yep. There was no real strategy. It was just like, again, let's put out as much content as we can in a week with everything else going on and wearing all the other hats in the business and just see what happens. And one day my marketing coordinator got sent a segment that was on radio that Abby Chatfield had hosted this segment. And they were talking about acne in the segment. And she mentioned the product and said, for anyone out there who's, you know, is struggling with their skin, this is the product that like cleared my skin.

31:38It's incredible. you know and it was like a sort of throwaway line but it was in there and she got sent it five days later after the radio segment aired by a friend saying oh my goodness I'm just listening back to the radio segment on Spotify because it got uploaded in Spotify episodes have you guys seen this um and I was like oh my gosh no I haven't haven't seen that and I was leaving for the day I was like I'm gonna listen to it when I get into the car went and got in the car and thought I'd seen people filming like blind react videos in the car and so I thought I'm going to film like a blind react to hearing this for the first time so I just put it on in the car I was just sitting in the car listening and my reaction's not even that crazy like I've just heard it and I was like whoa what the hell you know and then I put it up and captioned it and put a bit of text on the on screen whatever uploaded it to my personal page and didn't look twice like I edited it there and then yes in the car yes uploaded and drove home and i wasn't i i'm not as i back then i used to drop so much more these days so i wasn't someone that was like on i was on instagram like yeah at night yeah i didn't actually open my tiktok app until the next morning and i opened it and of course i had my shopify notifications on yeah so i woke up in the morning and i was like what are all these orders like yeah when like hundreds of orders just randomly overnight i was like what is It didn't even register to me like something's happened with the TikTok video.

33:06I was like, what's happened? And then I opened my TikTok and my TikTok was at about 70 ,000 views. So solid for overnight, definitely more than I'd ever gotten on any other video, but not like a million. We've seen more virality since then. But this was a video that converted. It had everything in it. It was organic. It had social proof because of the content of the video, you know, with Abby sort of recommending the product. And so it was like that social proof, the organic nature of it. Yeah, talk through the problem and the problem that it's solved before and after state. Yeah, gold with CTA.

33:42Was there CTA? There was no CTA. Yeah. But I think that's like people went looking. People like, what is the product? I also love that as like an idea as like bury the lead. Don't give everything away in a video because people, it drives engagement when people are like, what are they talking about? And then they feel the need to have it. They'll go digging. This is a generation who can find anything on the internet. So don't feel the need to be like, shop it at, you know. But so this was like that. It was just a very organic video. It made people be like, what is this product? Everyone was talking about it.

34:10And then it was just driving like sales immediately. So it wasn't even just an awareness thing. It was like doing everything. Awareness consideration was the whole way through the funnel in one video. And we paid nothing for it. We took that opportunity. We ran with it. like as soon as that happened it was I understood that you know I was jumping on making follow-up videos of oh my goodness this video went viral these are the orders that we got through bringing people in to the inside of what had just happened to the business yes and then that got pitched as a media story as well media picked that up they thought it was really interesting yes so then media started talking about it great we had media articles that we could use in ads this thing had took on a life of its own yes but also very intentional and we knew how to take and I think this is what you learn as a founder is like you don't let a moment like that die it's a once it's like you know it's like a shooting star you got to catch it and run yes and if you let it go like it's just such a wasted opportunity so yeah we just took it and ran with it and never looked back it took on I think it went like that piece of creative yes was generating income for the business for about nine months.

35:21Yeah. Wow. And it had like an under$10 CPA. Yeah. Okay. So, so, okay. So then you took that creative and ran. Yeah. Ran in ads. Yeah. Got you. Under$10 CPA with an average order value of what? 80 to a hundred bucks. Yeah. Yeah. Wow. That's awesome. So then you talk about profitability because also that's the moment that I realized Just scalability came from content, good content. Good content scales businesses so profitably. Okay. All right. So now we're getting somewhere. So talk me through what happened next because you started as time went on to scale the business also through retail. Yes. When did that start?

36:06We were having conversations with Priceline at this exact moment. I don't know what happened in August of 2022, but we had conversations around the merger. Yep. We had this TikTok go viral and we were in conversations with Priceline. Yeah. So the business went from zero to a hundred. Yep. Like very, very quickly. Yep. Which was incredible. And we were struggling to keep stock then on shelf. Yep. And we couldn't keep up with order packing and we were hiring casuals every week and we had a whole set of different problems on our hands. But we were talking to Priceline. we had pitched to them and sent them product.