Building Beauty From the Ground Up With Lithe Beauty

Hi everyone, welcome back to Hitting Pan by Ipsy, I am your host Bethany Blair. On today's episode, we have live founders Linda and Matt Saconde, they are from Canada, which I forgot about until we're talking about and I'm like, I need to make sure everyone knows that they're Canadian because they're so wonderful, they're so nice. We work with them at Ipsy, we get to hear a lot about their story. I was first introduced to them at the Ipsy's Awards earlier this year and they were so kind, they were so humble, they were so excited about winning an Ipsy's Award and it made us all fall in love with them. So we knew they would be wonderful podcast guests and invited them to come out to LA to record with us and I'm so glad that we did because hearing their story, it was very inspiring. We get to talk a little bit about Linda's upbringing and how working together as husband and wife has presented challenges but that they've made it out on the other side and kind of just hearing a little bit about where they're going with their brand, started as a lash brand, transitioned to beauty and everything else in between. So excited to chat with them today. I think you will definitely fall in love with them as we have their just the nicest people and we had such a great conversation and it's our first duo that we've had on the podcast. So that was fun just to have three different people talking, hopefully you guys enjoy it. Definitely let us know. Leave us a review if you haven't already and remember you can watch the visual episode on Spotify if that's your thing, otherwise listen to us on Apple, I heart, Spotify wherever you get your podcasts. Alright, let's get to the episode. Highlanda, hi Matt, welcome to Hidden Pan. How are you today? Good. Very good. Very good. We're so excited to be here. I know we're so excited to have you guys. And I think is this our first dual guest? I feel like this is our first two person which changed the chairs a little bit because we had a different couch because we were like, we got two people. This is fun. So far before I'm like, we're going to be tight in there. Yeah, we'll figure it out. Yeah. We brought in, we brought in some reinforce new chairs. So, but we're excited to have you here. We're going to learn a little bit. There's two people here. You can hear the different differentiation and voices. Obviously if you're not watching it, but this is a husband, wife duo that we have here. We're going to hear a little bit more in a second. But I know we're just pumped to have you guys here. You guys are the founders obviously of life, which is a beauty brand. But we're going to again, we're going to dive into that. So I don't want to get too much yet. I would love for you guys just to kind of both introduce yourself. A little bit about who you are and who like this. My name is Linda. I'm the co-founder here. I like beauty. I co-found this business seven years ago. We started as lashes and I started with my husband. We both had sea level jobs and decided that we wanted to do something together. And when we were getting married, I had the idea to design my own strip lashes. And within a week later, we started this business together. I'm mad. Thanks. Pleasure to be here. I helped start this business with Linda. But before that, I was in finance, trading, it's on a trading floor. So a bit of a different environment. It kind of just morphed into this organism that was quite authentic and genuine and one step led to another and here we are. And this is what you guys were getting married. Like this, this kind of came together around the same time as you guys getting married. Yep. A couple of weeks before I was getting married, I was being so nitpicky about the kind of lashes that I wanted because you spend all this time doing your makeup and the finishing touch is the lashes. And I just couldn't find lashes on the market that met my expectations of what natural should look like. And I'm just facetidious by nature. So when I started looking out there, I started realizing that a lot of these lashes that were marketed as natural were quite dramatic. But on top of that, notice that a lot of them were market as cruelty-free and vegan. And at that time in 2017, a lot of those options were made from Siberian mink. So I started looking out there and I drew a lot of my inspiration from our natural lashes and basically our natural lashes are beautifully imperfect and they're not super reflective under natural lighting or artificial lighting. Shiny, almost. Yeah. And so I started looking on the market at different synthetic fibers and thinking about how we could construct it. Within a couple of weeks later, we decided to start live lashes. And I was at my kitchen table with Matt and my dad brainstorming ideas. And within six months of launching our first collection, the Everyday Lashes, we won the Allure Busta Beauty Award. Wow. Yeah. Wow. That's amazing. I didn't know that. That's hard to do. People like work for a long time to get there. Yeah. Clearly you're onto something. That's amazing. Matt, when she came to you or when you had this idea, what was your initial thought because obviously you both had different careers, you were just getting married. This is like a new part in your life. But what was your initial thought when she said, like, I want to start, I want to make a lash. I want to start a brand. Well, you know, Linda has always been very creative. I was just working, you know, the daily grind, right? My life was career-wise a little bit more structured like in that regard. The idea, she was just saying, hey, you know, she was also transitioning out of like merchandising. She was struggling to try to find, you know, her lashes and she was like, you know, I can probably do this. Wow. And we just kind of started throwing things back and forth like, okay, well, you know, what is it cause? What do you sell? All that kind of stuff? You were probably numbers guy. Yeah. I was starting to drill her on the economics and she was just firing back like answers that just made sense. It just seems to make sense. It was like, okay, well, you're transitioning out of something. You have a passion for this. You've always had a passion for this. I'm just like, okay, here, I'll help you. That's the right answer. And let's go for it. Yeah. You know, obviously there had to be like certain pillars there too because we also share, even though we're like opposites in many ways, that the core themes of life are pretty in sync. Yeah. So like, you know, some of the pillars like making sure that, you know, the packaging was sustainable, that the product was vegan, cruelty-free, that kind of thing that resonated with the both of us. Yeah. But as far as a vision is concerned, it was all her. I was just kind of just backing her, like, banking her. I started seeing things a little bit differently. I started cracking and so that, I mean, I guess the entrepreneurial side of me started to awaken a bit. And then next thing, you know, like after we won the award, I realized like, oh, wow, like this is really, so what we thought is actually what other people think. Yeah. And then that winter, it was full time. Yeah. I left the job and, you're like, we're on to something. We're on to something. So let's do it. Yeah. Because that is a big, there are a lot of people who might have a thought like that. We're like, oh, I would love to make my own blank. I wish there was a blank that did this, right? But like the actual step to go from that first thought to bringing it to fruition is a lot of, there's a big, that is a big step. It is a difficult step. Otherwise, everybody would be starting brands, which it's more common these days, but it's not easy. You say, you guys know firsthand, but that is a pretty big step to go to fill that. And then you find the manufacturer, you find all the, you spend the money, you, you know, it's a lot to do. So I can imagine the time and all the effort that you put in, you win the award, beauty, and you're like, yeah, you're like, okay, this is something that we're going to move forward with. And that, you said that was within six months? Yeah. Six months of launching. Yeah. Wow. So many months to get the first collection I had gone through almost 700 lashes, I can't imagine. Get the right one. And I wanted it because I had come from a fashion design and marketing background. I saw lashes as the one beauty product that's like apparel, you know, it's something that you wear on your eyes. And at that time in 2017, I didn't really find many options that talked about how they complement your eyes. And I feel like lashes have had a huge resurgence in the past, like there was this moment, like, you know, the 2012 to 2016 era where lashes were huge. And then we kind of like, somewhere along the way, not took a break, but it feels like they weren't as prevalent. And I feel like they even came back full swing even more. Yeah. It was definitely like, I mean, the industry has changed so much in seven years. As you've described, I can't even keep up sometimes. But in some ways, I'm, I'm really happy about the transition as I look at a lot of these other brands. This is exactly what was missing and this is exactly what I wanted seven, eight years ago. And now seeing all these like amazing brands pop up with all kinds of different lashes. I saw this one lash where it's like, I think, I think it's magnetic and it's on this like clippy thing. Mm. And you clip it on. Yeah, I do. I haven't tried it. I haven't. I'm scared. It just seems so practical, like no glue. You just go. Yeah. So it's really cool. Like, honestly, I'm one of those people that really believe that there's room for everyone to grow. Just be just focus on your own, only focus on being good at what you have to offer and celebrate everyone's success. And I just love, I love the way the lash industry has evolved. The right people will connect with your brand. Exactly. Like you said, styles for everyone out there, you know, clearly, because there's so many different great brands doing different things and every succeeding. So it's great. That's a good, that's the right. I feel like that's the right attitude to have because you're like, if not, you'll get caught up in who's doing what and how and whatever. It's too much in beauty in general. You know, there's more brands than ever now, more opportunity than ever now. So it's like, why not? There's nothing wrong with throwing your hat in the ring, you know? Exactly. And if someone, you know, if someone does it better, it's about focusing on how you can improve your own collection and things like that. Yeah, I love that. Were you always a beauty junkie? Like was that? I mean, listen, when I got married, I was the same with my lashes. Like I remember being like, nope, too thick, nope, uncomfortable. I didn't know. Did I want to get extensions? Like, the lash was a really big moment, but I'm also a beauty junkie. So yeah, when you said that, when you were focused so much on lash, I was like, she must have been a beauty junkie from a young age. Yeah. So I've always been a beauty junkie since I was a kid. I grew up in a house where a household where makeup wasn't really condoned. I think the more you feel like you can't do something, naturally the more you just want to do it. So when I was a kid, I had to hide a lot of my makeup. I would save my allowance by makeup and then come home, D-pot, mix it all up, see what I could make with it. But then if my mom came into the room, marched into the room, I'd hide under the bed. But yeah, I've always been a beauty lover at heart. And my dad, he's a mechanical engineer. And he has, sorry, I'm kind of throwing him under the bus here. He has a tough time expressing his love. And he's not that affectionate, but his love language is having really deep thought-provoking conversations with me about inventions and what he wants to invent and how we can improve things. One of our favorite shows is how it's made. So I think I took some of that when it went into, when we turned, we went from life lashes to live beauty. A lot of that inspiration, I didn't really realize, came from my father. So the very first product we launched was the High Definition Gel Eyeliner. And yeah, I just remember having this conversation with my dad thinking about how we can make an eyeliner pen, hit all of the marks, be affordable, practical, timeless, versatile, actually solve a problem, have multiple USPs, unique selling points, all of those things. And so yeah, thanks, Dad. What a great upbringing from that end to go that you set attention to detail with Matt, but same thing with a mechanical engineer and all the details that go into making something move, run, work, whatever it is, I'm sure it can't be handy when you were product development. You mentioned obviously the gel eyeliner, how long did it take you in lashes to get to the point where you guys were like, we're going to do beauty. Was that something that you think you were always going to get to in the beginning, or was that something like did you did that pop up out of nowhere? It was always something I wanted to do, like the full picture, like from the very beginning was to become a beauty brand, but we did face some challenges along the way. You know, COVID, the pandemic, we didn't know how to navigate that during the time. So it did stretch out the time our time as a lash brand to seven, eight years. But then in 2023, we had a round table discussion. We just felt like it was time to branch out, and yeah, I've just been blessed to work with amazing, amazing developers as well to people who are incredibly fastidious and within launching the high definition gel eyeliner, I think it was like one or two months in that we were notified that Jacqueline Hill had talked about our eyeliner multiple times. That's wild. It was, I mean, seeing like four or five clips of her talking about the eyeliner back to back, I was like, yes, you know, that's exactly the real moment. She's like the beauty influencer of all beauty influencers. She's OG, like huge audience, so absolutely lover. She's, you know, even till this day, I haven't met her ever in person, but if she's ever watching this, I just want her to know I am so grateful, so grateful for your support. You put us on the map in the first year of launch. That's amazing. I know, and for her, she found a great eyeliner and she's just talking about it for you guys, you're like, this is amazing. I'm loving life beauty right now. Their whole thing is effortless products that actually make sense in your routine. Like the viral HG gel eyeliner, one swipe, it's on, it lasts, and you're done. This retractable pen has an ultra fine tip and built in tiny, angled brush, making it so easy to nail the perfect wing liner. And don't get me started on their nourish and glow lipsticks. They give you amazing color with all the benefits of nourishing skincare. Packed with vitamins A, C, E, hyaluronic acid, green tea extract, and shea butter. So you never have to choose between comfort and payoff. And now you can try them for less. Just head to lifebeauty.ca and use code livexipsy to take 15% off now through January 31st, 2026. Would you say that's your, is that your favorite product? The high definition gel eyeliner. Is it because there's a first or do you have a new baby? I do have a new baby, absolutely have a new baby. We just launched the new nourishing glow lipsticks and we've been working on this for over a year. I am so proud of this one. So proud of the team for this one too, it's, it's just beautiful. From the outside inside, it's got vitamin A, C, E, shea butter, hyaluronic acid, green tea extract, castor oil. If you think about it, it's your everyday lipstick with nourishing benefits. Hmm. I mean, that sounds soft. Are you ever the guinea pig? Just she like, I need it. Absolutely. Yeah. I mean, I've. You've done it all. Yeah. Whatever you need. You're like, I'm, I'm your mannequin, dude. Whatever you need. You know, Linda's an only child and so she doesn't, she doesn't have that sister, you know. And so, hey, I'm around. We're working together. All right. Fine. Yeah, yeah. I got some stuff that stay here too. We're in it together. Whatever you need me to do. I'll do it. It really was soft on my lips though. I'm not, I'm not, you know. You're like, I did like it. Yeah. You know, a chapstick and some things and that was like, Oh, wow. Okay. You're such a good sport about it. You're so tired. Yeah. Just amazing. I mean, yeah. That's a, I can tell. I mean, the vibe that I got, we'll talk about the Iveses too, but I can tell like, yes, your business partner is you're married, but it's just genuine support, which I think you have to have working together probably, you know, like, there's so much at stake and and this is something that you guys have put so much into and you probably each have your own roles, but like, I think to, to be in, in a business together and have a relationship, obviously, whether that's sister, husband, wife, whatever it is, you know, you got to have like that genuine support. You have to be, I'm sure. Like, you guys have probably had a lot to figure out along the way. Oh, it's, it's been very challenging in many ways. Yeah. We blur a lot of world. Even our son, you know, he's part of all our boardroom discussion. Oh, I honestly, I would be surprised if he grew up to not love makeup. Right now he just rummages through my makeup, my vanity table, goes through everything. Yeah, he just knows when we're talking about work and stuff. And yeah, going back to our dynamic as a couple, honestly, when you're working together, it's be prepared. There's, there's highs, there's extreme highs and there's extreme lows. And when the business is doing great, you're up there together, but when the business is not going doing so great sometimes, you're laying in bed, holding hands, staring at the ceiling, wide eyed. Oh, yeah. Yeah, I can imagine. I think about, there was like a summer, like when we were in our early 20s that my husband and I worked together on this like gig because we both lived in LA and we were freelance. And I was like, by the end, we figured it out and I was like, okay, this kind of works about the beginning. I was like, I think this is the end of our relationship. And I do remember by the end, I'm like, okay, we figured it out. We made it work. We have to be committed to figuring out what that looks like. And then when, probably again, it's probably hard. When to turn it off. We've had moments where I'm like, Matt, please stop. Yeah, please. I can't. No more business. Yeah. I can't. I naturally have a bit of worrisome personality. It's always something running in my brain, and so there's sometimes worry about that tomorrow. Today, let's just enjoy our, you know, our kids movie with, with ban or something. Yeah. I mean, it's your business. Like, you guys built this. It's like that way about ifsying about work and, you know, I'm so dedicated in my job. And it's not even mine, you know, you know, officially. So I can imagine that when it's something that you've built from the ground up, and it's probably something that, yeah, it's always on the brain in some way. So I know it's. I think also, like, with Linda, like, she's kind of naturally entrepreneurial for us. I was a little bit more, a little bit more rigid, a little bit more, like, confined to, okay, you know, I'm going to get a really good job. I'm going to have financial security. I'm going to have my things, you know, and they're going to protect me. Yeah, you had your path. Had my path. And that was that. But, you know, when you, when you kind of flip that over on its head and you become an entrepreneur, completely different, you know. Yeah. It's a learn a whole new way of doing things and living. And because you're like, all these, all these, the confines in which you were working in, go away. And you're like, oh, I could go everywhere, anywhere at the same time. Yeah. Linda, I'm probably similar to you in the sense that I've had my path. You just even career wise has been like, this, this, this, this, this, everywhere I've done a little bit of everything and kind of come up in a lot of different ways where I'm super flexible. But you mentioned like, obviously, upbringing, yeah, entrepreneurial spirit, but it probably comes from somewhere, you know, you're upbringing and whatnot. Yeah, for sure. My family, they're actually all entrepreneurs, they were, they're Chinese Vietnamese. And so they actually fled Vietnam in the late 70s, came here during the Vietnam War. They were sponsored over, so they essentially lost everything that they had built. My mom's side of the family, they owned a textile company, they manufactured silk. And then on my father's side of the family, they were my grandparents were school principals. And they also ran a construction business and they built schools for children who couldn't afford tuition. And when the war broke out, they literally lost everything. So when they came here to Canada, they had to, sorry, every time I talked to them. I forgot to, I know it was like, this is, this is obviously something like really important and a huge part of who you are. So I, yeah, it's a, it's a big part of my identity. And I'm still figuring it out these last couple years, but even just figuring out that I was part of a community called the whole community, I didn't even know that like I grew up, my family speaks six languages. And growing up, I never really understood like which group I belong to, where I assimilated. Because if I hung out with my friends who are Chinese, I wasn't Chinese enough. If I hung out with my friends who are Vietnamese, I wasn't Vietnamese enough. The way I spoke Vietnamese sounded funny. So a lot of these things, they affected me growing up and being in a family that obviously my parents love me to death, they love me so much. And I understand that now, but growing up, it was a confining environment for me. So when I got to 17, I just felt like I was becoming a woman. A woman for the, you know, you're, you're approaching 18 and you just want to discover yourself. You want to find yourself. You want to experiment with makeup. You want to feel free and liberated. And I wasn't getting that sense of freedom. So one day I just decided to pack my bags and leave home, absolutely broke their hearts during that time. And I actually never told anybody this, but I was homeless for a few days. Yeah. And I didn't tell anybody, but I think when I was coming on here, I talked about this with Matt and he encouraged me to kind of share that news. But wow. Over the years, from that experience, I decided that, you know, I remember sitting on the park bench that night saying to myself, like, I don't like my life. I don't like what I'm doing. And I want things to change for the first time. And how, like, what are those baby steps that I would need to make to change that? And what do I really love? And I said to myself, well, you know, the closest thing that you could do that would make your parents happy or somewhat respect you maybe is going into fashion. So I think at that, at that time, I was like, OK, well, I'm going to go get a retail job. I'm going to work my way up. I became an assistant manager and then store manager and then started getting sea level jobs. And I worked in marketing and then around that time I met Matt and I realized we were kind of like you at a crossroad with your husband where this isn't going to work because he's an incredibly fast-paced job in finance. And I'm an incredibly fast-paced job in fashion. And we never see each other. And when we do see each other, we're so stressed from work that it was putting strain on our relationship. There's a problem. Yeah. Yeah. That's a real problem. And totally normal. Like, that is very, that is probably something most couples go through and some capacity. Yeah. So then I, that was, you know, when we got married around that time, when we got married and the light bulb, the switch went off, I was like, that's it. That's what it is. It's beauty. It's always been beauty. And here I am today. And I'm going to be whole, yeah. I know. I mean, I thank you for sharing that. I commend you for sharing that. Like, obviously, it's a hard thing. It's part of who you are. It's part of what got you to where you are. I always love talking about whatever people are comfortable with about how they started or what was the turning point or things, because I think it's good for people to hear that, especially when we have people come on. They're usually in the second half of their journey, right? They've started the company there in the successful times they've, they've experienced the lower beauty awards, but you, you often hear about that stuff. We don't hear about the early stuff. You don't hear about how hard it was or the sacrifice that people had to make. And so I always like to spend time on that because I think people hear it and then they, they hear themselves in it where they relate to it or they go like, oh, wow. That was really hard, but like they did it. I did. I can do it. So I do, like I love when people share moments like that as hard as they are, because I think it just shows the reality and sometimes what it takes or what people have to go through to get to the point where they are in that second half where they are kind of like not that the second half is easy, but you've done the thing, you know, you've, you've done the hard stuff and you've crossed the threshold into now you are founders. You are, you have your, you know, lower beauty awards, you're in it. You're doing all these things, but there was a lot of, there was struggle at the beginning and that's okay. And, and I also think like probably the, the path of self discovery, like you said, and, and figuring out who you are and kind of finding your background, who you relate to, that, that's like what beauty does play into that. You know what I mean? Beauty is a part of that path and, and it doesn't have to be in a superficial way. It's in a just way of like finding things that you're passionate about and that can make you feel better. So I appreciate you sharing that. I, I think it's so realistic and like it's okay to talk about those things. So thank you for, for sharing. I know. Till your last point about beauty because I came from not being, you know, and coming in here and, and having a fresh perspective on life, but also, you know, newly parents and newly married and all that kind of stuff. And now into beauty, it's like, you're right, like it, it really is an expression. I appreciate the, the authenticity that can be expressed on your, on your face or on your clothes, how, how you feel, you know, will determine what you put on. And that's okay. Yeah. And I kind of was, I appreciate that because it's, I, I find like, you know, growing up kind of struggling with authenticity, wanting to just do what my parents were, you know, going to deem as successful or how I was viewed in people's eyes and, and things like that. Moving from there to saying, no, you know what? I'm going to do this for me, where I'm going to, you know, that, that takes risk. Take a risk. Yeah. And, and so if there's one thing that this journey so far has really been fruitful for me. It's been the, the, the courage that I see in people expressing themselves on how they, how they wear their face or how they wear their clothing or how they just present themselves. It's, um, it, it, it inspires me to be more open. And so when we do videos or, you know, you have ideas and you're like, I'm going to draw like a Mike Tyson tattoo on your face with the eyeliner. I'm like, all right. It's Halloween anyway. Let's do it. Yeah. Every day's Halloween, right? Yeah. You're up for anything at that point. Yeah. And it's breaking me out of my shell a little bit. So I can be a little less square, you know, and a little bit more, you know, free thinking because she's very right brain, very free thinking, very, and I'm more like left brain, very sort of structured, logical in that regard. So it's nice to have that, that sort of diversification where you can, um, you know, yeah. You need both. Yeah. You need both, right? You need to compliment each other, right? Once you figure out how to work and what you want to do, like you're probably pulling different strings and it works together. Yeah. When it comes to like, obviously working right now, you know, you guys launch beauty, which again, we'll, we'll totally come back to you. But what, what are your roles currently? I, I see you shooting content, which I love. People love seeing founders. So that's like, you know, I feel like that's something that people like encourage other founders. Like, come on, get on the camera. Like, show your face, chat, you, you know the most about this company. So I see you online. I love all the content that you do. But what, what are you guys, kind of, what are, what are you sitting in right now in terms of roles? Oh gosh. Everything, everything. Literally everything. Um, I, I do, uh, I handle the product development side of things as well. I do, uh, social media, content creation, scheduling shoots, packaging design. Um, I work very hands on with all of my team and, um, copywriting, just literally anything that's creative related with the business, marketing related, all me. And then even now, just this past year, um, I'm starting to get into Matt's lean as well, budgeting and numbers because I feel like holistically as like, this is my business. So I have to understand like the forecasting side of things. I have to understand, you know, the budgeting side of things. Well, you also make that, you know, the advertisements, the email marketing, all that's, of course like a hundred hats. Yeah. Website, design, email marketing, I'm chopping videos with my social media, um, but I still feel like, I don't know, maybe I'm just being self-critical on myself, but I feel like a lot of ways to go when it comes to the social media side of things. I think I'm just starting to come out of my shell with that. I mean, it's not, it's hard. It's hard. It's really hard. You ask anybody and they, like, it's hard. Well, I do essentially everything else, most, most of the, the more, uh, operational things. It might be, you know, quote unquote boring, but are also, you know, fun to mess with. Necessary. Yeah. Sometimes it's the, yeah, the banking, the, the finance, the, the bookkeeping, the, but you talk to all the forecastings. Oh, I handled this. I know that. I handle customer service. Yeah. The legal, um, and thankfully now, like over the last year, two years with, uh, the rise of like AI and everything, it's been a lot of like tools there that have, uh, helped tremendously. And I've saved a lot of, uh, time and money. Yeah. You know, especially on that side, like the coding and the, and the, you know, the reporting and the reports building report, oh, that's, so that's, that's, that's my bag. And of course, you know, the fulfillment, I handle all the fulfillment, um, you know, so basically the finance and operations is pretty much what I, what I do. And then I'm not like, I'm, I'm, I would say that my strength in, in sort of organizing the, the bookkeeping and, and the accounting and the finances is probably like my main, uh, lane. Oh, by the way, I keep forgetting to mention it. Keep popping my head. You guys are Canadian. Yes. Yes, we did. I mean, I knew that, but then I, I, I, you said it once, but I was like, we have, that's why they're so nice. Not to play in the area times. Yeah. But every Canadian that I know is so nice. Okay. So it does check out. It is so very apologetic. Yes. Sorry. That's so funny. But, um, I didn't, I didn't know that until the Ipsies, which again, we'll get to, but, um, and then I was like, oh, because I knew the brand, but I just, I didn't realize that you guys were Canadians, so, um, but you, you're, you're selling everywhere, like US and Canada, or, well, yeah, you know, with the, all the specific issues. Yeah. We've had to shut off all of our advertisements to the US because it's impossible for us to get packages to the US right now. We've tried and we have hundreds of customers reaching out to us. Yes. Even customers offering to pay $100 just to get their package. These are customers we spent seven years building, seven, eight years building. Oh, yeah. And it's staggering. Yeah. Almost 65% of our customer base is US. Yeah. Having to, having to pause. It's hard. Yeah. Down south. Yeah. And our US customers are so great. Like being sort of first-hand with the customer service, I mean, awesome people, you know. Wow. Yeah. And we love, we love the US. Yeah. You're like, you want to get it to you? Yeah. You want to do business, but. You see Canadians are nice, but honestly, US, I mean, Americans are amazing. We have another, um, partner that are people who, in the box, do of the gods, um, who's also Canadian. Great. Amazing. I didn't get a chance to talk to him, but Matt did. That's amazing. Yeah. And it turns out we actually live in the same little town. Oh, my God. Yeah. That is crazy. Yeah. Yeah. Yeah. You have to follow Ryan on TikTok. He's like building his dream home right now. Look at him. He's crazy. Yeah. It's my favorite thing. I like he. But I'm like, when am I coming over? Okay. That granted counter is something. That's like, this will make Ryan very happy. It's, he was on the podcast as well. He's amazing. But I was like, we have great Canadian founders, like it's, but I'm sure again, like, I'm sure if you guys talk to him, it's probably crazy. It's just, you know, one of those things. But prior to that, obviously, you guys were, you know, he said 65% of your cut. Wow. When we launched, we were like, let's just do all of North America. Let's just see how things go authentically. Yeah. And the US audience really, really resonated with our products. We've had some customers shop with us over 30 times. That's really impressive. I feel like in this day and age, because there are so many new products coming out constantly. Different brands launching and a rebuy in this industry and this time right now was actually a really huge compliment because you might even like, even for me, like, I'm a beauty junkie, I might even like something, but I'm like, but I'm going to try this instead. You know, it's, so if you're coming back and repurchase, like, this is like your staple. This is something that you're like, nope, I need a my makeup bag. There's a girl that we work with and we did a partnership with her earlier this year. And it was the brow pencil. I think it was like, gosh, was that February that you guys were in Ipsy? The Nano Phil? Yeah, the Nano Phil. It was either, it was sometime in the first half of the year. It was like February and March April. I can't remember one of those months. And she sent us a message and was like, I really like this brow pencil. And it was right before the Ipsy's, I think, because I remember, I knew what it was. And then I saw you and I put the face of the name and all this stuff. And she was like, it's really, really good. Like this is like my new and then in her content, she was seeing the same thing. And then I got it. And I was like, it is really good. Like it was so funny. And then and then it was like a couple weeks later, y'all won the Ipsy's award. And and then you came up and gave the most beautiful speech. And everybody was crying. It was such and it happens every year. Someone always makes me cry. Like so it was just like last year, it was like last year, 24 was Shades by Shan, who won the award. And then y'all won this year. It's just like so genuine and beautiful to see. So I again, like I almost kind of connected y'all through Ipsy. Like who you are, your products. I have three subscriptions and I'm like, it's Pepsi. And so I had gotten the products myself. And then seeing y'all win the Ipsy's award was really, really beautiful. So I'm, were you guys shocked when you won? Definitely a big shocker. I did not expect that. But at the same time, big game changer for us as well. Because it, again, once reinforced and validated our hard work, all the intention and thought that our team put behind the product development. Um, yeah, it's just surreal. Yeah. It really was surreal. It's surreal. I remember, yeah, seeing, seeing the video that you guys posted when you were told you were up for an award. And that was such a fun thing. Oh, yeah. Oh, yeah. I saw it. I feel like there was like, people were really engaging with it. And so I was like, Oh, great. Like I, I knew who was up for it. And then so then again, that was, I initially saw it. I'm like, Oh, okay. These are the founders. Like again, face with name is really great to have for whether it's customers or whoever it is partners and then, um, and then yeah, when you came up, I, again, I know your speech was very much around just, and I'm not just saying this because I work here, but it was so genuine. Like that's what I'm saying. It's very heartfelt about working with Ipsi and, and, you know, kind of getting your products to a new audience and how it's been great. Can you tell me a little bit about that? Well, again, not, not trying to like brag about us. It's such a great partnership. So, yeah. Absolutely. I mean, you guys put us on the map again. We got us get our products into Jacqueline Hills hands and obviously just the credibility you have the, being able to collaborate with you guys on, on the subscription boxes, um, the mass seating. It shot our business up originally when I was at the podium and I gave my speech. I said that it brought our business up by 300%. Yeah. But funny enough, when I went back home a couple months later and we're looking at the books, I'm like, oh, it didn't shoot up 600, 300% it shot up 600, oh my gosh, you're like, it was higher. Wow. Yeah. And it's probably so rewarding. I can imagine again, like, I feel rewarded seeing like our brand partners that we work with and people trying them like when she messaged me, I'm like, I love that they discovered a new brand and a new favorite product through Ipsi. That makes us really, really happy. Like, that's what we're trying to do, right? Is like, help people discover and play and have fun. And so I'm sure as the actual brand just seeing new people use your product is like, I love it so much. Like, just logging onto my phone and just seeing random people like talking about how much they love our products, getting emails, getting, even getting people that say that they resonate with my story, it's just like the nicest thing, you know, um, I think that's the best part about our job. Even the, the, the, the Ipsi, the Ipsi consumer base, like they're, they're fantastic because I sift through the reviews, try to figure out, you know, yeah, fantastic reviews, but like, you know, the people that are subscribing to the box is like, they're people that are conscious and they want good products for a, for an affordable price. And it like, it just, it was very seamless. I found that our brand, like, what, again, our pillars comes down to the foundation and our pillars of how we wanted to structure our business. And it just, the, the resonated well with the, with, with Ipsi consumers. And it made sense because it just was, there was a cohesion there. Yeah. Yeah. Yeah. You're like, and then you get to see the results of it and you're like, Oh, this is everything. Yeah. Like it just fits where you're like more people get to try. And we love discoverability. Again, it's, as, even as a consumer, I love when I discover a new product, like, especially if it hasn't like, you know, gone viral on TikTok yet, like, I love that. And then then other people discover, you're like, I had that first. Like, there's just something fun about beauty with that where you're like, you're always looking for like something different or new. And it's really fun. And I think that's what's probably people when they, what is this? Your branding is beautiful. Your packaging is beautiful. They probably are really excited when they get in their box. Yeah. I mean, whenever I get the Ipsi box, I, I've gotten a few times and I'm just like, so excited when I see it outside of my door steps. It's just what you guys are doing. It's, it's beautiful, you know, you're, you're showcasing, you know, a brands that are established, but then you're also featuring Indie Brands as well too. And it's just, I kind of feel like I'm in a school cafeteria and the cool girl is coming over and she's like, you can sit with me. Oh, that's amazing. No, I love that. We feel cool. You guys make us feel cool. It makes, you know, like, we, when we get these new things and we're like, I'm, again, I'm opening it. I'm, I work here, but I'm like a consumer, you know, I'm opening it with the same feeling where I'm like, ooh, this, this and I'm swatching it and, you know, I also remember, I think the first thing I got was the bragel. And I was like, this is so cool. It came with the little brush and I was playing with it and I was like, trying it and I'm like, I was like, what is this brand? Like, again, it's an exciting feeling to be like on the verge of discovering something that you didn't know before. So, so I love that. Yeah, it's been, it's been really great. Like, I, we've, I work in social and creator and, and I get to see like our partners and it on our social channels and see it being used and I see people love it. It's great. Yeah. The bragel has definitely been a game changer for me. I never thought about using bra gels before. I didn't think I really needed it. But once I started exploring with this product, I was like, I need this. You're like, I can never not use it. Yeah. Especially when you're in your 30s, you're approaching 40s. You're starting to see your brow hairs thin, right? And the pigmentation is going. What I love about a brow gel is it just kind of gives it a couple more shades of, I don't know what the right word is, darkening. Yeah. And then it also beautifully lifts and tames everything into place. And I actually made this one video with Matt on TikTok. He's like, I know what you're doing. I remember. Yeah, where I laminated his brow. Yes. Yeah. And I also was able to laminate his beard. Like, that's how strong the brow gel was. Yes. I forgot about that. Wait, I need to see it. I'm going to look at it. I'm going to look for it now. We're still building our following. It's still quite small. But still, that's fun. That's the kind of content that people love to see. The lamination of the beard is actually sending me. That is so funny. You're like, this is the care. And it lays down with that gel. You can see, like, if you want to laminate your beard, this is the breath I got. There it is. I think my point was just to prove like how strong the gel actually was. And it was like, I was really impressed too. That's so funny. I know. You needed a before and after picture. I was like, this is the before, after, just split down the middle or just do one side. You guys got to do one side and just give, like, a before and after at the same picture. You said that you were comfortable being the guinea pig. Yeah. Really? Yeah. Speaking of just products, like, development wise, like, what is your process? You mentioned the lipstick took a year, but obviously when it comes, like, do you start ideation? And then you just play around with what it could be because, I mean, listen, that I think was what people, I've learned a lot more, I kind of knew, but I learned a lot more about is how long these things take to develop, develop because you're testing, you're finding the right people, you're going through all this stuff. So what does that look like for you guys? Honestly, it's really hard to say it depends what category you're going through, I think. And also, as I mentioned earlier, I'm blessed to have a team of product developers that I work very closely with and they're extremely talented. And I mean, for the lipsticks, it took about, I want to say like nine months to a year to make this product, but if you're talking about something else like mascara, which is I believe to be the most difficult product to create because of consistency, mascaras can take onwards of in a year, two years to create. We sold out of our first formula of mascara and it's been so difficult to replicate that. We made a small batch of 10,000 on our first run and within a few months it was gone. The origin story of lashes is like, you have both options now because you are still doing lashes. I see them on your site. So they're still part of your business, but you've just expanded into beauty. It will always be like a huge part of my business. I just want some time to think about it because I feel like in order to turn out here products and really, really good products, a lot of intentionality needs to go into it. And with the lashes, like as I mentioned, the lash industry has evolved so much that I want this next collection that I'm working on right now to launch and make people go, wow. And so, yeah, also, I just dropped another one all the hints, yeah, all the reveals which I love. I love when we can get tea. And I'm like, yes, I want to know all the things of all the different launches, so, but you guys, you're, you're, you're cooking it up then. You're like, you're moving and grooving. I'm sure you've been busy, never stopped. Is there something in the future that not in development now, but that is like the top of the mountain that you're like, if we can get to this, because I mean, obviously like compulsion is a big one. It's a big one. I think it's by Shia and who I was telling you about, who won that when she was on the podcast, she was saying like, we're trying to get there. It's taking, it takes a really long time with the shade range and with all the things. And she's like, we want to do it right. And they just, it, that was like last year or a year and a half ago, and they just launched that concealer this summer. So it just shows like, gosh, it's a lot goes into those. I think it's, I think she's got 40 shades, right? Yeah. Yeah, I'm really impressed. I saw, I think I came across her profile, or I'm following her on social, yeah. And I was like, wow, 40 shades. I mean, it's a lot. Yeah, that's crazy. Yeah, definitely skin care for me. Okay. I think that's like at the top, I love skin care so much. And I'm very picky on my, what I use on my skin, because who, who wouldn't be her? It's just one of those things that you lamb based your face in. So you wanted to feel good. You wanted to do right by your skin. So yeah, if and when I can get to that point, that would be my, I mean, that would be my goal. I mean, based on your spirit that you have, you, you'll get there. You'll get there. Yeah, I was saying to Linda this morning, I've been using the same moisturizer since I was like 13. Diana. Wait, I'm done. What is it? Tell me what it is. Is it, is it, is it a Georgina? I'm trying to get it. Oh, it's a clean and clear. It's, it's the, it's the anti blemish acne, because you know, you're growing, you know, 13, 14. Yeah. Yeah. Oh, my God. Is that when I try something else? I break out. 30 years later, I'm still using the same, and there used to be a pump action. It's no longer pumped. Now you got it like, you know, I'm razzing. I know. I know. I do it to my husband too. Yeah. He's like, well, give me something to use. And I'm like, there's a million things. You could use anything. And then he goes for my Augustinus bottle, like $250, I'm like, that's good. That one. Not that one. Yeah. I'm like, why out of everything? It's in the corner. I'm like, there's a million other good things here for you. Like, no, it's, he's like, I don't know. It's too much. Tell me what to use. I'm like, I can't, I cannot imagine what your vanity cabinet looks like. It's crazy. My husband is like, enough, like, I, it's too much. It's too much. And I'm like, it's fun. How many? It's for work. How many skews in total, do you think? Oh my God. I have no, I have two closets. I have, they're in both bathrooms. I have a vanity. Like, he's like, this is a, that this way, this is a retail store, like, but I'm like, it's fun. And I give a lot of it away to people who like want to try things. And I'm like, I get it. It's for work. Like, one time I ordered a Sephora order and he was like, Bethany, and he, and I was like, it's for work. And that's why excuse I can use, he's, hopefully he's not listening to this, but I think he's on to me. Honestly, at this point, he's just like, okay, whatever makes you happy at this point. But no, it is crazy. And like, I get to do all the brands. It's so fun. You should be here right now. I know. We did a podcast episode with him last year, a mini episode where we asked him beauty questions and it is absolutely unhinged. It was like, not, it was like between seasons and it's like, it is, it's unhinged. Like, it's crazy. So, if you ever rainy day, it is crazy. People still, I mean, people like, oh my gosh, that episode with your husband, I'm like, no. It was between seasons, so we didn't like promote it or anything. So, in my head, no one was going to listen to it and then everybody always says it. And I'm like, even like professionally people, they're like, oh, I'm like, no, please, let's take it down at this point. So, no, no, no. I, Matt, that's okay. You use what you want, what works for you. And then maybe someday you'll develop some skincare and then that will be your thing. You'll be the guinea pig and you'll make sure it works. And then it'll be amazing. Well, I'm here for testing. Yeah. That's great. You're a good sport. We know this already. So, we'll get you something. But I love that. This skincare, that's a great answer. Like, I think, you know, good, effective skincare is something. And there's like you said, there's so much room, there are so many things, different directions to go in. So, the other thing I was going to ask you about is, when you develop the products, how do you decide when they're launching? Because I always am curious about how, what people decide is the first product they launch. You said the Gel Islander was the first one and then, but how did you guys decide that? And how did you get to where you were? Like, what's the order? Like, first we're doing Gel Islander, then we're going to browse, like, what, or I don't know if that's the actual order, but what led you there? I think for us, like, as an indie brand, we're trying to keep up with the race, you know, it's, it's such a competitive industry right now and everybody's launching so much at once. For us, we're just trying to space it out as best as possible and something that's develop a schedule that's digestible for us. Yeah. I think the first thing is really us because, you know, we're just a small team of freelancers and there's only so much we can handle, so much capacity that I don't want to overrun my team and burn them out. So, what I try to do is just space it out into three month increments so that, you know, we have room to plan intentionally as best as possible. And honestly, as a small brand, I think probably in a way, even though you're, you're still doing everything that you can, you actually probably are still moving faster than a lot of these big brands. Like, I've heard from people other brands that sometimes they're working one, two years out on launches between getting everything approved and going through the legal and going through whatever. So in a way, even though you're probably for you, you're like, we're all hands on deck, work life balance, trying to create some, some months of that. Yeah. You're still probably moving quickly compared to a lot of brands, which is kind of the nice thing about being an indie brand is you can, there's a lot you do control at least. You, I'm sure there's shipping manufacturing, but in terms of like content or turning around campaigns, like at the end of the day, there's probably less, less red tape. Yeah. Because we just, you know, have breakfast and be like, okay, let's do it. Yeah. Yeah. And then creating the content yourself, too, you're like, it's when I can get to it, you know, instead of having to like go through like eight different, you know, review processes and whatever. So that's where there is like positives to that to being smaller and being able to get things through. And at that point, like last night, we were, because we flew in last night, we were walking on the Santa Monica, the Santa Monica pier there and we're just kind of enjoying the scenery and Linda turns him in, she's like, you know, sometimes it's, it's, you know, you get caught up in that rat race and you, and you forget just how much you've accomplished. Absolutely. And so there was this moment where we were kind of just enjoying the boardwalk, or she's just like, yeah, you know, I'm just in my head kind of thinking like, wow, we did this, this, this, this, we've accomplished so much. You know, when you're working, you're hunkered down on like the three things that you have to do in that day. Yeah. It just compounds. More and more more. Yeah. Yeah. Yeah. And those, those moments where you're able to just sort of enjoy on like a, like a date, if you will, like it was yesterday. Yeah. And it's been kind of sit back and be like, wow, we actually have accomplished a lot, you know. So much. We have accomplished. And it's so easy to just go on social media and feel all of your accomplishments get washed away in a second, because you're looking at people with a million followers. And it's just like, so I have a confession like this is when we first started working, when we started, for first started building the brand, we worked with an agency. And at that time, we were so new at being entrepreneurs, like we didn't really know what the best decision was all the time. Of course. So when we started our social accounts on Instagram, we did take the advice from the from the agency to buy bots on our account and we did that. And I have been paying for that for years now, trying to climb back out of it. And for the first time, I would say like this year, it's like the first time I'm actually seeing progress and we're starting to grow and actually develop a community. But I just want to say the purpose of bringing this up is so that if any other small brands are listening to anybody that wants to start brand, do not ever buy bots, do not. It is so painful. It is a painful price to pay. Yeah. Especially when you have someone that you are looking to as the expert tell you to do something up, this is normal or this is whatever, which it totally is more like normalized for that reason. People are telling, you know, it's easy, whatever. But it's it's actually so real and fair for you to say that on the other side and be like, don't do it. Don't. Yeah. Don't do it. I mean, I've gotten to a point now where most of the majority of our following is authentic organic now. We've washed away. Like I had to literally go through my list delete, delete, delete, delete, delete. You know, but you're even if it feels like you're looking at your social profile, going like, oh my god, I only have like a thousand followers, a couple thousand followers. Don't do it because your content gets served. I believe I might be wrong. Get served to 10% of your following and then 10% of your new new audiences. And if the majority of that are bots, then your content will fall flat and it won't get served. And so what you're doing is no matter how great your content is, no matter how resonating is, it's not going anywhere. And the best that I could see on some of my content that sometimes I get customers who message me or I, you know, just out in industry night, meet somebody like, oh my god, I love that video. It was hilarious. But it just like didn't go viral. It didn't get that viral, virality and it's because of that. What checks out, I think the way the algorithm is, like everyone has different complaints about how the algorithm has shifted over the years. But actually at the end of the day, the nice thing about it is like, it could get served to a million people that aren't your followers. It could go viral. It could go on a whatever page you never know. So there is potential to reach these new people. So it's better to just do your thing, quality over quantity. Yeah, yeah. That's so fair. I mean, listen, that's like, that's so nice and authentic and real for you to say. So this is what we did. It didn't work. Passed that along. And there are a lot of small businesses or a lot of even just small businesses and like maybe someone in a small town, a florist, whatever it is, who feels like they need to do that. It's not even just beauty brands, it's just everyone out there. So I think it's like a nice thing to say out loud. Yeah, honestly. I would say if you've done it already and you're new still, your account still fresh, start over again. Yeah. Start over again. That's fair. It's totally possible for people to grow like and do it now. So, wow. Look at you. I love that. Thank you for saying that. Yeah. I mean, you learned. Yeah. Like you learn the hard way. Yeah, the hard way. Yeah. There are no mistakes in life. There's always a silver lining. And when you're building content, like when you're doing all these things, you're building a brand and producing content, the expenses that go into it are high. Oh, hi. And so you don't really have a budget sheet in front of you that tells you, okay, how much time did I spend creating the social content in front of me? Would it all cost? But yeah, buying, like buying bots and doing things like that, you'll just end up hurting your own pocketbook. Yeah. Yeah. In the end. Yeah. That checks out. I was thinking about it because you obviously mentioned your parents and your upbringing and just full circle moment, like how do they feel now? Seeing what you've done and seeing what you've got has built together and the words you've won. How to do it? How? Where are you now with that? Your relationship is like, it's night and day, it's night and day for sure. Like my mom can't get, she can't get enough of my makeup. Yeah. She asked me to help her with her brows all the time because she's got really thin sparse brows. My dad and I, he's so gung ho about like just talking to me about makeup. Like he's always like giving me different perspectives and different angles or suggestions on how I can improve products. And he actually helped me design the iconic, our iconic donut tray, which houses our strip lashes and it preserves the curls and it also gives professional makeup art as the ability to stack them and travel, travel with them in your kit. Yeah. So my relationship with them is, I wouldn't say it's absolutely perfect, but it's definitely night and day. Yeah. And what is? Yeah. What is perfect? I mean, like, then you're just like, you're looking to build and create love and relationships. Yeah. That's great. That's amazing. And you rewind back to like being 17 and leaving and wanting to figure out who you are and why I also wanting to make your parents proud and then you come back to this moment where you're like, you did do it. That's what I mean. Like, you guys launching a brand and upkeeping up with a brand is very difficult. There's a reason why it, I mean, brands that are in Sephora are going under every day. It's hard. And you guys have done so much to get to this point and you're experiencing so much success and making people happy through your brand. So that should be celebrated 100% and your parents, I'm sure, are very, very proud of you. Yeah. I'm sure they are. And you're too, Matt. I know you mentioned like, I know you mentioned like taking the right path and like, hopefully you feel now that whatever path it was was the right path because you are where you are now. 100%. I mean, I think part of the thing too is when you get, I found personally like when you get stuck in that one square peg, let's say, and you're going day after day, it's the same sort of routine. Even though like on a trading floor, it's very hectic and the people are great. But like, you know, the atmosphere can be very unpredictable and even sometimes like negative, you know, a lot of anger and stuff. And when I look back now and I look at that Matt versus this Matt, this Matt, now entrepreneurial speaking. It forces you to kind of look inward and just based on my experience too that the really good entrepreneurs are the ones that know themselves the most. And I found that this venture is providing me with the opportunity to learn more about who I am and working with, living with, growing with and parenting with my, you know, my better half. It creates this almost in some sense, sometimes a pressure cooker that really is going to make a really, really strong diamond. And in order to do that, you have to look so deep inside yourself to know, okay, where am I blinders? Who am I really? And that just ends up becoming, you end up becoming more authentic. And I think that's what this brand has done for me is it allowed me the opportunity in the freedom. And sometimes even the permission to just kind of be myself more. Yeah. Struggled growing up kind of feeling like I had to be a certain person of certain, have a certain personality to fit it in. Yeah. Whereas now it's like, no, you know what, I'm, I'm learning from, from my Bohemian. That, you know what, you can be yourself, you can actually figuring it out. Yeah. Yeah. Sort of figuring out what you think it was supposed to be. Yeah. Yeah. Yeah. And the core mat is still there, but just so like free spirited since the time I met him now. I mean, when he worked suit and tie off the trading floor, you know, I think he was conforming to his environment, but now he's just like, yeah, what next, what's the next product? You're going to test on me for fun. Yeah. And he's just like, let's do it. Let's have fun. He doesn't care about being online and having people see that. Yeah. Freedom or like a looseness about it, instead of feeling so, you said, you said rigid, like, but it's more about like structured and probably the, the rules that you felt like you had to follow. But I think there are probably so many founders who resonate with that in some way, right? Of just like the journey of going through it. It's not easy. We keep saying this. Every single person that I talk to, who's a founder, Patrick Star, who's one size, it's the same, like they all have some similar through line of just like, it's really hard. It's really hard. It's a transformation. It's a lot of work. It's a lot of money. Like, if you really want to do it, do it, but no understand what it is. And that's why it's great to have real conversations around it. Like there's nothing wrong with being honest, truthful. You don't have to like, glisten over everything or look through it with rose-tone glasses. Like, there are a lot of realities about it. And there's so many, there's so much great reward that goes into it. Which again, you guys have talked about like the wonderful, beautiful moments you've had. Those are great too. Yeah. But it's, it's everything. It's everything mixed into one. Well, it's not just one side or the other. It's not all bad. It's not all good. Yeah. It's a lot of stuff. Yeah. Yeah. I like these forums because you're able to sort of peel back the layer and be like, hey, you know, on the outside, it's all nice and shiny and pretty. But you know what? It takes, it takes a lot of, takes a lot of grit and determination to get there, you know. And so, you know, shout out to everybody who's trying, trying to make it, you know. Yeah. I hope you all feel proud. I'm glad you had that moment yesterday of just like, look at all we've done. Because from outsider's perspective, like we just, yeah, we do. We see like hardworking people who have created something and who are doing everything they can to help people and make people happy and I'm like, that's something to be celebrated. So, yeah, I'm a big fan of your brand. So, really excited. Thank you so much. You know, we have a little timer here for, to wrap this up with a little game. Okay. That's like, oh my god, what am I doing? What are you making me do? First things first, you're going to have to choose five things that are undupable to you. In a few minutes, you're going to name, let's do 10 things because each, each does five. Oh, that's great. It's called undupable for reason. It's basically things that you are not replaceable. There's no other thing like this thing, like you can't repeat it, you can't do it. It is a one of a kind thing. It could be product. It could be place. It could be person. It could be food. It doesn't have to just be beauty. Okay. So, you can, you can mix your own products in there too, guys, like because I know there's probably some things that are undupable. Absolutely. Wow. So, you're going to go back and forth. Okay. So, you kind of have a minute to think between, okay? Okay. Okay. Ready, set, go. Okay. First-aid beauty, the ultra-repairing cream. That works on my super dry skin and it's just best for Canadian winters. Okay. Cute tips because, man, what else are you going to need? What else are you going to use? It is undupable. That's a good one. That's a really good one. We're getting practical here. You guys can do the men. Yeah, I love it. Yeah. I'm going to say the still a correcting concealer. I love that one. The texture's great. It's, I don't know why it's discontinued, but the texture's great. The color works perfectly on me. Clean and clear. Moisturizer. I already brought it up before. I'll bring it up again. Shout out. It just works. It just works for me. Okay. I love that. I'm going to say a nice poutine. I don't know if you've had a poutine. I have not, but I know what it is. Yeah. You have to. Topics. That's. Topics, it's like a little bit of a, it's like a fibrous powder that you put. Yes. When you're thinning on top and I'm thinning. Magic. Okay. That's an undupable. Yeah. I use the hair powder to fill in my hairline. So, I got a version of that. So, I love that. That's a good one. Okay. This is really hard. I know. It has a lot. I'm going to say my HG Gel eyeliner for sure. For sure. Can't go anywhere without it. It gives you the perfect wing, smudge proof, what more can you ask for in an eyeliner pen. That's for you. Okay. Asaline. Practical. Across the board. Good for skin. Good for lips. There you go. This is the last one. You guys each have one more. Okay. Well then, can I say aquafore? Because aquafore is really good. That's actually good, too. Yeah. Aquafore is really good. Especially when I'm sunburned. Okay. I don't know if it's pronounced cedafil or cedafil. Cedafil. Cedafil? Cedafil. That's another one. Oh. Alright. Exactly. Exactly. I think having like the couple seconds beat to think it helps. Yeah. Sometimes people get that those were good. That was a good and dupable. It was a duo and dupable. We've never had that before. Okay. So we love it. Amazing. Is there anything? I know you gave us a couple little reveals teasers, but is there anything you want to leave us with officially to get excited about about the future in terms of product or anything that you have that you are able to share, if not, nobody do you give us some good stuff. But we do have something coming in October. Okay. And we have been working on this for over a year now. And this is an extension of something that's we already have in our product line that's performed very, very well. Okay. So that's all I'm going to say. Okay. Okay. Amazing. I love it. Well, thank you guys again for coming on. Thank you. You're amazing. It was so lovely to have you here. I'm so glad we could continue the conversation. After meeting at the Ipsies and, you know, it's just lovely to have you. We both have three and a half-ish year olds and so we have so much to come in and I'm just excited to be connected to you guys. So thank you so much for having us. It's a great honor. Yeah. Thank you so much. This was great. It was great. The last couple days because we were so excited. It was so great to have you. Thank you. Thank you. I want to tag your social so people can follow along, yeah, at LiveBeauty.ca. Perfect. Yeah. And LiveBeauty.ca is the website. The website as well. Yeah. Perfect. All right. Amazing. Well, thank you guys again. We hope you have a wonderful day. Thanks for listening. Everyone. Bye. Ciao. Are you hitting? It was so lovely having them both on the podcast today. I really appreciate the vulnerability that they showed Linda at the end when we were taking pictures was like, I did not expect to cry on that podcast. And as someone who has cried many times on this podcast, I totally relate to that. I love that she was willing to share kind of some more private pieces about her and her upbringing, kind of how she got to where she was with us. I think having these conversations is the best part about doing this podcast, learning about other people and how they got to where they are. So hopefully you enjoyed the episode as well. Make sure you follow them. Try LiveBeauty if you haven't already. I love that nano brow pencil. It's one of my favorite go-to brow pencils, and I can't wait to see everything that they have coming up for them. Like Linda said, skincare is kind of the top of the mountain for her, so I know they'll get there someday. Hopefully you like the episode again. Make sure if you haven't already, drop us a review and let us know what you think about hitting pan. Remember beauty isn't everything, but maybe just maybe it is. Bye. Bye.