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She Built A $40M/Year DTC Brand Off Of Instagram (#452)

Episode 452: Shaan Puri talks to Dani Austin and her husband Jordan Ramirez about working together, Dani's experience with hair loss and the business she created to solve it, how they monetize as influencers, and more.

Jordan RamirezguestShaan PurihostDani Austinguest

May 8, 20231h 2mWatch on YouTube

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Transcript

80 min read · 15,597 words

0:00 – 1:43
Intro
1. JRJordan Ramirez
  Yeah, I mean, like our first like full year, I think you already shared it. It-
2. SPShaan Puri
  [laughs]
3. JRJordan Ramirez
  Well, you said 20, it was 40. But, uh, yeah, we did about $40M and then, um, you know, this year we're on track to do 30%, 35% growth.
4. SPShaan Puri
  Yeah.
5. JRJordan Ramirez
  Um, it's, it's crazy. [upbeat music]
6. SPShaan Puri
  So we are here in the, uh... What are we? Our what?
7. JRJordan Ramirez
  Shed.
8. SPShaan Puri
  Yeah, in the shed. [laughs]
9. DADani Austin
  In the shed. [laughs]
10. SPShaan Puri
  Like this studio, like I'm looking at the video, it looks legit.
11. DADani Austin
  Yeah.
12. SPShaan Puri
  People don't know what this looks like from the outside.
13. JRJordan Ramirez
  Yeah.
14. DADani Austin
  [laughs]
15. SPShaan Puri
  This is definitely like a sketchy, um, like I've seen a Netflix documentary-
16. DADani Austin
  Yeah
17. SPShaan Puri
  ... about a shed like this. [laughs]
18. JRJordan Ramirez
  Well, you got here five minutes later than we did. It was, it was like 100 degrees in here-
19. SPShaan Puri
  Right
20. JRJordan Ramirez
  ... before we got in here. [laughs]
21. DADani Austin
  [laughs]
22. SPShaan Puri
  [laughs]
23. JRJordan Ramirez
  I was like, "This is gonna be a sweaty podcast."
24. DADani Austin
  [laughs]
25. SPShaan Puri
  And this is a d- uh, you guys are different than I would say our normal guests, which are almost always like kind of, uh, business, like tech, software-
26. JRJordan Ramirez
  Yeah
27. SPShaan Puri
  ... type of entrepreneur. Uh, y'all are entrepreneurs in a different way.
28. DADani Austin
  That's true.
29. SPShaan Puri
  And you're Instagram famous, so that's cool.
30. DADani Austin
  [laughs]
1:43 – 12:54
How Dani got into the influencer space
1. DADani Austin
  So my name is Dani Austin, and I started, uh, creating content online about 10 years ago. I was actually living in Austin. I was at the University of Texas, sophomore, like just making videos on YouTube in my, in my dorm room. Um, you know, it kinda just grew from there really fast. Then got on Instagram, all the other platforms. We now run Divi, which is a scalp care, a haircare product brand. Um, and we do that together. We have a lot of fun doing that.
2. JRJordan Ramirez
  Yeah.
3. DADani Austin
  Honestly, online, we just share anything about our lives from like be- having two kids under two to, um, you know, fast or affordable fashion. Um, yeah.
4. JRJordan Ramirez
  Yeah.
5. DADani Austin
  Kind of-
6. JRJordan Ramirez
  And we've kinda been doing that together for, you know, five years. So she's been online for 10 years. You know, we met, we didn't work together until we got married. I was in like Austin Tech scene before we got married, and then, uh, you know, I was telling you last night, this just became a lifestyle and it was all-consuming.
7. SPShaan Puri
  Right
8. JRJordan Ramirez
  And so she would be in like Turks and Caicos, and I would be in a boardroom, and I'd be like, "Oh my gosh, like what am, what am I doing with my life?" And so-
9. DADani Austin
  Yeah
10. JRJordan Ramirez
  ... around 2018 we took the leap to work together, jumped into kind of like the influencer space, which we, it didn't have a name before that.
11. SPShaan Puri
  Right.
12. JRJordan Ramirez
  It was just like we created content, and then I think the media started covering it a lot more, and then they labeled me an Instagram husband, and then they, uh-
13. DADani Austin
  [laughs] It's us
14. JRJordan Ramirez
  ... labeled our, our industry, you know, the influencer-
15. SPShaan Puri
  How do you feel about that label?
16. JRJordan Ramirez
  You know, it's fine. Like I'm, I'm glad that I did it. Uh-
17. DADani Austin
  Wait, that's so not true. At first you hated it.
18. JRJordan Ramirez
  Yeah, it's true.
19. SPShaan Puri
  [laughs]
20. JRJordan Ramirez
  It, it was, it was, it was, it was ego.
21. DADani Austin
  He'd go to a party and they'd be like, "What do you do?" And he's like, "Uh..." You never knew.
22. JRJordan Ramirez
  Well, when you're coming outta college, like, you know, so much of your identity is wrapped up in your title.
23. SPShaan Puri
  Sure, yeah.
24. JRJordan Ramirez
  Especially being here in Austin, Texas, like, you know, in the tech scene it was like, oh, what startup are you a part of? Do y'all have funding? You know, what's your title? What employee number were you? And so I was still kinda caught up in that mindset. And then, you know, when we jumped in together it was like, I th- I remember the first article that came out was by, uh, a writer named Taylor Lorenz, and she wrote an article about-
25. SPShaan Puri
  Yeah
26. JRJordan Ramirez
  ... what is the Instagram husband?
27. SPShaan Puri
  I got a history with Taylor Lorenz too. Yeah. [laughs]
28. JRJordan Ramirez
  Oh, really? Yeah.
29. DADani Austin
  Really? [laughs]
30. JRJordan Ramirez
  She, uh... Dude, it's crazy. A lot of people have a history with her now.
12:54 – 23:50
Dani's hair loss
1. DADani Austin
  a while, I started actually losing my hair when I was in college, whenever I was at UT. First it started with like just me being so stressed out, 'cause I'm at UT, I'm flying to LA every weekend, I'm posting on these videos. I have like Neutrogena's like, "Where's the brand deal?" And I have like four exams-
2. SPShaan Puri
  [laughs]
3. DADani Austin
  ... the next day. So I'm stressed out all the time. Start blowing my hair. Then I get hair extensions to try to like cover that up. That makes it worse. Then I bleach my hair. That makes it worse. When we get married, I think like a year in I look in the mirror and I'm like, "I literally have no more hair." I was like, I didn't even wanna leave the house anymore. So Jordan-
4. SPShaan Puri
  And this is a dumb que- I mean, are we talking-
5. DADani Austin
  Yeah
6. SPShaan Puri
  ... a couple strands of hair? What are we talking here?
7. DADani Austin
  Yeah, no, I mean like bald spots.
8. SPShaan Puri
  Like-
9. JRJordan Ramirez
  Like patches
10. DADani Austin
  ... like patches of hair. I mean-
11. SPShaan Puri
  And it was stress driven?
12. DADani Austin
  Stress driven, and then hair extensions, so that's probably like more traction alopecia.
13. SPShaan Puri
  Okay.
14. DADani Austin
  So what happens when you put hair extensions in, like your hair can't withstand that weight. And instead of just losing hair where the hair extension is, with traction alopecia you actually lose hair like around that whole surrounding area.
15. SPShaan Puri
  I see.
16. DADani Austin
  So it was like multiple bald spots, like all over. So Jordan, of course my husband, he's like, "Wait, I don't get it, like why don't you just get a wig? All the Kardashians wear wigs. What's wro- what's wrong with that?" So he takes me to a wig shop in Dallas, like the first place he Googles. We walk in, it's like a Halloween store.
17. SPShaan Puri
  [laughs] Right.
18. DADani Austin
  Like the most expensive wig is like-
19. SPShaan Puri
  It's like, it's like $40
20. DADani Austin
  Yeah.
21. JRJordan Ramirez
  [laughs] Bright neon yellow. I'm like, "I don't know if this is gonna work."
22. SPShaan Puri
  Plan for-
23. DADani Austin
  They're like plastic wigs. They're like, the most expensive one is like 15 bucks. So I leave there like so defeated. I'm like, "I'm always gonna be bald," you know?
24. SPShaan Puri
  Right.
25. DADani Austin
  So we actually, um, learn about this like wig shop in Los Angeles, called The Wig Shop actually-
26. SPShaan Puri
  Yeah
27. DADani Austin
  ... uh, from Jeffree Star.
28. SPShaan Puri
  Yeah, that's what I was gonna say, Jeffree Star's been.
29. DADani Austin
  Jeffree Star, who's another YouTuber. Anyway, long story short, we fly out there, find my first wig. I'm in wigs for a year, and actually when I first got my first wig I didn't tell anybody 'cause I was so embarrassed. I was like-
30. JRJordan Ramirez
  We actually took a trip to Chicago with my parents and my sister-in-law and my brother-
23:50 – 27:52
Personal Branding
1. SPShaan Puri
  this idea of personal branding, which honestly a pretty lame phrase in general. Like I cringe-
2. DADani Austin
  Yeah
3. SPShaan Puri
  ... that I even did all this, but I'm putting it out there in the spirit of authenticity. So I pay this guy. Why did I pay this guy? Well, this podcast itself has gotten pretty popular. But, uh, I've always had this problem which was just like, um, you see some people and their brand is so clear.
4. DADani Austin
  Mm-hmm.
5. SPShaan Puri
  It's like, uh, there's this guy who, this guy named Pomp, and Pomp is all about Bitcoin. He's the Bitcoin guy.
6. DADani Austin
  Yeah.
7. SPShaan Puri
  Like, you know him about Bi- you know him-
8. DADani Austin
  Yeah
9. SPShaan Puri
  ... because of Bitcoin. He talks about Bitcoin. Everything he l- loves, you know, every fourth word needs to be Bitcoin.
10. DADani Austin
  Yep.
11. SPShaan Puri
  And then you have, like, um, Tim Ferriss who's-
12. DADani Austin
  Mm-hmm
13. SPShaan Puri
  ... uh, you know, the four-hour work week guy-
14. DADani Austin
  Mm-hmm. Right
15. SPShaan Puri
  ... or the four-hour body, four-hour chef. He's the four-hour guy. He's all about kinda life hacking your way there. And so y- y- you go down the list, and a lot of people who have built good online followings, they have a clear kinda like they're the blank guy or they're the blank gal, whatever. Like, th- that's what they're known for. And for me, I've always been like, well, I don't know. Uh, uh, the business, business guy? That doesn't sound very-
16. DADani Austin
  No
17. SPShaan Puri
  ... like, specific or focused. And I was like, oh, I've gotten pretty far without that, but maybe I, maybe somebody can help me kinda sharpen this. So this guy who I hired, he works with, like, you know, like Jay Shetty-
18. DADani Austin
  Uh-huh
19. SPShaan Puri
  ... and like-
20. DADani Austin
  Yeah. Yeah
21. SPShaan Puri
  ... um, a bunch of people who are like that.
22. DADani Austin
  Mm-hmm.
23. SPShaan Puri
  Like, uh, the guy who did Que- Quest Bar I think.
24. DADani Austin
  Yeah. Mm-hmm.
25. SPShaan Puri
  Tom whatever, Bilyeu.
26. DADani Austin
  Mm-hmm.
27. SPShaan Puri
  Um, and he's like, yeah, you know, like Jay Shetty, his story is he was, like, kind of like in and out of trouble, then decided to go be a monk. And he was a monk, and then he, like, got kicked out of the monastery 'cause a monk came to him and was like, you know, "You," or like, "Som- there's something bigger in store for you." So he decided to make his life mission to bring ancient monk wisdom in a modern-
28. DADani Austin
  Modern
29. SPShaan Puri
  ... way to, to the world or whatever.
30. DADani Austin
  Yeah.
27:52 – 33:46
Mistakes influencers make
1. DADani Austin
  And so-
2. SPShaan Puri
  What do you think people get wrong when they try to build a following? Not like the people who are just obviously bad, but let's say people who have the potential where it could be working out. What do you think are the mistakes that those people make that like-
3. DADani Austin
  They're trying to be perfect all the time, and it's so unrelatable. I think, like, one of the biggest reasons that, like, people can relate is because we have made so many mistakes, and we share them. And like, there's times when we get online and we're like, "Man, that was bad. We should've done that." Like, there was an example, a small example, but I was, uh, cutting up, like, fruit for my daughter Stella's lunch, and I'm cutting the grapes wrong. You know, like, where they can shu- choke on grapes. And like, had no idea. Like, my mom never cut my grapes, so like, I didn't know I was doing anything wrong. But you know, like, the DMs start flooding in. The Facebook groups are popping off.
4. SPShaan Puri
  Right.
5. DADani Austin
  Dani's like cutting the grapes wrong.
6. SPShaan Puri
  Are you trying to kill your kid?
7. DADani Austin
  Yeah.
8. SPShaan Puri
  [laughs]
9. DADani Austin
  Yeah.
10. SPShaan Puri
  Your daughter.
11. DADani Austin
  I'm like, you're influencing all these moms to cut grapes wrong. And I'm like, "Oh my gosh, I didn't know." Like, so you know, you get on and you're like, "Guys, I'm so sorry. Like, I made a mistake. Let me, like, teach you the right way to, to cut grapes," instead of like deleting the content-
12. SPShaan Puri
  Right
13. DADani Austin
  ... and being embarrassed about it. And so it's like-
14. SPShaan Puri
  I think you cut them wrong the second time too. [laughs]
15. DADani Austin
  I did. I did. I did. Um, but yeah, so I just feel like I have a lot of girlfriends like in Dallas that are, you know, trying to do something similar, and they're trying so hard to just be perfect all the time.
16. SPShaan Puri
  Right.
17. DADani Austin
  And it's not relatable.
18. SPShaan Puri
  You said some about, you said the word relatable. I think that's a key, uh, key thing. Like, we had the comedian Hasan Minhaj. I don't know if you know him.
19. DADani Austin
  Uh-huh.
20. SPShaan Puri
  He's like a, uh-
21. DADani Austin
  Yeah
22. SPShaan Puri
  ... he's on Netflix or something like that. He came on, and um, and I was asking him something about, 'cause we do this like, we're doing these live podcasts now sometimes, so we're doing one this Saturday here in Austin.
23. DADani Austin
  Mm-hmm.
24. SPShaan Puri
  And so I had asked him, I was like, "Hey, I'm going on stage, kinda like standup comedy. There's gonna be whatever, like 1,000 people in the audience. How do I, you know, any, what, what would you say, like first five minutes, how can I set a good tone here?"
25. DADani Austin
  Yeah.
26. SPShaan Puri
  And he goes, um, he gave me two p- piece of advice. He goes, "First, make it clear that you are there." So he's like, "Talk about the room. Talk about the person in the front row. Talk about, you know, the city that you're in and like what it's been like for you to be there. Like, just make it cl- like"-
27. DADani Austin
  Yeah
28. SPShaan Puri
  ... "give them the fact that you're there. It, and everybody will be present together when you do that." And he goes, "The second thing is, uh, low status." I go, "Low status?" He goes, "Yeah. Like, people make this mistake a lot that they try to be high status. They're like-"
29. DADani Austin
  Hmm.
30. SPShaan Puri
  "Uh, I want your approval, so I'm gonna present a version of myself that is high status."
33:46 – 45:48
Why does Jordan listen to the pod
1. SPShaan Puri
  I, I bet, I bet you, I bet your answer will match what I think it is, which is why do you listen to the pod? What do you, what do you feel when you, when you listen to it?
2. JRJordan Ramirez
  I think it's, like, education meets inspiration. Like, I think I walk away being like, oh, cool, new idea. Like, I wanna, you know, I wanna learn more about that, or I, I feel like I can, you know, go do this in our business, right?
3. SPShaan Puri
  Right.
4. JRJordan Ramirez
  And I think that that's what you guys do really well, whether it's, like, just sharing ideas or, you know, uh, uncovering these things we've never heard of. But it's done in a relatable manner, whereas, like, I think that that's why it's inspiring, is because you're not doing this in, like, this I'm up here, you're down here type of way. It's kind of like, hey, we're all here and we can all do it, right? And-
5. DADani Austin
  It's more tangible.
6. JRJordan Ramirez
  It's more tangible. It's very relatable. Like, I think that there's very strong parallels between what I've seen in, like, Dani's content and the way that she relates to her audience and what you guys are doing with your audience.
7. SPShaan Puri
  Well, well, we call it the girl next door. We, we don't wanna be a supermodel. We wanna be the girl next door.
8. JRJordan Ramirez
  Yep. [laughs]
9. DADani Austin
  Yes.
10. SPShaan Puri
  You're still trying to be hot, but you're trying-
11. DADani Austin
  Yeah. Yeah
12. SPShaan Puri
  ... to be, like, relatable hot.
13. DADani Austin
  Yeah. You're like-
14. SPShaan Puri
  Like, achievable hot
15. DADani Austin
  ... I can glam up. Like, I can get there. But yeah, you are the girl... I love that.
16. JRJordan Ramirez
  How have people, like, do you... What are your experiences, like, in real life when you meet people who listen to the pod?
17. SPShaan Puri
  Uh, it's probably, like, how, what you feel, which is that they know you.
18. JRJordan Ramirez
  Right.
19. SPShaan Puri
  They're like, like-
20. DADani Austin
  Like, "Sure."
21. SPShaan Puri
  ... they're like, "You don't know," yeah, "You don't know me-
22. JRJordan Ramirez
  Yeah
23. SPShaan Puri
  ... but I really know you."
24. DADani Austin
  Yeah.
25. SPShaan Puri
  Because-
26. DADani Austin
  But, like, we're friends.
27. SPShaan Puri
  Yeah, like, like, an Instagram s- like, daily vlogging kinda, like, through an Instagram story is kinda the same way.
28. DADani Austin
  Mm-hmm.
29. JRJordan Ramirez
  It's like the same, yeah.
30. SPShaan Puri
  I know you, your kids, I know what your house looks like. I know, like, on my way here I was asking my wife, I was like, I was like, "I don't follow them on Instagram."
45:48 – 53:39
How they make money
1. SPShaan Puri
  And for the like Instagram kinda like sponsored content or like brand deals-
2. DADani Austin
  Yeah
3. SPShaan Puri
  ... um, tell me a little bit about those. So how, uh, how have those kinda like changed over time? What, what, what is like working the best or what works-
4. DADani Austin
  Yeah
5. SPShaan Puri
  ... what doesn't work anymore-
6. DADani Austin
  Sure
7. SPShaan Puri
  ... or doesn't work at all when people try it?
8. DADani Austin
  Yeah. So I mean, brand deals started out as, you know, here's a product, go make a YouTube video. Include it for 20 seconds. Put the link in there. And like at first I was such a sellout 'cause you know, like you're, I'm 20 years old. I'm like, I'm just-
9. SPShaan Puri
  Right
10. DADani Austin
  ... trying to pay my rent. Like, I'll do-
11. SPShaan Puri
  Detox tea.
12. JRJordan Ramirez
  Yeah. [laughs]
13. DADani Austin
  I'll do anything that I can do to just like get by. And so, and then I think you get to a point where you're like, wait, like people really trust me.
14. SPShaan Puri
  Right.
15. DADani Austin
  Like, this is like some responsibility. So I kind of like took this approach where I pictured myself like, you know, shopping with them and them purchasing something, then trying it, and then them being like, "What the heck, Dani? Why'd you recommend this?" So I really started to take like more responsibility and like, wait, I am a resource. Like, I gotta serve these people. And not only that, I have to find the best deals. Not only that, like I need to go after these brands and beg them for better promo codes that like they can't get anywhere else. So it kinda became like competitive with myself.
16. JRJordan Ramirez
  Yeah, we kind of became like a, like a, like a QVC always gonna have the best deal.
17. SPShaan Puri
  Right.
18. JRJordan Ramirez
  And so we tried to adopt that mentality in-house. You know, we, I always describe it as like a, like a, like a triangle. Like at the top is the audience, and like as long as we're prioritizing them first, everyone's happy. At the bottom left is like our business, which we have to take care of. We run a team. And then on the right is like the brand we're serving. And we found that every time we try and flip the triangle a different way, so if we put the brand at the top, then the audience is like, you don't actually like this product, and everything kinda just crumbles. And the, the, I would say like this year in particular, COVID especially, it was like there was just this like craze for promo codes. Like, because what the shopping was happening so much through Instagram that we found our edge to be like, hey, let's get the best deal that you're not gonna find anywhere else-
19. SPShaan Puri
  Mm-hmm
20. JRJordan Ramirez
  ... you know, in the country. And it kind of, I mean-
21. DADani Austin
  Yeah. But I think what works a lot for us is to not just go 100% on brand deals, but to also couple that with affiliates. So when I post, you know LTK?
22. SPShaan Puri
  Yeah.
23. DADani Austin
  So when I share something that I-
24. SPShaan Puri
  That's like Like To Know, right?
25. DADani Austin
  Like To Know It, yes.
26. SPShaan Puri
  Yeah.
27. DADani Austin
  So Like To Know is basically a platform where, you know, anything I swipe up to, you can make commission off of it. But the best thing about LTK is I can share things that I genuinely bought. Like this top right now I got from Target. I purchased it. I get to go tell people, "Okay, it kinda fits a little tight in the shoulders, so maybe go a size up." You know, "Here's the link. Make sure you order it in white 'cause that's about to sell out." Whatever it is.
28. SPShaan Puri
  Right.
29. DADani Austin
  And so that's, like, super authentic, super real. People know that you're making commission off of it. They don't care 'cause you're just providing them, like, a lot of value.
30. SPShaan Puri
  Right.
53:39 – 56:40
User Generated Content
1. SPShaan Puri
  they doing?
2. JRJordan Ramirez
  Yeah. I would say, like, we've seen this a lot with, like, Divi. It's, it's called UGC now, so it's like, uh, user generated content. So there's like a whole-
3. SPShaan Puri
  For brands
4. JRJordan Ramirez
  ... yeah. There's like a whole economy now of they're not getting paid, like, as a brand deal to promote it on their own stories. It's like-
5. SPShaan Puri
  Mm-hmm
6. JRJordan Ramirez
  ... you know, "Hey, we'll pay you $2,000 for four videos with our brand a month." And so these brands will have, uh, 10 UGC creators on standby-
7. SPShaan Puri
  Right
8. JRJordan Ramirez
  ... on retainer, you know, and they use that content for ads. And so what i- is happening is, like, our, like, our UGC content at, at Divi is performing the best over any type of-
9. SPShaan Puri
  Of course
10. JRJordan Ramirez
  ... like branded asset. And so it makes it sort of feel like a lot of people are using-
11. SPShaan Puri
  For real. Yeah
12. JRJordan Ramirez
  ... the brand in, in an organic ways. And they, they are, but it's a whole other new class, and I was like, "Oh, my gosh. People are doing that?"
13. SPShaan Puri
  Mm-hmm.
14. JRJordan Ramirez
  Like, that's insane.
15. SPShaan Puri
  Yeah. We pay, for our brand, we pay, like- Between $1,000 and $2,000 to a handful of creators for this-
16. JRJordan Ramirez
  Yep
17. SPShaan Puri
  ... exact thing.
18. DADani Austin
  Mm-hmm.
19. SPShaan Puri
  And it's like they don't have a following.
20. DADani Austin
  Yeah.
21. SPShaan Puri
  They're just, like, good at creating this content-
22. JRJordan Ramirez
  Yep
23. SPShaan Puri
  ... and, uh, they're like, "Wow, you know, I get free product, and I get paid to do this?"
24. JRJordan Ramirez
  Yep. Totally.
25. SPShaan Puri
  Like, "This is amazing."
26. DADani Austin
  And I-
27. SPShaan Puri
  "I don't even need to be famous." Like-
28. JRJordan Ramirez
  Yep.
29. DADani Austin
  I felt the hit even with my brand deals. Like, we don't get a lot of those opportunities more-
30. SPShaan Puri
  Right
56:40 – 1:02:03
What's next
1. SPShaan Puri
  What else is, like, what's the next unanswered question for you guys? What are you trying to figure out next?
2. JRJordan Ramirez
  I would say, like, you know, last year was very difficult, uh, just because, like, it was kind of Dani and I running everything. We've now, like you said, hired, like, this suite of VPs. Um, I'd say the next biggest challenge for us is, like, we're kind of setting the stage for in 2024 to go international, um, which some companies have done really well, and other companies have really botched.
3. SPShaan Puri
  Yeah.
4. JRJordan Ramirez
  Um, and it's been just, like, a, a money pit. And so that's probably the next frontier for us. And, you know, we would like to do it without having to raise additional capital. We've done everything thus far ourselves, um, which is very unique, so.
5. DADani Austin
  I mean, the best part is, like, our audience is kind of built in. So when we launch something, people tell me that day if they like it or not.
6. JRJordan Ramirez
  Right.
7. DADani Austin
  Or that day-
8. JRJordan Ramirez
  Right
9. DADani Austin
  ... what they want more of. And so, you know, our sequence or what we've launched, we only have four SKUs right now, has just been, like, listening to our audience, and that's the biggest, one of the biggest things is can you sell international? And so-
10. JRJordan Ramirez
  Right
11. DADani Austin
  ... so we're definitely working on that. And then just, like, a lot of other SKUs in the pop- pipeline. Since we only have four SKUs-
12. JRJordan Ramirez
  Yeah
13. DADani Austin
  ... we have a lot, lot more.
14. JRJordan Ramirez
  Product development's been the hardest thing to learn for us, for sure.
15. DADani Austin
  Oh, 100%.
16. JRJordan Ramirez
  Yeah. It's hard. [laughs]
17. DADani Austin
  [laughs]
18. SPShaan Puri
  And so there's, like, that, uh, company like Seed Beauty that was doing stuff for, forgot who, Kylie or some- something like that.
19. DADani Austin
  Mm-hmm.
20. JRJordan Ramirez
  Yeah.
21. SPShaan Puri
  There's like-
22. DADani Austin
  Yeah
23. SPShaan Puri
  ... there's, like, these companies that are behind-
24. DADani Austin
  Yes
25. SPShaan Puri
  ... a lot of the influencer brands. Like-
26. JRJordan Ramirez
  Yes.
27. DADani Austin
  Mm-hmm
28. SPShaan Puri
  ... uh, I know, like, the Prime drink or whatever, there's, like, these guys behind it-
29. JRJordan Ramirez
  Yep. Totally
30. SPShaan Puri
  ... that they have their own company.