i think i hit a nerve because people really liked the feel of these lipsticks. And it was very much word of mouth in the beginning. We didn't advertise, and there was no social media. There was n nothing that we have to day. So magazines would write about it, and it just kind of started taking off. You've talked at length about how you grew up in a time when beauty was epitomized by tall, all American models like cherolteges and christie brinkley.