



Products associated with moments of joy, easy to use and zero b***shit
Self-care with a playful and sensorial twist storytelling
Responsible hedonism, relaxed masculinity, and goofy challenge as flagship standards
Celebrating and embracing everyone’s uniqueness and contradictions
Spurring to explore a world of possibilities to live into vs standards to live up to
Forging fit and a sense of community among outcasts
Everyone needs a sense of belonging and progress
Feels lighter to open-up about beauty, body image, mental and emotional care
Because we do care (we all have skin in the game)

- Light way, deep substance Warmth, emotion, and goofiness are not at odds with professionalism
- A bias towards creative and unapologetic action Every creator person’s fear is rooted in judgement
- Distributed intelligence and radical ownership Talent and willingness to do things always over process, seniority, and hierarchy
- Speed vs. control Taking risks, embracing the unknown and the Business as Unusual
- Fun and enjoying the ride Be happy (and do not forget to celebrate)