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The Art Of Storytelling Through Scent Ft. House Of Dastan · Skin Anarchy

• 0:00
  SPEAKER_00: Hey guys, welcome back to Skid Anarchy.
• 0:02
  SPEAKER_00: This is a Fragrance Friday episode and I have such an amazing brand to share with all of you today.
• 0:07
  SPEAKER_00: I think when it comes to fragrances, it's very difficult to find brands that are really merging cultures and bringing this twist of modernism to everything at the same time.
• 0:17
  SPEAKER_00: And that's exactly what House of Destan is known for.
• 0:20
  SPEAKER_00: So without further ado, I want to introduce you guys to the co-founder of House of Destan, Hamed.
• 0:25
  SPEAKER_00: Welcome, Hamed.
• 0:25
  SPEAKER_00: I'm so excited to host you.
• 0:27
  SPEAKER_01: Thank you very much.
• 0:27
  SPEAKER_01: I'm excited to be here and looking forward to this.
• 0:31
  SPEAKER_00: Yeah, no, I really have been looking forward to this.
• 0:33
  SPEAKER_00: I've fallen in love with the brand and I had I loved it for a long time actually before we connected.
• 0:38
  SPEAKER_00: And so many questions for you about the inspiration and all the beautiful things that have gone into creating it.
• 0:44
  SPEAKER_00: But I would love to learn more about you.
• 0:46
  SPEAKER_00: And I know you and your sister co-founded the brand, correct?
• 0:49
  SPEAKER_01: Sure, yes.
• 0:50
  SPEAKER_01: We actually started this project about six years ago, and we learned a lot.
• 0:55
  SPEAKER_01: We've been in the industry for the past 15 years in the retail section of it.
• 1:00
  SPEAKER_01: And this was always a dream to create our own fragrance line based on our beliefs and what we really love.
• 1:07
  SPEAKER_01: And yeah, after five years, six years, I would say, we relaunched that last year in December 2024.
• 1:15
  SPEAKER_00: Wow, that's really amazing.
• 1:17
  SPEAKER_00: I mean, I think the brands really kind of speak for itself because it feels like it's been around for a while.
• 1:22
  SPEAKER_00: I just I don't know, I've known about it for a couple of years, but I it's really something that has created a home in my collection.
• 1:28
  SPEAKER_00: So I really love it.
• 1:29
  SPEAKER_00: And I know a lot of you out there might have heard of it already, or you have multiple fragrances, but I I want to dive into this cultural aspect of this, Ahmed, because you're really bringing forward three different cultures, right?
• 1:40
  SPEAKER_00: I mean, you're blending so much together.
• 1:42
  SPEAKER_00: How is that?
• 1:43
  SPEAKER_00: How did that come about when you were crafting the concept and the vision for the line?
• 1:48
  SPEAKER_01: Yeah, so I would say because we didn't really want to blend them in a way that I would say one culture or or one of these experiences that we have is more significant.
• 1:59
  SPEAKER_01: We just wanted to build it that all of these coexist together.
• 2:03
  SPEAKER_01: Us being Persians, we wanted to always represent something that goes back to the Persian heritage, that depth, that poetry, that that culture that we have.
• 2:12
  SPEAKER_01: And then, of course, with Parisian and French people, because they are the true craftsman in perfume making.
• 2:19
  SPEAKER_01: And then we met our perfumer Richard Herpin, and then we had a great connection, and we really wanted him to start working on our fragrances and our belief in his work.
• 2:28
  SPEAKER_01: And also living in New York for the past 20 years, we wanted to bring that edge style and sexiness of New York to the brand.
• 2:37
  SPEAKER_01: So we approach each of these elements with reverence, and where they overlapped, that that was when the magic happened and Hasseltas done was born.
• 2:48
  SPEAKER_00: That's beautiful.
• 2:49
  SPEAKER_00: Yeah, I think not much is known about truly known about Persian culture when it comes to fragrance.
• 2:55
  SPEAKER_00: So, what were some of the things that you that stood out maybe from your childhood or your memories that you really wanted to bring forward and and represent from the Persian side?
• 3:04
  SPEAKER_01: Sure.
• 3:04
  SPEAKER_01: So the Persian, Persian culture, it is a has a hitch, uh rich history and and it's it's old, but because of the political situations out there, we all we it's always not uh get the most love, I would say, but we wanted to bring that out.
• 3:19
  SPEAKER_01: We don't care about the politics.
• 3:21
  SPEAKER_01: Politics aside, we want to just talk about that art, that love that we have.
• 3:25
  SPEAKER_01: And it always goes back to whenever me and my sister, we were kids, it goes back to that kitchen when our grandma was cooking, using rose water, using cardamom, that all the tea that they were making, you know, Persians have six, seven cups of tea every day.
• 3:41
  SPEAKER_01: And this is just the first memory that that comes up to our mind, and it's just full of these notes and ingredients.
• 3:48
  SPEAKER_01: And then from the poetic side of it, the storytelling side of it is our dad.
• 3:53
  SPEAKER_01: He always loved uh poets and poetry, and he was always telling us a lot of stories, and the whole idea that came about the House of Tastan and Brand, which Tastan means the stories, it's uh it's about that storytelling, that strategy that we had, and the nostalgia from that time.
• 4:14
  SPEAKER_00: That's beautiful.
• 4:15
  SPEAKER_00: I love that so much, and it's interesting because the fragrances in the collection, I've fallen in love with quite a few of them, but they are all so unique, they're all very, they don't blend together much.
• 4:26
  SPEAKER_00: And I've that's for me, I find that to be great because sometimes, many times, a fragrance house that uniqueness doesn't stand out, right?
• 4:34
  SPEAKER_00: In every single piece that's created.
• 4:36
  SPEAKER_00: And so what you guys are creating, I think it's just it's different stories, and you can tell when you're uh using the fragrances and you're experiencing them.
• 4:44
  SPEAKER_00: Now, I want to talk to you about what it was like working with Richard and kind of having him translate your vision into the fragrance itself.
• 4:52
  SPEAKER_00: I mean, what was that like?
• 4:54
  SPEAKER_01: Sure, yeah.
• 4:55
  SPEAKER_01: Richard Harpan, you know, he's he's one of the well-known perfumers out there.
• 5:00
  SPEAKER_01: And uh I again, like I have I've since I was 14 or 15, I had a couple of fragrances that I was wearing, and one of them was his work that was one of my best woody fragrances that are out there, which is Tom Ford Ood Wood.
• 5:15
  SPEAKER_01: And then when we met him, all these pieces came together, and uh we were like, We're we're ready to talk to him now and uh start working on creating his fragrances.
• 5:26
  SPEAKER_01: So he after hours and hours of conversation, he's more of a I would say, role model to me, or or someone that that teaches me about perfumery and exactly what's happening.
• 5:38
  SPEAKER_01: So he understood our vision.
• 5:41
  SPEAKER_01: And it wasn't just about the scent, it was the narrative, it was whatever happened to us.
• 5:45
  SPEAKER_01: So Richard has this instinct for turning all those abstract emotions, the stories into that olfactory form, and he brought that sophistication and heart to every formula and every fragrances that was created.
• 6:03
  SPEAKER_00: Yeah, it really shows.
• 6:04
  SPEAKER_00: And I think I know uh one of my favorite ones is you question mark for anyone listening.
• 6:09
  SPEAKER_00: And I I've really fallen in love with that scent.
• 6:11
  SPEAKER_00: I think it just I don't know, it's it's like a very familiar feeling that it evokes for me.
• 6:17
  SPEAKER_00: And I'd love to tell if you could tell us maybe the story behind that.
• 6:20
  SPEAKER_00: I mean, is there something specific that kind of inspired it?
• 6:23
  SPEAKER_01: Sure, yeah.
• 6:24
  SPEAKER_01: So with you, the way that this fragrance created and also all the ingredients that are in there.
• 6:30
  SPEAKER_01: First of all, we wanted to make sure that we create something that once you spray, it makes you that person happier.
• 6:36
  SPEAKER_01: It puts a little bit of on your smile on your face.
• 6:39
  SPEAKER_01: And also it's like a mirror because of the way this the ingredients that this fragrance has, specifically this one, it's all about your chemistry and it's your body and how this fragrance and the notes reacts on your skin.
• 6:54
  SPEAKER_01: So every time every person that sprays this, this fragrance becomes uniquely yours.
• 7:00
  SPEAKER_01: I've had maybe I've sprayed this fragrance on hundreds of people, but every single one of them had their own space and scent, and every person has their different notes of this fragrance that it started like to go really strong and coming out.
• 7:17
  SPEAKER_01: So it's really about that that space and how it reflects and the people around you.
• 7:24
  SPEAKER_00: Yeah, no, it's a beautiful, beautiful scent, and I think it really does adapt to you, your own personality, and in a way.
• 7:30
  SPEAKER_00: I mean, that's what I experienced with it.
• 7:32
  SPEAKER_00: I really, really love it.
• 7:33
  SPEAKER_00: I think that the name captures exactly what you experience.
• 7:37
  SPEAKER_00: It's a very personal fragrance at the end of the day.
• 7:39
  SPEAKER_00: That's what it feels like, very personal.
• 7:41
  SPEAKER_00: So I love it.
• 7:42
  SPEAKER_00: I want to ask you about this.
• 7:44
  SPEAKER_00: I know the world has fallen in love with Middle Eastern scent traditions and Middle Eastern fragrance houses, and there's been a lot of buzz in the media about it as well.
• 7:52
  SPEAKER_00: I mean, what are what is your opinion on that in terms of how the industry is moving in that direction and anything, any insights you have on that?
• 8:00
  SPEAKER_01: As you mentioned, it has been changing in a lot of Middle Eastern countries.
• 8:04
  SPEAKER_01: Culture scent was always something that was dominant, going out even from when I was.
• 8:10
  SPEAKER_01: I was wearing perfumes when I was 12 or 14.
• 8:13
  SPEAKER_01: My dad, my uncles, my mom, everybody's wearing perfumes.
• 8:16
  SPEAKER_01: And also when you even go to the markets, and it wasn't only about that finished perfumery products, it was a lot of raw ingredients, that rose water, uh, the the essential oils.
• 8:29
  SPEAKER_01: They were selling it raw in like a 5 ml flacone that was like fully filtered oil that you would just wear it.
• 8:36
  SPEAKER_01: So I think in the past 10-15 years, people from Middle East they wanted to bring that rich heritage out.
• 8:44
  SPEAKER_01: And it it wasn't exclusive about the heritage, but it was also about that intimacy, the beauty, the sensuality, and the storytelling.
• 8:54
  SPEAKER_01: So I think that that just really brought this Middle Eastern perfumer, especially with the notes of ood and heavier notes, and brought it out, and it's it was introduced to the market.
• 9:05
  SPEAKER_01: And people really started accepting it.
• 9:08
  SPEAKER_01: Still new to the Western societies, but since now people are experiencing it, they're really enjoying it a lot.
• 9:14
  SPEAKER_00: Yeah, it's a whole movement.
• 9:16
  SPEAKER_00: You know, it's a global movement now where people are realizing that there's an entire area of fragrance that we never even explored.
• 9:24
  SPEAKER_00: And that's Middle Eastern sense.
• 9:26
  SPEAKER_00: And I think that's why there's just so much interest when you look everywhere.
• 9:29
  SPEAKER_00: Everyone is is talking about it.
• 9:31
  SPEAKER_00: And I love it because it's like it's celebrating culture and it's like finally giving, I think, homage where it has been long due.
• 9:38
  SPEAKER_00: And I think that that's where it's so intriguing.
• 9:40
  SPEAKER_00: I mean, I think for anyone who's like an enthusiast, or even if you're in the perfume world yourself, fragrance world, it's a very interesting movement just watching it kind of develop.
• 9:48
  SPEAKER_00: I want to know when you were first sitting down, maybe with Richard, or when you and your sister were sitting down to discuss what the first fragrance would be, what were the initial conversations around obviously the vision, but maybe even the notes that you wanted to bring out, or maybe something that you wanted to concentrate on that wasn't being, I guess, fairly represented in the industry?
• 10:11
  SPEAKER_01: It's a very interesting question, actually.
• 10:13
  SPEAKER_01: This one can I can go in in many, many directions on this, but I think what when we wanted to create, and the first thing that we started talking for days and nights, and we wanted to make sure we create something that is.
• 10:29
  SPEAKER_01: We had three approaches in in the beginning.
• 10:32
  SPEAKER_01: We wanted to make sure that we create stuff that is approachable, likable, and wearable, and so so people and bring that sensuality to it.
• 10:42
  SPEAKER_01: So when we started talking about this, so we we put all of the favorite ingredients, favorite notes that we love, and then all the favorite memories that we had with Sonia, with Richard, and then we started with the first five that we created, we we went through about a thousand different samples in a in a three year process.
• 11:04
  SPEAKER_01: That I would say that took us the longest time.
• 11:06
  SPEAKER_01: The packaging, the bottle, the name was maybe two years.
• 11:10
  SPEAKER_01: It really took us three years to create the scents.
• 11:13
  SPEAKER_01: So, based on those, when we were cherry picking that the in the best notes that we we wanted the ingredients, and we gave it to Richard to make the magic happen.
• 11:22
  SPEAKER_01: So that process was super interesting to us.
• 11:25
  SPEAKER_01: And then we started getting to those final notes and created something that hit those three main key things that we wanted, which was approachable, wearable, and of course likable.
• 11:37
  SPEAKER_00: I love that.
• 11:38
  SPEAKER_00: Yeah, that's really interesting because I really enjoy the longevity of all of your fragrances.
• 11:43
  SPEAKER_00: I think that is something that's really stands out about Haus of the Stan compared to everything else I have in my collection.
• 11:49
  SPEAKER_00: The longevity of the fragrances is unmatchable, and it's so beautiful how they open and they evolve on the skin.
• 11:55
  SPEAKER_00: I mean, that is something that I think is feels like you've spent years crafting every single fragrance.
• 12:01
  SPEAKER_00: That's what it feels like when you experience it.
• 12:04
  SPEAKER_01: Yeah, no, for sure.
• 12:05
  SPEAKER_01: I think that that process of it, we really paid a lot of attention to choose the right quality of ingredients to because again, being in the industry, everyone wants to make sure the fragrance projects has a great performance, and we tried our best to hit those targets.
• 12:21
  SPEAKER_01: And I think so far has been great.
• 12:23
  SPEAKER_01: People really have been getting these fragrances, leaving a lot of positive reviews.
• 12:28
  SPEAKER_01: So I think we achieved that successfully.
• 12:30
  SPEAKER_00: Oh, absolutely.
• 12:31
  SPEAKER_00: Yeah, you've definitely, I think you guys definitely nailed it.
• 12:33
  SPEAKER_00: That's no question at all.
• 12:35
  SPEAKER_00: I think it's it's very interesting though that you come from the retail side of fragrance because you kind of saw the entire industry at large before you started your own brand.
• 12:43
  SPEAKER_00: How was that?
• 12:44
  SPEAKER_00: That transition from retail into creating your own brand and then kind of building your own brand out.
• 12:49
  SPEAKER_00: I mean, was there like a learning curve for you when you when you came over into your own thing?
• 12:54
  SPEAKER_01: Or for sure.
• 12:56
  SPEAKER_01: You know, after like you think after years of helping other brands, uh partnering with other partners and brands to build their build their presence and build their perfumes or brands in the US, we really realized that we wanted to tell our own story of this.
• 13:13
  SPEAKER_01: So I would say we currently maybe have about six, seven hundred brands and I've and I've smelt maybe or tried maybe more than 2,000 bottles of fragrances in my life so far.
• 13:25
  SPEAKER_01: Wow.
• 13:26
  SPEAKER_01: Um so this experience gave me my palettes, my palettes of access to different ingredients and understanding fragrances expanded significantly in these 10 years.
• 13:38
  SPEAKER_01: So we really understood like what the market really wants, what people are are enjoying.
• 13:43
  SPEAKER_01: You have different types of audience and customers too.
• 13:46
  SPEAKER_01: You have people that are entry-level, they they are the ones that are a little bit advanced, but they are not too of a collector group.
• 13:54
  SPEAKER_01: But then you have the collectors, you have the niche fragrance collectors that they are just like very complex scents.
• 14:01
  SPEAKER_01: So this really gave us a great understanding how to start it and and what type of ingredients and notes to start with, with a fragrance line.
• 14:10
  SPEAKER_00: Yeah, I bet.
• 14:11
  SPEAKER_00: After having such exposure, it really does.
• 14:13
  SPEAKER_00: I mean, I can imagine how much refinement happens to your to your palate.
• 14:17
  SPEAKER_00: I mean, it's really interesting to me because when I first experienced the fragrances by House of Destan, it was like you guys aren't copying anybody.
• 14:26
  SPEAKER_00: You're not redoing something that's already been done.
• 14:30
  SPEAKER_00: That's the first thing I think for me as a consumer that stood out was this is really unique.
• 14:34
  SPEAKER_00: Every single fragrance in the collection is unique.
• 14:37
  SPEAKER_00: It's something that you can build around.
• 14:39
  SPEAKER_00: It wasn't something that I think many times I find myself as a consumer where a fragrance is layerable, right?
• 14:45
  SPEAKER_00: And you layer it with another fragrance that is kind of the base and it's like the main story.
• 14:49
  SPEAKER_00: But then with your fragrances, they are the base.
• 14:51
  SPEAKER_00: They are the main story.
• 14:52
  SPEAKER_00: So I think that complexity that you've brought forward in the whole brand, I mean, it really shines for me as a consumer.
• 15:00
  SPEAKER_00: What was that like?
• 15:00
  SPEAKER_00: I mean, did you guys go through like thousands of iterations for every single fragrance?
• 15:04
  SPEAKER_00: I mean, how is the building question?
• 15:06
  SPEAKER_01: Yeah, that that this is exactly one of the concerns that we had.
• 15:11
  SPEAKER_01: We really didn't want, again, dealing with so many perfumes and also so many other practices that maybe some other brands were made that maybe one fragrance was very successful, and everyone just made copies of it or maybe different variations, but we just didn't want to do it.
• 15:26
  SPEAKER_01: You know, we really wanted to stay away from it and create something as unique as it gets.
• 15:33
  SPEAKER_01: So that's what makes it very difficult actually to do this.
• 15:37
  SPEAKER_01: That's why it took about three and a half, four years to do that and just come up with a formula that is when someone smell it, don't they?
• 15:46
  SPEAKER_01: Well, this is a copy of that fragrance.
• 15:48
  SPEAKER_01: There are always notes that are shared within some fragrances, but again, going to doing this for three, four years to get these ingredients, right?
• 15:58
  SPEAKER_01: I'm 100% confidence there is nothing similar to these perfumes.
• 16:02
  SPEAKER_01: But that was the fun part.
• 16:03
  SPEAKER_01: Very difficult, very challenging, but it was fun to also do it.
• 16:08
  SPEAKER_00: Yeah, no, I mean I can definitely see how much work went into this because it's interesting in today's market.
• 16:13
  SPEAKER_00: You think everybody has like a box that they want to put every type of brand in.
• 16:18
  SPEAKER_00: And it's really unique when you find brands that don't fit into a box.
• 16:22
  SPEAKER_00: You know what I mean?
• 16:23
  SPEAKER_00: They're doing their own thing, they're kind of paving their own way.
• 16:26
  SPEAKER_00: And that's where I see you guys.
• 16:27
  SPEAKER_00: Like, you know, you're you're you're doing your own thing and everything is unique.
• 16:31
  SPEAKER_00: And so I find that to be very interesting, but I'm sure at the same time, the work is exponential that goes behind something like that.
• 16:38
  SPEAKER_00: So yeah, hats off to your team for doing that.
• 16:41
  SPEAKER_00: I'm actually curious because I think the word luxury is thrown around a lot.
• 16:45
  SPEAKER_00: Today's fragrance industry, I think luxury and the what that means has evolved a lot.
• 16:52
  SPEAKER_00: I mean, what does that mean to you when you think about true luxury experience and fragrance?
• 16:56
  SPEAKER_00: What should we be kind of thinking about at in 2025?
• 17:00
  SPEAKER_01: To us, uh, luxury is always, as you mentioned, it's just everyone as you see it, that everyone throw that around.
• 17:06
  SPEAKER_01: But I think luxury luxury is really about care.
• 17:09
  SPEAKER_01: It's about that service, is attention to details, is how much you put time and effort into artistry, that emotion that goes into every single bottle, every single aspect of that branding.
• 17:24
  SPEAKER_01: So it's not really about the price points anymore, it's it's really about that presence.
• 17:31
  SPEAKER_01: So, and we believe in that.
• 17:32
  SPEAKER_01: We believe in that access to luxury, and it's not always about that.
• 17:38
  SPEAKER_01: I would say it's, but it's never at the expense of integrity.
• 17:42
  SPEAKER_01: So you can be refined without being remote.
• 17:45
  SPEAKER_01: And I think with House of Dustan, especially, it's we created something that is, as I mentioned, is uh is approachable, memorable, and very chic.
• 17:54
  SPEAKER_01: And you really get that luxury without having the crazy price point on it, but you can feel that art, you can feel that attention to details that went into the brand.
• 18:04
  SPEAKER_00: Yeah, no, I think it's a it's a very interesting time in fragrance right now.
• 18:09
  SPEAKER_00: I think that the accessibility is definitely something that catches my attention because I remember even like 10 years ago to get your favorite fragrance, it was what ridiculous amounts of money, right?
• 18:20
  SPEAKER_00: It was like six, seven hundred dollars or something crazy.
• 18:23
  SPEAKER_00: And now I'm just watching this world evolve into a place where it's yeah, people are experiencing a lot more.
• 18:28
  SPEAKER_00: And I think also consumers are going through fragrances a lot faster.
• 18:32
  SPEAKER_00: They're also increasing their collections, their palettes.
• 18:34
  SPEAKER_00: So it's very, it's a very fun time, I think, for fragrance.
• 18:38
  SPEAKER_00: Sure, yeah, 100%.
• 18:40
  SPEAKER_00: Yeah.
• 18:41
  SPEAKER_00: So what's I mean, what are you working on now?
• 18:43
  SPEAKER_00: Is there anything coming up for House of the Sun that you're that's in the works?
• 18:47
  SPEAKER_01: Yes, we are we are actually in the process of creating actually three more fragrances that will be released in the next six months.
• 18:55
  SPEAKER_01: There are two of them, would be a limited edition.
• 18:58
  SPEAKER_01: Those two would be mostly, I would say, for the niche frag heads, the ones that are really collectors, so they're heavy-based fragrances, and it's only a thousand pieces that we are we are creating for each one of them.
• 19:11
  SPEAKER_01: And of course, we are we're opening our first boutique in in So, New York.
• 19:16
  SPEAKER_01: So we are expecting it to be open in November, and that's a very fun project that I'm excited to get it done and finish.
• 19:24
  SPEAKER_00: Congratulations, that's amazing.
• 19:26
  SPEAKER_00: Yeah, thank you.
• 19:28
  SPEAKER_00: Sounds very exciting.
• 19:28
  SPEAKER_00: Well, no, I absolutely love the brand, and I can't wait to see what you guys do next.
• 19:33
  SPEAKER_00: I know a lot of our listeners are always looking for the best next niche brand to get behind when it comes to fragrance.
• 19:39
  SPEAKER_00: And if you guys haven't tried it already, you have to check out House of Distan.
• 19:43
  SPEAKER_00: I will be linking everything in the show notes.
• 19:45
  SPEAKER_00: But Hamed, thank you so much.
• 19:46
  SPEAKER_00: This was so lovely to chat with you and to learn from you.
• 19:49
  SPEAKER_01: Sure, thank you very much.
• 19:51
  SPEAKER_01: And I hope everyone tried them and give us the feedback.
• 19:54
  SPEAKER_01: We want to know what you guys think, and we would love to hear that.
• 19:57
  SPEAKER_00: Absolutely.
• 19:57
  SPEAKER_00: And I'll collect all the feedback and send it to your team.
• 20:00
  SPEAKER_00: Hey guys, so I hope you love that episode.
• 20:03
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• 20:08
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• 20:25
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• 20:35
  SPEAKER_00: We're available on Instagram, TikTok, X, you name it, we're there.
• 20:40
  SPEAKER_00: We also have a blog on Medium.
• 20:42
  SPEAKER_00: So if you're a reader and you love Medium blogs, check us out on Medium.
• 20:46
  SPEAKER_00: We publish some really great articles on there that do deeper dives than just what's available on the podcast.
• 20:51
  SPEAKER_00: And it's really a great place for all of you science geeks out there that want to learn a little bit more.
• 20:56
  SPEAKER_00: We go above and beyond with our research and making sure we're bringing you information that you usually probably won't hear about in other outlets.
• 21:02
  SPEAKER_00: So check us out, leave us a comment, leave us a review, and we'll be back next time with another episode.
• 21:07
  SPEAKER_00: Thank you.