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Brand Philosophy & Marketing - Standing for something you believe in is key to making a real difference, not just being loud [3] - The skincare industry thrives on confusion, so providing scientific facts can be controversial [5] - The company aims to decode labels, ruin the fantasy, and save consumers' wallets, rather than just selling a dream [8] - A clear, brave, and slightly controversial message is crucial for a brand's success [15] - Brave brands lead, while safe brands merely survive [16] Business Growth & Strategy - The brand's success started with the courage to tell the truth [12] - The company didn't follow trends, focusing on simple products like moisturizer, cleanser, and sunscreen [13] - The company aims to sell a new culture where skincare is simpler and easier [13] - Last year, the company made a bit over 400 million Thai Baht in sales [12] Overcoming Challenges - Controversy is inevitable if you choose to matter [11][18] - The goal is to win trust by standing for something that matters, not just to win arguments [19]

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