Hey guys, welcome back to Christine Kereki. This is your host Ectha and I'm really, really excited about this episode because as a lot of you know, there's not many options up there for hair care right now that are really focusing on, I think, nourishment first.

I personally, as a consumer, see it as a big white space.

So I have actually been using a new brand and I've been absolutely loving them,

really fell in love after maybe like one or two times of using their shampoo and conditioner.

I think a lot of you might have heard of them already.

So without further ado, I want to introduce you guys to Allison Ye, who is the chief brand officer for The

rudest. Welcome Allison I'm so honored to be hosting you. Oh thank you I'm so

honored to be here. Yeah the fact that you've noticed the brand that you're

using it is pretty amazing.

The brand that you feature, it's kind of a who's who

of what's up and coming and we're just so delighted and honored

that you would see the rudest as part of that.

Oh, no, you guys are definitely the who's who right now for me I mean I use your shampoo like almost every time that I'm looking to cleanse my scalp and really nourish it and because I try to switch things up in my hair care routine and I think that's why I'm so excited to talk to you today because in the hair care sector of the beauty industry I feel like there's a lot of like the same options you know and that's what I keep seeing as a consumer.

And that's where I'm like, wow, what you're doing is just very, very new and it's very fresh.

So before we dive into that, though, and I would love to learn about you and your journey and

tell us about the brand, like what led to the creation of the

rudest. Oh well thanks and my background is in brand marketing and I was

really lucky to find my passion and beauty at a young age straight out of

undergrad and I grew up through

through brand marketing which I guess you know maybe different

definitions but for me it's always been a focus on the brand

consumer the positioning was storytelling creative, but I came to as I grew as an executive

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