Traditionally, an earnings call occurs between company executives, investors, analysts and members of the media. But Cocokind’s founder and CEO, Priscilla Tsai, invited a group she said are her most important stakeholders – consumers. On Sunday, January 12, Priscilla, who previously worked in equity research on Wall Street, hosted Cocokind’s inaugural “All Hands” call, inviting consumers to call in to hear key company insights, ranging from retail updates to sustainability initiatives.

“The way we approach our business and our relationship with our customers isn’t typical,” she said. “We concentrate on building a deep relationship with them and that means having the extra element knowing what’s going on behind the scenes, especially in this day and age when there are so many considerations consumers make when they purchase something.”

The decision to host a live event wasn’t a far reach for the company, which regularly hosts Instagram Live chats. “We already talk about a lot of things on social media such as pricing in the beauty industry, the supply chain and decisions that we make, so we thought it would be a good idea to bring it off social,” said Priscilla. “The format is different from what consumers are used to but it’s my responsibility to be transparent.”

To promote the event, an email was sent to consumers and the brand posted Stories on Instagram to explain the call and why it was happening. More than 900 individuals registered to attend.

In January 2019, Cocokind entered 150 Target doors, and is now offered chain-wide. The brand is also available in more than 4,000 U.S. doors, including Whole Foods and Anthropologie. Priscilla used the call as an opportunity to address distribution plans. “One of the most frequent questions our customer service team gets is ‘why doesn’t my Target carry X product’ so we wanted to provide an inside look at what our retail strategy is, how we have expanded our business thus far and explain the process it takes before we are able to get on the shelves,” she said.

Also on the call the company announced the launch of The Turmeric Tonic ($11), set to debut January 22, as well as the reformulation of one its products, which will roll out in June. She also shared sustainability initiatives, including plans to donate 100 percent of proceeds of its One-For-All Balm ($11) to Red Cross Australia. Opportunities to join the company were also discussed.

Consumers were given the opportunity to send in questions in advance of the call, and also to ask questions live. “This is something I felt extremely comfortable with, because we have done several Instagram Live events where I’ve had to answer questions on the spot and there isn’t anything we feel the need to hide,” she said.

Although Priscilla declined to provide sales figures, a representative said the company, which is self-funded, has more than doubled every year since its debut in 2015.