AJ Patel, SVP of Global Growth at U Beauty, joins Will Laurenson to explore how luxury DTC brands grow in an age of rising CAC and changing algorithms. From testing channels like AppLovin and TikTok Shops to personalised retention strategies using AI voice notes, AJ shares real tactics U Beauty is using to scale. He opens up about the challenges of educating customers on advanced tech, adapting subscription models, and maintaining brand integrity. This is an episode packed with practical insights on acquisition, retention, and operating at the intersection of innovation and luxury.