If you’re a fan of Too Faced’s beauty products (and aren’t we all?), you’ve probably noticed that the food theme is strong among the brand’s offerings. From sweet peach to chocolate, Too Faced has drawn inspiration from yummy treats time and time again, and many of the scents have a distinct scent to reflect these themes. As it turns out, there’s a pretty simple reason for this.

Forbes interviewed Too Faced’s founder, Jerrod Blandino, who weighed in on everything from selling the brand to Estée Lauder (for a cool $1.45 billion, no less) to Blandino’s personal favorite product from the brand (that would be the Better Than Sex Mascara).

But our favorite takeaway from the interview? The fact that Blandino divulged his inspiration for adding scent to many of the products.

Blandino told Forbes,

“You want to hit all your senses. It’s a sensorial, emotional business we’re in,” Blandino told Forbes.

This explanation makes a ton of sense (no pun intended!) — there is definitely something emotional about scents, and we love that Too Faced creates products that aren’t just effective, but also really fun to use.

What’s your favorite scented product from the brand?