In this chapter, we're introduced to the concept of "beyond" . We're told that beyond is an umbrella term for a number of different things, such as "branding," "marketing," and "social responsibility." It's also a portmanteau term for "branding" and "marketing." We learn that beyond's first name is "beyond," which means "beyond." We also learn that the company's second name, "beyond Beyond Beauty," is a portmanteau word for "beyond Beauty," "beyond Cosmetics," and/or "beyond Skincare." This is the first time we've heard of the name "beyond. We find out that beyond Beauty has already secured a bunch of "top-tier" cosmetic brands in China, Korea, and Japan for the company. We learn from this conversation that "beyond's" name means "Beauty," "Beauty Cosmetics," or "Beauty Skincare." So, yes, "Beauty" is the name of the company, but it's not the only thing that's going on in the company: beyond Beauty also has a "parent company" called Beyond Beauty Beauty, which means, "I'm an insider."