The Foundr Podcast with Nathan Chan 613: Why Most Beauty Brands Fail - and How to Beat The Rest | DIBS Beauty Founder
Dec 11, 2025
Jeff Lee, co-founder of DIBS Beauty, shares insights on building a booming makeup brand that achieved mid-eight figures in just four years. He discusses their innovative strategy of a 20,000-person waitlist pre-launch, emphasizing the power of creator-led marketing over traditional ads. Jeff reveals how DIBS maintains a 60%+ repurchase rate and successfully penetrated retail with a focus on customer behavior. He candidly explores the challenges of rapid growth, the importance of community, and his visionary approach to leveraging AI for future success.
AI Snips
Chapters
Transcript
Episode notes
Master A Social-First Launch
- Hone your social strategy and measure content by UGC and creator response, not just likes.
- Capture attention within the first two microseconds of content to succeed in a social-first economy.
Prioritize Creators Over Spray Ads
- Prioritize creator-led distribution and invest more in gifting and creator education than broad paid ads.
- Activate a pyramid of creators from big advocates to lottery-reach creators for layered authenticity and reach.
500 Creator Sends And An Austin Testbed
- DIBS did roughly 500 initial creator sends and focused early activation in Austin, Texas to prove the brand in-person.
- Personal relationships and local, on-the-ground presence accelerated trust and waitlist growth.