Female Founder World Boys Lie Founders Drop A Masterclass On Celeb Marketing, Building a Cult Brand And Navigating Cancel Culture
Nov 10, 2025
Tori Robinson and Leah O'Malley, the dynamic duo behind Boys Lie, share their journey from a failed beauty brand to a fashion sensation. They discuss how gifting their apparel to celebrities, including Gigi Hadid, skyrocketed their visibility and sales. The founders reveal their organic marketing strategies, the importance of direct-to-consumer sales, and the lessons learned from navigating challenges during rapid growth. With insights on celebrity placements and brand evolution, Tori and Leah offer golden nuggets on building a cult brand in today's market.
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Makeup Failure Fueled A Fashion Breakthrough
- Tori and Leah launched Boys Lie as a makeup brand, failed, then pivoted to apparel after gifting items and a celebrity wore them.
- Gigi Hadid wore their hoodie, and revenue jumped from $250K to $5M in one year.
Prioritize D2C Before Big Wholesale
- Start direct-to-consumer to protect margins and control timing rather than relying on wholesale early.
- Use boutiques first to build margin and credibility before approaching major retailers.
Insist On Net-30 Payment Terms
- Negotiate payment terms and avoid long net schedules when starting retail partnerships.
- Aim for net-30 and be wary that retailers may delay internal receipt, stretching your real payment timeline.