Tori Robinson

Co-founder and creative lead of Boys Lie, responsible for design and product direction after pivoting the business from beauty to apparel; helped scale the brand to multi-million dollar revenue and secure high-profile celebrity placements.

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Nov 10, 2025 • 39min

Boys Lie Founders Drop A Masterclass On Celeb Marketing, Building a Cult Brand And Navigating Cancel Culture

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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