StartUp / Founder Story
Boys Lie: A Journey from Cosmetics to Apparel
Boys Lie, co-founded by Tori Robinson and Leah O'Malley, initially launched as a cosmetics brand but pivoted to apparel after discovering customer demand was primarily for their hoodies. The brand's transformation was catalyzed by Gigi Hadid wearing their sweatsuit, which led to a significant increase in sales and a strategic shift in their business model.
Source material: From BROKE to $5M in 2 Years (We Almost Quit…) | Boys Lie
Summary
Boys Lie, co-founded by Tori Robinson and Leah O'Malley, initially launched as a cosmetics brand but pivoted to apparel after discovering customer demand was primarily for their hoodies. The brand's transformation was catalyzed by Gigi Hadid wearing their sweatsuit, which led to a significant increase in sales and a strategic shift in their business model.
The founders faced substantial challenges, including financial struggles and employee embezzlement, which prompted them to implement stricter financial controls. They learned the importance of transparency with both retailers and customers, fostering trust and loyalty.
Boys Lie's success is attributed to their ability to connect emotionally with consumers, leveraging shared experiences of heartbreak. This emotional connection differentiates their brand in a competitive market.
The co-founders emphasize the significance of influencer marketing, advocating for authentic relationships over transactional engagements. They transitioned to a profit-sharing model with influencers to ensure mutual benefit.
Perspectives
short
Boys Lie's Approach to Business
- Emphasizes emotional connection with consumers through shared experiences
- Advocates for authentic influencer relationships over transactional engagements
Challenges Faced by Boys Lie
- Encountered significant financial struggles and employee embezzlement
- Relies heavily on celebrity endorsements, raising sustainability concerns
Neutral / Shared
- Transitioned from cosmetics to apparel after realizing customer preferences
- Plans to diversify product offerings while remaining open to future buyout opportunities
Metrics
revenue
$250,000 USD
first year revenue
This revenue indicates initial market interest but also highlights the debt incurred
$250,000 in revenue against $250,000 in debt
revenue
$11 million USD
total sales last year
This indicates significant market traction and brand growth
$11 million in sales last year.
other
60 %
percentage of revenue from wholesale
Understanding the revenue split is crucial for assessing business sustainability
about 60, 40, D to see wholesale retail
Key entities
Timeline highlights
00:00–05:00
Boys Lie, co-founded by Tori Robinson and Leah O'Malley, initially launched as a cosmetics brand but pivoted to apparel after discovering customer demand was primarily for their hoodies. The brand's transformation was catalyzed by Gigi Hadid wearing their sweatsuit, which led to a significant increase in sales and a strategic shift in their business model.
- Boys Lie, co-founded by Tori Robinson and Leah OMalley, started as a cosmetics brand with over 16 SKUs but found that customers were primarily interested in their two branded hoodies
- On the brink of closing due to $250,000 in debt and unsold inventory, the business was transformed when Gigi Hadid wore their Goodbye sweatsuit, resulting in a dramatic increase in demand
- This unexpected publicity led to a strategic shift from cosmetics to apparel, as the founders recognized that their clothing resonated more with their audience
- The experience prompted them to discontinue unsolicited celebrity gifting, opting for pre-approved gifting strategies to mitigate risks despite its previous success
- They encountered significant challenges, including employee embezzlement, which led to the implementation of stricter financial controls and the hiring of multiple accountants for oversight
- The founders envision Boys Lie as a House of Brands, with plans for new sub-brands and product lines, including a potential baby line and a secret launch scheduled for February 2027
05:00–10:00
Boys Lie, co-founded by Tori Robinson and Leah O'Malley, transitioned from a cosmetics brand to apparel after realizing customer demand was primarily for their hoodies. The pivotal moment came when Gigi Hadid wore their sweatsuit, leading to a significant increase in sales and a strategic shift in their business model.
- Tori Robinson and Leah OMalley utilized personal connections to send a blind gift to Gigi Hadid, which significantly increased demand for their brand, Boys Lie
- The turning point for the brand occurred when Gigi wore their Goodbye sweatsuit, captured by paparazzi, leading to a successful transition from cosmetics to apparel
- Despite launching with over 16 cosmetic SKUs, the founders realized that most sales came from just two hoodies, prompting a strategic shift to focus exclusively on clothing
- The founders decided against unsolicited celebrity gifting in the future, opting for pre-approved gifting to ensure their products reach interested recipients
- They highlighted the importance of perseverance in entrepreneurship, noting how their initial struggles transformed into success through hard work and belief in their brand
10:00–15:00
Boys Lie, co-founded by Tori Robinson and Leah O'Malley, transitioned from a cosmetics brand to apparel after realizing customer demand was primarily for their hoodies. The pivotal moment came when Gigi Hadid wore their sweatsuit, leading to a significant increase in sales and a strategic shift in their business model.
- The co-founders of Boys Lie faced a critical juncture just before Gigi Hadid wore their sweatsuit, which dramatically altered their business path
- Financial struggles and a lack of team support led them to contemplate shutting down the business due to overspending
- The viral moment with Gigi Hadid not only increased their visibility but also confirmed their shift from cosmetics to apparel, which resonated more with their audience
- They realized their initial focus on cosmetics was misguided, as the success of their clothing line revealed a deeper connection with consumers
- Despite numerous challenges, they maintained a strong drive to succeed, viewing every small win as crucial to their eventual breakthrough
- Their experience underscored the importance of influencer marketing and adaptability in their business strategy
15:00–20:00
Boys Lie transitioned from a cosmetics brand to apparel after realizing customer demand was primarily for their hoodies. The pivotal moment came when Gigi Hadid wore their sweatsuit, leading to a significant increase in sales.
- Boys Lie launched with a diverse cosmetics line but quickly realized that customer interest was primarily in their hoodies, resulting in excess inventory
- The co-founders highlighted the significance of having a product that resonates with consumers, emphasizing that genuine belief in the product can drive sales beyond influencer status
- They developed a strategy to connect with influencers through personal networks, which led to notable endorsements, including a celebrity wearing their products
- The current landscape of influencer marketing demands a more personalized and intentional approach for brands to effectively engage with creators
- Boys Lie has focused on maintaining an authentic brand voice, training employees to communicate with customers in a relatable way rather than using scripted responses
20:00–25:00
Boys Lie transitioned from a cosmetics brand to apparel after realizing customer demand was primarily for their hoodies. The pivotal moment came when Gigi Hadid wore their sweatsuit, leading to a significant increase in sales.
- The founders of Boys Lie stress the value of authentic relationships with influencers, asserting that a large follower count does not guarantee sales
- They transitioned from paying influencers upfront to a profit-sharing model, learning from past experiences with ineffective collaborations
- The influencer marketing landscape has become oversaturated, resulting in inflated pricing demands from influencers without proven sales results
- Genuine engagement and trust between influencers and their audiences are essential for driving sales, rather than relying solely on follower metrics
- Boys Lies success in generating significant revenue with a smaller follower base highlights the effectiveness of authentic brand representation
25:00–30:00
Boys Lie transitioned from a cosmetics brand to apparel after realizing customer demand was primarily for their hoodies. The pivotal moment came when Gigi Hadid wore their sweatsuit, leading to a significant increase in sales.
- Creators and celebrities who express vulnerability can foster stronger audience trust, leading to increased sales when they wear a brands products
- Amanda Petulas appearance in Boys Lie apparel during an emotional moment on Summer House resulted in immediate sellouts, showcasing the impact of authentic representation
- Consistency in influencer partnerships enhances buying power; for instance, Jessica Albas repeated posts led to a noticeable increase in sales over time
- Gifting products instead of paying for endorsements helps build genuine relationships with influencers, resulting in organic promotion without the pressure of formal sponsorships
- The emotional context of influencers, such as personal struggles or breakups, can amplify the effectiveness of their endorsements, as seen with Ariana Maddoxs appearance in Boys Lie apparel during a significant reunion episode