The Foundr Podcast with Nathan Chan 654: The Hoodie That SAVED Their Business ($5M in 2 Years) | Boys Lie
Apr 23, 2026
Leah O'Malley, co-founder who scaled Boys Lie from cosmetics to apparel and ran brand operations; Tori Robinson, co-founder who steered the cultural pivot to hoodies. They recount nearly closing, a paparazzi moment that exploded demand, pivoting to clothing, brutal embezzlement and the financial controls they built, influencer gifting lessons, wholesale strategy, and plans for a House of Brands.
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Use Intentional Gifting Not Large Upfront Payments
- Don’t pay celebrities upfront without proof; prioritize gifting and relationships so product can speak for itself.
- Target people around celebrities (stylists, makeup artists) and send sincere, personalized DMs instead of robotic mass pitches.
Apparel Creates Stronger Emotional Brand Attachment
- Apparel can create stronger brand emotional attachment than cosmetics because clothing lets customers 'wear their heart on their sleeve.'
- Tori noted cosmetics like a pink polish are replaceable, while a branded hoodie conveys identity and story.
Negotiate Influencer Deals With Performance Clauses
- Refuse inflated influencer fees; offer revenue-share or collaboration agreements tied to performance instead.
- Ask agents for proof of sales impact and prefer partners who will put skin in the game.