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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Authentic Celebrity Usage Trumps Paid Ambassadors
- Boys Lie avoids formal ambassador programs to keep celebrity usage authentic and organic.
- Organic celebrity wear feels more credible and drives genuine interest for the brand.
A Single TV Appearance Caused A Sellout
- Amanda Batula wearing Boys Lie on Summer House triggered an instant sellout of a specific set.
- Not all celebrity mentions equal sales; the right person with buying power matters.
Treat Failure As Fast Feedback
- Expect to fail often and change quickly; don't repeat the same mistakes twice.
- Iterate processes and adapt operations whenever something clearly doesn't work.