See how Boys Lie founders Tori Robinson and Leah O’Malley leveraged their popular merchandise for a brand new business venture.
Boys Lie founders Tori Robinson and Leah O’Malley took a risk in 2019 when they decided to nix their failing beauty brand and transition over to apparel. Their chancy venture has paid off, as their cheeky loungewear styles have created a considerable following among customers and celebrities alike.
They launched that year as a beauty brand with five makeup products, yet found the venture challenging and unsuccessful. In an uncertain move, they decided to leverage their popular merchandise collection of hoodies and sweatpants and pivot the company into a completely new direction as solely a loungewear brand.
Boys Lie brought in $5 million in revenue in 2020, up from $600,000 the previous year. The founders project the brand will generate $10 million to $15 million this year as they continue to grow the brand with more drops, new product categories and collaborations.
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