For Tori Robinson and Leah O’Malley, friends for 14 years, who created the Boys Lie color cosmetics brand in 2018, the answer is, yes. In addition to cosmetics, the partners introduced merchandise with the Boys Lie logo slapped on caps and T-shirts when they launched the beauty products. Courtesy of Boys LieThe partners overestimated their ability to sell a new and unknown cosmetics brand online. “We really thought we could make Boys Lie a makeup brand. “We’re doing an exclusive collaboration with Urban Outfitters, which is a cool expansion of the Boys Lie brand in general.

Source: Forbes January 19, 2024 23:47 UTC