613: Why Most Beauty Brands Fail - and How to Beat The Rest | DIBS Beauty Founder

DIBS Beauty went from zero to one of America’s fastest-growing makeup brands in just four years, with founder Jeff Lee scaling the business into the mid–8 figures and landing a top spot on the Inc. 5000. In this interview, Jeff breaks down the strategy behind their explosive growth, the creator-led launch that built a 20,000-person waitlist, and how DIBS is winning in one of the most competitive categories in ecommerce. You’ll hear exactly how Jeff built a 50-state beauty brand, expanded into retail with precision, and created a customer base with a 60%+ 90-day repurchase rate — all while keeping a founder-led obsession with product, community, and customers. What you’ll learn in this interview: • The exact social strategy that built a 20,000-person waitlist pre-launch • Why creator-led distribution outranked traditional paid marketing • How DIBS achieved a 60%+ 90-day repurchase rate • The retail playbook behind their breakout performance in Ulta and Revolve • How Jeff validates product–market fit using creator metrics and in-store behaviour • Why “comfortable inauthenticity” beats the current social media playbook • What founders get wrong about community building • How to hire, structure, and scale a team at hypergrowth speed • The real dark side of entrepreneurship that nobody talks about • Jeff’s approach to AI, product discovery, and future-proofing your brand This episode is a masterclass for founders building in ecommerce, beauty, or any saturated category. You’ll walk away with a clear understanding of how to launch, differentiate, and scale a brand using content, retail expansion, and customer-obsessed execution. SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to ⁠⁠⁠⁠https://your.omnisend.com/foundr⁠⁠⁠⁠ to get started. HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 & 9-figure founders inside Foundr+ Start your $1 trial → ⁠⁠⁠⁠https://www.foundr.com/startdollartrial⁠⁠⁠⁠ PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING? → Starting from scratch? Apply here → ⁠⁠⁠⁠https://foundr.com/pages/coaching-start-application⁠⁠⁠⁠ → Already have a store? Apply here → ⁠⁠⁠⁠https://foundr.com/pages/coaching-growth-application⁠⁠⁠⁠ CONNECT WITH NATHAN CHAN Instagram → ⁠⁠⁠⁠https://www.instagram.com/nathanchan⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠https://www.linkedin.com/in/nathanhchan/⁠⁠⁠⁠ CONNECT WITH JEFF LEE Instagram → https://www.instagram.com/jefflee108/ LinkedIn → https://www.linkedin.com/in/jefflee108/ DIBS Beauty → https://dibsbeauty.com/ FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → ⁠⁠⁠⁠https://bit.ly/2uyvzdt⁠⁠⁠⁠ Website → ⁠⁠⁠⁠https://www.foundr.com⁠⁠⁠⁠ Instagram → ⁠⁠⁠⁠https://www.instagram.com/foundr/⁠⁠⁠⁠ Facebook → ⁠⁠⁠⁠https://www.facebook.com/foundr⁠⁠⁠⁠ Twitter → ⁠⁠⁠⁠https://www.twitter.com/foundr⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠https://www.linkedin.com/company/foundr/⁠⁠⁠⁠ Podcast → ⁠⁠⁠⁠https://www.foundr.com/podcast