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.

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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
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