In 2011, Lauryn Bosstick launched her blog “Skinny Confidential” when she was in college — it has now evolved to become a sought-after podcast, blog and product line within the lifestyle wellness space.
Bosstick, founder of the Skinny Confidential, sat down with Emily Burns, WWD’s former wellness reporter, on the latest episode of the Beauty of Tomorrow podcast, presented by Listrak, to discuss her all-encompassing wellness ecosystem and its origins.
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The Skinny Confidential is now a thriving product and content company. Its viral products include ice rollers, face towels, mouth tapes and non-toxic toilet paper, which are sold at retailers like Revolve, Nordstrom and Amazon. Bosstick has also interviewed the likes of Kourtney Kardashian Barker and Gwyneth Paltrow.
“The brand started out as a resource for women to get the skinny,” Bosstick said. “It was not just about me as a creator, it was finding out what was in Cindy Crawford’s vanity, what the everyday girl used to grow her hair or what someone’s specific nail color is. Fourteen years later it’s still a resource. I bring people on and ask them all these questions that people are dying to know.”
Today, the podcast has also garnered more than 500 million downloads. While she started with a blog, Bosstick always had a full wellness universe in mind.
“When I launched the platform when I was in college, I was bartending, teaching Pure Barre and Pilates, I launched it as a brand,” said Bosstick, who has also authored two books. “I was very methodical and thought about how to release each part.”
The product line came about based on her personal experience. After Bosstick had jaw surgery, she launched the brand’s ice roller — which took four years to make and bring to market. Through a Facebook group with more than 60,000 women, she crowdsourced her community to get feedback. Bosstick noted that this helped engage and invest her audience in the product’s story.
“I was using a plastic cheap ice roller from Amazon and loved it but there were pain points. I noticed that there were so many brands launching that were dealing with skin care and makeup, but there was nothing that was fighting the puff that I was experiencing in the morning. I really listened to [my audience] and asked for their opinion. I knew I didn’t want to just slap my label on something and sell it,” concluded Bosstick.
To listen to the full conversation, CLICK HERE.
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