Ep 278 | Katie Rosen Kitchens

Written By Yasmin Nouri

Start Before You're Ready: Overcoming Perfectionism and Taking Action

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Katie Rosen Kitchens is the co-founder and editor in chief of FabFitFun, a beauty and lifestyle subscription box company. 

Back in 2010, Katie and her co-founders saw a chance to create a brand that felt like your best friend who knew everything about fashion and beauty. They started FabFitFun as an editorial brand, built a cult following, and then launched their subscription boxes. They were one of the first to offer full-sized products at a fraction of the cost. They've sold over 38 million subscriptions and have become the go-to destination for discovering and indulging in the latest trends. Katie has led the company’s evolution from a female-focused media brand to a dynamic force at the intersection of content, community, and commerce. 

In this week's episode, Katie shares the importance of chasing dreams over money, the power of storytelling for brands, her biggest learnings from her TV and writing career, and how FabFitFun grew from a side hustle to a full-time business. Katie walks us through their mission to deliver happiness to their customers and build trust every step of the way, which has been crucial to their success. She discusses the transition from running a media company to a subscription consumer goods company, curating the first box despite many rejections, and the many mistakes she faced while scaling the brand. Katie also shares insights on her relationship with her co-founders, how letting go of anxiety and perfection will help achieve goals, why you should always start before you’re ready, and so much more.

Show Notes:

  • Strategies for confronting the uncertainties in life. [03:29]

  • Katie's journey of happy accidents that led to the founding of FabFitFun. [04:38]

  • Katie's upbringing and her lessons on the importance of freedom and happiness. [08:12]

  • Blogging and connecting with her co-founders in the early stages. [11:06]

  • How the subscription model idea came in the early days. [13:50]

  • Testing products and learning from failures. [17:06]

  • Handling rejection and her sources of motivation. [21:13]

  • Overcoming logistical challenges in shipping subscription boxes during the early days. [24:27]

  • Katie's crisis management strategies. [27:52]

  • Maintaining an open communication with customers. [31:16]

  • Qualities of an effective storyteller. [31:58]

  • Key factors that contributed to the growth of FabFitFun. [35:55]

  • Establishing an in-house brand and collaborating with experts. [39:32]

  • Balancing the launch of subscription boxes with motherhood. [42:02]

  • Katie’s relationship with her co-founders. [48:03]

  • Division of responsibilities among Katie and her co-founders. [50:33]

  • Embracing imperfection and taking the leap. [53:34] 

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Ep 279 | Dr. Mary Pardee
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Ep 277 | Emily Hikade