In a world where fashion and beauty brands often play it safe, Boys Lie founders Tori Robinson and Leah O’Malley took a different route—one fueled by raw emotion following tough breakups (from a pair of best friends!). Today, they helm a bold, empowering brand that speaks to those who have felt the sting of heartbreak and the relief of self-rediscovery.
Boys Lie’s story began in 2018 when the two friends combined their unique skills and vision to launch Boys Lie. Robinson had gained hands-on ex- perience with her family’s private-label cosmetics company, and O’Malley, who worked in sales at Yelp, initially lauched with a cosmetics line, using a $250,000 loan from family and friends. The brand name, born from mutual support during the painful time post-split from their exes, became a powerful mantra. In 2019, they pivoted to a streetwear label, transforming Boys Lie into the viral, community-driven brand it is today.
What began as a healing mantra between friends—”Boys Lie”—soon grew into a rallying cry for resilience. “The drive behind Boys Lie has been consistent since day one,” the founders tell GRAZIA USA. “Even on tough days, we wholeheartedly believe in everything we’ve built.” Now, Boys Lie is more than a brand; it’s a platform for self-expression and healing, embodied through every piece they design.
Building Boys Lie wasn’t without challenges. Moving from Radnor, Pennsylvania, to Los Angeles, they faced the often-ruthless landscape of the fashion industry. “We trusted people who didn’t have our best interests at heart, leading to hard but invaluable lessons about ourselves and the business,” they admit. Rather than seeking formal mentors, they embraced advice from all directions, sometimes including the best insights from those outside their industry.
Their shared vision of intentionality is evident in Boys Lie’s planning process. “Every piece we design is meticulously mapped out months or even a full year in advance,” they explain, highlighting their commitment to creating impactful, cohesive collections that resonate with their audience.
The journey from concept to reality was mapped out with simple tools: a pen and paper. This old-school approach allowed them to outline every aspect of their vision, culminating in a business plan that captured their highest aspirations. Each milestone, from seeing Gigi Hadid wear their ‘GOODBYE’ set to being recognized in Forbes’ 30 Under 30, reaffirms their brand’s reach and impact. “We wanted to empower people to wear their hearts on their sleeves, and that’s what sets us apart,” Robinson and O’Malley say..
With an A-list following that includes Kylie Jenner, Zendaya, and Ariana Grande, Boys Lie has become more than a fleeting trend. The brand has grown organically, boasting partnerships with Revolve, PacSun, Urban Out!tters, and exclusive collections for Forbes and Uber. In 2022, Boys Lie reached $8 million in revenue, a testament to its authentic, community-driven approach.
In addition to fashion, the brand’s podcast invites listeners to share their own “boys lie” stories, fostering a community of empathy and resilience. Each episode provides encouragement and connection, amplifying the brand’s core ethos.
As Robinson and O’Malley look ahead, they’re keeping their next steps under wraps. “We have several exciting projects in the works that we can’t wait to share.”
