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Katie Rosen Kitchens didn’t set out to build a subscription box, she set out to build a community. What began as an online magazine with product recommendations grew into FabFitFun, a membership that millions of women see as a quarterly act of self-care.
In this episode with Lindsay Pinchuk, Katie shares how a 24-hour sellout of the very first test box set the stage for everything that followed: full-size products, full customization, members-only sales, and a thriving community where feedback shapes each season. Storytelling still drives it all, making every product feel personal rather than transactional.
She also explains how FabFitFun became a launchpad for brands, using influencers and editorial reach to turn products, like OUAI’s leave-in conditioner, into bestsellers. Flexibility is key—members can swap items or even entire boxes—building trust with every shipment.
Katie doesn’t shy away from the hard parts either, from a million-unit product recall to the operational lessons that came out of it. Today, FabFitFun is expanding its impact with brand investments and 3PL services, proving that listening to your community and evolving with it is the foundation of lasting growth.
Episode Breakdown:
00:00 Meet Katie Rosen Kitchens Co-Founder of FabFitFun
05:52 FabFitFun’s Origin Story
15:44 Building Community and Listening to Customers
26:55 From Media Company to Membership Model
28:20 Outlasting the Subscription Box Trend
43:11 Final Advice for Female Founders
Connect with Katie Rosen Kitchens:
http://www.instagram.com/katieakitchens
http://www.instagram.com/fabfitfun
Follow Lindsay @dearfoundher on Instagram
Interested in leveling up your marketing? Get on the waitlist for Marketing Made Simple for Small Business.
Join the Dear FoundHer... Forum Networking Community
FoundHers Mentioned today:
October 22 MFactor Screening https://bit.ly/3Id2NoR
Tween Girls Summit https://chicagonorthshoremoms.com/tween-girls-empowerment-summit/
The Small Business Owners HR Vault https://www.wellness-extension.com/sbo-vault
Dear FoundHer on Tour: http://www.dearfoundher.com/tour
Trailblazer Pod https://podcasts.apple.com/us/podcast/trailblazer-pod/id1773328946
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