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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

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