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How Not to Launch a Brand
via Business of Fashion · June 2, 2026

How Not to Launch a Brand

Backlash to brand launches such as Leaked Labs, the beauty brand created by beauty influencers the Lipstick Lesbians, highlights the growing difficulty of turning a creator following into a brand community.

The Story

Leaked Labs, the brand launched by the married beauty influencers Alexis Androulakis and Dr. Christina Basias-Androulakis (known as the Lipstick Lesbians) earlier this spring, was disruptive on a few levels.

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