DIBS Beauty's Jeff Lee and Courtney Shields: 'The customer is smarter than ever'

Growing up in communities of color, Jeff Lee and Courtney Shields were both early to understanding the importance of diversity and inclusion in beauty. When they met virtually through peers during the pandemic, they instantly connected over a shared desire to create a multicultural collection of beauty products catering to all. Their mutual passions for making all women feel seen and beautiful birthed DIBS Beauty, short for Desert Island Beauty Status, in September 2021.

The co-founders secured $2.6 million in an initial funding round from Tula's co-founders, as well as major stakeholders at finance company L Catterton, which also invested in Tula, and influencers. DIBS Beauty's less intimidating and more inclusive approach to beauty also made it one of the fastest-growing brands in 2022, according to research firm Spate. Thanks in part to the virality of the brand's hero product, Status Stick, average monthly searches for the brand grew to 2,470 in 2022.

"The mission of DIBS Beauty is desert island beauty status. It's the makeup you would take with you to a desert island," Lee said on the latest episode of The Glossy Beauty Podcast.

In January, the company reported 700% year-over-year sales growth. With expansion top of mind for the co-founders, creating new, innovative products and expanding to new distribution channels are the biggest priorities this year.