Fur

How Two Founders Bootstrapped a Taboo Beauty Business to Millions

March 13th, 2025

Founded By

Laura Schubert

Starting Costs

$10K

Founders

Employees

100 (est.)

Monthly Traffic

267K

Profitable

Yes

Year Started

2015

Customer

B2C

Founded By
Laura Schubert: Starting Costs
$10K: Founders
2

Employees
100 (est.): Monthly Traffic
267K: Profitable
Yes

Year Started
2015: Customer
B2C

Who is Laura Schubert?

Laura Schubert and Lillian Tung, co-founders of Fur, grew up as childhood best friends in New York City. Both attended Harvard University for undergrad and later earned MBAs from Columbia University. Laura started her career in finance and consulting, while Lillian worked at L'Oréal, bringing her beauty industry expertise to their innovative venture in body hair care.

Laura Schubert and Lillian Tung

What problem does Fur solve?

Fur helps people care for body hair in a sophisticated and shameless way, offering products that enhance comfort and address hair-related discomfort for an often overlooked yet universally relevant aspect of personal grooming.

How did Laura come up with the idea for Fur?

Laura Schubert and Lillian Tung, lifelong friends and co-founders of Fur, began their journey by tackling a problem that many people experienced but few talked about – the care of pubic hair and the skin surrounding it. This idea emerged from personal experiences and conversations that revealed a lack of products for those who wanted to care for their pubic hair as they do for the hair on their head. The realization was an eye-opener because the only available information focused on hair removal rather than care.

Laura, driven by an entrepreneurial spirit, started researching and reaching out to cosmetic chemists to create a product that would address these overlooked grooming needs. Despite encountering initial resistance, her persistence paid off when she developed the first formulation of Fur Oil. She shared this early prototype with Lillian, who, although initially skeptical, was impressed by the product's effectiveness, ultimately convincing her to join the venture.

The duo used feedback from estheticians and beauty experts to refine their product, ensuring it met the real needs of their potential customers. They emphasized elegance and care in every aspect of their brand's presentation, turning a potentially awkward topic into one of empowerment and choice. Through determination, validation, and collaboration, Laura and Lillian launched Fur to offer a revolutionary take on body care, making once-taboo topics a part of mainstream conversations.

How did Laura Schubert build the initial version of Fur?

To build their initial product, Fur's founders, Laura Schubert and Lillian Tung, embarked on a meticulous development process. Laura began by leveraging her skills from consulting and initiated the creation of the first product through extensive outreach, calling around 50 cosmetic chemists to find a collaborator willing to develop a pubic hair oil, despite receiving many rejections. The first prototype was a simple cold-pressed oil contained in a Boston blue bottle. Laura's persistence paid off when she found a kind soul who referred her to the manufacturer they still use today. The initial product formulation of Fur Oil took about two years to perfect, involving several rounds of testing to ensure the formula was effective and met their brand's high standards. The journey was challenging, requiring constant iteration and a strong belief in their mission of destigmatizing body and pubic hair care.

What were the initial startup costs for Fur?

Startup Capital: Fur was launched with just $10,000, which the founders used to start the business.

What was the growth strategy for Fur and how did they scale?

PR and Media Coverage

Fur's early investment in PR was a significant move to build the brand's presence. They worked with a PR agent with beauty experience, which helped them present their products in an elevated and elegant manner. This strategy was crucial in a market that initially saw pubic hair care as taboo. They targeted media outlets to validate the category and elevate the conversation around body hair. Notably, when Emma Watson mentioned Fur in 2017, it significantly boosted awareness and sales.

Why it worked: PR helped Fur reach audiences in a non-digital format. It allowed them to introduce and normalize a taboo topic within the beauty industry, gaining credibility and intrigue. Celebrity endorsements, even organic ones like Watson’s, provided invaluable validation and visibility, leading to increased trust and interest in their products.

Influencer and Celebrity Endorsements

Emma Watson talking about Fur Oil in 2017 was a turning point that led to a tripling of their business. This was not an arranged endorsement, which exemplifies the authenticity of the product and how it resonated with diverse influencers.

Why it worked: Getting organic endorsements from high-profile figures like Emma Watson serves as powerful social proof. It demonstrates real-world usage and approval, showcasing the product’s effectiveness beyond marketing campaigns and reaching new potential customers through the influencer's audience.

Strategic Retail Partnerships

Fur expanded to Ulta stores nationwide after securing a partnership through their Shark Tank appearance in 2019. They started with small tests, eventually rolling out in more locations as they built their presence in mainstream retail.

Why it worked: Establishing a retail presence in stores like Ulta gave Fur access to a broader customer base. Retail partners helped validate the brand and category, facilitating customer discovery in a familiar shopping environment and increasing brand accessibility to consumers who prefer in-person shopping experiences.

Esthetician Partnerships

Fur identified professional estheticians as key advocates early on. They reached out directly, explaining the product's benefits, leading to word-of-mouth promotion in the professional community, which was crucial for a brand dealing with intimate grooming.

Why it worked: Estheticians provided credibility and recommended Fur products directly to clients, who trust their skincare and grooming advice. This grassroots method tapped into a network of professionals who understood the market need and were influential in spreading awareness and driving product adoption.

What's the pricing strategy for Fur?

Fur offers a luxurious and inclusive body care line with products like Fur Oil at $52 and Ingrown Concentrate Oil at $32, focusing on tackling overlooked body and pubic hair care, driven by the mission of destigmatizing natural body hair.

What were the biggest lessons learned from building Fur?

Persistence Pays Off: Fur's founders faced skepticism and rejection, yet their tenacity led to a successfully bootstrapped business. Keep pushing, even when faced with setbacks.
Mission-Driven Success: By focusing on breaking taboos around body hair, Fur created a unique market. Your mission can differentiate your business and resonate with customers.
Listen to Unconventional Customers: Early support from estheticians helped validate Fur's products. Sometimes, unexpected advocates can be your strongest supporters.
Adapt and Evolve: Initially skeptical, Lillian's change of heart stemmed from trying the product and market feedback. Be open to change and continuously refine your approach.
Build Strong Partnerships: Lillian and Laura emphasize consensus and open communication, showcasing the power of respectful, collaborative partnerships in business.

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