Using Your Community to Fuel Your Business with Katie Rosen Kitchens, Co-Founder of FabFitFun
Dear FoundHer...Real Founder Stories for Women Small Business Owners
Lindsay Pinchuk
4.9 • 1.1K Ratings
🗓️ 8 October 2025
⏱️ 48 minutes
🔗️ Recording | iTunes | RSS
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Summary
Subscribe to The FoundHer Files. Practical advice for your small business. No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE
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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Transcript
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| 0:00.0 | Welcome back to another episode of Dear Founder. I'm your host, Lindsay Pinchuk, and today's guest |
| 0:04.7 | is someone I've watched from afar for a very long time. Shortly after I started my first company, |
| 0:09.8 | subscription boxes were all the rage, but there was always one that stood out among the rest, |
| 0:15.1 | and that was FabFit Fun. In a few minutes, you'll hear me talk to co-founder Katie Rosen Kitchens, |
| 0:20.8 | all about how she |
| 0:22.1 | and her team focused on not only building a community around their brand, but how listening |
| 0:27.4 | to that community and evolving it to fit their needs has been crucial to the company's evolution |
| 0:33.0 | and success. Those of you who have been around here for a while know that I started my first |
| 0:39.4 | company and built that first company around the same sentiments and that the same holds true here |
| 0:45.2 | at Dear Fountain. When I started, Deer Founder, it was just a podcast, but it has since turned into a |
| 0:51.1 | movement to support women over 40 who are building businesses, just like |
| 0:55.2 | many of you. After I launched the podcast, many of you asked me to meet in person. So I started hosting |
| 1:01.7 | networking events. Then many of you asked how you could work with me. So I launched our group |
| 1:07.0 | mentorship, marketing made simple for small business. And then many of you asked me how |
| 1:11.8 | to meet and connect with one another. So we launched the Deer Founder Forum, our networking community. |
| 1:17.0 | This past year, you asked me to connect more each week. So I moved our newsletter over to |
| 1:22.3 | Substack where I land in your inbox at least once a week. And finally, many of you asked to bring some of our most |
| 1:30.1 | popular guests on tour. And so we launched your founder on tour with Sunny and Jen last year. |
| 1:36.3 | And we're going to be rounding out our fifth event later this year. And almost all of the additions |
| 1:43.1 | to each of these ways that we support you |
| 1:45.3 | have come from you asking and sharing and telling us how we can do better to make your business |
| 1:51.4 | better. So I want to say thank you because the dear founder community is truly the best. |
... |
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