CreatorIQ

In Ep. 55 of Earned, we sit down with Dan Reich—entrepreneur, investor, and co-founder of top-ranking, probiotic-powered skincare brand TULA. We start the episode by diving into Dan’s entrepreneurial trajectory, beginning with his first company in high school, to co-founding software companies Spinback and Troops, both of which were acquired by Salesforce, to launching TULA with Ken Landis and Dr. Roshini Raj. We learn why Dan decided to hire an outside CEO for TULA, and what made both Julia Straus (now the CEO of Sweaty Betty) and current leader Savannah Sachs the best fits for the role. Dan then shares the rationale behind TULA’s influencer marketing philosophies and approach, explaining why the brand looked beyond the traditional beauty influencer to drive momentum. We unpack the differences between the influencer relationships that worked well for TULA versus those that didn’t, and Dan emphasizes the importance of building long-lasting, mutually beneficial partnerships. To close the show, we discuss the evolution of the social media landscape, and Dan reiterates why word-of-mouth marketing, a tactic as old as time, is only going to continue to accelerate.

Dan Reich

Co-founder of TULA Skincare & Troops

In Episode 55 of Earned, Conor Begley, Chief Strategy Officer at CreatorIQ and co-founder of Tribe Dynamics, sits down with Dan Reich, serial entrepreneur and co-founder of probiotic-powered skincare brand TULA. 




55 - Dan Reich, TULA Skincare & Troops

How TULA Harnessed the Power of Influencer Marketing to Become 2021’s No. 1 Skincare Brand

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!