In this episode, Bora chats with Dr. Courtney Rubin, co-founder of Fig.1 and practicing dermatologist. She reveals how she's revolutionizing the skincare industry by making high-end, science-backed formulations accessible to everyone. For brand builders and entrepreneurs, this episode is packed with invaluable insights on:

- The fascinating origin story of Fig.1, sparked by observations from Dr. Rubin's dermatology practice where patients couldn't afford $300+ products
- How to identify and capitalize on market opportunities by cutting into high industry margins to create competitive advantage
- The power of finding the right co-founder: Learn how a dermatologist and VC partner combined their unique strengths to build a successful brand
- Inside look at product development: Why Fig.1 spent two years developing their initial product line and how they maintain scientific rigor in their formulations
- Sustainable packaging innovation: Understanding the challenges and opportunities in creating eco-friendly packaging systems
- Marketing strategy deep-dive: Why a 360-degree approach across multiple channels is crucial for success in today's crowded skincare market
- Global expansion insights: How Fig.1 successfully entered international markets through strategic retail partnerships

Perfect for entrepreneurs interested in:
- DTC brand building
- Science-based product development
- Sustainable packaging innovation
- Premium to mass market strategies
- Finding the right co-founder
- Marketing in crowded spaces
- International retail expansion

Don't miss this episode if you're looking to understand how to combine scientific expertise with business acumen to create a successful consumer brand that delivers genuine value to customers while maintaining strong profit margins.

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