By knowing her audience, Bosstick has grown her blog into a multimillion-dollar product line.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

The Skinny Confidential founder Lauryn Bosstick. Illustration: Inc; Photo: Courtesy company

After Lauryn Bosstick underwent major jaw surgery in 2015, her face became so swollen that it was almost unrecognizable, she recalls. Over the next two years, she tried out de-puffing product after de-puffing product to get her face back to normal. Eventually, Bosstick says, she became something of an expert at fighting swelling.

Naturally, she chronicled that journey in her popular beauty and wellness blog, The Skinny Confidential. Before long, Bosstick noticed that one of her anti-swelling holy grails—a plastic ice roller from Amazon—was her readers’ most-purchased product on the affiliate platform LTK. This piqued her interest. Since founding The Skinny Confidential in 2011, she had always wanted to create a branded product line. An ice roller, Bosstick thought, could suit that........

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