Go Where The Buyers Are

Roshini Raj, M.D., cofounder

- Matt Villano

TULA COULD have launched like any skincare line—with its own website, a presence on e-commerce giants like Amazon, and a lot of marketing dollars. But one of its three cofounders, Dan Reich, had an idea: He’d previously worked with the team that launched QVC’s e-commerce site, and he knew the network wanted to try launching a brand from scratch online. Maybe TULA could be that brand.