Don Ressler is the man behind the successful start-ups including Intelligent Beauty and its subsidiaries. Ressler developed his first start-up FittnessHeaven.com in 2001 which was later purchased by Intermix Media. Don Ressler then teamed up with Adam Goldenberg to form Alena Media. Intermix e-commerce and performance advertising division generated them hundreds of millions in revenue and it acted as the only source of profit for them. However, their hope to make an impact in the market was dashed after News Corp bought their company in 2005.
Adam Goldenberg and Ressler choose to explore better opportunities after they found out that their business was being under-resourced and ignored by the media conglomerate. Adam Goldenberg and Don Ressler knew they had sufficient knowledge in online advertising, and they decided to create a brand building enterprise which they could manage exclusively and autonomously. After two weeks of brainstorming, the Intelligent Beauty was founded by Adam and Don.
The first consumer brand they created was the DERMSTORE, which was an online store for cosmetics and skincare marketplace. After two years they then launched SENSA, and they opted to bring in Dr Alan Hirsch to help in product development. Though the company never released its financial results at the time for both DERMSTORE and SENSA, they were thought to be highly profitable. After they secured a $43 million in 2008 from Technology Crossover Ventures, they launched JustFab fashion retailer as the third company in 2010.
Today, JustFab is the leading fashion subscription e-commerce site and style watch and the leading style brand for female millennials. JustFab features the season’s latest footwear and handbag styles, all available at the company’s official website JustFab.com. JustFab is a 24/7 shoe and bag wardrobe where people can find something for work, dozens of styles, something to wear on a night out with friends and lady’s style that would suit almost every moment of their busy life.
Fabletics is another brand launched in 2013, which is an active wear found a unique niche in the competitive fashion industry. The brand is an e-commerce business model which offers precise and fashion forward athletic wear at competitive prices where a VIP member can start at $49.95 for full membership. Don Ressler combined with his co-founder Kate Hudson as an athlete and style icon to boost marketing of the brand. A brand like Fabletics was not only able to integrate active wear into people’s daily life but also into corporate life.