One of the biggest branding lessons I learned early on had nothing to do with packaging, marketing budgets, or social media.
It started with the name.
Can people say it?
Can they remember it?
Can they repeat it to someone else?
That matters more than most founders realize.
When we launched Billion Dollar Brows, the name told people exactly what we did. There was no guessing. It was clear. Sticky. Easy to remember.
And over time, that branding philosophy carried into everything else we built:
Billion Dollar Beauty.
Billion Dollar Broadcast.
The Plain Truth.
Because names matter.
Logos matter.
And the feeling people associate with your brand matters.
You are going to say that name thousands of times over the life of your business.
Other people will too.
So itās important that it feels strong.
Clear.
Memorable.
Something people can instantly connect to.
Because when branding is done right, people remember your name long before they remember your marketing.
ā Natalie
Watch the full conversation on Substack ā link in bio.
Why eyebrows?
Simple.
Everybody has them.
But the real story started with one appointment in Beverly Hills that almost didnāt happen.
At the time, I was producing television.
Running between sets, writing, constantly moving.
I booked an appointment with an eyebrow artist everyone was talking aboutā¦ and when I showed up, she flaked.
So I decided to trust my instinct and said yes to an appointment with her protege instead. I figured he trained with her, he must be good.
I walked back into work after that appointment and people immediately started asking:
āWhat did you do?ā
I never forgot that moment.
Eventually, it led to an idea for a documentary about brows, a chemist, product development, and what would become Billion Dollar Beauty.
The Plain Truth is this:
Sometimes the thing that changes your life starts with the thing you almost skipped.
#theplaintruth #founderstory #brows
Billion Dollar Beauty is 22! šāØš„³
From our very first launch to every milestone in between, youāve been there through it all. Every purchase, every tag, every kind comment built this brand into what it is today.
Swipe through to take a trip down memory lane with us, and celebrate with 15% off using code BIRTHDAY15 on billiondollarbeauty.com.
Thank you all for being Billion Dollar Believers! š
#billiondollarbeauty #birthday
Summer 1990. Just 16 years old.šāāļø
I landed a job as a parade dancer at Disneyland.
The position had me spending many late nights reheasing along Main Street. Running the routine again and again until everyone nailed it.
Disney made sure their guests received only the best experience each and every time we stepped onto the stage.š«
That gold standard stayed with me for life.
Twenty years after building Billion Dollar Beauty, it still shows up in everything we do. The packaging. The pallets. The way we prepare before anything is shipped.
Thatās the Billion Dollar Belief in excellence.
Execution that lives in the attention to every detail even before it leaves from the warehouse floor -
Knowing our valued customers are welcoming BDB into their homes around the world.š”ā¤ļø
#billiondollarbeauty #disney #disneyland
#theplaintruth
Hot yoga is a solo practice Iāve come to truly enjoy each day, and when I come home, I love sharing that progress with my family.
Theyāre always the easiest audience to please.
Iām proud to share my practice with my husband, kids, cats, and dogātheyāve all become part of the journey in their own way. They love seeing how far Iāve come, and Iām grateful they always indulge me.
I think itās important for anyone investing in their health and fitness to surround themselves with cheerleaders. Just like in every aspect of life, building a tribe that loves you, supports you, and pushes you to go further is such a gift.
This discipline has become part of my growth and my goals. It strengthens not only my body, but my spiritābringing me closer in my service, my purpose, and my connection to God. ā¤ļø
Our Billion Dollar Promise has never changed.
Not when shipping costs tripled. Not when tariffs hit. Not when there were a hundred reasons to raise prices.
Twenty years in and our promise is still the same: value driven product, wherever you shop.
Thatās not luck. Thatās how we intentionally build BDB from the start.
From the moment I found out I was having a daughter, I knew she was my dream come true.
Avery Louise Plain was born on a warm evening in Santa Monica.
A true beach girl at heart, weāve shared so many beautiful memories traveling the world together.
Some of our favorite adventures have been in Miami and New York City, and Iām so excited to continue sharing our love of fashion together during this yearās upcoming fashion week shows.
Avery reminds me so much of myselfābut with an even bigger, bolder, youthful spirit that makes being a teenager so special.
Iām endlessly grateful for this smart, funny, and loving girl who always has my heart.
She is truly my dream come true and will always be my favorite girl in the world.
Love you, Lou Louācheers to 17!! ā¤ļø
Your backstage pass just arrived. šļøš¤
BDB Founder & CEO, Natalie Plain and BDB Social Media Intern, Scarlet took us backstage at LAFW for the inside scoop š
From the makeup artists to the models, we got ALL the details you wonāt see anywhere else. š¬āØ
#billiondollarbeauty #billiondollarbroadcast #LAFW #fashionweek
Jump rope has added a new layer of complexity to my wellness routineāand Iām here for it.šāāļø
As we step into building Billion Dollar Body, Iāve been leaning into challenges that push both body and mind. Lately, that looks like chasing a hot yoga session with 15 minutes of jump rope.
Itās nostalgic in the best wayātaking me back to being a kidābut with a level of intensity that hits completely different now.
Much like the heat in yoga forces you to stay present, jump rope demands precision, rhythm, and endurance. Itās humbling. Itās sharp. Itās effective.
Thereās something powerful about getting uncomfortable on purposeāphysically and mentally.
Wellnessāwith a Billion Dollar Body mindset.š
Iāve been obsessed with The Billion Dollar Box since day one.šāāļø
So when it came time to reinvent how this mobile beauty essential shows up in real life, I tapped into my inner Anthony Bourdainātaking it on the road to some of my favorite destinations.
Designed to fit in the palm of your hand, itās built to move the way you do.
Straight from the office to my favorite hot yoga studio, it slid effortlessly alongside my Stanley and yoga matāno extra thought required.
But the real power?
The built-in mirror and mobile phone attachmentākeeping everything streamlined, connected, and elevated before I even step into the studio.
This isnāt just beauty. Itās mobility. Itās intention. Itās lifestyle.
So the question isā¦
Where will the Billion Dollar Box take me next?āļøš
The moment we set out to build the Billion Dollar Box, we knew it was never just about makeup.
It was about creating a lifestyleāan experience that reflected identity, power, and intention.
Its cutting-edge customization, paired with a commitment to sustainability, has positioned it as a staple among elite beauty enthusiasts.
Five years later, the evolution is clear.
What started as a product is now a movementāand itās ready to meet the world with purpose.
This Spring, we build again.
Billion Dollar Box 2.0 is the next eraādesigned to move with you, seamlessly transforming your car into a mobile beauty experience on the road.
