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Jolie: FUTURE50 2024

Published May 7, 2024
Published May 7, 2024

Launched: 2022

Founder: Ryan Babenzien

Key Executives:

  • Ryan Babenzien
  • Arjan Singh
  • Charlotte Morse

2024 Full Year Expected Revenue Range: $30 to $50 million

Offline points of distribution projected globally for 2024? 100

Primary Category: Haircare

Other Categories: 

  • Skincare
  • Haircare

Key Markets: 

  • New York
  • California
  • Miami

Retail Partnerships: 

  • Erewhon
  • Revolve
  • Goop
  • Nordstrom
  • Bluemercury 

Primary Distribution Channel: DTC

Other Distribution Channels:  

  • Amazon, Boutique
  • Department Store
  • DTC
  • Professional

Funding Rounds: Friends and Family

The beauty industry has long overlooked the source of many of the issues they are trying to solve, one of which is the water we shower in. Jolie is a beauty wellness company that purifies your water for better skin, hair, and well-being. 

Insight shared by Ryan Babenzien, CEO

What are your key business initiatives for 2024?

As the #1 filtering shower in the world, Jolie will continue to maintain this position by expanding our presence online and offline. We see continued value with our retail partners and will continue to expand there, in addition to doing more culturally relevant brand partnerships. 

What are you most proud of having accomplished? 

The beauty industry has overlooked the source of many of the issues they had been trying to fix, including the water we shower in. We are very proud to bring attention to this issue and in only two years, are satisfying over 225,000 customers. 

What has been the biggest surprise?

We have gotten thousands of letters from customers about how we have "changed their lives." Whether it's improving eczema and acne or hair health, the amount of positive feedback we receive daily is both humbling and gratifying. 

What fuels your competitive advantage?

Jolie is the best filtering shower in the world, but that's not our only moat. We believe conversation around the issue is core to our success. In 24 months, we have over 25,000 pieces of UGC, supporting our idea that the water we shower in is "step 0" in improving our skin, hair, and health.

"I think retail is still a very valuable channel. However, retail continues to operate in a very dated way."
By Ryan Babenzien, CEO, Jolie

Please share your insight on the future of the beauty industry.

The beauty industry is evolving. Jolie has been recognized by some of the leading beauty publications in less than 24 months. Prior to that, everyone thought of a shower head as a device that pushed out water. As the category creator, Jolie has helped the beauty industry evolve beyond "wet" products and prove that beauty is not just about the products you put on your skin or hair, but the water that touches your skin and hair as well. I think, over time, we will see mass adoption of Jolie as the essential beauty wellness tool.

What is the best piece of advice you’ve been given?

Learn how to say no.

What’s the best mistake you’ve made?

A trusted and untrustworthy financial partner. It reminded me to trust my gut. 

Paying it forward, what advice would you give someone contemplating launching a beauty brand?

Think about what you want out of the business before you start. Do you want to build it for 20 years? Do you want to get rich? Do you want to improve the lives of others? These are all important questions that will help refine your approach in building the company. 

If you could change one thing in the beauty industry what would it be?

I think retail is still a very valuable channel. However, retail continues to operate in a very dated way. On the one hand, they are all worried about Amazon where it's quite simple as a brand to build a meaningful business. And yet, retailers put operational roadblocks in their own way and make them less competitive with Amazon, and they miss out on the bigger opportunity. 


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