🤑 $0 to $28M In Two Years: Jolie’s Growth Hack

Hey folks,

First off, a massive thank you to everyone who’s joined our newsletter! 🎉

Today, we’re diving into an incredible success story about a brand that rocketed from $0 to $28 million in just two years. And guess what? They're aiming for $45M to $59M this year! 🚀

But here’s the kicker—they've done it all with only three full-time employees and no big money backing them. How crazy is that? So, what’s their secret sauce for such insane growth? I’ve done a bit of research and here’s my analysis

Embrace the Power of Simplicity and Focus

Jolie started with a unique product—a filtered showerhead that enhances skin and hair health.

By focusing on this core product, they mastered their niche and delivered superior quality.

CEO Ryan Babenzien highlights that this laser focus prevented over-diversification, allowing them to concentrate resources on perfecting their main product.

This streamlined their operations and boosted customer satisfaction. With a simple product line, scaling operations, managing payment terms, and distribution became much easier.

I've seen so many small brands jump the gun by launching loads of products without having a solid, always-in-stock core offering.

Picture this: you're a clothing brand, and you run out of two sizes of your best-selling item. Why? Because you've tied up all your cash in other products. Suddenly, your conversion rates from paid traffic plummet. All that money spent on ads? Wasted, because customers can’t find the sizes they need.

The same problem hits brands selling on Amazon. When your listing goes out of stock, it can take weeks for Amazon to push it back up the rankings.

Leveraging Scarcity and Market Positioning

Jolie took a simple household item—a showerhead—and turned it into a must-have beauty and wellness essential. By tapping into the beauty market’s focus on health and aesthetics, they made their product stand out.

One clever trick they used was scarcity and exclusivity. By partnering with high-end beauty retailers like Erewhon and Revolve, they gave their showerhead a premium positioning.

Jolie didn’t just sell a showerhead; they marketed it as the ultimate fix for issues like dry skin and frizzy hair, caused by water contaminants. They positioned it as the first step in your skincare or haircare routine, making it essential for getting the best results from other beauty products.

To really nail this point, Jolie educated their customers about how clean water is crucial for beauty and health. They even offered personalized water reports, showing local water contaminants.

This not only boosted awareness but also made their product seem absolutely necessary. You can check out their water report service here.

By creating a sense of exclusivity and educating their audience, Jolie managed to elevate a simple product into a beauty must-have.

Seeding Success – Tips from Jolie's Playbook

Jolie’s influencer strategy sparked genuine conversations and built a strong community by sharing their products with both micro and macro influencers.

In their first year, Jolie sent out 5,000 free products and doubled this number in the second year. They focused on influencers who could genuinely engage with their audience, no matter how many followers they had.

Instead of handing out a script, Jolie encouraged influencers to share their real experiences with the product.

This built trust and sparked organic discussions. The result? Tons of authentic UGC flooding social media.

Then they used a ‘surround sound’ marketing strategy, mixing online influencer collaborations with offline efforts like branded trucks, sidewalk stickers, and other out-of-home advertising.

This created a brand presence everywhere, making Jolie a household name in both digital and physical spaces and boosting consumer recognition and trust.

And that wraps up this week's deep dive into Jolie’s meteoric rise. I’m super curious if you found this analysis useful, so I would appreciate it if you could leave some feedback.

See you next week!

JP