On the road to entrepreneurship, rapid profitability is not easy; many brands take years to achieve break-even.

However, there is one brand that broke the norm—Jolie Skin Co. achieved profitability in its fifth month of operation.

How did a small team of three manage to propel the brand to the forefront of the industry in just over two years?

Let’s take a look at this amazing entrepreneurial story.

A Brand Born from Deep Insight

The story of Jolie Skin Co. begins with its founder, Ryan Babenzien.

Babenzien is not a rookie entrepreneur. Before founding Jolie Skin Co., he had successfully launched a DTC sneaker brand. This experience taught him that successful products often have three qualities: easy to understand, essential for daily life, and able to solve users’ real pain points.

His inspiration came from the persistent problem of dry skin in daily life.

Babenzien realized that although many people spend a lot on high-end skincare products, they often overlook the impact of water quality on skin and hair health.

Thus, a showerhead capable of effectively filtering chlorine, heavy metals, and other impurities was born.

Jolie Skin Co. was thus founded, with the core concept of improving daily water quality to address beauty and health issues at their root.

Image source: Jolie Skin Co.

Unconventional Marketing Strategy: Starting from Social Word-of-Mouth

While most brands rely on advertising, Jolie Skin Co. chose a different path.

Babenzien decided not to run Facebook ads in the first six months of the startup, but instead focused on direct conversations with potential consumers. He built a list of 1,200 potential customers, listened carefully to their needs and feedback, and continuously improved the product based on this.

Moreover, the brand gave away products for free to various influencers—from beauty bloggers to chefs to pet experts. This cross-industry influencer marketing quickly boosted Jolie Skin Co.’s exposure. Of the initial 10 influencer collaborations, 7 responded proactively, helping the brand quickly build buzz. By the end of the first year, the brand had accumulated over 5,000 social posts through user-generated content, achieving $4 million in sales.

User-generated posts, image source: Capital Friday

Riding the TikTok Wave

In addition to clever word-of-mouth strategies, Jolie Skin Co. also achieved rapid expansion through TikTok, the social platform popular among young people.

The brand used TikTok to showcase the installation process and effects of the showerhead, attracting a large number of users. These vivid short videos not only clearly conveyed the product’s value but also quickly gained popularity among young users.

Today,Jolie Skin Co. has more than 88,800 followers on TikTok, with 11 videos exceeding 10 million views,and the most popular video surpassing 47.2 million views. These viral videos have become powerful word-of-mouth assets for the brand, with many users leaving comments expressing their love for the product and interest in purchasing, driving a surge in organic traffic.

Jolie Skin Co.'s TikTok account homepage, image source: TikTok

Explosive Growth Driven by Market Trends

Jolie Skin Co.’s success is no accident; it also benefited from overall market growth trends.

With global health awareness rising, demand for beauty and anti-aging is increasing year by year, and the niche market for filtered showerheads is booming. Data shows that in 2023, the beauty and skincare showerhead market size was about $2.15 billion, and is expected to grow to $3.02 billion by 2031, with a compound annual growth rate of 4.91%. In this promising track, Jolie Skin Co.’s product positioning is particularly precise.

Growth of the skincare showerhead market size, image source: Market Research Reports

Currently, the brand has sold over 140,000 showerheads, with second-year sales expected to reach $25-30 million and a gross margin as high as 85%, far exceeding initial expectations. Jolie Skin Co. has not only earned a good reputation among consumers but also remains at the top of Amazon’s bestsellers for filtered showerheads and replaceable cartridges.

The Secret to Success: Comprehensive Layout from Product to Market

Looking back at Jolie Skin Co.’s growth, every step the brand took was just right.

From the founder’s keen insight into market needs, to unconventional marketing strategies, to full utilization of emerging social platforms, every move was in sync with market trends. In addition, Jolie Skin Co. continuously refined its products, such as providing easy-to-install wrenches and detailed user guides to ensure users could easily experience the benefits.

Founder Babenzien has repeatedly emphasized: “We are not a hardware company, nor a shower company, but a beauty and wellness company.” This statement not only reveals Jolie Skin Co.’s corporate positioning, but also highlights its true competitive edge—bringing a higher quality of life through its products, allowing users to enjoy a healthy and beautiful daily routine.

Jolie Skin Co.'s corporate values, image source: Jolie Skin Co.

No Tricks on the Road to Entrepreneurship, Only Real Strength

Jolie Skin Co.’s five-month miracle is not a coincidence of timing and luck, but the inevitable result of precise insight and continuous innovation. From a three-person team to industry leader, this is not a “lying flat and winning” myth, but a true reflection of every step being in sync with the market.

So, stop waiting for the “right moment,” and don’t fantasize about “shortcuts.” As long as you keep your own rhythm, even the smallest team can carve out a path in the fiercely competitive entrepreneurial track and turn the “impossible” into reality.

The next brand to break the mold and create miracles might just be you right now.