Keep pulling the thread on Sarah Gibson Tuttle.
Olive & June is generating close to $100 million in annual revenue.
Olive & June's product sales grew 16-fold, from $2 million to $32 million, in the year that COVID-19 lockdowns began.
Olive & June was the only beauty company to be fully acquired in the year prior to the podcast recording.
The primary goal for Olive & June is to become the number one nail brand in the world.
Olive & June was founded in 2013, initially as a chain of nail salons, before launching its consumer product line.
Sarah Gibson Tuttle cites a statistic that 96% to 98% of women feel better about themselves when their nails are done.
According to Sarah Gibson Tuttle, the do-it-yourself (DIY) nail care market was a forgotten category for consumers before Olive & June entered the space.
Following advice from advisor Brian Sugar, the founder of PopSugar, Olive & June lowered the price of its nail polish from a proposed $12-$14 to $8.
During the COVID-19 pandemic, Sarah Gibson Tuttle went live on Instagram for 57 consecutive days to teach customers how to use Olive & June products.
Olive & June's social media strategy focuses on inspiration and education rather than direct ROI or customer conversion metrics.