What Olive & June does

Olive & June is a direct-to-consumer nail care brand founded in 2013 and headquartered in Beverly Hills, operating exclusively through its own e-commerce storefront at oliveandjune.com. The company sells at-home manicure systems — including the Gel Mani System, Long-Lasting Mani System, Builder Gel System, Press-On System, Pedi System, and Complete System — built around proprietary clean formulations (15-free, HEMA-free), a custom LED curing lamp, and branded application tools such as The Poppy hand stabilizer. Core consumables span gel polish ($12/bottle, 21-day wear), long-lasting polish ($10/bottle, 10-day wear without a lamp), quick-dry polish ($9/bottle), and glue and tab press-ons, complemented by Chrome powder kits, top coats, and cuticle and hand/foot care products.

The business model is product-led DTC with a loyalty layer. Olive & June generates revenue primarily through one-time product sales of polish, gel, press-ons, and bundle systems, with a recurring membership component via The Olive You Club (10% off all orders plus free shipping). Mystery boxes (Polish, Gel, Press-On, Care) drive bundle AOVs at a discount to retail, and limited-edition collaborations with Star Wars: The Mandalorian and Grogu, content creator Avery Woods, and KatieJ (Pressies kids line) command premium pricing and create urgency purchase cycles. Free shipping thresholds ($55+) and a referral program (Give 25%, Get $10) anchor retention economics.

In November 2024, Helen of Troy Limited (NASDAQ: HELE) acquired Olive & June for $240 million; the brand continues to operate as a standalone subsidiary, contributing $33.4 million in revenue to Helen of Troy's Q2 FY26 (October 2025) Beauty & Wellness segment. Distribution is US-only through the owned Shopify storefront, with no wholesale or international retail channels. The company is led by founder and CEO Sarah Tuttle, supported by community and educational assets including The Nail Crew free community, Olive University masterclasses, and 1x1 virtual nail appointments.

Name

Olive & June

Legal name

Olive and June

Website

https://oliveandjune.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Olive & June is a Beverly Hills-based direct-to-consumer nail care brand selling at-home gel, polish, press-on, and pedicure systems to individual DIY consumers in the United States through its own e-commerce site, now operating as a wholly-owned subsidiary of Helen of Troy.

Ownership category

akta.pro rank

Product category

At-Home Nail Care and Manicure Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)

akta.pro secondary industries

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE), Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)

Keywords

• At-home nail care
• Gel nail polish
• Press-on nails
• Manicure systems
• Nail care accessories

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of nail polish, gel polish, press-on nails, and nail care tools through owned e-commerce platform. One-time product purchases with optional system bundles. Upsell through mani system packages and mystery boxes.
2. Subscription/Membership: The Olive You Club membership offering 10% off all orders and free shipping, encouraging repeat purchases and customer retention through subscription-like benefits.
3. Limited Edition Collaboration Products: Time-limited collaboration products (Star Wars: The Mandalorian and Grogu, Avery Woods, KatieJ) commanding premium pricing and driving urgency purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels9 records

Core offering

Olive & June designs, formulates, and sells a complete at-home manicure ecosystem spanning gel polish, long-lasting polish, quick-dry polish, press-on nails, and proprietary tools (LED lamp, The Poppy stabilizer, top coats, cuticle and hand/foot care). The brand's flagship offer is its Mani Systems — bundled kits (Gel, Polish, Builder Gel, Pedi, Complete) that package polish with the lamp and tools needed for salon-quality results at home. Products are sold direct-to-consumer exclusively through oliveandjune.com, supported by the Olive You Club membership, the Nail Crew community, and Olive University education content.

Product overview

Olive & June is a direct-to-consumer nail care brand offering a comprehensive at-home manicure ecosystem. The core product portfolio centers on three main polish types: Gel Polish (LED-cured, lasting 21 days), Long-Lasting Polish (10-day wear without lamp), and Quick Dry Polish for fast application. These polishes are complemented by Glue Press-Ons and Tab Press-Ons for instant manicures, and Pressies designed for kids and tweens. The brand sells complete Mani Systems—including the Gel Mani System, Long-Lasting Mani System, Builder Gel System, Pedi System, Complete System, and Press-On Systems—that bundle polishes with proprietary tools like The Poppy (hand stabilizer), LED lamp, top coats, and nail care essentials. Accessories include the Chrome Kit for mirror-like finishes, cuticle and hand/foot care products, and seasonal limited-edition collaborations such as Star Wars: The Mandalorian and Grogu, Avery Woods, and KatieJ. The company supports customers through Olive University educational content and maintains loyalty through The Olive You Club membership program.

Differentiator

Problem solved

Functional benefit

Brands

• Avery Woods: Collaboration collection with influencer Avery Woods featuring press-on nails and nail sets.
• Pressies
• Chrome Kit

Products and services

• Gel Polish HEMA-free, 15-free gel nail polish that requires LED lamp curing and lasts up to 21 days with non-damaging removal; available across a broad shade library for at-home consumers.
• Long-Lasting Polish Award-winning 15-free nail polish delivering gel-like wear without a lamp, lasting up to 10 days with easy removal; intended for consumers seeking long-lasting results without LED equipment.
• Quick Dry Polish Fast-drying nail polish designed for rapid at-home application while delivering salon-quality results; intended for consumers with limited time.
• Gel Mani System Complete at-home gel manicure bundle that includes the custom LED lamp, gel polishes, base and top coat, and nail care tools; targeted at consumers new to gel who want a turnkey kit for salon-quality gel results.
• Long-Lasting Mani System Complete kit for long-lasting polish application, bundling the polish, base/top coats, and nail care tools/accessories; for consumers wanting no-lamp long-wear polish with all required tools in one purchase.
• Builder Gel System At-home gel builder system that adds strength and enables overlay/extensions; designed for consumers seeking stronger, more durable gel manicures at home.
• The Pedi System Complete at-home pedicure system bundling pedicure tools and long-lasting polish for foot care.
• The Complete System Combined manicure and pedicure system bundling all tools and polishes needed for complete at-home nail care.
• Glue Press-Ons Instant manicure press-on nails that adhere with nail glue; available in French, chrome, velvet, and gradient styles for event-driven and everyday wear.
• Tab Press-Ons (Super Stick Manis) Press-on manicures with adhesive tabs that allow damage-free, reusable application; for consumers wanting quick manicures without glue commitment.
• Pressies Press-on nails designed for kids and tweens with age-appropriate, fun styles; positioned as an entry-level product line for younger consumers.
• Olive & June LED Gel Lamp Custom LED lamp designed to cure Olive & June gel polish in 2 minutes, sold individually ($25) or as part of the Gel Mani System.
• Chrome Kit Chrome powder palette with dual-ended applicator tool for achieving mirror-like glazed nail effects; compatible with gel, polish, or press-on manicures.
• Top Coats Long-Lasting Top Coat plus specialty effect top coats (The Golden Effect, The Mermaid Effect, The Pixie Effect) for various finishes over polish or gel base layers.
• Cuticle Care Cuticle serum, oil, balm, and remover products designed to maintain nail health and hydration as part of the manicure routine.
• Hand & Foot Care Hand serum, foot serum, heel balm, and scrub products for complete hand and foot care routines that complement at-home manicures.
• Mystery Boxes Curated mystery bundle boxes of Olive & June nail polish, gel, press-ons, or care products sold at a discount versus individual retail values ($40–$50+ retail prices).
• Star Wars: The Mandalorian and Grogu Collection Limited-edition collaboration collection co-developed with Star Wars: The Mandalorian and Grogu franchise, comprising themed nail polish, gel polish, press-ons, Pressies for kids, and collectible mani systems with Poppy novelty figures.
• Avery Woods Collection Limited-edition press-on nail collaboration with content creator Avery Woods, bundling curated press-on sets (French Everything, Always Glam, Literally Obsessed) in various shapes and finishes.
• KatieJ Collection Limited-edition Pressies collaboration collection created with KatieJ targeting kids and tweens with fun, age-appropriate press-on designs.

Quantifiable outcome

• Gel polish lasts up to 21 days
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Star Wars: The Mandalorian and GrogucoreStrategic or Co-development Partner · 23 December 2025Limited-edition collaboration featuring nail polish, gel, and press-on nail collections themed around Star Wars: The Mandalorian and Grogu. Includes collectible mani systems with blind box novelty Poppy figures. Collaboration products available for summer 2025/2026 seasons.
• Avery WoodscoreStrategic or Co-development PartnerCelebrity collaboration with actress Avery Woods featuring press-on nail collections including French Everything Set, Always Glam Set, and Literally Obsessed Set. Includes limited-edition collection of various press-on styles in different shapes and finishes.
• KatieJ (Olive & June x KatieJ)minorStrategic or Co-development PartnerCollaboration collection for kids and tweens featuring Pressies branded press-on nails designed for younger consumers.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Static Nails: Static Nails is a direct-to-consumer press-on nail brand with reusable, designer nail sets competing head-on with Olive & June's Glue Press-Ons and Tab Press-Ons for at-home instant manicure occasions.
• Dashing Diva: Dashing Diva offers press-on nails, gel strips, and at-home gel polish kits that overlap with Olive & June's gel and press-on categories, targeting convenience-seeking DIY nail consumers.

Broad incumbents

• OPI: OPI is a global nail color and gel powerhouse with broad salon and retail distribution; it competes with Olive & June across long-lasting polish and gel categories and dwarfs the brand on shelf presence and shade count.
• Essie: Essie is a mass-market nail polish brand owned by L'Oréal with extensive retail distribution and a long-running gel couture line, providing both competition and a benchmark for at-home polish durability claims.
• Sally Hansen: Sally Hansen is a heritage mass-market nail care brand offering Miracle Gel and press-on lines; it competes with Olive & June at lower price points with far broader retail distribution.
• CND (Creative Nail Design): CND is a professional nail brand best known for Shellac gel and Vinylux long-wear polish; its at-home gel systems and education-led approach parallel Olive & June's gel and educational positioning.
• Glossier: Glossier is a leading prestige DTC beauty brand with a comparable community-driven, digital-first marketing playbook; while not nail-specific, it competes for the same millennial/Gen-Z beauty consumer wallet share.
• Kiara Sky: Kiara Sky is a leading dip powder and gel nail brand with strong professional salon distribution; its at-home gel kits compete with Olive & June's Gel Mani System in the DIY gel category.

Emerging players

• Chillhouse: Chillhouse is a New York-based self-care brand combining nail salons with proprietary nail products, offering a hybrid retail/service model that overlaps with Olive & June's at-home manicure systems.
• ManiMe: ManiMe produces custom-fit gel nail stickers delivered via a smartphone scan; it is an emerging DTC alternative in the at-home long-wear manicure category directly adjacent to Olive & June's Gel and Builder Gel lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCnFPhhwxPD9vnlddDkKoosw
• Facebookfacebook.com/oliveandjune
• Instagraminstagram.com/oliveandjune
• Pinterestpinterest.com/theoliveandjune

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olive & June