Jolie

What Jolie does

Jolie Skin Co., Inc. is a direct-to-consumer manufacturer of premium filtered showerheads, founded in 2021 and headquartered in Accord, New York. The company's core product, the Jolie Filtered Showerhead (priced at $148), uses a proprietary dual-media filtration system combining KDF-55 (high-purity copper-zinc granules that reduce chlorine and heavy metals through redox reactions) and calcium sulfite (which neutralizes free chlorine) housed within a high-impact ABS showerhead engineered to maintain 1.8 GPM flow. A single companion SKU, the Jolie Replacement Filter ($30–$35), serves as the recurring consumable that requires replacement every 30–90 days depending on household size. The company substantiates its product claims with six independent third-party studies — two clinical trials, three lab tests, and one consumer perception study — reporting specific outcomes such as an average 46% reduction in hair shedding (81% of participants), 50% improvement in skin dryness, and 70% reduction in scalp itchiness after four weeks of use.

Jolie operates a hybrid go-to-market model anchored on its own e-commerce storefront (jolieskinco.com) with a self-serve purchase flow that defaults to a filter subscription at checkout, providing an estimated 30% savings versus one-time filter purchases. The brand augments its DTC funnel with curated physical retail — premium grocers Erewhon (California) and Goop (six locations across New York, California, Colorado, and the Hamptons), plus a network of more than 400 hair salons and spas across the U.S. and Canada. Customer acquisition is driven primarily by organic social virality on TikTok and Instagram, earned media in top-tier publications (Forbes, Vogue, GQ, Allure, Men's Health), expert endorsements from dermatologists and trichologists, and a ZIP-code-based "Water Report" lead-capture tool. The company positions itself as "step zero" in the beauty routine, targeting beauty and wellness-conscious consumers, hair color enthusiasts, and households with hard or chlorinated water; customers are overwhelmingly individual consumers rather than enterprise accounts.

The company is privately held with a lean operating team (1–10 employees), led by co-founder and CEO Ryan Babenzien and co-founder Arjan Singh (head of brand marketing and operations). Its only disclosed capital event is a 2021 funding event associated with Dyrdek Machine and Pareto Holdings (notably with $0 in disclosed funding, suggesting a deal-exposure rather than cash round), and the company appears to be bootstrapped or self-funded. The recurring filter subscription model represents the primary revenue durability mechanism, generating predictable post-installation cash flow from the installed base.

Name

Jolie

Legal name

Jolie Skin Co, Inc.

Website

https://jolieskinco.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Jolie Skin Co. is a DTC manufacturer of premium filtered showerheads using proprietary KDF-55 and calcium sulfite filtration. It sells online, through Erewhon, Goop, and 400+ salons, targeting wellness consumers seeking better skin and hair from cleaner shower water.

Ownership category

akta.pro rank

Product category

Consumer Personal Care / Shower Fixtures

NAICS

Toilet Preparation Manufacturing (32562)

SIC

Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Replacement Filter Cartridges & Consumables (CRAJAJAH)

akta.pro secondary industry

Showerhead Water Filters (CRAJAJAG)

Keywords

• Filtered showerheads
• Shower water filters
• Water filtration systems
• Bath fixtures
• Personal care products

Headquarters

HQ city

Accord

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Filtered Showerhead Hardware: One-time purchase of the Jolie Filtered Showerhead ($148), available in 5 colorways. Includes one pre-installed filter. The showerhead is the primary customer acquisition product and gateway to the recurring filter subscription.
2. Replacement Filter Subscription: Recurring filter replacement delivered every 1 or 3 months. Filters cost $30-$35 per replacement depending on subscription cadence. Subscription is presented as the default purchase option at checkout and can be skipped, paused, or canceled anytime. Generates predictable recurring revenue from installed base.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Jolie designs, manufactures, and sells The Jolie Filtered Showerhead, a premium bathroom fixture that uses a proprietary blend of KDF-55 (copper-zinc) and calcium sulfite filtration media to reduce chlorine, heavy metals, bacteria, and scale from shower water while maintaining high water pressure. The companion offering, The Jolie Replacement Filter, is a consumable cartridge replaced every 30-90 days and is available via one-time purchase or recurring subscription at a ~30% discount. Both products are positioned for individual consumers seeking to improve skin, hair, and scalp health by addressing water quality as 'step zero' of their personal care routine.

Product overview

Jolie offers a focused two-product portfolio centered on shower water filtration for beauty and wellness purposes. The core offering is The Jolie Filtered Showerhead, a premium filtered showerhead that uses proprietary KDF-55 and calcium sulfite filtration to remove chlorine, heavy metals, bacteria, and scale from shower water. The companion product, The Jolie Replacement Filter, serves as the consumable filter cartridge that powers the showerhead and requires periodic replacement. Together, these products form a unified water filtration system designed to improve skin, hair, and scalp health by addressing water quality as the foundational step in personal care routines.

Differentiator

Problem solved

Functional benefit

Products and services

• The Jolie Filtered Showerhead The Jolie Filtered Showerhead is the company's flagship filtered showerhead, using a proprietary dual-media blend of KDF-55 (copper-zinc granules) and calcium sulfite to reduce chlorine, heavy metals, bacteria, and scale from shower water while maintaining strong water pressure (1.8 GPM). It is sold to individual consumers for $148 in five color finishes (Modern Chrome, Brushed Steel, Jet Black, Brushed Gold, Vibrant Red) and includes one pre-installed filter. Backed by 6 independent third-party studies (2 clinical, 3 lab, 1 consumer perception).
• The Jolie Replacement Filter The Jolie Replacement Filter is the consumable filter cartridge that powers The Jolie Filtered Showerhead, using the same proprietary KDF-55 and calcium sulfite blend as the original. It is sold to existing Jolie showerhead owners for replacement every 30-90 days (recommended 90 days for 1-2 users, 30 days for 3+ users), available via subscription delivery ($30/month or ~$31.43/quarter) or one-time purchase ($35), with skip/pause/cancel subscription management.

Quantifiable outcome

• 81% of participants experienced less hair shedding; average reduction of 46% in hair shedding
• +7 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• ErewhoncoreChannel Partner/ Reseller/ DistributorPremium California-based gourmet grocer with 8+ locations (Glendale, Manhattan Beach, Santa Monica, Pasadena, Venice, Los Angeles, Studio City, Calabasas, Culver City, Beverly Hills, West Hollywood) carries Jolie products as part of its curated health and wellness assortment. Targets wellness-oriented consumer demographics aligned with Jolie's customer base.
• GoopcoreChannel Partner/ Reseller/ DistributorGoop retail stores in Santa Monica, New York (SoHo), Sag Harbor, Aspen, Newport Beach, and Montecito carry Jolie products. The partnership positions Jolie within Goop's premium wellness and beauty curation, reaching high-income, health-conscious consumers.
• Hair Salons and Spas (400+ locations)coreChannel Partner/ Reseller/ DistributorOver 400 hair salon and spa locations nationwide (US and Canada) including brands like Blo Blow Dry Bar, Bliss 360 Salon & Spa, Elysian Head Spa, Fox and Jane, ADK Designs, and others. Stylists recommend Jolie to clients experiencing water-related hair and skin concerns, creating a professional recommendation channel that drives retail sales.
• Board-Certified Dermatologists and Industry ExpertscoreStrategic or Co-development PartnerJolie has secured endorsements and expert collaborations with board-certified dermatologists (Dr. Jenna Queller), celebrity hairstylists (Marc Ballance, IGK Salon), trichologists (Jay Small, founder of Arey Haircare), and licensed medical estheticians (Jenn Mills, founder of Cult Skin by Jenn). These experts provide content, quotes, and clinical validation used across Jolie's marketing, website, and education materials.

Scale indicators8 records

Expansion highlights5 records

Direct peers

• Canopy: Canopy is a direct competitor selling a filtered showerhead designed to address skin and hair concerns caused by hard water and chlorine. Targets the same beauty/wellness-conscious DTC consumer with a similar price-point product and recurring filter subscription.
• Hai: Hai sells a filtered showerhead targeting the same hard-water-damaged-hair consumer segment with a comparable subscription filter model. Direct overlap with Jolie in product category, pricing band, and DTC distribution strategy.
• PureAction: PureAction sells premium filtered showerheads using KDF-55 media with replaceable filter cartridges. Direct competitor in both core hardware and recurring filter replacement model.
• Aqua Elegante: Aqua Elegante offers handheld and fixed filtered showerheads with multi-stage filtration (including KDF media) at lower price points, primarily through Amazon. Direct product competitor with overlapping filtration technology but a value-oriented brand positioning.
• AquaBliss: AquaBliss manufactures multi-stage filtered showerheads with replaceable cartridges at lower price points. Directly competes in the same filtered-showerhead category but primarily targets price-sensitive Amazon shoppers rather than premium DTC beauty consumers.

Broad incumbents

• Berkey: Berkey manufactures gravity-fed water filtration systems for residential use. While primarily focused on drinking water, its brand presence in the consumer water-quality category positions it as a potential adjacent competitor entering shower filtration.
• Brita: Brita is the dominant consumer water filtration brand (pitchers, faucet-mount, under-sink). A broad incumbent in household water treatment with brand recognition that could easily extend into shower filtration if it chooses to enter the category.
• Culligan: Culligan is a large, established water treatment company offering whole-home and point-of-use filtration solutions. While not focused on shower-specific beauty marketing, it represents a broad incumbent that could enter the premium shower filter niche with substantially greater capital and distribution.

Emerging players

• T3 Micro: T3 Micro is a premium hair tools brand (dryers, straighteners) sold through Sephora, Ulta, and prestige beauty retail. Comparable because it sells premium beauty hardware to the same consumer, with similar premium pricing power and DTC-plus-retail GTM motion.
• Arey Haircare: Arey is a science-backed haircare brand targeting hair shedding and scalp health — directly adjacent to Jolie's consumer problem (hair loss/shedding from water quality). Founded by trichologist Jay Small who also endorses Jolie, making it thematically and customer-overlapping.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/jolieskinco
• TikToktiktok.com/@jolieskincompany
• Xx.com/jolieskinco
• Facebookfacebook.com/jolieskinco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 records

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 Jolie