Ryan Babenzien and Arjan Singh, founders of NYC-based Jolie, set out to do the same for the showerhead, transforming a basic plumbing fixture into a $165 wellness tool to be coveted. The founders knew their new product had to look alluring-but it also had to appeal to customers' vanity. It does so, albeit indirectly, with an internal filter that removes contaminants the company says can undermine skin and hair health. Beauty obsessives are buying it. Jolie has sold more than 200,000 units to date and brought in $28 million in revenue in 2023 with no venture funding.
For design inspiration, Babenzien and Singh looked to the Rolex Submariner, the little black dress, and the Porsche 911. "We created a shape that is unique to us, but still doesn't look like a UFO in your shower," says Singh.
The faceplate is made of silicone-it has a softer look than metal and is easier to clean-with a hole pattern inspired by the Fibonacci sequence.
The company licensed a national database of water quality reports and offers free local water assessments through its website, so customers know exactly what their showerhead purportedly removes.
Jolie's $36 filters, which should be replaced every 90 days, provide a steady stream of recurring revenue: Last year, the company sold $5.5 million worth of them.

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