Jolie's Rapid Valuation Growth

Rob Dyrdek shares the success story of Jolie, a beauty company focused on filtered shower water that grew from an $800K investment to a $200M+ valuation in 18 months.

"I was approached by a really seasoned CEO who had just built and sold a footwear brand called Great. He had an idea in the beauty space - filtered shower water as an overlooked cornerstone of creating your beauty routine. Your water is filled with garbage that dries out your hair and skin, yet no one's approached beauty and filtering the water.

We looked at it from a business model perspective - it's reoccurring revenue with a single bit of hardware where filters have to be replaced. We did research on the entire space of filtered shower heads - the market was tiny, under $1B. They wanted to charge $135 for the unit, $35 for the filters.

They launched by letting customers put in their zip code to see all the contaminants in their water. The water departments have to report all contaminants, so they scraped that data. They did customer acquisition for months before having the product, then did pre-orders. The key metric we were hanging on was Q1 churn - it came in at 1.2% for the subscription.

The business is now valued at $200M+ in a year and a half because it's an extraordinary hardware subscription service. He built the company with 3 people, we're the primary investor with $800K, it's profitable and never raised another dime."