After launching their first at-home mani system in 2019 and expanding into the press-on world in 2021, Olive & June is once again expanding their at-home nail empire. On Thursday, the company launched its Gel Mani System, which will be available at Target in January. It will also be available at Walmart and Walgreens in the future.
“Gels have always been a top priority in our salon tradition,” said Sarah Gibson Tuttle, founder and CEO of Olive & June. Before the pandemic, Olive & June operated three nail salons in Los Angeles. “People love gels, they are becoming more popular in the market, and we know there is a demand for at-home options. 47% of gel users we surveyed prefer gels at home rather than in the salon. ,” she said.
The new kit offers soft gel polish. Gibson Tuttle said hard gels, which are becoming increasingly popular in salons, could follow. “We humbly believe that we started the DIY nail revolution,” she said. “We’ve taught millions of people how to paint their nails, and now they can reach an even higher level.”
This system includes a gel lamp that “cures” all five fingers at once, curing the gel polish. The differentiator is a removable basecoat that does not require curing. “You can apply the gel and remove it at any time,” says Gibson Tuttle.
Additionally, the brand has worked to remove HEMA (hydroxyethyl methacrylate), a typical main ingredient in gel nail polishes that causes allergic reactions in some people, said Olive & June’s head of product development. Ann Reigle said. “(HEMA) is a very small monomer that penetrates the skin and that causes redness and itching, which affects a lot of people. …Unfortunately, this ingredient is very good at making nail polish last longer. We tested different ingredients to find the perfect proprietary blend of adhesion promoters that last up to 21 days.
The kit also includes the brand’s signature ‘Poppy’ tool, which facilitates the application of traditional base coats, top coats and polishes, as well as a cuticle pusher, nail file, clippers, buffer, cuticle serum, cuticle remover and clean cleaner. It is. -Up brush and polish remover. Price is $85 for one polish color. 6 pieces costs $115. Our best-selling Olive & June shades are available in 28 colors.
With this system, an at-home gel manicure would cost $1.92 if a user purchased a $115 kit, according to Gibson Tuttle. Ten nail polishes per $10 bottle of polish is typical, she said. “True inclusivity includes inclusivity and accessibility in price. I want to be able to walk to my local Target (and get a great gel manicure).”
To market the new category, the brand leverages social media campaigns, influencer partnerships, paid digital advertising, celebrity placements, and email marketing.
“A key part of our strategy is seeding our own influencers,” said Gibson Tuttle. “We developed a ‘challenge box’ to test product claims (specifically, that a gel mani will last 21 days).” It was distributed to individuals, including those who reported being poor. These influencers were encouraged to test the products and share their authentic reactions.
Additionally, the brand uses celebrities to preview the launch with the resulting images. Selena Gomez wore a Cosmic Silver color to the Academy Gala this past weekend.
Olive & June declined to comment on its revenue, but retail sales are said to exceed $100 million in 2023. The company is now Target’s number one nail brand.
