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Beauty Filter
Inc.
|April 2024
Countless companies have elevated everyday items to iconic: Apple upgraded the nerdy MP3 player, Nest turned thermostats into real estate selling points, and Aesop made hand soap a status symbol.
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 undermin
This story is from the April 2024 edition of Inc..
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