Julep

The business model pivoted significantly in 2008 with a move into e-commerce, which was followed by the launch of the "Julep Maven" monthly subscription service in 2011. This service provided customers with customized boxes of nail polish and makeup, and integrated a crowdsourcing element called the "Idea Lab." Through this platform, subscribers, or "Mavens," acted as beta-testers, providing feedback that allowed Julep to gauge interest and refine products before large-scale manufacturing, significantly shortening the product development cycle. This direct-to-consumer and feedback-driven approach enabled the company to introduce approximately 300 new products annually. By 2013, the company's e-commerce revenue had tripled, and its distribution expanded to include major retailers like Sephora and television shopping channel QVC.

Julep's growth was fueled by over $65 million in venture capital from prominent investors including Andreessen Horowitz, Maveron, Madrona Venture Group, and even celebrity-backed funds. However, the company faced operational challenges, including a period of high customer complaints in 2014 related to its rapidly growing subscription service. In 2016, Julep was acquired by Glansaol, a new company formed by private equity firm Warburg Pincus, as part of a larger, multi-brand acquisition totaling over $120 million. This new structure failed to achieve its intended synergies, leading to Glansaol's Chapter 11 bankruptcy filing in December 2018. Consequently, Julep underwent significant restructuring, including closing its retail locations and laying off over 100 employees. In early 2019, AS Beauty acquired Glansaol's assets, including Julep, for approximately $18 million. Under AS Beauty, a company focused on female-founded brands, Julep has been repositioned, with its subscription program relaunching in 2020 and a strategic shift towards more accessible mass-market retail channels.