Agenda-setting intelligence, analysis and advice for the global fashion community.

How a DTC Veteran Made a Showerhead One of Beauty’s Hottest Items

Ryan Babenzien, who previously founded the sneaker brand Greats, is employing guerilla-style marketing and partnerships with wellness-centric retailers to build his new brand, Jolie.

The Jolie Filtered Showerhead — Jolie is implanting itself in beauty's growing wellness sector. (Jolie)

Malique Morris

22 May 2023

BoF PROFESSIONAL

When Ryan Babenzien launched his sneaker brand Greats in 2014, about three of every 10 creators he sent shoes to would end up posting about the brand. Back then, most of Babenzien’s direct-to-consumer peers were buying ads on Facebook and Instagram to supercharge their sales, and a word-of-mouth-based strategy wasn’t as effective by comparison.

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About the author

Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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