Olive & June

Olive & June is a nail care brand founded by Sarah Gibson Tuttle, who opened its first nail salon in Beverly Hills in August 2013. The business began as a salon operator focused on personalized, luxury-style nail service at an approachable price point, and later shifted to consumer products. In March 2019, after Gibson Tuttle spent a year teaching herself to paint her own nails, the company introduced the Mani System, a consumer-focused DIY manicure kit combining polish, patented tools and educational content. The salon business closed in 2020 and the company concentrated on at-home nail care.

The brand operates across all nail care categories — polish, artificial nails, tools, treatment and care — and sells through its own e-commerce site as well as mass retail. Product lines include gel polish (roughly $12 per bottle), long-lasting polish and top coats (roughly $10), and glue press-on nails. Direct-to-consumer programs include a paid membership offering 10% off and free shipping, a loyalty referral program, a free online community for customers, and promotional bundles built around its mani and pedi systems.

Since December 2024, Olive & June has been a subsidiary of Helen of Troy Limited (NASDAQ: HELE), whose portfolio also includes OXO, Hydro Flask, Osprey, Vicks, Braun, Honeywell, PUR, Hot Tools, Drybar, Curlsmith and Revlon-licensed hair tools. Helen of Troy adopted a stand-alone but supported operating model, with Gibson Tuttle continuing to lead the brand.

Founding story

Sarah Gibson Tuttle worked for about ten years as an equity sales trader at JP Morgan and Morgan Stanley in New York City before relocating to Los Angeles. Finding the city lacked the nail salon she wanted, she opened the first Olive & June salon in Beverly Hills in August 2013, naming the brand after her great-grandmother and grandmother. In 2018 she decided the way to scale the concept was at-home nail care, and in March 2019 launched the Mani System after a year of teaching herself to paint her own nails.

Business model

Consumer products company selling nail care systems, polish, press-on nails, tools and treatments through its own direct-to-consumer website and through mass retail distribution. It supplements product sales with educational content, a paid membership program (discounts and free shipping), loyalty and referral rewards, and a free customer community.

Product sales via e-commerce and retail wholesale, with promotional bundles, free-shipping thresholds and a subscription-style membership program; calendar year 2024 net sales revenue was expected to be approximately $92 million.

Traction

Expected calendar year 2024 net sales revenue of approximately $92 million; distribution in about 8,000 mass doors; number-two position in artificial nails within 18 months of entering the category; top-selling nail brand at Target; Gel Polish, introduced in the third quarter of 2024, outperformed internal expectations by more than 150 percent.

Latest developments

Helen of Troy completed its acquisition of Olive & June, LLC on December 16, 2024, funding the initial $229.4 million cash consideration (net of cash acquired, including an estimated working capital adjustment) with borrowings under its credit agreement, plus contingent consideration of up to $15.0 million over three years. Sarah Gibson Tuttle remained CEO under a stand-alone but supported operating model; as of September 2025 she said she had no contractual obligation to stay and intended to continue growing the brand within Helen of Troy.