Julep
Corporate brand
UnclaimedJulep is a United States beauty company known for nail care, cosmetics, skin care, and its subscription-based Julep Maven program.
Last updated August 31, 2026
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Overview
Julep Beauty is a New York-based beauty company founded in 2007 by Jane Park. It began as a network of nail parlors in the Seattle area, where manicures, pedicures, facials, and waxing were offered alongside Julep-branded nail-care products. The parlors served as a practical testing environment: the company could observe how customers used products, gather feedback, and refine formulas before broader distribution. The company moved into e-commerce in 2008, making online sales a central part of its business. This direct-to-consumer model allowed Julep to combine product sales with customer data, product testing, and community engagement. In 2011, it introduced Julep Maven, a monthly subscription service through which members received selected or customized boxes of nail polish and makeup. Maven subscribers were also invited to participate in the company’s Idea Lab, responding to surveys and discussing products in development. The model positioned customers as both buyers and informal product testers. Julep expanded beyond its own online channel during the early 2010s. By 2013, its products were sold through retailers including Sephora and were available through QVC. The company also opened a pop-up store in New York City in 2013 and reported that its e-commerce revenue had tripled during that year. Its product range grew from a nail-polish-centered assortment into a broader portfolio spanning makeup and skin care. At one point, the brand offered more than 200 nail-polish shades, generally giving each shade a woman’s name. Julep also promoted formulas as free of fumes and selected toxins, reinforcing a positioning around approachable, design-oriented, and comparatively conscious beauty products. The company’s expansion was supported by venture financing. Investors reported as participating in Julep’s financing included Andreessen Horowitz, Maveron, Troy Carter, Precedent Investments, Altimeter Capital, Azure Capital Partners, and Madrona Venture Group. By April 2014, the company had reportedly raised $56 million in venture capital. Growth was followed by operational pressure, however, and Julep announced in March 2015 that it would reduce its workforce by 8 percent. Julep later became part of Glansaol, a beauty-products holding company. When Glansaol filed for bankruptcy in December 2018, Julep announced plans to close its two retail locations, eliminate more than 100 positions, and move its operations to Glansaol’s New York office. Glansaol was subsequently sold to AS Beauty for $18 million, placing Julep under new ownership. The brand continued to develop products and revived its subscription program in 2020. In 2021, its Eyeshadow 101 Crème-to-Powder Eyeshadow Stick became a bestseller on Amazon, illustrating the company’s continued emphasis on convenient, digitally distributed cosmetics. Julep’s business model has therefore combined product development, direct online commerce, selective retail distribution, experiential beauty services, and subscription commerce. Its strongest historical identity is in nail care, but its current assortment and brand communications extend into color cosmetics and skin care.
History
Julep was founded in 2007 by Jane Park and initially operated four nail parlors in the Seattle area. These locations provided manicures, pedicures, facials, and waxing, while also functioning as laboratories for the company’s own nail-care products. By selling and observing its products in a service setting, Julep could collect direct customer feedback before scaling its assortment. In 2008, Julep expanded into e-commerce. Online distribution gradually became the company’s principal growth channel and supported a broader relationship with customers than conventional retail alone. The company launched Julep Maven in 2011, a monthly subscription service delivering customized or selected nail polish and makeup. Members, known as Mavens, could also participate in the Idea Lab by completing surveys and discussing products under development. This created a feedback loop linking subscription revenue, community activity, and product research. Julep broadened its distribution in 2013, when its products became available through Sephora and QVC. It also opened a pop-up store in New York City and reported that its e-commerce revenue had tripled during the year. Its range expanded beyond nail polish into color cosmetics and skin care, while nail polish remained central to its identity. The brand eventually offered more than 200 shades, typically assigning each shade a woman’s name. In 2014, it introduced the Plié Wand, an ergonomic attachment designed to make nail-polish application easier; the product had first been tested through crowdfunding. The company attracted substantial venture investment during its expansion. Reported investors included Andreessen Horowitz, Maveron, Troy Carter, Precedent Investments, Altimeter Capital, Azure Capital Partners, and Madrona Venture Group. By April 2014, Julep had reportedly raised $56 million. Growth also created service and fulfillment challenges. In 2014, the Better Business Bureau gave the company an F rating after recording 173 complaints, while Julep said that a surge in business and shipping mistakes had contributed to the complaints. In March 2015, Julep announced an 8 percent staff reduction. Julep subsequently became part of Glansaol. In December 2018, Glansaol entered bankruptcy proceedings. Julep responded by announcing the closure of two retail locations, layoffs affecting more than 100 employees, and a move to the parent company’s New York office. Glansaol was later sold to AS Beauty for $18 million, making AS Beauty Julep’s owner. The brand continued operating under its new ownership and relaunched Julep Maven in 2020. In 2021, Julep released the Eyeshadow 101 Crème-to-Powder Eyeshadow Stick, which was reported as an Amazon bestseller. Julep’s development reflects the evolution of a service-led Seattle nail business into a digitally focused beauty company with products sold through direct online channels, subscription commerce, selected retailers, and marketplace platforms.
- 2021
Eyeshadow 101 launch
[1]Julep released its Eyeshadow 101 Crème-to-Powder Eyeshadow Stick, reported as an Amazon bestseller.
- 2020
Julep Maven relaunches
[1]Julep revived its monthly subscription program.
- 2019
AS Beauty acquires Glansaol
[1]AS Beauty acquired Glansaol for a reported $18 million and became Julep’s owner.
- 2018
Glansaol files for bankruptcy
[1]Julep’s parent company entered bankruptcy, prompting store closures, significant layoffs, and a relocation of Julep operations.
- 2014
Plié Wand introduced
[1]Julep introduced the Plié Wand, an ergonomic nail-polish application accessory that had been tested through crowdfunding.
- 2013
Retail, television, and pop-up expansion
[1]Julep products reached Sephora and QVC, while the company opened its first New York pop-up store and reported sharply higher e-commerce revenue.
- 2011
Julep Maven launches
[1]The company introduced its monthly beauty subscription program, later supported by customer product-testing activities through the Idea Lab.
- 2008
E-commerce expansion
[1]Julep entered online commerce, establishing direct-to-consumer sales as a central part of its business.
- 2007
Julep is founded and opens Seattle-area nail parlors
[1]Jane Park founded Julep, which opened four nail parlors in the Seattle area and used them to test its own nail-care products.
Products and positioning
An accessible, digitally oriented beauty brand built around nail care, color cosmetics, product experimentation, and customer participation. Julep has emphasized convenient formats, a broad shade range, direct-to-consumer engagement, and formulas promoted as free of fumes and selected toxins.
Nail care · 2007
Julep Nail Polish
Julep’s best-known product family consists of colored nail polishes offered in a very broad shade range. The company has marketed more than 200 shades, commonly using women’s names for individual colors. Nail polish originated in the brand’s nail-parlor testing model and remained central as Julep expanded into online sales, subscription boxes, and broader beauty retail.
Beauty subscription service · 2011
Julep Maven
Julep Maven is a recurring subscription program introduced in 2011. Subscribers receive monthly boxes containing selected or customized nail polish and makeup. The program also connected customers with Julep’s Idea Lab, where members could answer surveys and discuss products in development, making the service both a sales channel and a source of consumer feedback.
Nail-care accessory · 2014
Plié Wand
The Plié Wand is an ergonomic nail-polish application tool designed to attach to the top of a polish cap. Julep developed and tested the accessory through a crowdfunding campaign before introducing it commercially, extending the brand beyond formulas into tools intended to improve the home manicure experience.
Skin care
Julep Skin Care
Julep has offered skin-care products including sunscreens and moisturizers. These products broadened the company from nail color into routine beauty care and complemented its makeup assortment. The brand has generally presented its products as designed for convenient everyday use and has promoted an emphasis on formulas free of fumes and selected toxins.
Eye makeup · 2021
Eyeshadow 101 Crème-to-Powder Eyeshadow Stick
This eyeshadow stick uses a crème-to-powder format intended to combine portable application with a set finish. Released in 2021, it represented Julep’s continued movement into convenient color-cosmetics formats and was reported to have become a bestseller on Amazon.
Controversies
2014
Better Business Bureau complaints concerning Julep Maven
The Better Business Bureau gave Julep an F rating after reporting 173 complaints during the relevant period. The complaints were associated in part with the company’s subscription service. Julep said that rapid growth and shipping errors had contributed to the customer dissatisfaction.
Brand decisions
2020
Relaunch of Julep MavenStrategyBackground
Following ownership and restructuring changes, Julep returned to its recurring-commerce model.
Action taken
The company relaunched its Maven monthly subscription service.
Aftermath
The relaunch reaffirmed subscriptions and customer engagement as part of Julep’s digital strategy.
2018
Restructuring after Glansaol bankruptcyStrategyBackground
Glansaol’s bankruptcy created financial and operational pressure for its portfolio companies, including Julep.
Action taken
Julep planned to close two retail locations, lay off more than 100 employees, and relocate to the parent company’s New York office.
Aftermath
Glansaol was subsequently sold to AS Beauty, which became Julep’s owner.
Glansaol acquisition price. $18 million (2019 acquisition)
2013
Expansion into external retail and television commerceStrategyBackground
Julep was seeking to extend its reach beyond its own website and subscription channel.
Action taken
The brand expanded into Sephora, QVC, and a New York pop-up store.
Aftermath
The company reported that its e-commerce revenue tripled in 2013 while its distribution footprint broadened.
2011
Launch of Julep MavenProduct launchBackground
Julep’s online model created an opportunity for recurring sales and a closer feedback relationship with customers.
Action taken
The company introduced a monthly subscription service supplying customized or selected nail polish and makeup boxes.
Aftermath
Maven became a prominent part of Julep’s identity, although the service later attracted substantial complaints and was relaunched in 2020.
2008
Move into e-commerceStrategyBackground
After beginning with Seattle-area nail parlors, Julep sought a scalable way to sell its products beyond physical service locations.
Action taken
The company launched an e-commerce operation and made online direct-to-consumer distribution a major part of its model.
Aftermath
Online sales supported later subscription growth, product testing, and expansion into retail and television commerce.
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