Deco Beauty founder Julianna Dahbura is on the Female Founder World podcast with Jasmine Garnsworthy this week.

In 2016 Julianna started a nail polish brand with the hopes of building a direct-to-consumer business. This was the Glossier-era, besties, so relying e-commerce only and building a business on Instagram was very exciting. And although she was doing 8-figures in revenue with her biz Deco Beauty, Julianna realized quickly that nail polish was more of an impulse purchase than an online purchase. In 2020 she thought of a brilliant pivot... and it paid off in a big way. 

Since pivoting, she's 3x'ed the already successful business, has launched in retailers like Urban Outfitters, JC Penny, Anthropologie and Free People, and has done collab products with brands like Hello Kitty, Tower28, and Lisa Says Gah.

Listen in for the full scoop, how Julianna made a major change in the direction of her business, how she's working on licensing deals to grow her biz, and her unique strategy for retail in 2024. 

Links

• Join our retail bootcamp: https://bestie.femalefounderworld.com/retail-bootcamp
• Join the group chat for Business Besties: https://app.geneva.com/invite/0b2faef0-d78b-4a44-a6cd-e8ed794eb887  
• Get the Female Founder World newsletter https://femalefounderworld.beehiiv.com
• Become a Business Bestie subscriber: femalefounderworld.com/subscriber
• Get our quick case studies on TikTok: www.tiktok.com/@jasgarnsworthy
• Check out Julianna's business: https://deco.beauty/