Sarah Gibson Tuttle’s $125M Bet on Plant-Based Home Manicures

The brand’s trajectory shifted significantly in 2024 when Helen of Troy acquired the company for $240 million. Despite the exit, Gibson Tuttle remains at the helm, maintaining creative control while leveraging the parent company’s resources to scale. The business has moved from its origins as a boutique Beverly Hills salon to a retail presence in over 15,000 stores, including Ulta and Walmart. This growth is driven by a strategy that blends founder intuition with direct consumer feedback, a tactic that previously turned their press-on nail line into a major revenue driver.

The newly launched Dip Mani System represents the brand’s attempt to conquer a notoriously difficult category. Traditional dip manicures rely on PMMA, an acrylic powder linked to nail damage and contact dermatitis. By developing a plant-based alternative, Gibson Tuttle aims to provide salon-level longevity—up to 21 days—without the chemical drawbacks. While the manufacturing costs for this formula are higher, the system is priced to keep individual manicures under $3, positioning it as a direct competitor to the $30 to $60 service fees common in professional salons.