Maddy and Dylan Jarvis, siblings from Australia, launched their unique press-on nail brand, Candy Claws, nearly three years ago with a modest investment of a few hundred dollars from their savings. Their innovative concept is poised to achieve an impressive milestone of nearly $20 million in sales—a feat that remains elusive for many Australian entrepreneurs.
Motivated primarily by a desire for a career change away from the mundane corporate environment, Maddy, now 26, was inspired during a visit to her local chemist. Confronted by overpriced salon services amidst a cost-of-living crisis and unimpressive cheap press-ons, she envisioned a product that combined salon-quality aesthetics with longevity. With her older brother Dylan, 30, fully supportive, they quickly began sourcing manufacturers and invested their savings into their first product batch.
Initial sales exceeded their expectations, culminating in a successful $6,000 revenue within the first month and escalating to $1 million by the end of the first year. Maddy dedicated herself full-time to the business, packaging thousands of orders in her living room, a daunting task that ultimately paid off. As demand soared, they transitioned to a warehouse space, and now both siblings work on Candy Claws full-time as it approaches the $20 million sales mark.
Candy Claws has expanded beyond Australia into New Zealand and the UK, with ambitions to enter the US market once tariff challenges are resolved. Their success can be attributed to diligent hard work, strategic financial choices, and effective social media marketing. Maddy took the reins in promoting the brand on platforms like Instagram, where they have garnered over 70,000 followers. The rise in social media’s crossover into beauty and personal care has greatly contributed to the brand’s visibility and appeal.
The popularity of press-on nails, particularly amidst rising living costs, has propelled Candy Claws forward. With over 2.6 million TikTok videos and 6.5 million Instagram posts tagged #pressonnails, the trend reflects a growing preference for cost-effective beauty solutions. Maddy highlights that their primary customers are working mothers and retirees, who are increasingly turning to press-ons for both financial and time-saving benefits—an important consideration in the current economic climate.
As Australia continues navigating economic pressures, Candy Claws appears well-positioned for sustained growth, showcasing how innovative thinking and perseverance can lead to remarkable entrepreneurial success.