Janet & Jo.

Project Elevate Partner / Janet & Jo: Kendra Woolridge

With a family medical background riddled with cancer, Janet & Jo’s original mission evolved from wanting to be a company with a wide variety of nail polish colors to a company that hopes to use storytelling to educate about the proven toxins/carcinogens in nail polish. has been broken and repaired.

Janet + Jo’s purpose was uncovered through Kendra’s research on polish formulations.

Introducing Janet & Jo:

Janet & Jo. is home of the best luxury, vegan, 10+ toxin free nail lacquers you'll ever try.

‘A Colorful world’

Challenge: With little education in an overcrowded category, the considerations for committing to a nail polish brand boil down to what colors they have, what the finishes are, how long the polish lasts, and how much it costs.

The challenge is differentiating Janet and Jo.’s nail lacquers to customers who are unaware of the criteria that exists beyond aesthetic and convenience.

Strategy: Janet & Jo. puts purpose behind polish.

Thanks to the Team: Janie Penney, Jonah Biblowitz, JJ Tanaka, Sonja Malic, Corey O’Brien, Cindy Rodriguez, Jill Crawford, Casey Warendorf, Julio Jaquez, Giovanna Lambroia