Pandemic Pressures to Dandruff Disruptor w/ Jupiter’s Robbie Salter
How Jupiter is running rings around the scalp care industry.
October 9th, 2024 • 3 min read
Robbie’s research into the scalp care market began with his own issues of a flaky scalp. What he found was a massive opportunity: more than half the population experienced dandruff, yet the market lacked approachable, effective products.
Putting the Plan in Motion
Determined to change the conversation around scalp health, Robbie Salter launched Jupiter in May 2020. And the timing? It couldn’t have been wilder. A global pandemic, social unrest, a new puppy, a gut-reno on a new home, and a baby on the way! Despite all this, Robbie charged forward, leaving behind a secure, high-paying job to pursue his vision. Drawing on his experience consulting for major consumer brands like Procter & Gamble, he set out to bring a fresh perspective to scalp care.
The decision to bring a new dandruff solution to life didn’t happen overnight. Robbie and his business partner started by testing their concept under a fake brand called Headway. They poured a decent amount of dollar into ads, and the results surprised them: the real demand came from women seeking products safe for color-treated hair and free from harsh chemicals.
Navigating Retail: Patience and Strategy
When it came to retail, Robbie and his team made a bold decision. Early on, they got into Target’s accelerator program, which led to an offer to stock their products in several hundred stores. Surprisingly, they turned it down.
“It was a very, very tough decision to make,” Robbie admits, but they knew they weren't ready for that level of expansion. “We applied logic... when we do it, we want to do it right.” Instead of rushing, they chose a more methodical path. The brand gradually built credibility, securing placements in over 120 dermatology clinics, luxury retailer Bergdorf Goodman, and Macy’s.
Robbie emphasizes that timing and having the right team on the other side of retail partnerships are everything. “You want them to advocate for you,” he says. “So, we sort of sat at the bar waiting for somebody to come pick us up.”
A “Four-Year-Old” Brand Growing Up Fast
Now, Jupiter stands tall as a brand that's shaking up the scalp care scene. Robbie humorously likens the company to a young child: “The company itself is four years old, and I think having a four-year-old, it acts like a four-year-old too... it's got a lot of attitude!”
That attitude has driven results. From 2022 to 2023, sales increased by over 100%, with less than 1% in returns and a 40% 12-month repeat purchase rate. Earlier this year, the brand secured $3 million in an extended seed round, fueling more retail expansion, product development, and team growth. Robbie's vision and willingness to take calculated risks are paying off.
A New Chapter for Scalp Care
Robbie’s journey with Jupiter isn’t just about selling shampoo, it's about redefining scalp health and transforming a category that's long been ignored. With a commitment to clean ingredients and quality, Jupiter has carved out a space for itself in the market and in the hearts of its customers. And as Robbie looks to the future, one thing is clear: Jupiter is just getting started.
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