Shhhowercap®

EST. 2015 The Shower Cap Reinvented®

  • + Self-funded launch, scaled beyond 1M
  • + Over $10 million in revenue
  • + Cult following & brand love
  • + Over 300,000 SHHHOWERCAPs sold
  • + Inclusive demographics: All ages, hair types, genders
  • + Mass appeal, embraced by all 50 States
  • + Global traction in 30+ countries
  • + Distribution across the world’s most prestigious retailers

Owned Intellectual Property:

Design Patent: Patent Number D775,792, Re-exam Won

Utility Patent(s): Patent Number 10,021,930, ZL201680062994.7, 2016311352

Trademarks: Logo and Wordmark, 2 Registered Phrases

The innovation and
technology behind the
SHHHOWERCAP®
is pure genius.

About the Company

Before SHHHOWERCAP, no one could understand the concept of a chic shower cap because the category was so wrought with poorly designed products. But like so many of the world’s best inventions – it seemed impossible. Until…it wasn’t. 

SHHHOWERCAP’s beloved, patented innovation is the original, first of its kind, fashionable turban shower cap. Since its launch in 2015, the brand has achieved global scale and cracked pop culture. The first invention in the DEEJAYZOO portfolio. An icon.

Before

CHEAP EMBARASSING UGLY GRANDMA-ISH NOISY COMMODITY ITEM

Development

It all started with a disruptive consumer insight, “Do you wash your hair everyday?” 

Years of meticulous product development and focus groups uncovered the core truth that everyone needed a shower cap, but everyone hated the experience of using them. The category needed a fashion forward form and function update. Embracing advancements in activewear and lingerie construction, and a whole lot of hustle, SHHHOWERCAP was born. 

After

FASHIONABLE COMFORTABLE STYLISH TRUSTED COVETED ITEM

“I love it so much. I never washed my hair
every day. Before I didn't use a shower cap
— and now I can't imagine my life with
out this one. YOU DON'T GET IT
UNTIL YOU TRY IT.”

At Launch

The shower cap reinvented. 

Every detail was aligned with the goal of creating a shower cap that women actually wanted to wear, bringing fashion & functionality to the forefront. Referring to “Collections” and “Seasons”, and using hangtags on the original product. Modern and stylish and an immediate ‘get’ converted everyone from editors, to retailers, and especially customers who quickly turned into loyal fans.

The execution was flawless. With the impact of shared resources and a wildly supportive network, SHHHOWERCAP went viral. It was featured everywhere from Fast Company, VOGUE, The New York Times, Z100, and Entertainment Tonight to a feature in New York Magazine’s widely read and highly coveted annual Gift Guide. This created instant recognition, popularity and demand, turning a previously planned pre-order into a full blown brand launch.  

And, the rest as they say is history. Still in the making.

Launch Campaign, 2015
AW'16 Campaign, 2016
SHHH Season II, 2018
Holiday, 2018
SS'19 Campaign, 2019
Holiday, 2020
SHHH Season 4, 2020

“How This Millennial Built a Multi-
Million Dollar Shower Cap Company” 

At Scale

SHHHOWERCAP® has now successfully defined and reinvigorated a long lost category. And, some say, has now become synonymous with it. The brand has shifted society’s perception of what a shower cap could and should be, and has cracked pop culture, appearing organically on A-List celebrities, hit Netflix and HBO shows, and spotted everywhere, used for a variety of hair protections even outside of the shower from the streets of NYC in the rain to protecting swimmers on the beaches of Bali. 

After years in market, scaling globally, flying off the shelves of the world’s largest retailers with hundreds of thousands of SHHHOWERCAPs sold, millions of brand fans, and over $10 million revenue generated – SHHHOWERCAP has proven it’s not a “niche” opportunity at all. It’s a household name and legacy brand in the making. 

Issa Rae as Issa Dee, Insecure on HBO
Runway Show
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Awards and Accolades

  • Fast Company’s
    ↳ Innovation By Design Awards
  • Fast Company’s
    ↳ Smartest Fashion Designs of the Year
  • Harper’s Bazaar
    ↳ Hair Awards: The 35 Best Products of the Year
  • Teen Vogue
    ↳ Back to School Awards: Best Beauty Products
  • “New York By Design”
    ↳ on CBS and Amazon Prime: Finalist
  • Real Simple
    ↳ ‘Roadtest Awards’

Where to Find

As Seen On

  • HBO’s Insecure
  • Netflix’s SEX/LIFE
  • Hulu’s Dollface
  • Bravo’s Southern Charm
  • A-List stars: Eva Mendes, Catherine Zeta Jones, Kaley Cuoco, Issa Rae, Sonam Kapoor, The Kardashians, Joan Smalls, Rumer Willis, etc

Press Features