CHRŌM Toothpolish

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The world’s first nail polish for teeth made TikTok users smile during the pandemic lockdown and beyond

FRACTIONAL CMO

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CREATIVE DIRECTOR

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SMILE MAKER

FRACTIONAL CMO ✦ CREATIVE DIRECTOR ✦ SMILE MAKER

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Background

In 2018, CHRŌM Toothpolish created a new beauty category for teeth. Just like nail polish, Toothpolish can be applied to teeth and removed in a matter of seconds, and lasts for up to 24 hours. It has no taste and comes in brights, whites, metallic, glitter, and glow.

Fractional CMO

My role was to scale this one-of-its-kind beauty brand from its first days to being globally recognized. I placed the product in Urban Outfitters and Dolls Kill and grew the TikTok from start to 30k with influencer Bretman Rock whose millions of views brought in $70k of revenue in one day. I managed the brand, ran daily business operations, formed wholesale relationships, activated trade shows, developed colors and packaging, and managed the website, PR, and fulfillment.

Spokesperson

This was the founder’s side project and he needed to bring on a partner who could be the face of CHRŌM and the behind-the-scenes mastermind. As the spokesperson for the brand, I was interviewed for New York Magazine's “The Cut” in a radical beauty video feature, alongside celebrity makeup artist, James Vincent. I cast and styled the shoots with James.

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NEW YORK MAGAZINE'S THE CUT

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NEW YORK MAGAZINE'S THE CUT ✦

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ZOOMIN TV

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ZOOMIN TV ✦

Content Creator

I enjoyed creating photographic & graphic marketing content. I curated shoots with influencers & other professionals and uploaded them to CHRŌM's successful Instagram, TikTok, & website.

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The Opportunity

CHRŌM only had 500 followers, 1 professional photoshoot, and an unlabeled bottle when I started with them. The founder had never launched a project and he was no marketing expert. I came in with a love for the product and a clear vision on how to scale through Instagram and TikTok.

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Everyone would want to try the product at least once and those who wanted to buy it over and over again could only find it through CHRŌM. The uniqueness was both the brand’s greatest opportunity and its greatest challenge.