How Footnanny went from Oprah's pedicurist to a multi-million dollar brand

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Turning a side hustle into a self-care empire isn’t just about smooth moves—it’s about knowing when to push, pivot, and put your foot down. This founder did all three—and walked away with millions.

Here’s the inside scoop:

• How Footnanny nailed it 🦶
• Join and grab up to $75K in perks 🎉
• Scaling without the usual growing pains 🚀
• The Amazon Small Business Badge 🏷️

SCRATCHING THE SURFACE

How Footnanny went from Oprah's pedicurist to a multi-million dollar brand

For Gloria, founder of Footnanny, it all started with the scent of eucalyptus and the soothing touch of her mother’s homemade foot creams. Every night, after a long day, her mother would whip up rich, nourishing blends—because tired feet deserved love, too. 👣

Gloria carried that tradition with her, eventually becoming Oprah Winfrey’s personal pedicurist. The same care and wisdom she grew up with? She knew it had the potential to be something bigger—so she created Footnanny.

✨ The big break

Every entrepreneur dreams of a defining moment. And for Gloria, it came when Oprah experienced Footnanny's products firsthand.

• Impressed by their quality, Oprah Winfrey featured Footnanny in her "Favorite Things" list—not once, not twice, but seven times. This unparalleled endorsement catapulted the brand into the spotlight. 📢
• Footnanny's dedication to quality and authenticity resonated with customers. In 2019, the brand secured a $10 million investment to expand its operations.

🧴 Beyond foot cream

Not one to rest on her laurels, Gloria grew Footnanny beyond creams. She turned foot care from an afterthought into a ritual, offering luxurious soaking salts, scrubs, and more.

Today, Footnanny continues to prove that self-care starts from the ground up—literally. 🦶

TOGETHER WITH WALMART MARKETPLACE

Ready to grow? See how Walmart Marketplace can help

When your business is backed by one of the most trusted names in retail, great things can happen.

The woman-founded party supply company found grand success on Walmart.com. According to Jill Schultz, Dir. Merchandising and Inventory, “Walmart has connected us with millions of customers that we would not have been able to reach otherwise.” and bringing joy to millions of customers during their times of celebration.   

Are you our next seller success story? Grow your business on Walmart.com. Join Walmart Marketplace and get:

What’s the win for you here?

• Up to 75% off referral fees
• Up to $2K in fulfillment credits  
• $1K in advertising credits 

A total of up to $75K in savings.*

Join Marketplace

*Conditions apply.

DIVING DEEPER

How Footnany scaled up without the growing pains

Building a brand is one thing—keeping up with skyrocketing demand? That’s another challenge entirely. When Footnanny’s products started flying off the shelves, it was both a dream come true and a logistical nightmare.

How do you scale without sacrificing the quality and care that made you a customer favorite? The answer: let Amazon do the heavy lifting.

• Faster shipping, happier customers. Waiting is old news. With FBA, Footnanny delivers self-care essentials at prime speed. 🚀
  • Why it works: No delays, no hassle—just quick, easy shopping with Amazon handling the rest. 🚀
• Scaling without the stress. Going viral or getting an Oprah-endorsed boost is great—until the orders start piling up. Instead of scrambling, Footnanny used FBA to handle fulfillment. 📈
  • Why it works: More orders? No stress. Amazon took care of logistics while Footnanny focused on quality.
• Built-in trust & global reach. Selling on Amazon wasn’t just easy—it built trust. Customers rely on FBA-backed brands, and Footnanny’s presence boosted its credibility.
  • Why it works: FBA helps brands reach a global audience, allowing them to grow beyond what a small business could achieve alone. 🌍

💡 Delivering growth, one step at a time

By handing off logistics to Amazon, Footnanny stayed focused on what matters most—creating top-quality self-care products. With fast shipping, easy scaling, and built-in trust, FBA made growth simple.

Because a great brand isn’t just about what you sell—it’s how you deliver. And Footnanny does both flawlessly.

SUCCESS BLUEPRINT

How to get an Amazon Small Business Badge

According to eComEngine, 56% of shoppers prefer buying from small businesses. But in a massive marketplace like Amazon, they can get lost in the shuffle. That’s where the Small Business badge comes in—it helps independent brands stand out.

If you’re a small business owner, getting this badge is easier than you think.

📌 How to apply

First, check if you’re eligible:

• Fewer than 100 employees
• Less than $50 million in annual revenue
• Enrolled in Amazon Brand Registry or the Handmade program

If you meet these criteria, securing your badge is simple:

Step 1: Contact Selling Partner Support.

Step 2: Provide details like your brand & company name, business address, and merchant token ID.

Step 3: Wait for Amazon to review your application—they’ll respond within 10 business days.

🌟 Small but mighty

Being a small business on Amazon can be tough, but the Small Business badge turns your size into an advantage. And if you qualify for badges like the Black-Owned Business badge, you can stand out even more.

Just like Footnanny scaled while staying true to its roots, you can use these tools to grow without losing what makes your brand special. Shoppers want to support small businesses—make it easy for them to find you. 🔎