Meet the 20- and 30-somethings who became millionaires posting on Instagram

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As he prepared for jaw surgery a few years back, Josh Elizetxe, 26, got to be friends with his oral surgeon and orthodontist. When they told him how big the tooth-whitening space had become, the Arizona State University graduate, who’d been starting businesses since age 13, got excited.

With the two professionals advising him as informal consultants, he launched his business, Snow, in 2016 using Instagram to promote the affordably priced tooth-whitening kit he sells.

Consumers responded quickly, sending in posts with pictures of themselves using the product — which Snow shared on its own page. “The selfie helped us explode around the world,” says Elizetxe. “When people are posting selfies, the smile becomes a focal point.”

Today the Phoenix-based company has 15 employees, and Elizetxe says online sales totaled $30 million in revenue for the last 12 months. “We’ve been profitable since day one,” he says. The product also sells on HSN and through dental offices.

Elizetxe, the majority owner, says he has grown the business with the help of two partners — Rob Gronkowski, who just retired as tight end of the New England Patriots, and retired Ultimate Fighting Champion Chuck Liddell.

Josh Elizetxe, launched a teeth whitening business called Snow on Instagram in 2016 that now has $30 million in sales.

Elizetxe is part of a fast-growing trend — entrepreneurs who are building businesses with mulitmillion-dollar revenue through Instagram marketing.

Ten years ago it wasn’t even possible to use Instagram to raise the profile of an unknown brand. The social media site didn’t launch until October 2010.

Today Instagram —


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