Tick Socks
Tick Socks is a women-focused outdoor apparel company that sells fun, colorful socks with built-in EPA-registered Permethrin tick repellency. Factory-bonded treatment lasts through 70 washes, far outlasting DIY sprays. Based in Australia, selling direct-to-consumer in the US.
The Story
Marnie Shanahan founded Tick Socks after a mosquito-swating moment with her newborn son sparked the idea: what if repellent was built into the fabric instead of sprayed on skin?
She licensed existing textile technology and had it factory-bonded with Permethrin, an EPA-registered repellent that lasts through 70 washes. The socks are made from breathable mesh that blocks ticks while feeling like a regular sock. Launched in April 2026 after more than a year in development, Tick Socks sells direct to US consumers who don't want to re-spray their gear every few washes.
The brand targets women aged 30 to 50, particularly moms heading to summer camp in tick-heavy US regions. The 4-pack sells for $119 with free shipping, and the colorful designs set them apart from the utilitarian alternatives. Marnie appeared on How I Built This Lab's Advice Line in May 2026 to work through pricing and distribution questions.
Australia has ticks but not the same scale of tick-borne disease as the US East Coast, so she launched exclusively in America first. With nearly 20 sales in her opening month and viral social posts driving curiosity, she is testing whether DTC or outdoor retail partnerships grow faster.
Key Facts & Metrics
Products
Tick-Repellent Socks 4-Pack
Four pairs of fun, colorful socks with factory-bonded Permethrin tick protection that lasts through 70 washes. Breathable mesh construction keeps feet cool while blocking ticks.
Single Pair Tick-Repellent Sock
One pair of Tick Socks with built-in EPA-registered Permethrin repellency. Fun, colorful design for everyday tick protection without sprays.
Tick Season Protection Pack
Extended protection bundle including multiple pairs of tick-repellent socks designed for summer camp, hiking, and outdoor activities. Free US shipping included.
Company Timeline
2025 — Company founded
Marnie Shanahan began developing Tick Socks after licensing existing textile technology for factory-bonded Permethrin repellency. Over a year of development followed the initial idea.
2026 — Official US launch
Tick Socks launched direct-to-consumer in the United States with a 4-pack priced at $119 including free shipping. Focused exclusively on the US market to navigate insect repellent regulations.
2026 — How I Built This Lab appearance
Founder Marnie Shanahan called into the Advice Line segment of How I Built This Lab to get advice on pricing perception, distribution strategy, and marketing positioning.
