Nailmatic

What Nailmatic does

Nailmatic is a Paris-based, privately held beauty brand founded in 2012 that develops and sells plant-based, vegan, and kid-safe nail polishes, biodegradable glitters, lip/body rollettes, temporary tattoos (Tattoopen), and a growing children's bath line under the Pataploof sub-brand. Its products are formulated with proprietary solvent and glitter technologies that replace petroleum-derived inputs with bio-sourced alternatives from corn, wheat, cotton, manioc, potato, and regenerated cellulose; adult polishes contain 61–84% natural-origin ingredients, and the company's glitters carry the "OK biodegradable water" certification, degrading in freshwater within 28 days. Its kids polishes carry a 10-free formulation (no parabens, toluene, phthalates, formaldehyde, xylene, styrene, camphor, formaldehyde resin, benzophenone-1, or nanoparticles) and a stated 5-day wear time.

Nailmatic operates a direct-to-consumer e-commerce model exclusively through its own website (nailmatic.com), shipping only within the European Union and excluding French overseas territories due to shipping cost. Pricing is unit-based and ranges roughly from €2.50 for manicure accessories to €40 for gift sets, with kids polishes priced at approximately €7.92–€9.50 and adult plant-based polishes at €10.90; the company offers free delivery above €40 and a free gift above €60 to drive average order value. The company is led by co-founder, CEO, President and Chairman Boris Gratini, has 11–50 employees, and operates from a Paris headquarters at 320 rue Saint-Honoré with a secondary site in Nogent-sur-Marne. It raised approximately $2.36M from Odyssée Venture in September 2017 as its only disclosed funding event, and relies primarily on organic social (Instagram, Facebook, Pinterest, YouTube) and content marketing for acquisition, with no disclosed wholesale, marketplace, or retail distribution.

Name

Nailmatic

Legal name

NAILMATIC

Website

https://www.nailmatic.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Nailmatic is a Paris-based DTC beauty brand selling plant-based, vegan, kid-safe nail polishes, biodegradable glitters, and bath products directly to European Union consumers via its own e-commerce site.

Ownership category

akta.pro rank

Product category

Nail Care & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)

Keywords

• Plant-based nail polish
• Kids water-based polish
• Biodegradable cosmetic glitter
• Vegan cruelty-free cosmetics
• Kids bath products

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through nailmatic.com website. Products sold at fixed retail prices with free delivery thresholds.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Nailmatic designs, manufactures and sells plant-based and water-based nail polishes for kids and teens/adults, biodegradable cellulose-based glitters, kids bath products (bombs, salts, Pataploof bath & shower dough, shampoo & body wash), kids lip gloss and body rollettes, and Tattoopen temporary tattoo pens. Products are 10-free, vegan, cruelty-free and dermatologically tested, and are sold direct-to-consumer through the brand's own European e-commerce website.

Differentiator

Problem solved

Functional benefit

Brands

• Pataploof: Bath & shower dough product line for kids, featuring characters Bloop and Ploofy. Sold as individual products and sets under the Pataploof sub-brand.

Products and services

• Water-based Kids Nail Polishes

Quantifiable outcome

• 84% plant-based formula for adult nail polishes
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manucurist: French plant-based nail polish brand best known for its Green Flash LED-cure system. Direct competitor to Nailmatic in the clean, plant-based nail polish category with overlapping France/DTC distribution and similar eco-conscious positioning.
• Kure Bazaar: French premium nail polish brand pioneering non-toxic, plant-based formulations with up to 90% natural ingredients. Closely comparable to Nailmatic on ingredient philosophy, France origin, and adult-focused clean nail polish positioning.
• Piggy Paint: US-based natural, water-based nail polish brand built specifically for children and tweens. Comparable to Nailmatic's kids segment on target customer, non-toxic positioning, and direct-to-consumer model.
• Suncoat: Canadian natural nail care brand offering water-based, non-toxic polishes including kids and glitter lines. Comparable to Nailmatic on plant-based, kid-friendly formulas and biodegradable glitter product overlap.
• Zao Makeup: French organic and vegan cosmetics brand with a certified-organic nail polish line. Directly comparable on France origin, vegan/organic positioning, and DTC-led beauty distribution.
• Butter London: UK-origin nail polish brand known for 10-free formulations and trend-driven color. Closely comparable to Nailmatic on the 10-free, vegan clean-nail positioning and broad DTC + retail distribution.

Broad incumbents

• Nails Inc. Established UK-based nail polish brand offering a wide portfolio across nail color, treatments, and nail care. Comparable as a broad incumbent in the nail color category, but with significantly larger scale and mainstream positioning.
• OPI (Wella): Global category leader in professional nail lacquer and treatments under Wella. Comparable as the incumbent benchmark in nail color with deep salon/retail penetration that any clean-nail challenger must compete against.
• Ciaté London: UK-based mass-prestige nail and beauty brand offering polish, treatment, and gift sets. Comparable as a comparable peer in nail color breadth and gifting SKU structure, but at substantially larger scale than Nailmatic.

Emerging players

• Ella+Mila: US-based 7-free vegan nail polish brand focused on teens and young adults. Comparable to Nailmatic's teen/adult segment on the vegan, non-toxic, color-forward nail positioning at accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCBjFpJXKlIYQbyzgGB2mKfg
• Facebookfacebook.com/nailmatic
• Instagraminstagram.com/nailmatic
• Pinterestpinterest.fr/nailmatic
• LinkedInlinkedin.com/company/nailmatic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nailmatic