Orly

What Orly does

ORLY International, Inc. is a family-owned nail care company founded in 1975 and headquartered in Los Angeles, California, operating primarily under the Orly Beauty brand. The company develops, manufactures, and distributes a portfolio of nail lacquer (over 1,000 shades), UV-cured gel systems (GELFX), breathable one-step color, patented soak-off builder gel (Builder in a Bottle®), press-on nails, and a full line of treatments including the Bonder® basecoat, Nail Rescue Bond Repair Serum, pH Perfector, and Nail Retouch. Manufacturing is performed at its Los Angeles headquarters, and products carry cruelty-free and vegan certifications.

The company operates a dual-channel go-to-market serving both licensed nail technicians and salons through the ORLY+ professional program (orlyplus.com) and individual consumers via direct-to-consumer e-commerce at orlybeauty.com, supplemented by Amazon marketplace, major U.S. retail, and licensed IP collaborations. Pricing is unit-based and ranges from approximately $9.95 (GELFX) to $25 (Builder in a Bottle), with subscription revenue generated through the Color Pass program and incremental licensing royalties from collaborations such as Harry Potter and Rubik's Cube. Leadership is family-controlled, with Jeff Z Pink serving as CEO and founder and Shel Pink as Chief Creative Officer, and the employee base is reported at 51-100.

Revenue is generated across four streams: direct product sales (one-time), the Color Pass subscription, professional/B2B channel sales via ORLY+, and licensing/collaboration products. The brand's commercial footprint is supported by editorial coverage in publications such as Marie Claire, Elle, and InStyle, social media engagement, influencer partnerships with celebrity manicurists, sports sponsorships (LA Sparks WNBA), and television partnerships (Married at First Sight on Peacock).

Name

Orly

Legal name

ORLY International, Inc

Website

https://orlybeauty.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Short description

Orly (ORLY International, Inc.) is a family-owned nail care company founded in 1975, manufacturing and selling nail lacquer, gel systems, builder gels, and treatments to both professional salons through ORLY+ and direct-to-consumer via orlybeauty.com and Amazon.

Ownership category

akta.pro rank

Product category

Nail Care Products

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)

akta.pro secondary industry

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Nail care products
• Nail lacquer polish
• Gel nail systems
• Nail treatments accessories
• Press-on nails

Headquarters

HQ city

Chatsworth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: ORLY generates primary revenue through direct sales of nail polish, gel products, treatments, and accessories to consumers via orlybeauty.com and to professionals via orlyplus.com. Products include Nail Lacquer ($10.50), Breathable ($11.00), GELFX gel ($9.95), Builder in a Bottle ($25.00), and treatments ($13-$16).
2. Subscription (Color Pass): Color Pass subscription program offering 'Subscribe & Save' discounts on recurring product purchases, generating predictable recurring revenue from loyal customers.
3. Licensing & Collaboration Products: Limited-edition collaborations with major IP holders (Harry Potter, Rubik's Cube) generate revenue through premium-priced collections and bundles, leveraging brand licensing agreements.
4. Professional/B2B Channel: ORLY+ professional program serves nail salons and technicians with pro-only pricing and exclusive products, creating a B2B revenue stream alongside consumer sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

ORLY manufactures and sells a comprehensive line of nail care and beauty products including over 1,000 shades of nail lacquer, vitamin-infused GELFX gel polish systems, Breathable 1-Step polishes, the patented Builder in a Bottle soak-off gel, nail treatments (basecoats, topcoats, strengtheners, serums), press-on nails, and nail art tools. The brand sells direct-to-consumer via orlybeauty.com and to professional salons through the ORLY+ program at orlyplus.com, with limited-edition collaborations leveraging licensed IP partnerships.

Product overview

ORLY is a family-owned nail care brand since 1975, headquartered in Los Angeles, CA, offering a comprehensive nail care portfolio centered around four core product lines: Nail Lacquer (over 1,000 shades with various finishes), GELFX (vitamin-infused UV-cured gel system delivering up to 21-day wear), Breathable 1-Step (no-basecoat-required polish), and Builder in a Bottle (patented soak-off builder gel for extensions). The portfolio extends through nail treatments (basecoats, topcoats, strengtheners, cuticle care), Press-On Nails, nail art tools and accessories, and seasonal sub-brand collections. Key treatments include Nail Retouch, pH Perfector, Nail Rescue Bond Repair Serum, and the BONDER basecoat. The brand maintains cruelty-free and vegan formulations, with products manufactured in Los Angeles.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• GELFX delivers up to 21 days of chip-resistant wear
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• LA Sparks (WNBA)coreGTM or Marketing PartnerORLY announced partnership with the WNBA's LA Sparks as the team's first-ever Official Nail Partner. The partnership, part of ORLY's 50th anniversary celebration, brings vibrant color and performance-driven nail care to the court for seasons to come.
• Married at First Sight (Peacock)minorGTM or Marketing PartnerORLY partnered with Married at First Sight TV show on Peacock streaming service, featuring wedding-ready shades and looks inspired by the show. Exclusive Bridal Edit collection with promotional code IDO15 offering 15% discount.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Essie: Essie is a mass-market nail lacquer brand under L'Oréal offering a wide shade range at similar price points to ORLY. It competes directly across drugstores, mass retailers, and DTC.
• OPI: OPI is a leading global professional and consumer nail lacquer brand offering gel polish, treatments, and nail care products sold through salons and DTC. It is the closest direct competitor to ORLY across both professional (ORLY+) and consumer channels.
• Sally Hansen: Sally Hansen is a legacy mass-market nail care brand with lacquer, gel, treatments, and press-on products sold through drugstores and mass retail. It overlaps with ORLY's core nail lacquer, gel, and treatment categories.
• CND (Creative Nail Design): CND is a professional-focused nail brand best known for Shellac gel systems and treatments sold primarily through salons. It is a direct competitor to ORLY's GELFX and Builder in a Bottle professional lines.
• Zoya: Zoya is a salon-grade nail lacquer brand with strong vegan/clean positioning and a wide shade range, sold through DTC. It competes with ORLY in the clean-ingredient, professional-DTC nail polish segment.
• China Glaze: China Glaze is a professional nail lacquer brand offering an extensive shade library and treatments, sold through salons and beauty supply retailers. Comparable to ORLY in salon channel and shade breadth.

Emerging players

• Olive & June: Olive & June is a digitally native nail care brand offering polishes, press-ons, and DIY manicure systems direct-to-consumer with strong social media presence. Comparable as a DTC-first nail brand targeting Gen Z nail enthusiasts.
• Static Nails: Static Nails is a DTC brand focused on reusable press-on nails with pro-collaborations. It directly competes with ORLY's press-on nail line and shares the professional/DTC hybrid model.
• Butter London: Butter London is a nail lacquer and treatment brand positioned at the premium end of the DTC and salon channel, comparable to ORLY in lacquer and treatment portfolio and price architecture.

Broad incumbents

• KISS Products: KISS is a broad beauty/press-on/beauty-tools incumbent with mass retail distribution. It overlaps with ORLY's press-on nails and nail art/accessories categories through drugstore and mass channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/orlynails
• Facebookfacebook.com/Orly
• Instagraminstagram.com/orly
• Pinterestin.pinterest.com/orlybeautybuzz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Orly