What Apres does

Aprés Nail is a privately held, direct-to-consumer beauty brand operating as Applied Lacquer Industries Inc. (DBA Aprés Nail Inc.), headquartered in City of Industry, California. The company develops, manufactures, and sells professional-grade soft gel nail extension systems and gel polish products, anchored by its proprietary Gel-X® technology — a patented soft gel nail extension method in which pre-formed tips are adhered with Extend Gel and cured under an LED lamp, eliminating the drilling or harsh filing required by acrylic or hard gel systems. The portfolio spans starter consumer kits (e.g., Bare Gel-X® Sets at $99.99), professional collections up to $2,998, and a 200+ shade Gel Couleur polish line offered in HEMA-free, TPO-free, and TMPTA-free formulations addressing safety concerns around sensitizing monomers.

The business operates a hybrid go-to-market combining an owned Shopify-powered DTC storefront (apresnail.com) with wholesale distribution through Nordstrom, Urban Outfitters, and Walmart, plus marketplace presence on TikTok Shop and Facebook/Instagram commerce. Revenue streams include one-time product sales across both DTC and wholesale, the paid Aprés Key monthly membership offering free shipping and Pro Pass professional discounts, and the free tiered Aprés Perks loyalty program (Member, Pro, Aprés Artist, Gel-Xpert) that drives repeat purchase behavior. The company monetizes its professional installer base through Aprés University, a Gel-X® certification program that creates credentialed brand advocates and reinforces switching costs across the two primary customer segments — licensed nail technicians and salons, and at-home nail enthusiasts. Aprés is led by co-founder and CEO Carol Ma and co-founder Albee Chen, has 101-250 employees, no disclosed institutional funding, and pursues geographic and product expansion including EU/EEA operational readiness and the 2024 Liquid Death X Aprés Press-On Nail collaboration.

Name

Apres

Legal name

Applied Lacquer Industries Inc.

Website

https://apresnail.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Professional Nail Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

Keywords

• Gel nail extensions
• Soft gel tips
• Professional gel polish
• Nail extension kits
• LED gel systems

Headquarters

HQ city

City Of Industry

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

Revenue model

1. Product Sales (DTC E-commerce): Direct-to-consumer online sales of gel nail extension products, gel polish, nail extension kits, and professional tools through apresnail.com. Includes individual products, curated bundles, and tiered collection kits at price points from $3.49 to $2,998.
2. Product Sales (Wholesale & Marketplace): Wholesale distribution through retail partners (Nordstrom, Urban Outfitters, Walmart) and marketplace channels (TikTok Shop, Facebook/Instagram), targeting both professional salons and consumers.
3. Aprés Key Membership: Paid monthly subscription membership ($ unspecified) offering free standard domestic shipping, Pro Pass access to exclusive professional product discounts, and early access to select launches and limited product drops.
4. Aprés Perks Loyalty Program: Free loyalty rewards program earning points on every purchase with tiered value (25 pts = $1 at Member tier down to highest value at Gel-Xpert tier). Points redeemable at checkout for discounts on eligible purchases. Drives repeat purchase behavior and customer retention.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Aprés designs, sells, and distributes professional and at-home gel nail extension products under the Gel-X® System, including Gel-X® soft gel tips, Extend Gel adhesive, Gel Couleur gel polish, complete kits, and complementary prep and finishing products. Sales are made primarily through apresnail.com direct-to-consumer e-commerce, supplemented by wholesale and marketplace channels.

Product overview

Aprés Nail is a direct-to-consumer beauty brand specializing in professional-grade soft gel nail extensions and gel polish. The core offering is the Gel-X® System, the original soft gel nail extension technology, which combines Gel-X® Tips with Extend Gel to create salon-quality nail extensions without filing or damage to natural nails. The product portfolio includes multiple kit tiers ranging from consumer starter sets (The Bare Gel-X® Sets) to professional collections (Ultimate Pro, Complete Pro), along with complementary products such as Gel Couleur gel polish (200+ shades, HEMA-free formulations), prep and primer products (Non-Acidic Gel Primer, pH Bonder), and finishing products (Non-Wipe Glossy Top Gelcoat). Aprés also offers Aprés University for professional Gel-X® certification and two loyalty programs: Aprés Perks (free tiered rewards) and Aprés Key (paid membership with shipping and early access benefits). The company operates on Shopify's e-commerce platform and sells primarily through apresnail.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Gel-X® System The proprietary soft gel nail extension system. Combines Gel-X® Tips with Extend Gel and accessories to create professional nail extensions without filing or damage to natural nails, for licensed professionals and at-home users.
• Extend Gel The gel adhesive used with Gel-X® Tips to create soft gel nail extensions, available in various sizes including the Signature gold bottle edition, for professionals and consumers doing Gel-X® applications.
• Gel Couleur Professional Gel Polish Professional gel nail polish available in over 200 shades with HEMA-Free and TPO-Free formulations, sold as individual bottles and curated bundles to licensed nail technicians and at-home enthusiasts.
• Gel-X® Signature Kits Complete Gel-X® system kits bundling Gel-X® Tips, Extend Gel, top coat, and essential tools for professional soft gel nail extensions, sold to nail technicians and advanced at-home users.
• 200 Gel Couleur Complete Bundle Set Comprehensive professional collection of 200 Gel Couleur shades plus Nova Lamp and essential accessories, offered as a TPO-Free bundle for high-volume salons and nail artists.
• Complete Pro Gel-X® Collection Professional-grade collection with 42 boxes of Gel-X® tips in various sizes (420-600 pieces each), an Alpha 2-in-1 LED Lamp, and a $250 gift card, designed for working salons.
• Ultimate Pro Natural Gel-X® Collection Premium professional collection with 20 boxes of Natural Gel-X® tips (500-600 pieces each), 10 Light & Shadow Gel Polish bottles, and a $100 gift card, for high-end salons.
• The Bare Gel-X® Sculpted Set Complete starter kit featuring Bare Gel-X® Sculpted tips, refill bags, and accessories for thin, natural-looking soft gel nail extensions, for new Gel-X® users.
• The Bare Gel-X® Natural Set Starter kit with Bare Gel-X® Natural tips for a relaxed, natural nail aesthetic, designed for at-home users and beginners.
• Liquid Death x Aprés Press-On Nail Collection Limited-edition press-on nail collaboration featuring Aprés' first-ever press-on nails made with patented soft gel technology, sold direct-to-consumer via e-commerce.
• Aprés University Gel-X® Certification Professional certification program training and recognizing nail technicians on the Gel-X® system, providing Gel-X® Certification for industry credibility.
• Aprés Key Paid Membership Paid monthly membership offering free standard domestic shipping, Pro Pass access to exclusive professional product discounts, and early access to product launches and limited drops.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, supporting and minor.

• Shopify Inc.coreTechnology or IntegrationShopify powers Aprés Nail's e-commerce platform (apresnail.com and apres-nail.myshopify.com), providing the online storefront, payment processing, order management, and hosting infrastructure for all DTC sales. Shopify's platform is explicitly referenced in the Privacy Policy as the provider of the online e-commerce platform.
• Google AnalyticssupportingTechnology or IntegrationGoogle Analytics is used to track and analyze customer behavior on Aprés Nail's websites, including how customers browse and interact with the site, and to assess the success of marketing and advertising campaigns. Data collected includes device information, browsing behavior, and referral sources.
• NordstromcoreChannel Partner/ Reseller/ DistributorNordstrom is a national US department store retailer that carries Aprés Nail professional gel extension products in-store and online, serving as a key wholesale and retail distribution channel for the professional nail technician segment.
• Urban OutfittersminorChannel Partner/ Reseller/ DistributorUrban Outfitters is a lifestyle retail chain carrying Aprés Nail products as part of its beauty assortment, reaching a younger, trend-focused consumer demographic through its physical and digital storefronts.
• WalmartminorChannel Partner/ Reseller/ DistributorWalmart carries select Aprés Nail products through its mass-market retail and online marketplace, extending product availability to a broad consumer base across the United States.
• TikTok ShopminorChannel Partner/ Reseller/ DistributorTikTok Shop is a social commerce marketplace channel through which Aprés Nail sells products directly to consumers discovered on the TikTok platform, leveraging viral nail content and influencer discovery for sales conversion.
• Facebook/Instagram (Meta)minorChannel Partner/ Reseller/ DistributorMeta's Facebook and Instagram platforms serve as both social media marketing channels and social commerce storefronts (via Instagram Shopping and Facebook Shops) for Aprés Nail, enabling direct product discovery and purchase within the social media environment.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• OPI: Iconic nail polish and gel brand with broad professional and consumer distribution. Comparable as a mass-premium incumbent spanning polish, gel, and nail treatments across salons and retailers worldwide.
• CND (Creative Nail Design): Established professional nail brand (Shellac, Vinylux) serving salons and distributors globally. Comparable as a broad incumbent in professional gel systems with overlapping product categories and pro-only distribution.
• Kiss Products: Mass-market nail brand with broad portfolio across press-ons, glue-on nails, and gel kits sold through mass retail and drugstores. Comparable as a scaled, multi-channel incumbent in adjacent nail categories.

Direct peers

• Bio Seaweed Gel: Non-toxic, 5-free gel nail brand with professional and consumer lines plus education programs. Comparable to Aprés on non-toxic gel positioning, pro certification, and DTC-plus-salon distribution.
• Dashing Diva: Nail brand specializing in gel polish, press-on nails (GLAMNETTES), and at-home LED systems. Comparable to Aprés across gel systems, press-ons, and a hybrid DTC/wholesale model targeting both consumers and pros.
• Olive & June: DTC nail care brand selling gel polish, press-ons, and at-home manicure systems through its own e-commerce site. Closely comparable to Aprés in channel mix (DTC-led), target customer (at-home and prosumer), and category focus on modern gel and nail styling.
• The GelBottle Inc: Professional gel nail brand offering BIAB (Builder In A Bottle) systems, gel polish, and training certifications for technicians. Directly comparable to Aprés on gel systems, pro certification, and hybrid wholesale/DTC distribution.
• Gelish: Professional gel polish and nail systems brand owned by Hand & Nail Harmony, with strong salon and education channels. Comparable on gel product mix, pro certification, and salon-channel focus.
• Static Nails: DTC nail brand focused on reusable press-on nails and gel polish kits. Comparable to Aprés on the at-home enthusiast customer, DTC-led channel, and modern, fashion-forward brand positioning.
• Manucurist: French DTC nail brand built around green, non-toxic Green Flash gel polish and at-home LED systems. Comparable to Aprés on gel polish systems, HEMA-free positioning, and a strong DTC brand story.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/apresnailofficial/?hl=en

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 Apres