DAZZLE DRY
Dazzle Dry is a US-based nail care brand manufacturing a non-toxic, four-step air-dry nail polish system. Founded in 2007 and owned by VB Cosmetics, Inc., it sells direct-to-consumer, on Amazon, and through 20,000+ salon and spa professionals.
- Company typePrivate
- Founded2007
- HeadquartersChandler, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
DAZZLE DRY firmographics
Firmographics- Name
- DAZZLE DRY
- Legal name
- VB Cosmetics, Inc.
- Website
- https://dazzledry.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Dazzle Dry is a US-based nail care brand manufacturing a non-toxic, four-step air-dry nail polish system. Founded in 2007 and owned by VB Cosmetics, Inc., it sells direct-to-consumer, on Amazon, and through 20,000+ salon and spa professionals.
- Ownership category
- akta.pro rank
DAZZLE DRY industry classification
Industry- 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 Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)
- akta.pro secondary industries
- Gel & Shellac Nail Services (HSALACAB), Makeup Brushes & Brush Sets (CRABAKAA)
Keywords
Where DAZZLE DRY is headquartered
LocationHeadquarters
- HQ city
- Chandler
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DAZZLE DRY business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Nail Lacquer Sales: Individual nail lacquer bottles sold in full-size (0.5oz) and mini (0.17oz) formats across 590+ products in various colors and finishes. Repeat purchase revenue from color variety seekers.
- System Kits and Bundles: Pre-configured kits including Mini Starter Kit, Build Your System Kit, and Build Your Lacquers Bundle. Higher average order value through bundling strategy with volume discounts.
- Nail Care Products: Revive (thinner), Transform Ridge Filler, MAINTAIN and MEND cuticle oils, nail care tools, removers, and accessories. Complementary products driving add-on purchases.
- Professional/Salon Channel: B2B sales through pro.dazzledry.com for spa and salon professionals. Wholesale pricing for business accounts using product with clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Lacquers - Full Size |
| Unit Pricing | Pay-as-you-go | Individual Lacquers - Mini |
| Unit Pricing | Pay-as-you-go | Build Your System Kit |
| Unit Pricing | Pay-as-you-go | Mini Starter Kit |
| Unit Pricing | Pay-as-you-go | Build Your Lacquers Bundle |
| Unit Pricing | Pay-as-you-go | Revive |
| Unit Pricing | Pay-as-you-go | Transform Ridge Filler |
| Unit Pricing | Pay-as-you-go | MAINTAIN Cuticle Oil |
| Unit Pricing | Pay-as-you-go | MEND Cuticle Oil |
| Unit Pricing | Pay-as-you-go | Acetone Remover |
| Unit Pricing | Pay-as-you-go | Non-Acetone Remover |
| Unit Pricing | Pay-as-you-go | Nail Brushes |
| Unit Pricing | Pay-as-you-go | Essentials Pouch |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
DAZZLE DRY product offering
Product offeringCore offering
DAZZLE DRY manufactures and sells a proprietary four-step nail care system (Nail Prep, Base Coat, Nail Lacquer, Top Coat) plus complementary products such as Revive, Transform Ridge Filler, MAINTAIN and MEND cuticle oils, nail brushes, removers, and accessories. The brand offers more than 590 products across color lacquers, kits, and tools, sold direct-to-consumer via dazzledry.com, through a B2B pro portal for spa and salon professionals, and on Amazon. The system delivers a 5-minute air-dry time without UV light and 7+ days of chip-free wear using a patent-pending nitrocellulose-free, non-toxic, vegan formula.
Product overview
Dazzle Dry is a performance-driven nail care brand developed by VB Cosmetics, offering a four-step nail care system (Nail Prep, Base Coat, Nail Lacquer, Top Coat) plus Revive and Transform Ridge Filler. The system is non-toxic, vegan, cruelty-free, nitrocellulose-free, and manufactured in Chandler, Arizona. Products include System Kits (Build Your System Kit, Mini Starter Kit, Build Your Lacquers Bundle), Base/Top/Nail Prep essentials, over 180 color lacquers across multiple collections (Once Upon A Daydream, Mani Mirage, Dream State, Begin Again, Bright Side), Mini Flights, nail care oils (MAINTAIN, MEND), nail brushes, removers, and accessories. The system air-dries in 5 minutes without UV light and delivers 7+ days of chip-free wear.
Differentiator
Problem solved
Functional benefit
Products and services
- Build Your System Kit Customizable kit including Nail Prep (4 fl oz), Base Coat (0.5 fl oz), Nail Lacquer (0.5 fl oz), Top Coat (0.5 fl oz), and Revive (0.5 fl oz). The four-step system delivers chip-free wear lasting 7+ days and is targeted at both individual consumers and professional salon/spa use.
- Mini Starter Kit Portable kit with Nail Prep (0.25 fl oz), Base Coat (0.17 fl oz), Transform (0.17 fl oz), Top Coat (0.17 fl oz), and Revive (0.17 fl oz) for creating a no-color manicure. Includes Transform Ridge Filler and is designed for travel or first-time users.
- Build Your Lacquers Bundle Mix-and-match full-size and mini lacquers with tiered pricing where buying 5 or more shades unlocks special bundle pricing, with more colors yielding greater savings.
- Base Coat Step 2 of the four-step Dazzle Dry system. Flexible base layer that extends wear and provides adhesion for the lacquer. Sold as a standalone 0.5 fl oz bottle.
- Top Coat Step 4 of the four-step Dazzle Dry system. Delivers a chip-free, high-gloss finish that completes the manicure. Sold as a standalone 0.5 fl oz bottle.
- Nail Prep Step 1 of the four-step system plus Revive. Primer and strengthener that removes oils and lotions by scrubbing nails with a lint-free pad. Sold as a standalone bottle.
- Revive Signature formula for restoring the consistency of Dazzle Dry Top Coat and Nail Lacquers that have become thick from natural solvent evaporation. Users add 6-8 drops to full-size bottles.
- Transform Ridge Filler Smooths out nail imperfections to create a strong, vibrant, gel-like finish that lasts up to two weeks when used with the four-step system. Available in Full and Mini sizes.
- Bare Transform Ridge Filler Natural nail finish version of Transform Ridge Filler with a white/colorless appearance that creates a smooth, gel-like finish lasting up to two weeks.
- MAINTAIN Daily Maintenance Nail & Cuticle Oil Lightweight everyday cuticle oil containing Jojoba Oil, Avocado Oil, and Grapeseed Oil that absorbs quickly for easy daytime use. Promotes healthier, stronger, smoother nails with consistent use.
- MEND Intensive Conditioning Nail & Cuticle Oil Rich nighttime cuticle oil with Squalane, Oat Oil, Celery Extract, and Mastic Gum designed to deeply nourish dry, brittle nails and cuticles overnight.
- Nail Lacquers (Color) Over 180 color lacquer shades in finishes including Cream, Shimmer, Metallic, Glitter, Holographic, Jelly, Frost, and Duochrome. Available in Full (0.5 fl oz) and Mini (0.17 fl oz) sizes, sold individually and via themed collections such as Once Upon A Daydream, Mani Mirage, Dream State, Begin Again, and Bright Side.
- Mini Flights Collection-inspired or mix-and-match mini lacquer sets, including Handpicked Mini Flight, Ready Set Dry in 5 Mini Flight, French Manicure Mini Flight, and Once Upon A Daydream Mini Flight.
- Nail Brushes Nail art brush set including Clean Up Brush, Striper Brush, and French Brush with Dotter #12. Crafted with acrylic handles and nylon bristles for precision manicures, sold individually or as a Brush Trio.
- Essentials Pouch Portable pouch for storing and traveling with nail care essentials.
- Acetone Remover Gentle, non-drying formula for easy removal of Dazzle Dry nail lacquer with acetone. Available in 1 fl oz and larger sizes.
- Non-Acetone Remover Eco-friendly nail lacquer remover formulated without acetone. Available in 1 fl oz and larger sizes.
- E-Gift Card Digital gift cards available in various denominations for gifting Dazzle Dry products.
Quantifiable outcome
- 5-minute air dry time without UV equipment
- +4 more outcomes
Companies that use DAZZLE DRY
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
DAZZLE DRY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
DAZZLE DRY partnerships and signals
Strategic signalScale indicators11 records
Recent moves7 records
Expansion highlights5 records
DAZZLE DRY competitors and assessment
Company assessmentBroad incumbents
- Essie: Essie is a mass-market nail lacquer brand owned by L'Oréal, offering extensive color ranges at lower price points. Serves an overlapping consumer base for at-home nail polish but competes primarily on color variety and accessibility rather than the clean-beauty and performance positioning Dazzle Dry emphasizes.
- CND (Creative Nail Design): CND is a professional nail care brand widely used in salons, known for Shellac gel systems and Vinylux long-wear polish. Competes with Dazzle Dry in the professional salon channel for client services, though CND's gel systems require UV/LED curing unlike Dazzle Dry's air-dry approach.
- Sally Hansen: Sally Hansen is the mass-market nail care leader offering polish, treatments, and gel strips at drugstore price points. Competes with Dazzle Dry across both consumer and professional channels but at significantly lower price points, representing the broader incumbent threat in the nail polish category.
Direct peers
- OPI: OPI is the leading professional nail polish brand globally, offering a wide range of lacquer colors and salon products. Directly comparable to Dazzle Dry in professional salon channel presence and consumer lacquer market, though OPI's gel system relies on UV curing whereas Dazzle Dry's air-dry approach is its key differentiator.
- Olive & June: Olive & June is a premium at-home nail care brand that sells polish systems with proprietary tools and base/top coats for DIY manicures. Closely comparable to Dazzle Dry's at-home system kit model and competitor for the salon-quality-at-home consumer segment, with similar price point ($18 per bottle) and direct-to-consumer focus.
- Butter London: Butter London is a premium nail lacquer brand known for fashion-forward colors and vegan formulations. Comparable to Dazzle Dry in premium positioning and target demographic, though Butter London lacks the four-step system and salon channel focus that differentiates Dazzle Dry.
- Deborah Lippmann: Deborah Lippmann is a premium nail care brand founded by a celebrity manicurist, offering lacquer and treatment products. Comparable to Dazzle Dry in premium positioning and salon heritage, with a focus on nail health and luxury consumer experience.
- Zoya: Zoya is a direct competitor in the non-toxic, '10-free' nail polish category, offering vegan formulations. Competes with Dazzle Dry for the same clean-beauty-conscious consumer but does not offer Dazzle Dry's proprietary four-step system or patent-pending nitrocellulose-free technology.
Emerging players
- Manucurist (Green Flash): Manucurist is a French nail care brand with its Green Flash LED-cured gel polish system offering a cleaner alternative to traditional gels. Competes with Dazzle Dry in the European clean-beauty salon and consumer space, with similar non-toxic positioning but a different technology approach (LED gel vs. air-dry system).
- Static Nails: Static Nails pioneered gel-like press-on nails targeted at the professional-looking at-home consumer. While it occupies a different product format (press-on vs. lacquer), it competes for the same consumer demand for salon-quality results without UV exposure or salon visits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
DAZZLE DRY social profiles
Digital presenceDAZZLE DRY compliance and trust
Trust signalCompliance5 records
DAZZLE DRY financial estimates
Financial estimateRevenue estimate
Valuation estimate
DAZZLE DRY leadership team
Management profileNumber of profiles
Profiles1 record
DAZZLE DRY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DAZZLE DRY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DAZZLE DRY
What does DAZZLE DRY do?
DAZZLE DRY manufactures and sells a proprietary four-step nail care system (Nail Prep, Base Coat, Nail Lacquer, Top Coat) plus complementary products such as Revive, Transform Ridge Filler, MAINTAIN and MEND cuticle oils, nail brushes, removers, and accessories. The brand offers more than 590 products across color lacquers, kits, and tools, sold direct-to-consumer via dazzledry.com, through a B2B pro portal for spa and salon professionals, and on Amazon. The system delivers a 5-minute air-dry time without UV light and 7+ days of chip-free wear using a patent-pending nitrocellulose-free, non-toxic, vegan formula.
Is DAZZLE DRY a public or private company?
DAZZLE DRY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DAZZLE DRY founded?
DAZZLE DRY was founded in 2007. It employs 1 to 10 people.
Where is DAZZLE DRY based?
DAZZLE DRY is headquartered in Chandler, United States, in the North America region.
How does DAZZLE DRY make money?
Four revenue lines are on record. Nail Lacquer Sales are the primary driver. The others are system Kits and Bundles, nail Care Products and professional/Salon Channel.
Who are DAZZLE DRY's main competitors?
Broad incumbents on record are Essie, CND (Creative Nail Design) and Sally Hansen. Direct peers are OPI, Olive & June, Butter London, Deborah Lippmann and Zoya. Emerging players are Manucurist (Green Flash) and Static Nails.
Does DAZZLE DRY have an API?
No public API is recorded for DAZZLE DRY.
What industry is DAZZLE DRY in?
DAZZLE DRY's product category is Nail Care Products. Its primary akta.pro industry code is CRABALAE, Nail Salon Products (Polish, Gel, Acrylic, Supplies), with a secondary code of HSALACAB, Gel & Shellac Nail Services. Its NAICS code is 456120 and its SIC code is 2844.