Modelones

What Modelones does

Modelones is a direct-to-consumer nail care brand that operates an e-commerce platform (modelones.com) selling professional-grade gel nail polishes, poly nail gels, dip powders, acrylic powders, and supporting nail essentials, tools, art, and care products. The company is legally operated by Benm Inc, with a distribution address in Spokane, Washington. Its underlying technology centers on cosmetic chemistry rather than software: formulations marketed as 11 Toxin-Free (free of formaldehyde, toluene, phthalates, and seven other chemicals), specialized HEMA-Free and TPO-Free variants for sensitive users, cat-eye magnetic gel polish systems, and long-wear formulas designed for 21+ days of chip-resistant wear with 30-second LED or 60-second UV curing. The catalog spans 316+ gel polish SKUs, 102+ poly nail gel options, and 55+ dip powder products, sold as individual bottles, curated sets (6-shade), and complete kits (28-color).

The company monetizes through three primary revenue streams: (1) direct e-commerce product sales on its own Shopify storefront with promotional pricing from $0.99 flash-sale items to $64.99 premium kits; (2) a recurring subscription service offering 25% savings on monthly, two-month, or three-month cycles; and (3) wholesale/B2B sales through the Faire marketplace at 50%-off first-order pricing, targeting salons, retailers, and professional nail technicians. Marketing is driven by a tiered rewards program (with Diamond-tier free shipping), a 40%-give/40%-get referral program, a 2025 Brand Ambassador program, flash sales, bundle-and-save promotions, and a 35% student discount. The brand is featured in Bustle, ELLE, SheKnows, Glamour, and Byrdie, and received the 2024 NailPro Readers' Choice award.

The primary customer segment is individual DIY nail enthusiasts performing at-home manicures, with secondary segments comprising professional nail technicians and salons, and beauty school students. Modelones ships worldwide with free shipping on orders over $45 and has no disclosed institutional investors, parent company, funding rounds, or executive leadership roster in the source data — indicating a privately held, founder/operator-led business.

Name

Modelones

Legal name

Benm Inc

Website

https://modelones.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Modelones is a direct-to-consumer nail care brand selling professional-grade gel polishes, poly nail gels, dip powders, and acrylic products worldwide through its e-commerce site and the Faire wholesale marketplace, serving DIY consumers, professional nail technicians, and beauty students.

Ownership category

akta.pro rank

Product category

Nail Cosmetics

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 industry

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

Keywords

• Gel nail polish
• Poly nail gel
• Dip powder nails
• Nail cosmetic products
• Manicure supplies

Headquarters

HQ city

San Gabriel

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through direct-to-consumer sales via modelones.com. Products include gel polishes, poly nail gels, dip powders, acrylic powders, nail essentials, nail art supplies, and nail care products sold at various price points from budget to premium kits.
2. Subscription Service: Modelones offers subscription options with approximately 25% savings on regular purchases. Customers can subscribe for monthly, two-month, or three-month delivery cycles on various products.
3. Wholesale/B2B Sales: Wholesale pricing program available through Faire marketplace, targeting salon owners, nail technicians, and retailers with bulk purchase discounts starting at 50% off wholesale pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Modelones sells professional-grade nail cosmetic products directly through its e-commerce website modelones.com. The portfolio spans gel nail polish (300+ shades), poly nail gel systems, dip powders, acrylic powders, traditional nail polish, nail art supplies, and nail care essentials. Products are formulated with 11 toxin-free ingredients and include HEMA-free and TPO-free options for sensitive skin, sold to both DIY home users and professional nail technicians worldwide.

Product overview

Modelones is a direct-to-consumer nail care brand offering a comprehensive portfolio of professional-grade nail products for both home users and professional nail technicians. The core product lines include Gel Nail Polish (individual shades, curated sets, and complete kits), Poly Nail Gel for extensions, Dip Powder systems, Acrylic Powder, and traditional Nail Polish. The accessory portfolio encompasses Nail Essentials & Tools (lamps, brushes, base/top coats, primers), Nail Art supplies (chrome powders, decorations, press-on nails), and Nail Care products (cuticle oils, strengtheners, removers). The brand differentiates through HEMA-free and TPO-free formulations for sensitive skin, 11 toxin-free ingredient standards, and community-driven product naming via Facebook group votes. Distribution is exclusively through the e-commerce platform at modelones.com with free worldwide shipping on orders over $45.

Differentiator

Problem solved

Functional benefit

Products and services

• Gel Nail Polish Professional-grade gel nail polish with 11 toxin-free formula, curing in 30 seconds under LED or 60 seconds under UV lamps, lasting up to 3 weeks. Available in cream, holographic, cat eye, jelly, thermal, luminous, shimmer, and glitter finishes.
• Poly Nail Gel All-in-one poly nail extension gel for creating extensions in square, coffin, and French shapes. Features 11 toxin-free ingredients, botanical extracts, cruelty-free, low odor formula lasting up to 21+ days.
• Dip Powder Dip powder system for durable nail enhancements with fast drying without LED/UV lamp curing. Offers up to 21 days of UV-stabilized wear, resists yellowing with strong and flexible formula.
• Acrylic Powder Acrylic powder for nail extensions and enhancements, available as single products and sets for professional and home use.
• Traditional Nail Polish Traditional nail polish available in single bottles, sets, and kits in various finishes and seasonal collections.
• Nail Essentials and Tools Professional nail care essentials including Top and Base Coat, Nail Prep and Primer, Builder Gel, Nail Lamps, Brushes and Tools, Nail Glue and Removers, and Tips and Forms.
• Nail Art Supplies Nail decoration products including Chrome Powder and Liner, Nail Decorations, and Press on Nails for creative nail designs.
• Nail Care Products Nail health and maintenance products including Nail Strengthener and Foundation, Cuticle Oil, and Removers for nail care routines.
• HEMA and TPO Free Product Line Product line free from HEMA and TPO allergens, designed for customers with sensitive skin or those prone to allergic reactions from nail products.
• 7 For $30 Poly Nail Gel Single poly nail gel bottle (15g) featuring cream texture, robust and resilient wear, simple extension process with feather-light texture. Made with 11 Toxin-Free ingredients and botanical extracts.
• Mini Salon Gel Nail Polish Kit All-in-one gel nail polish kit for home use featuring 4 gel polish colors, portable 8W UV lamp for quick curing, and pre-soaked remover wraps for easy gel removal.
• Cat Eye Magnet Set 15-piece cat eye magnet set for creating various cat eye nail art patterns. Suitable for beginners and professionals with multiple style options.
• 8-In-1 Builder Nail Gel Multi-functional builder gel integrating nail enhancement, apex building, extension gel, nail shaping, base coat, rhinestone gel, nail glue gel, and color gel in one product. No lamp required for curing.
• Dipping Powder Gel Set Professional dip powder kit including Brush Saver, Base Gel, Activator, and Top Gel for complete dip powder manicure system.

Quantifiable outcome

• Up to 21+ days of chip-resistant wear with proper application
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• FairecoreChannel Partner/ Reseller/ DistributorModelones distributes through Faire marketplace, a B2B wholesale platform connecting brands with retailers and salon owners. This enables professional nail technicians and beauty retailers to purchase Modelones products at wholesale pricing with first-order discounts of 50% off.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• OPI (Wella Company): Industry-leading professional nail polish brand owned by Wella Company. Overlaps with Modelones in gel polish, traditional polish, and dip powder lines sold through professional salons and retail; serves as a benchmark for the category.
• KISS Products: Established nail care brand with strong presence in press-on nails, glue-on nails, and DIY nail kits. Mass-market competitor with broader retail distribution and adjacent product categories.
• Essie (L'Oréal): Mass-market nail polish brand owned by L'Oréal with broad retail distribution. Competes in the traditional nail polish category and increasingly in gel polish; relevant for mass-market pricing pressure.

Direct peers

• Static Nails: DTC nail brand offering reusable press-on nails and gel polish. Comparable product range (press-on nails, gel polish) and direct-to-consumer distribution model targeting similar DIY consumers.
• Madam Glam: Gel polish and dip powder brand selling direct-to-consumer online with a vegan, cruelty-free positioning and toxin-free formulations. Directly competes with Modelones' gel polish, dip powder, and vegan product claims.
• SNS (Signature Nail Systems): Dip powder pioneer with both professional and consumer channels. Direct competitor in the dip powder category with comparable product positioning and salon roots.
• Olive & June: Direct-to-consumer nail care brand offering gel polishes, press-on nails, and nail care products with a similar salon-quality-at-home value proposition. Closest comparable as both target the 'DIY manicure' segment with curated color systems and at-home kits.
• Beetles Gel Polish: Affordable gel nail polish brand sold primarily through Amazon and DTC channels with extensive color catalogs. Direct competitor in the budget-to-mid-range gel polish segment with similar product breadth.
• Dazzle Dry: Non-toxic, vegan nail polish and nail care brand with both pro and consumer channels. Comparable in toxin-free positioning and product formulations, including top/base coats and treatments.
• Bio Seaweed Gel: Non-toxic, 5-free gel polish brand with vegan formulations. Directly competes on toxin-free, vegan, and natural ingredient positioning in the gel polish category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/modelones
• Facebookfacebook.com/modelones
• LinkedInlinkedin.com/company/modelones

Revenue estimate

Valuation estimate

Number of profiles

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 Modelones