Revel Nail

What Revel Nail does

Revel Nail is a US-based, privately held nail care products company founded in 2014 and headquartered in Blackwood, New Jersey, where it manufactures its products. The company specializes in dip powder manicure systems and has built a portfolio spanning over 200 dip powder shades, gel polish, pre-etched soft gel extension tips, traditional lacquer under the Revel Mates line, manicure tools and accessories, and the patent-pending Swift Soak removal system. Proprietary technical differentiators include a HEMA-free, odorless sensitive liquid system designed to eliminate the respiratory symptoms users associate with dip powder ("dip flu"), 12-Free chemistry that is vegan and cruelty-free, pre-etched soft gel extension tips that remove filing from application, calcium and Vitamin E fortification, and a double-layer acetone-warming removal bowl with silicone bristles that completes removal in under three minutes. A sub-brand, Press'd, extends the portfolio into press-on nails.

The business model is primarily direct-to-consumer e-commerce through revelnail.com, anchored by one-time hardware sales of starter kits (priced from $43.99 for a single-color gel kit to $119.99 for the Ultimate gel extension kit) and recurring consumable purchases of 0.5 oz powder jars starting at $6.49, with each jar yielding 10-20 manicures at a claimed cost of under $2 per manicure. Revenue also flows from curated sets and mystery boxes at higher AOV, gel polish refills, accessory sales, and gift cards. A separate B2B channel — the RevelPro Member program combined with an actively recruited wholesale distributor program — services licensed nail technicians with professional-only products, larger 2 oz refill formats, and Pro-tier wholesale pricing. Distribution spans the company's owned e-commerce site, Amazon, Etsy, and international shipping to Canada, Germany, and Australia. Marketing is content-led, with an extensive YouTube tutorial library, a blog, a tiered Revel Rewards loyalty program, an affiliate program, and a Pro-exclusive Facebook community supporting customer education and retention.

Name

Revel Nail

Legal name

Revel Nail

Website

https://revelnail.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Revel Nail is a privately held, US-manufactured nail care company that designs and sells dip powder, gel polish, soft gel extensions, and manicure accessories directly to at-home consumers and licensed nail technicians through its own e-commerce site, Amazon, Etsy, and a RevelPro B2B member program.

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), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industries

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE), Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)

Keywords

• Dip powder nails
• Gel polish
• Nail care products
• Manicure systems
• Professional nail supplies

Headquarters

HQ city

Blackwood

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

Revenue model

1. Starter Kit Sales: One-time hardware sales of starter kits that include all tools, liquids, and powders needed for dip powder manicures. Kits range from single-color to six-color options, providing initial customer acquisition revenue.
2. Consumable Refill Products: Recurring revenue from consumable products including dip powder color refills (0.5 oz jars), gel polish bottles, nail polish (Revel Mates), and liquid refills (Pro Base, Activator, Finish Gel). Each jar provides 10-20 manis, creating repeat purchase opportunities.
3. Professional Products Channel: B2B sales channel offering professional-grade liquids and larger format products (2 oz refill bottles) exclusively to licensed nail technicians and RevelPro Members at wholesale pricing.
4. Curated Sets and Collections: Pre-packaged theme sets (6-shade collections, mystery boxes, tonal sets) that bundle multiple products together, offering higher average order values than individual product purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Revel Nail manufactures and sells dip powder manicure systems, gel polish, soft gel extensions, traditional nail polish (Revel Mates), and manicure tools/accessories for both DIY at-home consumers and licensed nail technicians. The core product is the Dip Powder system (200+ shades) which provides salon-quality manicures lasting 3-5 weeks without UV light, sold via starter kits, individual shade refills, and curated collections through revelnail.com and Amazon/Etsy marketplaces.

Product overview

Revel Nail is a nail care products company specializing in dip powder manicure systems, gel polish, soft gel extensions, and traditional nail polish. The core product is the Dip Powder system (offering 200+ colors) which applies in half the time of acrylics, lasts 3-6 weeks without UV light, and removes easily. The portfolio includes: Dip Powder and Dip Powder Starter Kits as the flagship offering; Gel Polish and Build Your Own Gel Polish Starter Kits; Soft Gel Extension Tips and Gel Extension Starter Kits; Revel Mates nail lacquer; Sensitive Dip Powder Liquids (HEMA-Free, odorless formula); Curated Sets and Mystery Boxes for themed collections; Manicure Tools including the Swift Soak Removal System, UV/LED lamps, drills, and brushes; plus Gift Cards. The company targets both consumers doing at-home manicures and professional nail technicians through its Pro Member program, offering over 400 dip powder colors and products manufactured in Blackwood, New Jersey, USA.

Differentiator

Problem solved

Functional benefit

Brands

• Press'd: Press-on nail product line offered through the collections/flaunt-pressd

Products and services

• Dip Powder Starter Kits Comprehensive kits containing dip powder shades, liquid sets (Pro Base, Activator, Finish Gel), tools, and removal supplies designed for first-time DIY users to begin at-home dip powder manicures. Available in 1-color, 4-color, and 6-color configurations.
• Dip Powder Revel Nail's flagship nail dip powder system providing salon-quality manicures lasting 3-6 weeks without UV light. Available in 200+ colors including crèmes, glitters, shimmers, and specialty shades like glow-in-the-dark and mood-changing formulas.
• Soft Gel Extension Tips Pre-etched, pre-shaped soft gel nail extensions available in 13+ different styles. Designed to significantly reduce application time and provide a flawless, customizable canvas for manicures.
• Gel Extension Starter Kits Soft gel nail extension kits featuring pre-etched, pre-shaped gel tips that eliminate filing during application. Available in Basic ($59.99), Standard ($89.99), and Ultimate ($119.99) tiers.
• Build Your Own Gel Polish Starter Kit

Quantifiable outcome

• Dip powder lasts 3-5 weeks, up to 3 weeks longer than gel polish
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 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.

• Distributors (unspecified)coreChannel Partner/ Reseller/ DistributorRevel Nail actively recruits distributors to carry their products in wholesale quantities. The company offers bulk pricing and provides in-store training shows to help new distributors and their retail customers learn about dip powder products. Contact for distribution is via [email protected].

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CND (Creative Nail Design): CND is an established professional nail brand (Shellac, Vinylux) with broad salon footprint. It is comparable to Revel as a broader incumbent in the professional nail category, though its core is gel and lacquer rather than dip powder.
• OPI: OPI is a global incumbent nail color brand with broad salon distribution and a dip powder line (Powder Perfection). It competes with Revel across gel polish, traditional polish, and dip powder, but as part of a much larger brand portfolio.

Direct peers

• DND (Daisy Nail Design): DND is a long-standing dip powder and gel polish brand sold through salons, distributors, and DTC. It competes directly with Revel's dip powder and gel polish lines in both consumer and professional channels.
• SNS (Signature Nail Systems): SNS pioneered dip powder manicures in the US professional channel and sells both pro and consumer kits. It is a direct competitor to Revel's dip powder system and its RevelPro/professional channel in particular.
• Kiara Sky: Kiara Sky is one of the most established dip powder nail brands, selling starter kits, powders, gels, and tools directly to consumers and professionals. It competes head-to-head with Revel in the same dip powder category, price points, and pro/consumer split.
• Modelones: Modelones sells dip powder starter kits, gel polish, and nail tools across its own site and major marketplaces. It overlaps with Revel's product mix (dip powder kits, gel polish, tools) and channel strategy (DTC + Amazon).
• Mia Secret: Mia Secret is a salon-grade nail brand offering dip powders, acrylics, and gels primarily to professionals. It overlaps with Revel's RevelPro offering and is a comparable supplier of dip powder liquids and bulk professional products.
• Nailboo: Nailboo is a digitally native dip powder brand selling starter kits and refills DTC with a strong social/content marketing playbook. It targets the same at-home DIY dip powder consumer as Revel with comparable kits and recurring color refills.

Emerging players

• Olive & June: Olive & June is a digitally native nail care brand selling press-ons, gel polish, and at-home manicure systems with strong content marketing. It is comparable to Revel as a DTC nail brand competing for the at-home manicure consumer, though its core is press-ons and gel rather than dip powder.
• Static Nails: Static Nails is a DTC press-on nail brand with reusable, salon-quality press-ons. It targets the same at-home manicure consumer as Revel and is a directly adjacent emerging format competitor to Revel's Press'd sub-brand.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSah9hRA_Q7eoMis8z6KgHw
• Facebookfacebook.com/RevelNail
• Xx.com/revelnail
• LinkedInlinkedin.com/company/revel-nail

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 Revel Nail