What Nails does

Nails Inc (legal entity Nails Inc London) is a UK-headquartered premium nail care brand founded in 1999 by Thea Green MBE, now operating as a privately held subsidiary of LA-based Pacific World Corporation following a 2024 acquisition reportedly valued at £30 million. The brand sells nail polish, press-on nails, base and top coats, nail treatments and tools, and LED gel-curing systems under multiple sub-brands including It's Topless (4-in-1 base-treatment-color-top coat), Speedy 45 Second (quick-dry), Mirror Chrome, Euphoria (shade-shifting), Plant Power (vegan), and NailPure (clean beauty). Differentiated technology includes the patented Wide Hugging Brush, It's Topless 4-in-1 bio-peptide formulation with claimed 98% gloss/chip-free performance at one week, 45-second rapid-dry chemistry, Jelly Effect finish technology, and an LED home gel manicure system (gelLED).

The business model is direct-to-consumer-first: owned e-commerce storefront (nailsinc.com on Shopify) is the primary channel, complemented by US mass-market retail distribution at Target and Walmart and TV-shopping via QVC, with broader DTC shipping to US, UK, France, and the Netherlands. Pricing is unit-based with polishes $7-$12, sets/duos $15-$35, kits up to $35, and gelLED systems $30-$45. Customer segments span premium beauty consumers seeking salon-quality at-home manicures, gift buyers purchasing curated sets, and value-conscious buyers reached through QVC bundles and outlet pricing. Marketing is multi-channel — Instagram, TikTok, Facebook, X, Pinterest, YouTube — with influencer collaborations and brand partnerships (notably Smucker's 2026 jelly-scented collection) used to drive top-of-funnel awareness. The brand reports £28M in FY2024 global turnover, 251-500 employees, and over 8,000 five-star customer reviews.

Name

Nails

Legal name

Nails Inc London

Website

https://nailsinc.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Nails Inc is a UK-founded premium nail care brand selling nail polish, press-on nails, treatments, and gel-curing systems direct-to-consumer and through Target, Walmart, and QVC. Now a subsidiary of Pacific World Corporation, it serves fashion-forward consumers seeking at-home salon-quality manicures with patented brush and 4-in-1 formulations.

Ownership category

akta.pro rank

Product category

Nail Care & Beauty 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

Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)

Keywords

• Nail polish
• Nail care products
• Press-on nails
• Gel manicure systems
• Beauty products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer sales of nail polish, nail care products, tools, and accessories through owned e-commerce platform and retail partnerships. Products include nail polishes (single, sets, duos), base and top coats, treatments, nail tools, press-on nails, and gelLED systems. Sales are primarily one-time transactions with repeat purchase behavior driven by color variety and product consumption.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Nails Inc London sells premium nail polish, nail care treatments, press-on nails, and at-home gel manicure systems under proprietary sub-brands such as It's Topless, gelLED, 45 Second Speedy Gloss, Mirror Chrome, Plant Power, and NailPure. The brand distributes through its own e-commerce site (nailsinc.com) and major retail partnerships including Target, Walmart, and QVC, focusing on innovative formulations such as a patented wide hugging brush and a 4-in-1 base-treatment-color-top coat polish.

Product overview

Nails Inc London is the UK's leading British beauty brand founded by Thea Green MBE in 1999, now owned by Pacific World Corporation. The company offers a comprehensive nail care portfolio centered on its patented nail polish formulations and innovative application systems. Core products include the revolutionary It's Topless 4-in-1 nail polish (combining base coat, treatment, color, and top coat), traditional Nail Polish lines with various finishes (creme, glitter, chrome, jelly, shimmer), and Press-On Nails. Supporting products include the gelLED LED curing system, Base & Top Coats, Nail Tools (Mani Markers), and Nail Treatments (Back to Life, Superfood Repair Oil). The brand organizes offerings into distinct sub-brands including 45 Second Speedy Gloss (quick-dry formula), Euphoria (shade-shifting iridescent), Mirror Chrome (metallic foil), Plant Power (vegan), and NailPure (clean beauty). Limited collaborations include Nails.INC x Smucker's jelly-scented collection. The company emphasizes first-to-market innovation, premium color quality, and cruelty-free/vegan formulations across its product range.

Differentiator

Problem solved

Functional benefit

Brands

• gelLED: LED nail polish lamp and gel system product line
• It's Topless
• NailPure
• Plant Power
• Press-On Nails
• Speedy 45 Second
• Euphoria
• Mirror Chrome

Products and services

• It's Topless Nail Polish Revolutionary 4-in-1 nail polish that combines base coat, treatment, color and top coat in one formula. Infused with bio-peptides and glass particles to deliver a gel-like glossy effect. Designed for consumers seeking a simplified, long-wearing at-home manicure.
• Nail Polish Premium nail polish available in multiple finishes including creme, glitter, glossy, jelly, chrome, shimmer and metallic. Offered in quick-drying and longwear variants with vegan and cruelty-free formulations for individual consumers.
• Press-On Nails Pre-designed artificial nails for at-home application, including styles such as French tip, cat-eye, and chrome finishes. Positioned as a style-ready alternative to salon appointments for individual consumers.
• gelLED System At-home gel manicure system featuring an LED curing lamp, compatible gel polishes, starter kits, and prep-and-seal gel refill kits. Targeted at consumers seeking professional gel results without visiting a salon.
• Base & Top Coats Standalone base coats and top coats including quick-drying, chip-resistant, matte, glaze, and retinol-infused formulations. Sold separately for consumers layering their own manicure routines.

Quantifiable outcome

• 98% of users reported nails were glossy and chip free after 1 week of wear with It's Topless
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Smucker'sflagshipStrategic or Co-development Partner · 1 January 2026Nails.INC x Smucker's collaboration launched in 2026 featuring jelly-inspired nail polish collection with scented products inspired by Smucker's fruit spreads. Includes Sweeter Than Strawberries (Jelly Effect, $8.99), Raspberry Red-y (Jelly Effect), Berry Jam Packed (Jelly Effect), Strawberry Picked French Tip Press-On Nails ($9.99), and Berry Scented Rapid Nail Polish Remover Pot ($11.99).
• QVCcoreChannel Partner/ Reseller/ Distributor · 1 March 2025QVC partnership for exclusive product launches and value sets. It's Topless 10-piece set launched as TSV (Today's Special Value) for £30 (RRP £91), including 4 Nails Inc It's Topless shades, pink nail polish remover pot, superfood repair oil, chic makeup bag, and essential tools (cuticle pusher, nipper & nail file).
• TargetcoreChannel Partner/ Reseller/ DistributorMajor US retail partner for beauty and nail products. It's Topless innovation launched and featured at Target as a key retail distribution channel.
• WalmartcoreChannel Partner/ Reseller/ DistributorUS mass market retail distribution partner for gelLED line and Speedy 45 Second nail polishes.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Revlon: Revlon is a global color cosmetics conglomerate with a significant nail polish franchise and mass-market distribution. Comparable to Nails Inc on nail polish product category and mass retail presence, though operating as a much broader beauty portfolio.
• KISS Products: KISS is a large, established beauty products company with significant presence in press-on nails, gel kits, and nail care sold through mass retail. Comparable to Nails Inc on press-on nails, at-home gel systems, and mass-market retail distribution, though broader in portfolio.

Direct peers

• Sally Hansen: Sally Hansen is a mass-market nail care brand offering polishes, treatments, base/top coats, and at-home gel systems. Directly comparable to Nails Inc on product breadth (polish, treatment, gel kits), mass retail distribution, and at-home manicure positioning.
• OPI: OPI is one of the largest global professional and consumer nail polish brands, offering lacquer, gel, and nail treatments across extensive color ranges. Directly comparable to Nails Inc in core product category (nail color), customer base (premium beauty consumers and salons), and innovation focus (long-wear formulations).
• China Glaze: China Glaze is a nail lacquer brand specializing in trend-forward finishes including holographic, neon, and specialty effects. Comparable to Nails Inc on innovation in nail finish technology (chrome, jelly, shimmer) and color trend responsiveness.
• Essie: Essie is a leading mass-premium nail lacquer brand owned by L'Oréal, sold through drugstores, mass retailers, and salons globally. Comparable to Nails Inc on nail polish product category, color trend leadership, and broad retail distribution including Target and Walmart.
• Zoya: Zoya is a premium, vegan and "10-free" nail polish brand sold primarily DTC and through professional channels. Comparable to Nails Inc on premium positioning, clean/vegan formulation messaging, and broad shade range across finishes.
• Butter London: Butter London is a premium nail lacquer and beauty brand with cruelty-free positioning and trend-led color releases. Comparable to Nails Inc on premium nail polish positioning, cruelty-free/vegan credentials, and trend-driven product innovation.

Emerging players

• Static Nails: Static Nails is a DTC-focused press-on nail brand with reusable, salon-quality artificial nails. Comparable to Nails Inc on press-on nail product category and target customer (premium at-home beauty consumers seeking salon-quality results).
• Olive & June: Olive & June is a DTC-native nail care brand offering polish, press-ons, and at-home manicure systems targeted at premium at-home consumers. Comparable to Nails Inc in customer segment (premium at-home beauty) and product mix (polish, press-ons, kits), with overlapping innovation focus on simplified at-home application.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/nailsinc
• YouTubeyoutube.com/user/nailsincLondon
• Facebookfacebook.com/nailsincLondon
• Instagraminstagram.com/nailsinc
• TikToktiktok.com/@nailsinclondon?lang=en
• Pinterestpinterest.co.uk/nailsinc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Nails