Pink Gellac

What Pink Gellac does

Pink Gellac is a Netherlands-based direct-to-consumer beauty brand specializing in at-home gel manicure products, serving individual consumers in seven European countries (Netherlands, Belgium, Germany, France, Austria, Denmark, Sweden) through a Shopify-powered e-commerce storefront and an owned Colour Boutique retail location in Rotterdam. Its core product is professional-grade gel nail polish that cures under LED lamps and lasts up to 14 days, available in over 450 colors across multiple themed collections, supplemented by Gel Nail Stickers, Press-on Nails, LED lamps, base coats (including proprietary Peel Base and Build it Base variants), top coats, and nail-care accessories. Differentiated technologies include Peel Base for solvent-free removal, Build it Base for at-home nail reinforcement, and the Steam Gel Remover, an electric device for steam-based polish removal.

The business operates a primarily one-time-purchase model anchored by Starter Kits (EUR 69–129) as customer acquisition vehicles, with repeat-purchase consumables (EUR 14–17 per bottle) generating ongoing revenue, plus a recurring layer via the Pink Premium Club loyalty program powered by LoyaltyLion. Go-to-market is DTC-led with optional account creation, supported by a multi-channel marketing stack spanning Instagram, TikTok, Pinterest, Facebook, YouTube, Spotify (Top Coat the Podcast), an email newsletter via Klaviyo, a Tips & Tricks blog, and press features in Dutch lifestyle publications. Pricing is in EUR with free shipping thresholds and seasonal promotions up to 40% off.

Pink Gellac positions itself on safety and sustainability credentials: B Corp certification, vegan formulation, and HEMA-free and TPO-free gel polish. The company is privately held with no disclosed funding rounds, ownership structure, management team, or revenue, and no documented AI/ML capability. Distribution is regional European rather than global, with international shipping described as limited.

Name

Pink Gellac

Legal name

Pink Gellac

Website

https://pinkgellac.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Pink Gellac is a Netherlands-based direct-to-consumer beauty brand selling professional-grade at-home gel manicure kits, polish, stickers, and press-on nails to individual consumers across seven European countries via its Shopify storefront and Rotterdam retail boutique.

Ownership category

akta.pro rank

Product category

Gel Nail Polish & Nail Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABACAD

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

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABAKAA

Makeup Brushes & Brush Sets

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

Keywords

• Gel nail polish
• At-home manicure
• Nail care products
• DIY nail kits
• Press-on nails

Headquarters

HQ city

Hilversum

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gel Nail Polish Sales: Sale of gel nail polish bottles in various colours. Core consumable product line generating recurring revenue from repeat purchases of favourite shades and new seasonal collections.
2. Starter Kits: Complete at-home manicure kits including LED lamp, gel polish colours, base coat, top coat, and accessories. One-time purchase that serves as primary customer acquisition vehicle.
3. Gel Nail Stickers: Pre-designed gel nail stickers for easy application without curing under lamp. Alternative product line for quick manicures.
4. Press-on Nails: Reusable press-on nail products in various designs and colours. Accessory product line for temporary nail transformations.
5. Hardware Accessories: LED lamps, electric nail files, steam gel removers, storage cases, and manicure tools. Durable goods that complement consumable product sales.
6. Loyalty Program (Pink Premium Club): Rewards program offering perks, early access to new products, and promotional discounts for repeat customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

Pink Gellac is a Netherlands-based direct-to-consumer brand that sells professional-grade gel nail polish and related at-home manicure products. The portfolio includes over 450 gel polish colours, starter kits bundling polish with LED lamps, gel nail stickers, press-on nails, base and top coats, nail care accessories, and dedicated removal devices. Products are sold through a Shopify-powered e-commerce website and owned Colour Boutique retail stores.

Product overview

Pink Gellac is a direct-to-consumer brand specializing in professional-grade gel nail polish and related manicure products for at-home use. The core product is gel nail polish that cures under LED lamps, offering salon-quality manicures lasting up to 14 days. The portfolio includes over 450 colours across multiple collections (Summer Colours, Cat-Eye, Jelly Coats, Effect Coats), paired with Starter Kits containing everything needed to begin. Supporting products include Gel Nail Stickers (pre-designed peel-and-stick options), Press-on Nails (reusable in various styles), LED Lamps (required for curing), Base Coats in four variants (Base, Peel Base, Rubber Base, Build it Base), Top Coats, and comprehensive Nail Care products (Cleaner, Cuticle Oils, Treatments). Additional offerings comprise Steam Gel Remover, Premium Storage Cases, Nail Art supplies, and Gift Cards. The brand operates a loyalty program (Pink Premium Club) and produces content via Top Coat the Podcast on Spotify. Pink Gellac positions itself as a vegan, HEMA-free, TPO-free, and B Corp certified company serving over 1.3 million users.

Differentiator

Problem solved

Functional benefit

Products and services

• Gel Nail Polish
• Starter Kits
• LED Lamps
• Gel Nail Stickers
• Press-on Nails
• Base Coats
• Top Coats
• Steam Gel Remover
• Nail Care Products
• Premium Storage Case
• Gift Cards
• Nail Art
• Manicure Essentials & Accessories

Quantifiable outcome

• Up to 14 days chip-free wear with correct application
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Static Nails: DTC press-on nail brand with reusable designs and gel polish offerings — overlaps Pink Gellac's press-on and gel nail polish expansion categories.
• Le Mini Macaron: DTC gel manicure kit brand marketed primarily to younger consumers — directly competes with Pink Gellac at the starter kit price point.
• Nailboo: DTC DIY gel manicure kit brand built around social media-led acquisition — comparable product-led growth and starter-kit flywheel to Pink Gellac.
• Madam Glam: DTC gel nail polish brand with starter kits, LED lamps, and accessories — direct competitor across the gel polish and home manicure stack.
• Kure Bazaar: French premium clean-beauty nail polish brand with vegan formulas — comparable clean/vegan positioning and European DTC distribution to Pink Gellac.
• Manucurist: French DTC green nail polish brand selling gel polish, LED lamps, and nail care direct-to-consumer across Europe — a direct competitor to Pink Gellac in the same at-home gel manicure category.
• Red Carpet Manicure: Pioneer in DIY/professional LED gel nail polish kits sold direct-to-consumer and through retail — directly competes with Pink Gellac's gel polish + LED lamp bundle offer.
• Olive & June: US-based DTC nail brand with gel-like polish systems, press-ons, and starter kits — comparable product-led growth model and target DIY consumer to Pink Gellac.

Broad incumbents

• OPI: Global professional nail polish incumbent with strong gel polish (GelColor) line and broad salon distribution — competes with Pink Gellac on brand and gel technology but at far larger scale.
• Essie: Mass-market nail polish incumbent owned by L'Oréal with gel couture line and broad retail presence — competes with Pink Gellac across consumer and salon channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXAJuJUeM2ZlprtQYwpzeSg
• Facebookfacebook.com/pinkgellac
• LinkedInlinkedin.com/company/pink-gellac
• Instagraminstagram.com/pinkgellac
• TikToktiktok.com/@pinkgellacofficial
• Pinterestpinterest.com/pinkgellac

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Pink Gellac