Mia Secret

Name

Mia Secret

Legal name

Mia Secret Inc.

Website

https://miasecret.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Professional Nail Supplies

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

• Professional nail supplies
• Acrylic nail systems
• Gel nail polish
• Nail care products
• Eyelash extensions

Headquarters

HQ city

Los Angeles

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

Revenue model

1. Direct E-commerce Product Sales: Mia Secret generates revenue through direct-to-consumer online sales via its e-commerce platform, selling professional-grade nail, eyelash, and spa products at various price points from entry-level individual items to comprehensive professional kits.
2. Wholesale/B2B Sales: Revenue generated from wholesale customers including licensed nail technicians, salon owners, and authorized resellers who purchase products in bulk for professional use or redistribution.
3. Professional Kit Sales: Sale of comprehensive professional kits (Acrylic Kits, Gelux Kits, Academic Kits) targeting professional nail technicians and nail students at tiered price points ranging from $25 to $125.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Mia Secret is a professional beauty brand that manufactures and sells professional-grade nail care products, eyelash extensions, and spa/body care items through its own e-commerce store and wholesale channels. Its core catalog centers on acrylic nail systems (monomers, powders, cover powders, prep and coating products), gel nail systems (formagels, soft gels, Gelux gel polish, Biobuilder Gel, gel paint, Match dual-formula), professional nail tools and accessories, and pre-packaged nail kits. Supporting lines include human hair eyelashes, lash glue, wax systems, and foot spa/body products.

Product overview

Mia Secret is a professional-grade beauty brand offering a multi-category portfolio of nail, lash, and body care products. The core offerings center on two nail enhancement systems: the Acrylic Nail System (comprising liquid monomers, acrylic powders, cover powders, nail kits, and preparatory/coating products) and the Gel Nail System (featuring formagels, soft gels, Gelux gel polish, Biobuilder Gel, gel paint, and Match polish). Supporting these are professional nail tools and accessories (nail brushes including Premier, Kolinsky, and Studio Professional lines; implements; e-files; curing lamps), nail care products (top coats, treatments, cuticle care, glue), and nail art supplies including Marble Nail Polish. The brand extends into complementary beauty categories with human hair eyelashes (multiple styles) and spa/body products (sugar scrubs, mineral salts, creamy masks in Starfruit Spritz, Mint, Lavender, and Citrus scents). Pre-packaged Nail Kits bundle essential products for professionals. All products are formulated for consistency, performance, and lasting wear, with the company positioned as the professional's choice for nails, lashes, and skin.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Acrylic Kit Comprehensive professional acrylic nail kit bundling acrylic liquid monomer, acrylic powders, and application accessories for licensed technicians and salon use; priced at $119.00.
• Pink Acrylic Powder Kit Pre-packaged pink acrylic powder kit for nail enhancements and overlays, priced at $26.95 and targeted at professionals and at-home users.
• Gelux Soak-Off Gel Polish Kit Professional Gelux soak-off gel polish starter kit for salon-quality gel manicures, priced at $66.00 and targeted at licensed technicians and consumers.
• Clear & Pink Acrylic Powder Kit Kit combining clear and pink acrylic powders for nail enhancements, overlays, and French-style applications; priced at $27.95.
• Clear Acrylic Powder Kit Clear acrylic powder kit for nail enhancements and overlays, priced at $25.95.
• Academic Kit Educational acrylic nail kit designed for nail students and beauty educators training in professional nail enhancement techniques; priced at $125.00.
• Brush-On Clear Acrylic & Gel Kit Brush-on acrylic and gel application kit for at-home or entry-level nail enhancements, priced at $28.95.
• Studio Acrylic Kit Studio-grade acrylic nail kit for professional salon application, priced at $35.95.
• Marble Nail Polish Specialty nail polish designed to create elegant marble-inspired effects with a fluid formula that allows colors to blend and swirl naturally; priced at $7.99.
• Multibalance Natural Pink Acrylic Powder Professional-grade acrylic polymer powder for balanced, versatile nail enhancements with natural pink tone, reliable bead control, and smooth self-leveling application.
• Cover Cool Pink Acrylic Powder High-quality cover acrylic powder delivering a smooth, natural-looking pink hue for overlays, full sets, and nail enhancements with consistent, flawless finish; priced at $6.85.
• Magnets Set For Cat Eye Gel Magnet accessory set designed to manipulate magnetic gel polish formulas to create dynamic cat-eye effects by guiding metallic particles within the polish; priced at $12.50.
• Glass Finish Gel Professional ultra-shiny gel topcoat that creates a mirror-like, glassy finish on acrylic, gel, and natural nails with long-lasting protection against dulling and wear; priced at $13.95.
• Brush Cleaner Professional-grade solution for safe and effective removal of acrylic, gel, and polish residues from nail brushes while conditioning bristles.
• Brush Conditioner Professional solution designed to keep nail brushes soft, flexible, and long-lasting by restoring bristle health after cleaning; priced at $6.00.
• Mineral Salt Citrus Revitalizing exfoliating spa treatment infused with natural mineral salts and citrus extracts for smoothing and refreshing hands and feet; priced at $12.54 (8 oz).
• Sugar Scrub Citrus Gentle exfoliating scrub enriched with natural sugar crystals and citrus extracts for polishing and refreshing hands and feet.

Quantifiable outcome

• 1259 customer reviews with 87% positive rating (1101 five-star reviews)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Young Nails: Young Nails is a US-based professional acrylic and gel brand focused on nail technician education and pro products, directly comparable to Mia Secret's professional acrylic and gel systems plus training-kit offering.
• OPI: OPI is the leading global professional nail lacquer and gel brand, selling acrylics, gels, polishes, and nail art directly to salons and consumers through pro and DTC channels—directly comparable to Mia Secret's core product offering and customer base.
• LeChat Nails: LeChat offers professional gel, acrylic, and nail polish systems sold through beauty supply distributors and DTC, serving the same licensed technician and at-home consumer segments as Mia Secret.
• Gelish (Hand & Nail Harmony): Gelish is a leading gel polish and professional nail system brand sold through salons and authorized resellers, directly competing with Mia Secret's Gelux and Biobuilder gel lines.
• CND (Creative Nail Design): CND pioneered Shellac and Vinylux gel/regular polish systems and sells professional acrylic and gel products to licensed nail technicians worldwide, overlapping almost entirely with Mia Secret's product mix and target customers.
• ibd (International Beauty Design): ibd manufactures gel polish, acrylic powder, and nail art products for the professional channel, with similar pro-grade formulation focus and salon distribution as Mia Secret.
• Kiara Sky: Kiara Sky sells professional dip powder, gel polish, and acrylic systems to nail technicians and consumers through similar DTC and wholesale channels, with overlapping celebrity-artist-driven branding.
• Entity Beauty: Entity is a professional nail brand selling acrylics, gels, and nail art to licensed technicians through pro distribution channels, competing head-to-head with Mia Secret in the salon channel.

Broad incumbents

• Revlon (Professional Division): Revlon owns CND and sells broad color cosmetics including nail products through mass retail; relevant as a larger incumbent competing in the same color cosmetics and nail category with greater distribution and marketing scale.

Emerging players

• Bluesky Cosmetics: Bluesky is a value-positioned gel polish and nail systems brand primarily distributed in the UK and Europe, overlapping with Mia Secret's international professional nail category but typically competing on price rather than pro prestige.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/miasecret
• Xx.com/miasecret
• Facebookfacebook.com/miasecretnails
• LinkedInlinkedin.com/company/miasecret

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 Mia Secret