Scratch Magazine

What Scratch Magazine does

Scratch Magazine is a UK-based B2B trade media company serving the professional nail industry, operated by Seed Publishing Ltd and headquartered in Westerham. Founded in May 2003 by Scott Derbyshire and Alex Fox, it publishes a monthly printed magazine complemented by daily online news, features, and nail-art galleries via scratchmagazine.co.uk. The company has built a multi-platform media ecosystem spanning print, web, social media (Instagram, Facebook, X, LinkedIn, YouTube via Scratch TV), email newsletters, and live events including Scratch Socials and the annual Scratch Stars Party.

The core product portfolio centres on the flagship Scratch Magazine subscription, the Scratch Stars Awards (19 categories launched in 2012 with a Hall of Fame programme), Scratch TV (video content), Scratch Social (networking events), Scratch Snap (artist competitions), and NASNA (North America's Star Nail Artist, run in partnership with Nailympia). A dedicated jobs board and online store extend the commercial surface. Underlying technology is a standard digital publishing platform with subscription management; no proprietary technology, AI capabilities, or patents are disclosed.

Scratch monetises through three streams: recurring monthly print and digital subscriptions to nail professionals; advertising and sponsorship — including category sponsorship of Scratch Stars Awards by major brands such as OPI, Glitterbels, Sweet Squared, HD Pro Nails, and The GelBottle Inc — and job-listing advertising for nail industry employers. The customer base spans SMB nail technicians and salons (long-tail subscriptions and job ads), enterprise nail product brands (sponsorship), and education and insurance partners (ABT, Trafford & Stockport College Group). Go-to-market is sales-led for advertising and sponsorship, with event-driven demand generated by the annual awards cycle and global Nailympia media partnership.

Name

Scratch Magazine

Legal name

Seed Publishing Ltd

Website

https://scratchmagazine.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Scratch Magazine is a UK-based B2B trade media company serving professional nail technicians, salons, educators, and brands through a monthly print magazine, daily digital content, the annual Scratch Stars Awards, and live events including NASNA and Nailympia partnerships.

Ownership category

akta.pro rank

Product category

Professional Trade Media

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Beauty & Grooming Magazines (MPAJAEAE)

Keywords

• Trade media publishing
• Professional nail industry
• Beauty sector awards
• Salon industry news
• Nail professional content

Headquarters

HQ city

Westerham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine Subscriptions: Monthly print and digital magazine subscriptions for nail professionals. Printed magazine lands with subscribers monthly, complemented by daily news and features online.
2. Advertising & Sponsorship: Digital and print advertising opportunities for brands targeting nail industry professionals. Sponsorship packages for Scratch Stars Awards including brand visibility, category sponsorship, and judging involvement.
3. Job Advertising: Job listing advertising on website and in magazine for nail industry employers seeking nail technicians, educators, and salon staff.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Scratch Magazine is a monthly print and digital trade publication serving professional nail technicians, salons, educators and brands, complemented by daily online news, features, and nail art galleries. It also operates the Scratch Stars Awards (annual competition with 19 categories since 2012), Scratch TV video content, Scratch Social networking events, Scratch Snap and NASNA competitions, and a Jobs Board for the nail industry.

Product overview

Scratch Magazine operates as a unified media ecosystem for the professional nail industry, built around its flagship monthly printed magazine complemented by extensive digital platforms. The core offering includes Scratch Magazine (print and digital publications), the Scratch Stars Awards (annual competition with 19 categories), The Scratch Stars Party (awards ceremony), Scratch TV (video content), Scratch Social (networking events), Scratch Snap, NASNA, and the Scratch Stars Hall of Fame. The company also maintains strategic media partnerships with Nailympia and runs a Jobs Board for the nail industry community.

Differentiator

Problem solved

Functional benefit

Products and services

• Scratch Magazine Monthly printed magazine delivered to subscribers, complemented by daily news, features and nail art galleries online at scratchmagazine.co.uk. Targeted at professional nail technicians, salons, educators and brands in the nail industry.
• Scratch Stars Awards Annual awards competition celebrating excellence, innovation and creativity within the UK&I nail sector, with 19 categories honouring nail technicians, salons, educators and teams. Open for entries from professional nail businesses and individuals.
• The Scratch Stars Party Annual ticketed awards ceremony where Scratch Stars Awards winners are announced and celebrated. Held at The Underglobe, London (the 2026 event is scheduled for 5 July 2026).
• Scratch TV

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• NailympiacoreGTM or Marketing PartnerScratch is media partner to Nailympia, the world's leading nail competition organization with events held annually in various countries across the globe. Scratch provides editorial coverage and promotional support for Nailympia competitions.
• Premiere Show GroupminorGTM or Marketing PartnerAffiliated brand shown on Scratch Magazine website as part of their brand partner network.
• NASNA (North America's Star Nail Artist)coreGTM or Marketing PartnerScratch co-hosts the NASNA competition for North American nail artists, promoting cross-border nail industry recognition.
• Hair & Beauty CharityminorOthersAffiliated charity organization supported by Scratch Magazine, supporting professionals in the hair and beauty industry.
• ABT (Associated Beauty Therapists)coreGTM or Marketing PartnerUK's largest specialist membership and insurance provider for beauty professionals, sponsoring Scratch Stars Awards Nail & Beauty Salon of the Year and Educator of the Year categories.
• OPIcoreGTM or Marketing PartnerOPI sponsors Scratch Stars Awards Gel Polish Stylist of the Year category. OPI is a division of Wella Company, celebrating 40 years of professional nailcare products in 2021. Brand raises funds and awareness for numerous charities.
• GlitterbelscoreGTM or Marketing PartnerGlitterbels sponsors Nail Stylist of the Year category at Scratch Stars Awards. Founded in 2017 by Elliott & Annabel Maginnis, features over 350 acrylic powders. Education Team won Nail Team of the Year in 2022, 2024 and 2025.
• Sweet SquaredcoreGTM or Marketing PartnerSweet Squared sponsors Services to the Nail Industry category. Founded in 2006 by Samuel & Samantha Sweet in partnership with Jim Nordstrom. Distributes CND, Artistic Nail Design, SPARITUAL products to UK & ROI.
• HD Pro NailscoreGTM or Marketing PartnerHD Pro Nails sponsors Mixed Media Artist of the Year category. Founded by Hazel Dixon, multi-award-winning nail professional in Scratch Stars Hall of Fame. Product line and distribution portfolio includes award-winning nail education team.
• The GelBottle InccoreGTM or Marketing PartnerThe GelBottle Inc sponsors Builder Gel Tech of the Year category. Founded by Daisy Kalnina in 2015, distributing products in over 20 territories across the globe from global head office in Brighton.
• Trafford & Stockport College GroupcoreOthersTSCG sponsors Online Educator of the Year category. Stockport College hosts Scratch Stars Awards practical judging day for finalists in technical and artistic categories for 2026.
• TimelyminorGTM or Marketing PartnerTimely sponsors Mobile Nailist of the Year category. Founded in 2011, helps businesses with bookings management, serving 55,000 hair and beauty professionals worldwide.
• Andreia ProfessionalminorGTM or Marketing PartnerAndreia Professional sponsors Polish & Paint Artist of the Year category. Creating nail, hair and make-up products since 1987, committed to environmental sustainability with vegan, cruelty-free, carbon neutral formulas.
• Light Elegance UKminorGTM or Marketing PartnerLE UK Nails & Education sponsors Gel Tech of the Year category. Run by Scratch Stars Award-winning nail pros Jojo Wickens and Leila Monroy, distributing Light Elegance nail products for UK & Ireland.
• Hara ProfessionalminorGTM or Marketing PartnerHara Professional sponsors Natural Nail Specialist of the Year category. Nailcare range available via Aston & Fincher, with over 50 years trusted by professionals in waxing, lash, brow and nail sectors.
• Halo Gel Polish+minorGTM or Marketing PartnerHalo Gel Polish Plus+ sponsors Social Media Star of the Year category. Founded in Kent, Pure Nails umbrella brand distributed in over 200 cash and carries throughout UK and Europe.
• Vodex BeautyminorGTM or Marketing PartnerVodex Beauty sponsors Nail Salon of the Year category. Hampshire-based provider of fume and dust extraction systems and ESD protection products for beauty sector with over 40 years' experience.
• GelishminorGTM or Marketing PartnerGelish sponsors Home Nail Salon of the Year category. Part of Nail Alliance - North America established in 2009 by Danny Haile, sold in over 80 countries with over 100 colours in range.
• The Nail LabminorGTM or Marketing PartnerThe Nail Lab sponsors Pedicurist of the Year category. Founded by Paulina Zdrada, multi-award-winning nail professional in Scratch Stars Hall of Fame as Ultimate Gel Tech. Home to high quality tools, E-files and accredited education.
• Katie Barnes Tool Range & EducationminorGTM or Marketing PartnerKatie Barnes Tool Range & Education sponsors L&P Tech of the Year category. Multi-award-winning nail professional, recipient of three Scratch Stars Awards.
• CuticleCominorGTM or Marketing PartnerCuticleCo sponsors Nail Team of the Year category at Scratch Stars Awards.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Others

• Nailympia: World's leading nail competition organization hosting global events. Listed as a strategic media partner of Scratch and a key ecosystem participant driving awards, editorial coverage and brand sponsorship demand.
• The Beauty Industry Group: Beauty trade media and events operator covering multiple professional categories. Comparable as an adjacent trade-media ecosystem player serving overlapping brand advertisers and nail/beauty professional audiences.
• ABT (Associated Beauty Therapists): UK's largest specialist membership and insurance provider for beauty professionals, sponsoring multiple Scratch Stars Awards categories. Comparable as an ecosystem participant with deep ties to the same nail professional audience and brand sponsorship network.

Broad incumbents

• Salon Today: US-based B2B publication and awards program for salon and spa owners across hair, skin and nail. Comparable as a broader incumbent trade media brand with subscription, awards and event monetization serving a partially overlapping audience of salon decision-makers.
• Hairdressers Journal International (HJI): Established UK hair and beauty trade title with broader category scope than Scratch, including nails. Comparable as a larger incumbent B2B media brand targeting salon professionals with overlapping advertiser base and event franchises.
• Modern Salon: Long-established US beauty industry trade publication covering hair, skin and nail professionals. Comparable as an incumbent trade title with subscription and advertising revenues that overlap with Scratch's advertiser and content categories.

Direct peers

• NAILPRO: US nail industry trade magazine covering technique, trends and products for working nail technicians. Comparable as a competitor trade title serving the same professional nail reader with print, digital and event monetization.
• Nails Magazine: Long-running US-based monthly trade publication for professional nail technicians, salons and manufacturers. Closest functional analogue to Scratch with a similar subscription-plus-advertising model covering nail art, technique and product news.
• Professional Beauty: UK-based B2B beauty trade title publishing news, features and awards for salon and spa professionals. Directly comparable as a competitor trade publication targeting the same UK beauty professional audience with overlapping advertising and event monetization.

Emerging players

• Beauty Papers: Independent beauty publication covering high-end salons, spa and nail artistry globally. Comparable as an adjacent B2B/consumer-hybrid beauty title competing for brand advertising and editorial authority in the professional nail and beauty space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/scratchmagazine
• YouTubeyoutube.com/@scratchmagazine
• Facebookfacebook.com/scratchmag
• LinkedInlinkedin.com/company/scratch-magazine
• Instagraminstagram.com/scratchmagazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Scratch Magazine