Art of Beauty

What Art of Beauty does

Art of Beauty, Inc. is a privately held US beauty products company, founded in 1986 and headquartered in Bedford, that operates a multi-brand portfolio of clean, vegan nail polish and nail care products sold primarily through direct-to-consumer e-commerce. The company's technology is anchored in its Big 12FREE formulation — a proprietary nail polish chemistry that eliminates 12 toxic chemicals typically found in conventional polishes, supported by vegan and cruelty-free certifications and a positioning that the brand "invented clean nail polish." The portfolio spans six wholly-owned sub-brands (Zoya, Naked Manicure, Gelie-Cure, Qtica, Smart Spa, Oylie), covering polish, natural nail treatment systems, professional gel systems, pedicure/manicure products (including single-use Smart Pods), and adjacent skincare/cosmetics, with a continuous seasonal collection cadence.

The company runs a dual go-to-market motion: a long-tail DTC channel across brand-specific e-commerce storefronts (e.g., zoya.artofbeauty.com, nakedmanicure.artofbeauty.com) targeting individual clean-beauty consumers, and a parallel Pro/Wholesale channel that requires cosmetology license verification and serves licensed salon professionals. Pricing is unit-based, with individual polishes at $14, system kits up to $75, and seasonal collections ranging from $14 to $504; international shipping is available to select countries. Marketing relies on the Zoya Rewards loyalty program, email, blog content, seasonal ESG promotions (Earth Day Exchange), and earned media, most notably the selection of the Zoya Nail Essentials Set for Oprah's Favorite Things 2025.

Revenue mechanics are one-time product sales through both DTC and professional channels, with no disclosed subscription, licensing, or recurring SaaS component. No public revenue figures, funding history, or institutional ownership data are available; the firmographic headcount band is 11-50 employees, and there is no disclosed AI/ML capability, patents, or strategic M&A activity in the available data.

Name

Art of Beauty

Legal name

Art of Beauty, Inc.

Website

https://zoya.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Art of Beauty is a privately held, multi-brand clean beauty company selling vegan, 12-free nail polish and nail care products directly to consumers and licensed salon professionals through brand-specific e-commerce sites and a Pro/Wholesale channel, anchored by its flagship Zoya brand.

Ownership category

akta.pro rank

Product category

Nail Polish & Nail Care 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

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Clean nail polish
• Vegan nail care
• Professional nail treatments
• Gel nail systems
• Manicure pedicure products

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer sales of nail polish, nail care treatments, cosmetics, and body care products through brand-specific e-commerce websites. Products are sold at various price points from individual items to bundled collections and kits.
2. Professional/Wholesale Channel: Revenue from licensed salon professionals through Pro/Wholesale accounts, providing bulk pricing and dedicated professional product lines.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Art of Beauty develops, manufactures, and sells clean, vegan, cruelty-free nail polish and nail care products under a portfolio of sub-brands (Zoya, Naked Manicure, Gelie-Cure, Qtica, Smart Spa, Oylie). The portfolio spans nail polish, treatment systems, gel-cure kits, pedicure products, body care, and cosmetics, sold directly to consumers via brand-specific e-commerce sites and to licensed salon professionals through a verified Pro/Wholesale channel.

Product overview

Art of Beauty is a beauty company operating a multi-brand portfolio of clean, vegan nail polish and nail care products. The company is organized around six sub-brands: Zoya (flagship clean nail polish), Naked Manicure (natural nail care systems), Gelie-Cure (professional gel systems), Qtica (professional nail treatments), Smart Spa (professional pedicure/manicure products including Smart Pods, scrubs, masks, and lotions), and Oylie (specialized clean beauty). Products span nail polish in seasonal collections (Beachy Brights, Sweetie, Muse, Lavish Holiday), nail treatments (perfectors, strengtheners, removers), body care (sugar scrubs, moisture masks, luxury lotions), cosmetics (lipstick, lip gloss), equipment (LED nail lights), and kits (Pure Perfection System, Rescue & Repair Kit). The company markets directly to both consumers and licensed salon professionals through its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Zoya: Clean, vegan nail polish and nail care treatments - described as the brand that invented clean nail polish
• Naked Manicure
• Gelie-Cure
• Qtica
• Smart Spa
• Oylie

Products and services

• Zoya Clean Nail Polish & Treatments Flagship brand offering clean, vegan, cruelty-free nail polish and nail care treatments, formulated with the proprietary Big 12FREE formula that removes twelve toxic chemicals commonly found in conventional nail polish. Targeted at health-conscious individual consumers and licensed salon professionals.
• Naked Manicure Natural Nail Care System Natural nail care system featuring perfectors, base coats, top coats, hydrating serums, and rescue/repair products designed to maintain and improve natural nail appearance without gel or acrylic damage. For at-home and professional salon use.
• Gelie-Cure Gel Nail System Professional gel nail system including LED nail curing lights, rescue serum, repair base coat, and clear shine top coat designed to deliver at-home, gel-quality results. Targeted at individual consumers and licensed salon professionals.
• Qtica Professional Nail Care Nail care brand offering innovative, professional-grade nail treatments and solutions, including strengtheners, ridge fillers, and rejuvenators, used by salon professionals and individual consumers.
• Smart Spa Manicure & Pedicure Products Professional manicure and pedicure product line including single-use Smart Pods, sugar scrubs, moisture masks, luxury lotions, triple-action fresh soaks, and callus removal products, available in multiple scent profiles. Targeted at professional salons and individual consumers.
• Oylie Clean Beauty & Skincare Specialized clean beauty and skincare line of products offered under the Art of Beauty portfolio.
• Beachy Brights 3 Summer Collection Limited-edition summer nail polish collection featuring bright, neon, and beach-inspired clean, vegan polish shades, sold as individual bottles or bundled sets.
• Sweetie 2026 Spring Collection Spring 2026 clean nail polish collection featuring soft, sweet-inspired shades.
• Pure Perfection System At-home natural nail repair and strengthening kit that delivers results in approximately 5 minutes, designed for consumers seeking to maintain healthy, strong natural nails.
• Naked Manicure Rescue & Repair Kit Emergency nail repair kit for damaged or compromised nails, providing treatments to restore natural nail condition.
• Zoya Nail Essentials Set (Oprah's Favorite Things 2025) Curated set of nail essentials combining healthy treatments and color from the Zoya lineup, featured on Oprah's Favorite Things 2025 and sold as a gift-ready collection.
• Smart Pods Single-Use Pedicure Products Single-use pedicure and manicure products in pod format designed for hygiene-conscious professional salons and at-home users, available in multiple scent profiles.
• Zoya Remove Plus 3-in-1 Nail Polish Remover 3-in-1 nail polish remover marketed as the world's best and most awarded remover, sold individually as a consumable nail care product.
• Hydrating Hand & Body Serum Moisturizing serum for dry skin on hands and body, part of the Naked Manicure line, positioned to address dry skin concerns.

Named customers1 record

Segments3 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

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OPI: Industry-leading professional nail polish brand owned by Wella. Comparable in core nail polish product category and salon professional channel, but at vastly larger scale with broader product portfolio.
• Essie: Mass-market nail color brand owned by L'Oréal. Comparable core product (nail polish and nail care), competes at scale across retail and professional channels with broader pricing tiers.

Direct peers

• Côte: Clean, vegan nail polish brand sold direct-to-consumer and through retail. Comparable on non-toxic formulation, premium positioning, and professional/salon channel strategy.
• Sundays: Non-toxic, vegan nail polish and nail care DTC brand. Closely aligned with Zoya on clean-beauty positioning, premium pricing, and consumer direct e-commerce model.
• Olive & June: Direct-to-consumer clean nail polish and nail care brand offering premium, non-toxic products to a similar health-conscious female demographic. Highly comparable on GTM, product positioning, and target customer.
• Deborah Lippmann: Premium nail care and lacquer brand with strong salon professional ties and celebrity endorsements. Comparable on professional-grade positioning and prestige pricing.
• Smith & Cult: Premium, fashion-forward nail polish and nail care brand targeting style-conscious consumers. Comparable on premium DTC positioning and trend-driven seasonal collection strategy.
• Tenoverten: Non-toxic, 10-free nail polish and nail care brand with both DTC and physical studio locations. Comparable on clean formulation philosophy and direct-to-consumer premium positioning.

Emerging players

• Pacifica Beauty: Cruelty-free, vegan clean beauty brand with nail polish and broader beauty assortment. Comparable on clean-beauty values and multi-category approach, though nail is a smaller part of its portfolio.
• Karma Organic Beauty: Non-toxic, vegan, cruelty-free nail polish brand sold via professional/salon channel. Comparable on clean formulation and licensed-pro channel strategy, though smaller scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ZoyaNailPolish
• LinkedInlinkedin.com/company/art-of-beauty

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Art of Beauty