Nailboo
Nailboo is a direct-to-consumer at-home nail care brand selling dip powder, gel polish, and press-on kits to individual consumers, complemented by the Boo Club subscription, Nailflix Academy tutorials, and the Boo Fam community.
- Company typePrivate
- Founded2020
- HeadquartersMiami, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nailboo does
Nailboo is a direct-to-consumer beauty brand operating primarily through its own e-commerce storefront at nailboo.com, selling salon-grade dip powder, gel polish, and press-on nail products to individual consumers for at-home application. Founded circa 2020 (with no specific founding date disclosed on the website) and headquartered in Miami, Florida, the company positions its portfolio as a lower-cost, lower-time alternative to professional manicures, claiming a cost-per-manicure of approximately $2.50 versus $60–$100+ at salons. The core product system comprises build powder, color powder, activator liquids, and top coats designed for non-professional consumer use, supported by a gel polish line with magnetic and thermal color-changing variants and a press-on collection offering 54+ styles across multiple shapes and finishes. All products are cruelty-free and vegan-friendly.
The company's commercial model combines one-time product sales with a recurring subscription layer (Boo Club) priced at $29.99 per month, which converts to $29.99 of store credit and unlocks 50% member pricing, free monthly gifts, and early access to product drops; the first month is offered at a $1.95 trial. Distribution is direct-to-consumer with international shipping to 50+ countries, supplemented by a physical retail store locator. Customer acquisition is driven by a product-led, community-led go-to-market motion centered on TikTok, Instagram, Facebook, Pinterest, and YouTube, a referral program ($10 off for referee and referrer), and the Nailflix Academy tutorial platform. The supporting ecosystem includes the Nailboo Community (Boo Fam) with 95,000–97,000 members and the Nailflix Academy educational content library, designed to reinforce repeat purchase behavior and lower customer acquisition costs through user-generated content and peer support.
Nailboo firmographics
Firmographics- Name
- Nailboo
- Legal name
- Nailboo®
- Website
- https://nailboo.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- Nailboo is a direct-to-consumer at-home nail care brand selling dip powder, gel polish, and press-on kits to individual consumers, complemented by the Boo Club subscription, Nailflix Academy tutorials, and the Boo Fam community.
- Ownership category
- akta.pro rank
Nailboo industry classification
Industry- Product category
- At-Home Nail Care / Nail Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- 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 industries
- Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE), Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)
Keywords
Where Nailboo is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Markets served
Nailboo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Boo Club Membership Subscription: Monthly subscription at $29.99/month providing $29.99 in store credit, 50% member-only pricing on all products, free monthly gifts, early access to seasonal drops, and priority customer service. First month available for $1.95 trial.
- One-Time Product Sales: Direct sales of dip powders, gel polishes, press-on nails, nail care products, and kit bundles. Products available at regular price with member discounts. Press-ons range from $9-18, dip liquids from $25-30, gel polishes around $13.
- Referral Revenue: Referral program where existing customers refer friends for $10 off first orders $80+, earning the referrer $10 in store credit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Boo Club Monthly Membership |
| Unit Pricing | Pay-as-you-go | Press On Nails |
| Unit Pricing | Pay-as-you-go | Gel Polish |
| Unit Pricing | Pay-as-you-go | Nail Care Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Nailboo product offering
Product offeringCore offering
Nailboo is a direct-to-consumer beauty brand that sells salon-grade nail products for at-home use, including customizable dip powder kits, gel polish systems, press-on nail collections, and supporting nail care tools, removers, and accessories. The company bundles its physical products with an educational platform (Nailflix Academy), a paid membership program (Boo Club), and a community (Boo Fam) to deliver salon-quality manicures at a fraction of salon pricing.
Product overview
Nailboo is a direct-to-consumer at-home nail care brand offering a unified product ecosystem centered on salon-quality manicures. The core portfolio comprises customizable Nail Kits (supporting both dip powder and gel polish systems), an extensive Press Ons collection with 54+ styles in multiple shapes and finishes, and a full line of Nail Essentials & Tools for application, maintenance, and removal. The company supplements its product sales with the Nailflix Academy educational platform offering video tutorials and live sessions, the Boo Club subscription membership delivering recurring store credit and member discounts, and a community platform connecting over 90,000 nail enthusiasts. All products are cruelty-free and vegan-friendly, positioning the brand as an accessible at-home alternative to professional nail salons.
Differentiator
Problem solved
Functional benefit
Products and services
- Nail Kits Customizable starter kits that allow customers to build their own at-home manicure system choosing between dip powder or gel polish technology. Each kit includes everything needed for salon-quality nails from home, targeting consumers seeking to replace salon visits.
- Press Ons Reusable press-on nail collections available in multiple shapes (Almond, Round, Coffin, Stiletto, Oval) and colors, with nail art designs and finishes including Chrome, Velvet, and 3D effects for at-home manicure application.
- Dip Powders Dip powder nail color collections including standard colors, thermal color-changing formulas, and specialty finishes like glitter, shimmer, and floral patterns. Products include Build Powder for enhanced durability of the at-home manicure.
- Gel Polish LED-cured gel polish including magnetic gel variants, thermal color-changing formulas, and specialty finishes. Compatible with gel lamps and designed for long-lasting salon-quality manicures at home.
- Nail Essentials & Tools Application and maintenance tools including Essential Dip Liquids, Pro File & Buffer Bundle, Pro Soak Acetone Remover, Pro Cure LED Lamp, Magic Soak Manicure Remover, Grooming Kit, Brush Saver, and Removal Clips for use with dip and gel systems.
- Removal Products Nail polish and dip powder removal solutions including Pro Soak Acetone Remover, Removal Clips, Pro Soak Removal Bundle, and Magic Soak Manicure Remover for at-home manicure removal.
- Nail Care Products Skin and nail care products including Cuticle Milk, Cuticle & Nail Hydrating Oil, Dream Hands Mask, Dream Feet Mask, and Spa Collection for nail health maintenance.
- Nail Art Decorative nail art products and supplies for creative manicure designs purchased by consumers seeking DIY nail customization.
- Boo Club Membership Monthly membership program providing $29.99 in store credit, 50% off member pricing, free monthly gifts, early access to product drops, and priority customer support. First month starts at $1.95 trial for individual consumers seeking recurring nail product supply at discount.
- Nailflix Academy Educational platform offering step-by-step video tutorials, live sessions, and inspiration galleries for at-home manicure techniques covering dip powder, gel polish, and press-on application methods, available to consumers to learn DIY nail techniques.
Quantifiable outcome
- 98% of users achieve professional-looking manicures at home
- +3 more outcomes
Companies that use Nailboo
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Nailboo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nailboo partnerships and signals
Strategic signalScale indicators7 records
Nailboo competitors and assessment
Company assessmentDirect peers
- Static Nails: D2C beauty brand best known for reusable press-on nails, with an overlapping product mix (press-ons, gel polish, nail care) and similar target consumer: women seeking salon-quality results at home.
- Paintbox: Nail-care brand that originated as a NYC nail salon and expanded into at-home products, kits, and press-ons. Comparable mission of bringing salon-quality manicures to consumers at home with curated polish collections.
- Olive & June: Direct-to-consumer nail care brand selling at-home manicure systems, gel polishes, press-ons, and nail care products with a similar 'salon-quality at home' positioning and educational/community content model.
Broad incumbents
- KISS Products: Mass-market leader in press-on nails, glue-on nails, and gel strips with broad drugstore and mass-retail distribution. Direct competitor in press-ons but very different price point and distribution model.
- OPI: Iconic professional nail polish brand (owned by Wella Company) with broad gel, lacquer, and dip powder lines. Significant overlap in nail color and gel categories but distributed primarily through salons and mass retail rather than D2C subscriptions.
- Gelish: Professional gel polish brand (part of Hand & Nail Harmony) widely used in salons. Comparable gel polish technology but primarily B2B/salon distribution rather than D2C.
- Dashing Diva: Established nail brand (owned by Kao Corporation) specializing in gel polish strips, press-on nails, and nail care. Overlaps with Nailboo in gel and press-on categories, with broader retail and salon distribution.
- Essie: Mass-market nail lacquer brand under Estée Lauder with deep retail penetration. Competes in nail color and gel categories, but lacks Nailboo's at-home-system kits, subscription, or community-driven GTM.
Emerging players
- NCLA: Small D2C nail brand specializing in nail wraps, lacquers, and nail care sold direct-to-consumer. Comparable size, vertical, and at-home nail care focus, though a narrower product assortment.
- Butter London: Indie-leaning nail and beauty brand selling polish, treatments, and press-ons. Comparable D2C positioning in nail color with a slightly higher-end aesthetic and similar at-home product messaging.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Nailboo social profiles
Digital presenceNailboo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nailboo leadership team
Management profileNumber of profiles
Nailboo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nailboo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nailboo
What does Nailboo do?
Nailboo is a direct-to-consumer beauty brand that sells salon-grade nail products for at-home use, including customizable dip powder kits, gel polish systems, press-on nail collections, and supporting nail care tools, removers, and accessories. The company bundles its physical products with an educational platform (Nailflix Academy), a paid membership program (Boo Club), and a community (Boo Fam) to deliver salon-quality manicures at a fraction of salon pricing.
Is Nailboo a public or private company?
Nailboo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nailboo founded?
Nailboo was founded in 2020.
Where is Nailboo based?
Nailboo is headquartered in Miami, United States, in the North America region.
How does Nailboo make money?
Three revenue lines are on record. Boo Club Membership Subscription is the primary driver. The others are one-Time Product Sales and referral Revenue.
Who are Nailboo's main competitors?
Direct peers on record are Static Nails, Paintbox and Olive & June. Broad incumbents are KISS Products, OPI, Gelish, Dashing Diva and Essie. Emerging players are NCLA and Butter London.
Does Nailboo have an API?
No public API is recorded for Nailboo.
What industry is Nailboo in?
Nailboo's product category is At-Home Nail Care / Nail Cosmetics. Its primary akta.pro industry code is CRABACAD, Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color), with a secondary code of CRABALAE, Nail Salon Products (Polish, Gel, Acrylic, Supplies). Its NAICS code is 456120 and its SIC code is 2844.