Nail Deck
Nail Deck is a Singapore-based nail lacquer brand founded in 2015 that sells nail polish products directly to individual consumers through its e-commerce site, a showroom at 50 Tagore Lane, and local boutique events. The company operates as a small, privately held DTC retailer.
- Company typePrivate
- Founded2015
- HeadquartersSingapore, Singapore
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nail Deck does
Nail Deck is a Singapore-based nail lacquer brand operating as a direct-to-consumer retailer. The company sells nail polish products under the dual identity "Nail Deck | Lacquerland," distributing through its own e-commerce storefront (naildeck.com), a single physical showroom at 50 Tagore Lane, Singapore 787494, and through participation in local boutique fairs and pop-up events (e.g., Boutiques Singapore at F1 Pit Building in May 2026). The company was founded in 2015 and operates with a small team of 1-10 employees, led by co-founders Daryl Chew (CEO) and Jun Wong (CTO).
The product offering is concentrated in a single category (nail lacquer), with no modular product architecture, subscription tier, or add-on services disclosed in the available data. Marketing is conducted primarily through organic social media channels (Instagram and TikTok under the handle @naildeck), with no evidence of paid acquisition, influencer partnerships, or formal brand collaborations. No technology platform, proprietary software, or digital toolset beyond the e-commerce site (hosted on Squarespace) is described, and no mobile app is currently available despite the firm's earlier description as a "shopping app."
The business model is straightforward one-time product sales to individual consumers in Singapore, with no disclosed pricing, revenue figures, funding rounds, or cap table information. There are no named B2B customers, wholesale distribution agreements, or enterprise accounts. Geographic operations are entirely Singapore-based within the broader Southeast Asia region, with no international shipping, franchise, or licensing signals evident.
Nail Deck firmographics
Firmographics- Name
- Nail Deck
- Legal name
- Nail Deck
- Website
- https://naildeck.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nail Deck is a Singapore-based nail lacquer brand founded in 2015 that sells nail polish products directly to individual consumers through its e-commerce site, a showroom at 50 Tagore Lane, and local boutique events. The company operates as a small, privately held DTC retailer.
- Ownership category
- akta.pro rank
Nail Deck industry classification
Industry- Product category
- Nail Polish and Nail Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- akta.pro primary industry
- Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)
Keywords
Where Nail Deck is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Nail Deck business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct Product Sales: Nail Deck sells nail lacquer and nail products directly to consumers through their e-commerce website and at boutique events. The revenue appears to come from one-time product purchases of nail care/beauty products rather than recurring subscription models.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Nail Deck product offering
Product offeringCore offering
Nail Deck is a Singapore-based nail lacquer brand that sells its own branded nail polish products direct to consumers. Sales occur through the company's e-commerce website, a retail showroom at 50 Tagore Lane, and pop-up appearances at local boutique fairs such as Boutiques Singapore. The company is positioned as a curated, single-product nail lacquer brand under the Nail Deck | Lacquerland name.
Product overview
Nail Deck is a single-product nail lacquer brand operating as a direct-to-consumer e-commerce business. The company sells nail polish products under the Nail Deck and Lacquerland brand names, with no modular product architecture or add-on offerings mentioned. The brand maintains a Singapore-based retail presence through boutique events and pop-ups.
Differentiator
Problem solved
Functional benefit
Products and services
- Nail Deck Lacquers Nail Deck's branded line of nail lacquer/nail polish products sold under the Nail Deck | Lacquerland name, targeted at individual consumers in Singapore seeking nail care and colour cosmetics for personal use.
Companies that use Nail Deck
Customer profileSegments1 record
Ideal customer profiles1 record
Nail Deck technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nail Deck partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Nail Deck competitors and assessment
Company assessmentDirect peers
- OPI: OPI is a global professional nail lacquer brand offering a broad portfolio of polishes, gels, and nail treatments sold through salons and retail. It is the most directly comparable brand to Nail Deck in product category (nail lacquer) and target customer (beauty consumers).
- Olive & June: Olive & June is a US-based D2C nail polish brand known for at-home manicure systems and strong social media presence on Instagram and TikTok. It is a directly comparable D2C nail lacquer brand with similar go-to-market and customer base.
- Sundays: Sundays is a non-toxic nail care and polish brand sold DTC and through curated retail. Its positioning around clean ingredients and a tight SKU range closely mirrors the curated, indie brand approach Nail Deck takes.
- Zoya: Zoya is a long-running indie nail lacquer brand known for toxin-free formulations and broad color ranges, sold DTC and through salons. It is a comparable niche nail polish brand with similar consumer overlap.
- Nails Inc. Nails Inc. is a London-based nail care and polish brand sold DTC, through boutique retail, and via department stores. Comparable indie-turned-mainstream nail lacquer brand with similar retail and DTC presence.
- JINsoon: JINsoon is a premium nail lacquer brand founded by a celebrity manicurist, sold through upscale salons, specialty beauty retailers, and DTC. Comparable to Nail Deck as a curated, design-forward lacquer brand targeting style-conscious consumers.
Broad incumbents
- Essie: Essie is a mass-market nail polish brand owned by L'Oréal, sold through drugstores, salons, and DTC channels. It targets the same nail lacquer consumer as Nail Deck but operates at vastly broader scale and broader distribution.
- China Glaze: China Glaze is an established professional nail lacquer brand sold through salons and beauty retail globally. Comparable to Nail Deck in core product (nail polish) though with broader professional distribution.
- Sephora Collection (nail): Sephora sells a curated assortment of nail polish brands, including indie labels, across its global stores and online. It is an indirect broad-incumbent comparison because it competes for the same Singapore consumer wallet and shelf space in beauty retail.
Emerging players
- Piggy Paint: Piggy Paint is a water-based, kid-friendly nail polish brand sold DTC and through specialty retailers. Comparable to Nail Deck as a niche, single-focus lacquer brand with strong e-commerce and event presence, though oriented to a kids/family segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks10 records
Key highlights8 records
Customer concentration
Nail Deck social profiles
Digital presenceNail Deck financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nail Deck leadership team
Management profileNumber of profiles
Profiles2 records
Nail Deck funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nail Deck 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 Nail Deck
What does Nail Deck do?
Nail Deck is a Singapore-based nail lacquer brand that sells its own branded nail polish products direct to consumers. Sales occur through the company's e-commerce website, a retail showroom at 50 Tagore Lane, and pop-up appearances at local boutique fairs such as Boutiques Singapore. The company is positioned as a curated, single-product nail lacquer brand under the Nail Deck | Lacquerland name.
Is Nail Deck a public or private company?
Nail Deck is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nail Deck founded?
Nail Deck was founded in 2015. It employs 1 to 10 people.
Where is Nail Deck based?
Nail Deck is headquartered in Singapore, Singapore, in the Asia region.
How does Nail Deck make money?
One revenue line is on record: direct Product Sales.
Who are Nail Deck's main competitors?
Direct peers on record are OPI, Olive & June, Sundays, Zoya, Nails Inc. and JINsoon. Broad incumbents are Essie, China Glaze and Sephora Collection (nail). Piggy Paint is listed as an emerging player.
Does Nail Deck have an API?
No public API is recorded for Nail Deck.
What industry is Nail Deck in?
Nail Deck's product category is Nail Polish and Nail Care. Its primary akta.pro industry code is CRABACAD, Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color). Its NAICS code is 456120.