NeoNail

What NeoNail does

NeoNail is a direct-to-consumer cosmetics brand specializing in UV/LED-cured gel nail polish systems, accessories, and nail care products, serving both professional nail technicians and at-home beauty enthusiasts. The company is owned by Cosmo Group Sp. z o.o., a Polish limited liability company headquartered in Kiekrz, Poland, while its primary commercial web presence targets Berlin, Germany via neonail.de. NeoNail operates country-specific e-commerce storefronts in 7 European markets (Germany, Poland, Spain, Italy, Netherlands, France, Czech Republic), selling exclusively through its own online channels without third-party retail distribution.

The product portfolio centers on UV-cured gel nail polishes formulated to provide up to 21 days of chip-resistant wear, supported by a complete application ecosystem including base coats (Builder Base variants with silk protein, fiber, calcium), top coats (shiny, matt, dry, hard), LED/UV curing lamps ranging from 10W to 48W, nail drills, primers, cleaners, and acetone. Differentiated product lines include Ready in One 3in1 (single-step base-color-top), 3D Nail Art Gel and 3D Gel aus der Tube for dimensional nail art, Easy On Gel Stickers that require no curing equipment, and Flexi Tips for nail extensions. The catalog spans 513+ SKUs across core polishes, nail art supplies (stickers, stamping, transfer foil, rhinestones, blooming ink, dried flowers), nail care (cuticle oils, hardeners, scrubs), and traditional non-UV nail polish. Seasonal collections such as Inner Bloom, Spring in Motion, and Winter Symphony drive ongoing product refresh. A sub-brand, NEO MAKE UP, extends the company into adjacent lip and face cosmetics.

The business model is pure-play DTC e-commerce with localized pricing, content, and customer service per country. Unit prices range from €2.49 for accessory items to €149.99 for premium equipment; starter sets are priced €44.99-€99.99 and bundles €97.99-€119.99. Customer acquisition is content-driven through Instagram, TikTok, Pinterest, YouTube, and Facebook, supported by an on-site styling gallery and an email newsletter offering a 10% welcome discount. Payments are processed via PayPal, Stripe, Klarna (with installment options), and GPay, with fulfillment through DHL. No B2B or third-party retail channel is used, and no institutional investors, funding rounds, partnerships, M&A activity, or AI/ML capabilities are disclosed in the source material.

Name

NeoNail

Legal name

Cosmo Group Sp. z o.o.

Website

https://neonail.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

NeoNail is a Polish-owned, Berlin-headquartered DTC cosmetics brand selling UV/LED gel nail polishes, nail art, and nail care products directly to consumers and professionals across seven European country-specific e-commerce websites.

Ownership category

akta.pro rank

Product category

Nail Care Cosmetics

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

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

• UV gel nail polish
• Nail care products
• Nail art supplies
• LED nail lamps
• Manicure accessories

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of UV nail polishes, gel products, nail care items, accessories, and equipment. The company sells directly to consumers through its online storefront with free shipping thresholds and installment payment options via Klarna.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

NeoNail manufactures and sells UV/LED-cured gel nail polishes, base and top coats, classic nail polishes, nail art supplies, nail care products, and supporting equipment (LED lamps, nail drills, dust collectors) directly to consumers across 7 European countries. The company offers a complete gel manicure ecosystem including the proprietary Ready in One 3in1 polish that combines base, color, and top coat in a single step, with formulations marketed for up to 21 days of chip-resistant wear.

Product overview

NeoNail is a professional UV nail care brand offering a comprehensive product ecosystem centered around UV nail polish (gel polish) systems. The core offering consists of UV Nagellack products that cure under UV/LED lamps and provide up to 21 days of wear. The product portfolio includes: UV Nagellack (main color polishes in various collections like Inner Bloom and Winter Symphony), Ready in One 3in1 (all-in-one simplified polish), Base and Top coat products, Easy On Gel Stickers, 3D Gel products for nail art, and nail extension solutions. Supporting products include LED/UV lamps, nail drills, nail art supplies (stickers, effects, stamping), nail care products, cleaners/primers, and traditional nail polishes. The brand also extends into makeup with NEO MAKE UP. NeoNail operates across multiple European markets (Germany, Poland, Spain, Italy, Netherlands, France, Czech Republic) and positions itself as professional-grade products for both salons and home use.

Differentiator

Problem solved

Functional benefit

Brands

• NEO MAKE UP: A makeup sub-brand offering cosmetic products alongside nail care.

Products and services

• UV Nagellack UV-curing gel nail polish that hardens under UV/LED lamps, providing up to 21 days of chip-resistant wear. Available in 7.2 ml bottles with various finishes including metallic, flash, glossy, and matte effects.
• Ready in One 3in1 All-in-one UV nail polish combining base, color, and top coat in a single application for simplified manicure routines.
• Easy On Gel Sticker Pre-designed gel nail stickers for easy application, available for both manicure and pedicure use, without requiring UV curing equipment.
• Base Coat Products Base coat products including Builder Base variants (6in1 Silk Protein, Revital Base Fiber, Modeling Base Calcium, Baby Boomer Base, Base Extra) and UV Nagellack Base for nail preparation and adhesion.
• Top Coat Products Top coat products including Shiny Top Coat, Matt Top Coat, Dry Top, and Hard Top for sealing and finishing UV nail applications.
• 3D Gel aus der Tube Three-dimensional nail art gel applied directly from tube with thick consistency for creating dimensional nail designs without additional tools.
• 3D Nail Art Gel Gel product for creating three-dimensional nail art decorations with modeling capability using nail art brushes.
• LED/UV Lamps LED and UV lamps for curing and hardening UV nail polish, including models with 10W, 22W, 36W, and 48W power ratings with various display features.
• Nail Drills (Nagelfräser) Electric nail drills for shaping, filing, and removing nail extensions, including models like Nail Drill NN S12 and One Touch.
• Nail Art Products Extensive nail art supplies including nail stickers, effects (Metallic, Chrome, Pearl, Blooming), stamping plates and accessories, transfer foil, rhinestones, and various decorative elements.
• Nail Care Products Nail and cuticle care products including Vitamin Cuticle Oil variants, nail hardeners, cuticle removers, and nail and cuticle scrubs.
• Starter Sets Bundled product sets for beginners and professionals including Starter Set Essentials (€44.99), Color Favorites (€59.99), and Signature Selection (€99.99).
• Flexi Tips Flexible nail tips for nail extensions and lengthening, with LED lamp included in the bundle, priced at €52.99.
• Liquids (Cleaner, Aceton, Primer) Essential liquids for UV nail application including Nail Cleaner, Aceton (nail polish remover), and Primer (acid and acid-free) for nail preparation.
• Klassischer Nagellack (Classic Nail Polish) Traditional nail polish without UV curing, including vegan options and various finishes like glitter and long-lasting formulas.
• Inner Bloom Collection Summer-inspired nail color collection featuring bold and vibrant colors with various finishes.
• Winter Symphony Collection Winter-themed nail collection with 8 color shades in metallic and flash effect finishes, complemented by 3D Gel and Dot & Brush Duo for nail art.
• NEO MAKE UP Cosmetic makeup line extension available through outlet section, including lip and other makeup products.

Quantifiable outcome

• Up to 21 days of chip-resistant, scratch-resistant wear

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• OPI: Global professional nail polish brand owned by Wella Company with deep salon distribution and a broad gel/lacquer portfolio; competes with NeoNail for both professional technicians and at-home consumers across the same product categories.
• CND (Creative Nail Design): Professional nail brand (Shellac, Vinylux) now under Revlon; competes with NeoNail in salon-grade gel polishes, base/top systems, and professional nail art ecosystems.
• Orly: Established professional nail brand with a broad lacquer and gel portfolio, comparable to NeoNail in targeting professional technicians while competing in the same core nail color category.
• Essie: L'Oréal-owned nail color brand with a globally distributed lacquer portfolio and growing gel system line; overlaps directly with NeoNail's core nail color and gel polish offering in the European market.

Direct peers

• Semilac: Polish UV gel nail polish brand with a comparable DTC-led, multi-country European footprint and similar professional + at-home customer mix, making it the closest direct competitor to NeoNail in product offering and go-to-market model.
• Manucurist: French DTC-led green/vegan gel polish brand with strong direct-to-consumer e-commerce and a similar at-home professional audience, competing head-to-head with NeoNail in Western Europe.
• Gelish (Hand & Nail Harmony): US-headquartered gel polish pioneer with a similar 21-day wear claim and professional-plus-ati-home positioning, directly competing with NeoNail in UV gel technology, base/top systems, and LED lamp ecosystem.
• Kiara Sky: US gel polish and dipping powder brand selling through a combined DTC and professional distribution model; overlaps with NeoNail in gel polishes, base/top systems, and professional nail products.
• Madam Glam: US-based DTC gel polish brand built around social media-led acquisition and a similar at-home gel polish value proposition, providing a like-for-like comparison on e-commerce-led scaling of a gel-only brand.

Regional players

• Indigo Nails: Polish professional nail brand with strong presence in Eastern Europe, offering gel polishes, nail art, and education; comparable to NeoNail in product mix and primary market overlap.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat3 records

Key risks1 record

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UC36liji9ZV_Exwrf-jKnBlg
• Facebookfacebook.com/neonail.deutschland
• Instagraminstagram.com/neonail_deutschland
• Pinterestde.pinterest.com/neonail_deutschland
• TikToktiktok.com/@neonail_de
• LinkedInlinkedin.com/company/neonails.-all

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 NeoNail