What Entity Beauty does

Entity Beauty is a private, Brea, California-based professional nail care brand that sells directly to nail technicians, salon owners, and individual consumers through its own e-commerce website (entitybeauty.com). The company markets itself to licensed nail professionals with the tagline-equivalent mission of "empowering nail technicians with the highest quality products, technology, tools, training and ideas," and operates as a bootstrapped, product-led DTC business with 1-10 employees.

The catalog spans eight major categories: Entity Clean polishes (non-GMO, vegan, PETA-approved, halal-certified, biotin-enriched) at $3.99 per 0.5 oz bottle; Color Couture Soak-Off Gel Enamel at $9.95; Dip & Brush powders at $11.95; forms and extensions (soft gel, builder, rubber base gel, polygel, acrylic and hard gels); nail art (cat eye, striper gel, foil gel, chrome pen); treatments and essentials; and professional hardware including a Cordless Pro 36W LED curing lamp ($169.99), a 30W LED lamp ($149.99), a Pro LED Light ($299.95), a Pro Cordless E-File ($99.99), and a Portable E-File ($29.99). Sub-brands include Entity Clean, Creamy (solid spill-proof gel palettes), and Studio One Soft Gel.

Entity Beauty monetizes entirely through one-time unit purchases on its own website, with no subscription, no disclosed wholesale or B2B channel, and no physical retail distribution. Free shipping is available and a 10% newsletter discount drives email capture. The technology core is proprietary light-curing LED hardware, specialty gel chemistry (cat-eye magnetic effects, biotin-enriched clean polish, solid creamy-gel palettes), and cordless portable E-file systems. The go-to-market is product-led growth driven by clean-beauty credentials, seasonal color drops (Fall 2025, Summer 2025 collections), and social/email channels, with no disclosed funding, M&A, or strategic partnerships.

Name

Entity Beauty

Website

https://entitybeauty.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Entity Beauty is a Brea, California-based private DTC nail care brand selling clean, vegan, professional-grade polishes, gels, dips, extensions, and cordless LED/E-file hardware to nail technicians, salon owners, and DIY consumers via its own website.

Ownership category

akta.pro rank

Product category

Professional Nail Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD), Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)

Keywords

• Professional nail care
• Gel nail polish
• Clean beauty cosmetics
• Cordless nail tools
• Nail extension systems

Headquarters

HQ city

Brea

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Nail Polish and Gel Sales: One-time purchase model for consumable nail products including gel polishes, lacquers, dip products, and cream gels sold in individual bottles and palette formats. Revenue generated through direct consumer purchases with no subscription component.
2. Professional Tool Hardware Sales: Sale of durable professional equipment including LED curing lights, cordless E-files, and nail art accessories. Higher price point items that require one-time purchase.
3. Nail Extension and Enhancement Products: Sales of soft gel tips, acrylic powders, builder gels, polygel, and rubber base gels for nail extensions and enhancements. Consumable professional products sold to nail technicians and salons.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Entity Beauty develops, markets, and sells professional-grade nail care products through its own direct-to-consumer e-commerce website. The product portfolio spans gel polishes, traditional lacquers, dip powder systems, nail extensions (soft gel, acrylic, polygel, builder gel), nail art products, treatments, and professional equipment including cordless LED curing lamps and E-files. The company emphasizes clean beauty credentials (vegan, non-GMO, halal-certified, PETA-approved) combined with professional-grade performance for nail technicians and DIY consumers.

Product overview

Entity Beauty is a professional nail care and beauty products company offering a comprehensive portfolio of nail polishes, gel products, nail enhancements, and professional tools. The product line includes multiple sub-brands and categories: Entity Clean (polish, base coat, top coat), Color Couture Soak-Off Gel Enamel, Lacquer, Dip or Brush systems, Cat Eye Effect Gel, Velvet Luxe, Creamy Gel, Soft Gel Extensions, and Acrylic products. Professional tools include LED Lights (Cordless Pro LED Light, 30 Watt LED Light), E-Files (Portable E-File, Pro Cordless E-File), and various nail art, treatment, and kit products.

Differentiator

Problem solved

Functional benefit

Brands

• Entity Clean: Clean nail polish line featuring ultra clean formula, biotin enriched, non-GMO, PETA approved, vegan, fast drying, breathable, and halal certified products.
• Creamy
• Studio One Soft Gel

Products and services

• Entity Clean Nail Polish
• Color Couture Soak-Off Gel Enamel
• Lacquer Nail Polish
• Dip & Brush Nail Powder System
• Cat Eye Effect Gel
• Creamy Gel Polish System
• Soft Gel Extensions and Tips
• Acrylic & Hard Gels
• Professional LED Curing Lamps
• E-File Systems
• Nail Art Products
• Treatments & Essentials

Quantifiable outcome

• Nail polish lasts for up to 7 days

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SNS (Signature Nail Systems): SNS pioneered the dip powder system that competes directly with Entity's Dip or Brush line and targets the same nail technician and salon buyer.
• OPI: OPI is the leading professional nail lacquer and gel brand sold through salons globally; it is the most directly comparable anchor brand for Entity Beauty's gel polish and lacquer lines targeting nail technicians.
• Young Nails: Young Nails is a long-standing professional nail brand offering acrylics, gels, and pro education, comparable to Entity's Forms & Extensions category and pro-tech focus.
• Kiara Sky: Kiara Sky sells professional gel polishes, dip powders, acrylics, and nail tools directly to nail technicians, closely mirroring Entity Beauty's portfolio and D2C-plus-pro positioning.
• Light Elegance: Light Elegance is a US-based professional gel and nail enhancement manufacturer with strong pro-channel and educator networks, comparable to Entity's gel and builder gel offerings.
• Bio Seaweed Gel: Bio Seaweed Gel is a vegan, non-toxic gel polish and nail care brand targeting salons and consumers, directly comparable to Entity Clean in clean-formulation credentials.
• Gelish (Hand & Nail Harmony): Gelish is a flagship professional soak-off gel brand competing in the same gel polish category as Entity's Color Couture line and distributed through salons and beauty supply.

Emerging players

• Static Nails: Static Nails is a D2C nail brand offering reusable press-on and gel products; it overlaps Entity Beauty on the at-home/DIY nail-care consumer segment and trend-driven color drops.
• Olive & June: Olive & June is a D2C nail care brand with a pro-grade polish line and strong direct-to-consumer brand presence, comparable to Entity Beauty's D2C go-to-market and trend-led merchandising.
• Manucurist: Manucurist is a French green/clean nail brand with a professional line (Green Flash) directly overlapping Entity Clean's clean-beauty, vegan positioning for both pros and consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/entitybeauty
• Facebookfacebook.com/entitybeauty
• LinkedInlinkedin.com/company/entity-beauty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Entity Beauty