The Nail Social - A Socially Conscious Salon

What The Nail Social - A Socially Conscious Salon does

The Nail Social Pte Ltd, founded in 2015 in Singapore by Cheryl Ou, operates Singapore's first socially-conscious nail and beauty salon, delivering manicure, pedicure, Korean lash lift, foot massage and gel extension services through a social enterprise model that provides vocational training and employment to local marginalized women. The business uses non-toxic, eco-friendly, fair-trade and cruelty-free inputs — notably Zoya and Coat nail lacquers and AngelPro and Jacqueline Burchell gel polishes free of formaldehyde, DBP, toluene and camphor — together with the Giju Korean Rapid Lash Lift System for lash services.

Revenue is generated primarily through per-service one-time transactions across a tiered menu (Quickie, Signature, Polished + Zen, Luxe, Gentleman's, Little Miss) priced from S$15 to S$150 in Singapore Dollars, supplemented by prepaid gift cards, transferable packages with no expiry, mobile Home Spa services with zone-based transport fees, and event-driven offerings including Salon Soirées, Pop-Up Nail Bars, At Work workplace wellness and For A Cause charity events. GTM is hybrid: direct-to-consumer via physical locations (Chinatown on Kreta Ayer Road and Haji Lane) and Fresha online booking, plus enterprise bookings for named corporate clients spanning banking (DBS, Westpac), oil and gas (Shell), hospitality (W Hotel, Airbnb), retail (Cotton On, Dorothy Perkins, La Senza), fashion (Zalora, FJ Benjamin), real estate (Frasers), government (NTUC, Northwest CDC, MSF, MOE) and tourism (Singapore Tourism Board). The firm reports 1-10 employees, no external investors, and no disclosed financials.

Name

The Nail Social - A Socially Conscious Salon

Legal name

The Nail Social Pte Ltd

Website

https://thenailsocial.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Nail Social is a Singapore-based socially-conscious nail and beauty salon offering non-toxic manicure, pedicure, lash lift, foot massage and mobile spa services, while providing vocational training and employment to marginalized women as a social enterprise.

Ownership category

akta.pro rank

Product category

Beauty Salon Services

NAICS

Nail Salons (812113), Other Individual and Family Services (62419), Social Assistance (624)

SIC

Services-Social Services (8300)

akta.pro primary industry

Basic Manicures & Pedicures (HSALACAA)

akta.pro secondary industries

Mobile & At-Home Nail Services (HSALACAL), Nail Salon Parties & Group Events (HSALACAM), Kids’ Nail Services (HSALACAK), Nail Technology (EDAOALAG)

Keywords

• Nail care services
• Beauty salon services
• Lash lift services
• Mobile spa services
• Socially conscious salon

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Nail Services: Core nail care services including manicures, pedicures, gel treatments, nail extensions, and add-ons. One-time service transactions with per-service pricing.
2. Lash Services: Korean lash lift treatments with session-based pricing and bulk discounts (Buy 6 Get 1 Free, Buy 12 Get 3 Free).
3. Gift Cards: Prepaid gift cards in various denominations for nail services and products. Valid for one year from issue date.
4. Packages: Discounted service packages with no expiry date, fully transferable and valid across all branches.
5. Event Services: Corporate events, pop-up nail bars, salon soirées, workplace wellness programs, and charity partnerships.
6. Home Spa Services: Mobile manicure and pedicure services delivered to customer homes with transport fees based on zones.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Nail Social is a lifestyle beauty salon offering manicure, pedicure, foot massage, and Korean lash lift services using non-toxic, eco-friendly, fair-trade, and cruelty-free products. The salon operates as a social enterprise providing vocational training and employment to local marginalised women, with a portion of profits sustaining its social support services. Service delivery spans physical salons, mobile home spa visits, and corporate/private event bookings.

Product overview

The Nail Social is a socially conscious lifestyle beauty salon offering a comprehensive suite of nail care and wellness services. The core offerings include manicure services (Quickie, Signature, Gel Signature, Polished + Zen, Luxe), pedicure services mirroring the manicure tiers, Korean Lash Lift using the Giju system, and foot massage treatments. Add-on services include gel extensions and infills, home spa (mobile) services, gift cards, and packages. Event services encompass Salon Soirée private bookings, Pop-Up Nail Bars for corporate events, At Work workplace wellness, and For A Cause charitable services. The salon uses non-toxic products including Zoya & Coat Nail Lacquers and AngelPro & Jacqueline Burchell gel polishes.

Differentiator

Problem solved

Functional benefit

Products and services

• Manicure Services Tiered manicure services including Quickie (shape and polish), Signature (cuticle care and massage), Gel Signature, Polished + Zen (with meditation and aromatherapy), and Luxe (sea salt exfoliation, clay masque, coconut oil massage). Targeted at wellness-focused individual consumers seeking non-toxic nail care.
• Pedicure Services Foot care services mirroring the manicure tiers including Quickie, Signature, Gel Signature, Polished + Zen, and Luxe with callus treatment. Targeted at individual consumers seeking comprehensive foot grooming.
• Korean Lash Lift Lash curling and lifting service using the Giju Korean Rapid Lash Lift System with eco-friendly, plant-based formulas, including patch test, consultation, and optional lash tinting. Available in single sessions or bulk packages (Buy 6 Get 1 Free, Buy 12 Get 3 Free).
• Foot Massage Warm foot soak, gentle exfoliation, and foot and calf massage using organic coconut oil and essential oils. Available as 30-min in-salon service and 60-min home spa service.
• Gel Extensions & Infills Gel tip extensions (S$130), gel extensions infill (S$80), gel overlay (S$60), and gel removals (S$20-S$60) for nail enhancement and maintenance.
• Home Spa Mobile Services Mobile manicure and pedicure services delivered to customer homes across Singapore, with a minimum spend of S$120 per location and zone-based transport fees (S$25-S$60).
• Gift Cards Physical and e-gift cards available in various denominations for salon services and products, valid for one year from issue date. Available via the in-salon counter and online through the Fresha booking platform.
• Salon Soirée (Private Events) Private event hosting at the Haji Lane location for birthdays, bridal showers, baby showers, bachelorette parties, and intimate team bonding, with customisable service menus and refreshments.
• Pop-Up Nail Bar Mobile pop-up nail bar service for corporate functions, press events, and CSR activities, with manicurists bringing all necessary equipment to the client location.
• At Work (Workplace Wellness) Scheduled workplace wellness service where manicurists arrive on-site at the client's workplace with all necessary equipment for employee manicure sessions.
• For A Cause (Charity Services) Charitable manicure services delivered to deserving groups and charity events, aligned with the salon's social enterprise mission.

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Raise (by Tsao Yang)minorOthersListed in Raise directory of social enterprises, a platform showcasing and supporting social enterprises in Singapore.
• The Social SpaceminorOthersCo-location or collaborative retail space mentioned in gift card policy. Gift cards not valid at The Social Space location.
• Giju KoreancoreTechnology or IntegrationSupplier of Korean Rapid Lash Lift System - Korean innovation beauty technology with eco-conscious, cruelty-free formulas used for lash lift services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Spa Esprit Group: Established Singapore beauty and wellness group operating salons, spas, and lifestyle brands. Comparable as a broader incumbent in Singapore's premium beauty-services market that overlaps with The Nail Social on manicure, pedicure, and lash/brow services.
• The Body Shop: Global ethical beauty retailer with strong cruelty-free, fair-trade, and community-trade positioning and multiple Singapore outlets. Comparable as a broader incumbent shaping mainstream expectations around ethical beauty, against which The Nail Social's niche must differentiate.
• LUSH: Global cruelty-free, ethically sourced cosmetics and personal-care retailer with presence in Singapore. Comparable as a broad incumbent competing for the same ethically minded consumer that The Nail Social targets, particularly on non-toxic and fair-trade positioning.

Direct peers

• The Social Space: Singapore-based socially conscious retail and beauty concept. Directly comparable because it pairs curated ethical goods with beauty/wellness services under a single socially-mission-driven brand, mirroring The Nail Social's eco-conscious positioning in the same city.
• Manicurious: Singapore nail-art and nail-care specialist salon. Directly comparable as a domestic nail-focused service provider competing for the same manicure/pedicure customer base, with overlapping premium and add-on services such as nail art and gel.
• Strip (by Spa Esprit): Singapore-based chain specialising in brows, lashes, and nail services. Comparable as a multi-service Singapore chain operating in the same nail and lash categories with overlapping customer demographic and price-point range.

Emerging players

• Olive Branch Concepts: Singapore eco-conscious beauty and wellness concept. Comparable as an emerging local player building a brand around natural, ethical, and wellness-oriented services, intersecting with The Nail Social's value proposition for health-conscious consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thenailsocial.co
• Instagraminstagram.com/thenailsocial

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 The Nail Social - A Socially Conscious Salon