Nailberry

What Nailberry does

Nailberry is a London-based, UK-headquartered premium nail care brand founded in 2012 that designs, distributes, and sells non-toxic, vegan nail polish and treatment products through its proprietary L'Oxygéné range. The company's signature technical differentiator is an air-permeable, breathable film technology (L'Oxygéné) combined with a 21-free formulation free from commonly used toxic chemicals and containing 75% natural origin ingredients derived from vegetal biomass (sugarcane, corn, and cotton). Products are manufactured in France and sold at a premium price point of $19–$29 per unit. The portfolio includes the core L'Oxygéné color range, restorative treatments (Rescue Serum, Acai Nail Elixir, Strengthen & Breathe base coat, UV Gloss top coat), a Bio-sourced Collection, gift sets, and an adjacent luxury skincare sub-brand called The Spa Line.

Nailberry operates primarily a direct-to-consumer e-commerce model through its own online storefront, supported by a network of third-party retail stockists. The Shopify-based storefront supports shipping to 40+ countries with localized currencies, tiered shipping options, and a $45 free-shipping threshold. Customer acquisition is driven by organic social media (Instagram, Facebook, TikTok), content marketing, and email; retention is supported by the Polished Perks loyalty rewards program and bundle offerings. The company employs approximately 14 people. Its end customer is the "conscious beauty consumer" — typically a health-conscious buyer seeking non-toxic, vegan, and cruelty-free beauty products without sacrificing color quality, longevity, or finish, alongside a secondary segment of consumers with nail-health concerns seeking restorative treatments. No external funding, M&A, partnerships, patents, or management team information is disclosed in the available data.

Name

Nailberry

Legal name

Nailberry

Website

https://nailberry.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Nailberry is a London-based premium nail care brand founded in 2012 that designs and sells non-toxic, vegan, breathable nail polish and treatments through direct-to-consumer e-commerce and retail stockists across 40+ countries, targeting health-conscious beauty consumers.

Ownership category

akta.pro rank

Product category

Nail Polish & Nail Care Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

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), Nail Treatments & Conditioning (Paraffin/Hot Oil/IBX) (HSALACAH)

Keywords

• Breathable nail polish
• Non-toxic nail color
• Vegan nail care
• Nail treatment serums
• Clean beauty cosmetics

Headquarters

HQ city

London

HQ country

United Kingdom

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

Revenue model

1. Direct Product Sales: Nailberry generates revenue through direct-to-consumer sales of nail polish, nail care treatments, and spa products via their e-commerce storefront. Products are sold at unit pricing with no subscription requirement, though a loyalty rewards program (Polished Perks) exists to drive repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Nailberry designs, markets, and sells non-toxic, breathable nail polish and nail care products, with the L'Oxygéné range as its flagship offering. The products feature proprietary air-permeable L'Oxygéné technology in a 21-free, vegan formulation using 75% natural origin ingredients from vegetal biomass, and are manufactured in France. The company sells directly to consumers through its own e-commerce storefront, complemented by a network of retail stockists.

Product overview

Nailberry is a beauty brand offering a unified portfolio of non-toxic nail care and color products. The core offering is the L'Oxygéné nail polish range, an award-winning, 21-free, vegan formula that allows nails to breathe. This is complemented by nail treatment products including the Rescue Serum and Acai Nail Elixir for nail restoration, as well as the Strengthen & Breathe base coat and UV Gloss top coat. The brand also extends into skincare with The Spa Line and offers a loyalty program through Polished Perks. Products are made in France with approximately 75% natural origin ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• L'Oxygéné: Award-winning non-toxic, breathable nail polish range; 21-free, vegan formula with 75% natural origin ingredients.
• The Spa Line

Products and services

• L'Oxygéné Nail Polish Non-toxic, breathable nail polish that allows nails to breathe through an air-permeable film; 21-free, vegan, 75% natural origin formula delivering long-wear, high-shine color. For individual consumers seeking a healthier manicure.
• Rescue Serum Hyper-concentrated restructuring serum designed to transform extremely soft, weak nails damaged by gel or acrylic manicures. For consumers with compromised nails.
• Acai Nail Elixir Regenerating nail treatment designed to nourish and restore nail health. For consumers seeking restorative nail care.
• Strengthen & Breathe Oxygenated Base Coat Breathable base coat that strengthens nails while allowing air permeability. Used under L'Oxygéné polish to support nail health.
• UV Gloss Top Coat Gel-effect top coat providing long-lasting shine and durability. Used over L'Oxygéné polish for a gel-like finish.
• Base & Top Coat Duo Bundle combining the Strengthen & Breathe Oxygenated Base Coat and the UV Gloss Top Coat at a discounted price.
• The Discovery Set Gift set featuring four Nailberry icons in mini sizes including bestselling polish shades, strengthening base coat, and gel-effect top coat.
• The Spa Line Luxury skincare line for hands and body featuring silky-soft, soothing and scented products. Extension of the Nailberry brand beyond nail care.
• Bio-sourced Collection Collection emphasizing natural origin ingredients, featuring 75% natural origin formulas from vegetal biomass (sugarcane, corn, cotton).

Quantifiable outcome

• 96% intact after 6 days
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• OPI: Global incumbent nail polish brand (Wella Company) with massive scale, professional salon distribution, and broad color range. Represents the dominant large-scale competitor Nailberry must win share against.
• Essie: L'Oréal-owned mass-premium nail polish brand with global retail distribution and broad consumer recognition. Defines the competitive baseline in mainstream nail polish.

Direct peers

• Ciaté London: UK-based premium nail polish and nail care brand. Closely comparable geography (London), premium DTC positioning, and product overlap (gel-effect top coats, treatment ranges).
• Zoya: US-based premium nail polish brand built around a 'Big 10-Free' non-toxic formulation, vegan and cruelty-free — a direct clean-beauty competitor to Nailberry's L'Oxygéné range.
• Deborah Lippmann: Premium nail care brand offering lacquer plus treatment products (similar base/top coat and serum structure). Comparable premium positioning and nail-health product mix to Nailberry.
• Butter London: Premium nail polish brand with a '10-free' formulation positioned at the intersection of fashion and clean beauty. Closely comparable premium, fashion-forward DTC positioning to Nailberry.
• Nails Inc. London-based premium nail polish brand with strong DTC and retail distribution. Comparable premium positioning, UK origin, and extensive color range overlapping with Nailberry.
• ella+mila: Direct-to-consumer nail polish brand built around a 17-free, vegan formulation targeting the same conscious-beauty consumer persona as Nailberry.
• Kure Bazaar: French clean-beauty nail polish brand with a non-toxic, plant-based formulation. Highly comparable to Nailberry on positioning, premium pricing, and Made-in-France manufacturing origin.

Emerging players

• Olive & June: US-based DTC nail care brand with strong social-media-driven acquisition and an expanding product system (polish, treatments, tools). Comparable DTC-first, digitally-native model with overlapping target consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nailberrylondon
• Instagraminstagram.com/nailberry_
• TikToktiktok.com/@nailberry_
• LinkedInlinkedin.com/company/nby-london-ltd

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 Nailberry