V Beauty Pure

What V Beauty Pure does

V Beauty Pure LLC is a privately held, family-owned professional nail products company headquartered in West Palm Beach, Florida. It designs, manufactures, and distributes a full product ecosystem for nail technicians and at-home users, including gel polishes (with 120+ shades), rubber base, builder gel, acrylic systems, acrygel, nail art consumables (chrome powder, cat eye gel, gel paint, gel pods, liner gel), and professional tools and equipment such as the V Unit E-File and LED/UV curing lamps. The company also operates VBP Academy, an educational platform offering tutorials and technique guidance for both DIY users and licensed technicians, and provides comprehensive Safety Data Sheets across its product lines.

The company's revenue model is predominantly direct-to-consumer e-commerce through its owned Shopify storefront, supplemented by a direct distribution partner program that serves salon owners, retailers, and technicians without middlemen. Pricing is positioned in the mid-to-premium tier, with 6-shade gel polish collections MSRP'd around $80-$102, frequent 10-20% promotional discounts, a Subscribe & Save recurring-delivery program, and bundled beginner and professional kits. Distribution is single-country (United States), with international shipping not offered and non-US customers directed to authorized distributors. The brand differentiates through distinctive matte black packaging versus industry-standard pink-and-white aesthetics, the proprietary #DustFreeLife hashtag, and earned media coverage in Vogue, Vanity Fair, Forbes, Hollywood Reporter, and Inc. Magazine, where it ranked #252 on the Inc. 500 two years consecutively.

The company, founded by David DiLorenzo in 2018 and previously known as Valentino Beauty Pure, originated in nail dust collection equipment before expanding into consumables and professional products in 2020. It is independently funded with no disclosed institutional capital, has 11-50 employees, and operates with founder-led ownership and control.

Name

V Beauty Pure

Legal name

V Beauty Pure LLC

Website

https://vbeautypure.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

V Beauty Pure LLC is a privately held, family-owned manufacturer and direct-to-consumer distributor of professional nail products — including gel polishes, rubber base, acrylics, acrygel, nail art, and tools — serving licensed nail technicians, at-home DIY enthusiasts, and salons via an owned Shopify storefront and direct distribution partner program.

Ownership category

akta.pro rank

Product category

Professional Nail Products

NAICS

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), Acrylic & Hard Gel Nail Extensions (HSALACAC), Nail Repair & Enhancements (Fills/Overlay/Rebalance) (HSALACAF)

Keywords

• Professional nail products
• Gel polish systems
• Acrylic nail systems
• Nail art supplies
• Nail salon equipment

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Gel Polish: One-time purchase revenue from gel polish products sold directly to consumers and professionals. Products include individual bottles at approximately $80.73 per collection (6 shades), with various promotional discounts available.
2. Product Sales - Acrylic & Acrygel Systems: One-time purchase revenue from acrylic covers, pigments, nail tips, forms, prep products, and brushes. Also includes acrygel products and dual forms.
3. Product Sales - Nail Art & Accessories: Revenue from chrome powder, chrome flakes, gel paint, cat eye products, nail files, e-file accessories, equipment, and nail tools.
4. Bundle & Kit Sales: Pre-configured kits for beginners, gel, acrylic, rubber base, and hard gel systems. Also includes brush bundles for professional technicians.
5. Subscription Program: Subscribe & Save program offering recurring deliveries of essential products with potential for recurring revenue.
6. Gift Cards: Digital gift cards available for purchase as one-time products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

V Beauty Pure LLC designs, brands, and sells professional nail enhancement products directly to consumers and licensed nail technicians. Its portfolio spans gel polish, rubber base, builder/hard gel, acrylic systems, acrygel hybrids, nail art supplies, prep essentials, professional brushes and files, e-files and dust-collection equipment, plus bundled starter kits and the VBP Academy education platform for DIY users and professionals.

Product overview

V Beauty Pure is a professional nail products company offering a comprehensive portfolio of nail care and enhancement solutions. The core product lines include Gel Polish (with multiple collections like Coffee Break, Miami Vibes, Noodle Yess, Candy, Leaf, Base-ic, Cat Eye, I Am, 80's, Cuffing Season, Feeling Hue-tiful, and Romantic Retreat/In Luxe With You rubber base collections), Acrylic System (covers, pigments, forms, tips, prep, and brushes), Acrygel (hybrid product with dual forms and dedicated prep), and Builder Gel. Supporting products include nail art supplies (Chrome Powder, Chrome Flakes, Cat Eye gels, Gel Paint, Gel Pods, Liner Gel, Blooming Gel, Chrome Bond, Acrylic Pigments), essentials (Base Coat, Top Coats in multiple finishes, Nail Prep Dehydrator, Super Bond Primer, Slip Solution, Monomer, Nail Glue), tools (Acrylic/Gel/Nail Art Brushes, Nail Files, E-File Bits, V Unit E-File, Dual Forms), and equipment (Nail Dust Collectors, Cordless LED Lamp). The company also offers educational content through VBP Academy and provides bundled kits for beginners and professionals. Products require professional use and include comprehensive Safety Data Sheets. The brand emphasizes premium quality with extended development cycles and positions itself as an alternative to traditional pink-and-white nail product aesthetics.

Differentiator

Problem solved

Functional benefit

Brands

• VBP Academy: Educational platform for nail technicians and DIY enthusiasts offering tutorials and training

Products and services

• Gel Polish Semi-permanent LED/UV-curable gel nail polish with a highly pigmented formula requiring 1-2 thin coats, 60-second cure time, 14+ day wear, and easy soak-off removal; sold in 6-shade collections for personal and professional use.
• Rubber Base Gel Flexible, self-leveling rubber base gel sold in 6-shade collections, soak-able, beginner-friendly, and intended for short nail styles and clients prone to natural nail breakage.
• Acrylic System Professional acrylic nail enhancement system including acrylic covers, pigments/collections, nail tips, nail forms, prep products, and brushes for professional nail technicians.
• Acrygel (Acrylic-Gel Hybrid) Hybrid nail enhancement product combining properties of acrylic and gel, sold with dual forms, nail tips, dedicated prep, and brushes for shaping extensions.
• Builder Gel (Hard Gel) Hard gel formula for building and strengthening nail extensions and overlays within the gel polish system.
• Diamond Gel Professional nail gel product available in a larger 30 ML tube for easier application and improved value.
• V Unit E-File (Electric Nail File) Next-generation professional electric nail file engineered for power, precision, and ultra-quiet performance with brushless motor, zero-vibration technology, LCD display for real-time RPM/direction/battery, and an ergonomically balanced handpiece for nail technicians.
• Cuticle Oil Nail care cuticle oil available in multiple variants including Tangerine, Coconut Mango, Strawberry, and Kiwi with brush or dropper cap options.
• Nail Dust Collectors (GEN 5 and Flush Mount) Salon dust collection equipment including GEN 5 Nail Dust Collector and Flush Mount Nail Dust Collector with replaceable filters for salon health and safety (#DustFreeLife).
• Cat Eye Gel Polish Collection Specialty magnetic cat eye gel polish collection paired with the V-Magnet tool to create magnetic nail art effects.
• Chrome Powder Chrome effect powders for creating metallic mirror-finish nail art.
• Chrome Flakes Chrome effect flakes for creating flaky metallic nail art finishes.
• Gel Paint and Gel Pods Gel-based paint products and pre-portioned gel paint pods for detailed nail art application.
• Liner Gel Gel polish designed for fine-detail line work in nail art.
• Acrylic Pigments (Super Powder) Pigmented powders for creating colored acrylic nail designs, including Victoria's Collection limited editions and Blooming Gel / Chrome Bond special-effect kits.
• Nail Essentials (Base Coat, Top Coat, Prep, Primer, Monomer, Glue) Complete prep-and-finish essentials including Base Coat, non-wipe and matte Top Coats, Nail Prep Dehydrator, Super Bond Primer, Slip Solution, Nail Liquid Monomer, Nail Glue, Peelable Base Coat, One Step Gel, and dedicated prep lines for acrylic, acrygel, and gel systems.
• Nail Tips, Nail Forms, and Dual Forms Artificial nail tips for extensions, forms for sculpting overlays, and reusable dual-sided dual forms for efficient nail extension application.
• Professional Brushes (Acrylic, Gel, and Nail Art) Professional brushes designed for acrylic nail application, gel nail application, and specialized nail art, including bundle sets.
• Nail Files and E-File Bits & Accessories Nail filing tools for shaping and maintaining nails plus replacement bits and accessories for electronic nail files.
• Cordless LED Lamp and Nail Equipment Portable cordless LED curing lamp for on-the-go gel nail curing plus other professional salon equipment and replacement parts.
• Beginner Kits Starter kits for users new to gel or acrylic nails.
• Gel Kits Complete kits containing all products required for gel nail application and artistry.
• Acrylic Kits Complete kits for professional acrylic nail application.
• Rubber Base Kits Bundled product kits for rubber base nail applications.
• Hard Gel Kits Bundled product kits for builder / hard gel nail applications.
• Brush Bundles Bundled brush sets at discounted pricing.
• VBP Academy Educational platform offering tutorials, guides, and resources for nail technicians and DIY enthusiasts on proper product use and nail artistry techniques, supported by a blog, social media content, and customer support channels.
• Subscribe & Save Recurring-delivery subscription program for nail essentials with first-order 15% discount via newsletter sign-up and ongoing subscription savings.
• Gift Cards Digital gift cards available for purchase on the V Beauty Pure storefront.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OPI: OPI is the category-leading professional nail lacquer and gel brand, offering gel polish, lacquer, and nail treatments to both pros and consumers. Highly comparable as a benchmark for VBP's professional and DIY crossover positioning, though OPI operates at far greater scale via Wella Company ownership.
• CND (Creative Nail Design): CND is a long-established professional nail brand offering Shellac gel systems, enhancements, and pro education, owned by Revlon. Directly comparable to VBP on the professional acrylic/gel and education angles, with much broader scale and salon distribution.

Emerging players

• Static Nails: Static Nails is a D2C press-on nail brand focused on reusable, salon-quality press-on alternatives. Adjacent rather than directly competitive with VBP, but operates in the same DIY/prosumer nail category and serves overlapping at-home consumers.
• Dazzle Dry: Dazzle Dry is a D2C nail polish brand positioned around a faster-drying, healthier polish system sold direct to consumers and pros. Adjacent to VBP with overlap on DIY polish and pro channels, though its core technology claim is non-UV polish rather than gel.

Direct peers

• Aprés Nail: Aprés Nail is a premium gel extension and professional nail brand known for its Gel-X system, selling direct to pros and through distributors. Comparable to VBP on the professional gel and extension categories and pro-education positioning.
• LeChat Nails: LeChat is a professional nail brand offering gel polish, acrylic, and nail art supplies to salons and distributors. Comparable professional SKU breadth and salon-distribution model to VBP, with broader international presence.
• Olive & June: Olive & June is a D2C nail care brand offering at-home gel manicure systems targeted at DIY consumers. Highly comparable to VBP's DIY segment with similar D2C, education-led content model, though Olive & June focuses more on the at-home consumer than the technician.
• Gelish: Gelish is a leading professional gel polish brand within the UV/LED gel segment, selling direct to nail technicians and salons. It is one of the closest direct competitors to VBP's gel polish and soak-off system, competing on similar professional channels and pricing tiers.
• Young Nails: Young Nails is a professional acrylic and nail enhancement brand selling acrylic powders, liquids, gels, and pro education directly to nail technicians. Comparable to VBP's acrylic system category and pro-education orientation through Young Nails University.
• Kiara Sky: Kiara Sky is a D2C professional gel nail brand offering gel polish, acrylic, dip powder, and nail art supplies to both pros and DIY users. Closest comparable to VBP given overlapping SKU breadth (gel, acrylic, nail art), D2C-first go-to-market, and influencer-driven prosumer positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/VBeautyPure
• YouTubeyoutube.com/@VBeautyPure
• Facebookfacebook.com/vbeautypure
• Instagraminstagram.com/vbeautypure
• Pinterestpinterest.com/vbeautypure
• LinkedInlinkedin.com/company/v-beauty-pure

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 V Beauty Pure