TENOVERTEN
- Company typePrivate
- Founded2010
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What TENOVERTEN does
Tenoverten, operated by Polished TOT Holdings LLC and founded in 2010, is a clean-beauty brand built around non-toxic, 8-free nail polish and a broader hand and foot care system. The company originated as the first non-toxic nail salon in New York City and has since expanded into a full DTC product business serving health-conscious consumers seeking vegan, cruelty-free, and gluten-free formulations that exclude eight commonly restricted ingredients (toluene, dibutyl phthalate, formaldehyde, formaldehyde resin, camphor, triphenyl phosphate, ethyl tosylamide, and xylene). The product portfolio spans nail color (named shades such as Anne, Mercer, Crosby, Park, Lafayette), nail foundations (base and top coats), cuticle care (The Rose Oil, The Celery Oil), hand and foot care (serums, creams, scrubs, masks), professional tools, and curated kits and gift sets.
TENOVERTEN firmographics
Firmographics- Name
- TENOVERTEN
- Legal name
- Polished TOT Holdings LLC
- Website
- https://tenoverten.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
TENOVERTEN industry classification
Industry- Product category
- Clean Nail Care & Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Nail Salons (812113)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE), Basic Manicures & Pedicures (HSALACAA)
Keywords
Where TENOVERTEN is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TENOVERTEN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through tenoverten.com direct-to-consumer online store selling nail polish, hand/foot care products, tools, and gift cards. One-time product purchases with optional subscription potential.
- Wholesale Distribution: Revenue through distribution partnerships with online retailers (Anthropologie, Nordstrom, Shopbop, Free People, Bluemercury, Violet Grey) and physical retail stockists (wellness spas, boutique stores) across 25+ US states and Canada.
- Salon Services: Revenue from nail salon services at physical locations (first salon opened in 2010 in NYC). Appointments booked through secure-booker.com platform.
- Gift Cards: Digital gift cards sold through the online store for gifting purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Nail Polish Colors |
| Unit Pricing | Pay-as-you-go | Cuticle Care Products |
| Unit Pricing | Pay-as-you-go | Hand & Foot Care Products |
| Unit Pricing | Pay-as-you-go | Nail Foundations & Base/Top Coats |
| Unit Pricing | Pay-as-you-go | Tools & Implements |
| Unit Pricing | Pay-as-you-go | Kits & Sets |
| Unit Pricing | Pay-as-you-go | Removers |
| Unit Pricing | Pay-as-you-go | Bundled Gift Sets |
| Subscription | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
TENOVERTEN product offering
Product offeringCore offering
Tenoverten develops, brands, and sells a proprietary line of non-toxic, 8-free, vegan, cruelty-free, and gluten-free nail polish, base and top coats, cuticle care, hand and foot care products, nail polish remover wipes, professional manicure/pedicure tools, curated kits/sets, and gift cards. Offerings are sold direct-to-consumer through the company's tenoverten.com Shopify storefront, through premium wholesale retail partners and physical stockists across 25+ US states and Canada, and via the company's own NYC nail salon offering in-person services.
Product overview
Tenoverten is a conscious beauty brand offering a comprehensive portfolio of non-toxic, eight-free nail polish and hand & foot care products. The core offering centers on nail color products (various shades like Anne, Canal, Eldridge, Dean, Bisou, LA, Warren, Lafayette) and nail foundations (base coats including The Rehab and The Foundation, top coats including The Outlast and The Shield). The product line extends to dedicated categories including cuticle care (The Rose Oil, The Celery Oil, The Cuticle Eraser, The Push Back, The Nip), hand & foot care (The Heroine lotion, The Age-Defying Serum, The Cocoon cream, The Sole Mate balm, The Sole Scrub, The Sleep Mask, The Rewind Exfoliator, The Cleanse, The Recovery bath soak), nail polish removers (The Rose Wipes), and professional tools (The Eco File, The Right Foot, The Small/Big Clip, The Shaper, The Tool Kit). Bundled sets are offered for various routines (Hand Care Set, Foot Care Set, Overnight Gift Set, Recovery Set, 5-Min Mani Set) and travel/kit needs (Jamie Beck Travel Kit, Pedicure Kit, Nail Color Gift Set). All products are eight-free (no toluene, dibutyl phthalate, formaldehyde, formaldehyde resin, camphor, triphenyl phosphate, ethyl tosylamide, or xylene), cruelty-free, vegan, and gluten-free.
Differentiator
Problem solved
Functional benefit
Products and services
- Nail Color (Polish Line) A range of 8-free, vegan, cruelty-free, and gluten-free nail polish shades in 0.45 fl oz / 13.3 mL bottles priced at $18 each, intended for at-home use by conscious-beauty consumers seeking non-toxic salon-quality color.
- Nail Foundations (Base & Top Coats) 8-free base and top coats that prepare, strengthen, and protect nails under Tenoverten polish, including The Rehab Base Coat, The Foundation Base Coat, The Outlast Top Coat, and The Shield Top Coat.
- Cuticle Care (Rose Oil, Celery Oil, Eraser, Push Back, Nip) Natural cuticle oils (Rose Oil, Celery Oil) and cuticle prep tools (Cuticle Eraser, Push Back, Nip) for hydrating and maintaining cuticles and nail beds, including a pregnant-user-safe Rose Oil variant.
- Hand & Foot Care (Heroine, Age-Defying Serum, Cocoon, Sole Mate, Sole Scrub, Sleep Mask, Rewind, Cleanse, Recovery) A suite of hand lotions, anti-aging serums, moisturizers, exfoliators, overnight treatments, foot balms, scrubs, and bath soaks for at-home hand and foot care rituals.
- Removers (The Rose Wipes, 3-Pack) Rose-scented nail polish remover wipes available as single boxes and 3-packs for clean, non-toxic polish removal.
- Tools (Eco File, Right Foot, Clips, Shaper, Spacemakers, Tool Kit, Buff Plus) Professional-grade stainless steel and abrasive manicure/pedicure tools, including files, buffers, clippers, shapers, spacers, and a curated Tool Kit, sold individually and as a complete kit.
- Sets (Custom Trio, Base & Top Coat Set, Rehab Set, Hand Care Set, Foot Care Set, Cuticle Care Set, Overnight Gift Set, Recovery Set, Healthy Hands Set, 5-Min Mani Set, Strawberry Duo) Curated bundles combining polishes, treatments, and tools for specific use cases (gift giving, travel, hand care, foot care, cuticle care, overnight care, quick manicures), priced as a single retail unit.
- Kits (Jamie Beck Travel Kit, Pedicure Kit, Tool Kit) All-in-one premium kits (travel manicure, pedicure, and professional tool kits) combining polishes, treatments, and implements in vegan leather or stainless steel cases.
- Nail Color Gift Set (Top Ten) A 10-polish gift set packaged in a vegan leather case, marketed as a premium gifting and discovery unit for the full Tenoverten color range.
- The Online Gift Card Digital gift cards in variable denominations for online purchases, sold through the tenoverten.com storefront.
- Tenoverten Nail Salon Services In-person non-toxic nail salon services at the company's New York City location, with appointments scheduled through secure-booker.com, originally founded in 2010.
Quantifiable outcome
- 8-free formulations: No toluene, dibutyl phthalate, formaldehyde, formaldehyde resin, camphor, triphenyl phosphate, ethyl tosylamide, or xylene
- +2 more outcomes
Companies that use TENOVERTEN
Customer profileNamed customers3 records
Ideal customer profiles2 records
TENOVERTEN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature2 records
TENOVERTEN partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- AnthropologiecorePremium online and physical retail partner for Tenoverten products. Anthropologie carries the full Tenoverten product line including nail polish, hand care, and foot care products through their e-commerce platform and retail locations.
- NordstromcoreMajor department store retailer carrying Tenoverten products. Partnership provides access to Nordstrom's premium customer base and retail footprint.
- ShopbopcorePremium fashion e-commerce platform (part of Amazon) distributing Tenoverten products to fashion-forward consumers.
- Free PeoplecoreBoutique lifestyle retailer carrying Tenoverten products. Alignment with Free People's bohemian, wellness-focused brand positioning.
- BluemercurycoreLuxury beauty retailer carrying Tenoverten products. Partnership aligns with Bluemercury's premium beauty positioning.
- Violet GreycorePrestige beauty e-commerce platform known for curating the 'violet grey approved' vetted beauty products. Tenoverten products featured in their clean beauty assortment.
- AmazonminorMarketplace distribution through Amazon store presence (Tenoverten page on Amazon). Provides access to wide consumer base through Amazon's e-commerce platform.
- Integrity BotanicalscoreClean beauty-focused retailer specializing in non-toxic and natural beauty products. Multiple Tenoverten hand and foot care products carried.
- The Green Jungle Beauty ShopminorEco-conscious beauty retailer carrying Tenoverten products. Brand alignment with green/sustainable beauty positioning.
- Canyon RanchcorePremium wellness resort chain with locations in Tucson, AZ and other destinations. Tenoverten products available at Canyon Ranch spas for guest use and purchase.
- CIVANA Wellness Resort & SpaminorWellness resort and spa in Carefree, Arizona carrying Tenoverten products for guests seeking clean beauty options.
- Secure-bookercoreAppointment booking platform integrated with Tenoverten's website for salon service bookings. Handles appointment scheduling, credit card reservation, and cancellation management.
- ShopifycoreE-commerce platform powering tenoverten.com online store. Handles payment processing, transaction management, and online retail operations.
- AttentivecoreSMS/MMS marketing platform used for automated promotional messages, cart reminders, and personalized marketing communications with customers.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
TENOVERTEN competitors and assessment
Company assessmentBroad incumbents
- OPI (Wella): OPI is the dominant global professional nail polish brand with universal salon and retail distribution. Provides scale benchmark and represents the incumbency threat to small clean brands as it expands naturals lines (Nature Strong).
- Essie (L'Oréal): Essie is the leading mass-prestige nail polish brand owned by L'Oréal with universal drugstore and department-store presence. Broad incumbent force in color, with growing clean-leaning lines relevant to Tenoverten's category.
- Butter London: Butter London is an established premium nail polish and broader beauty brand with multi-category offerings. Competes in the same department-store channel and clean-leaning color space, but with broader portfolio beyond nails.
Direct peers
- Smith & Cult: Smith & Cult is a premium nail polish and hand care brand with a design-forward, prestige positioning. Comparable on price point (~$18 polish), aesthetic-led branding, and prestige retail (Sephora, Bluemercury) distribution.
- Côte: Côte is a clean nail polish brand with a salon-plus-DTC model and a focus on non-toxic formulations. Operates retail locations and ships direct. Closely comparable to Tenoverten on positioning, salon heritage, and clean beauty channel strategy.
- Zoya (Art of Beauty): Zoya is a long-established clean / '5-free' nail polish brand sold through salons and DTC channels. Directly comparable on non-toxic positioning, salon-channel relationships, and breadth of polish color line.
- Olive & June: Olive & June is a leading DTC clean nail polish and nail care brand offering at-home manicure systems. Targets the same clean beauty, millennial/Gen-X woman consumer with subscription-friendly polish lines and comparable price points.
- Kure Bazaar: Kure Bazaar is a French clean nail polish brand built around non-toxic, plant-based formulations. Comparable on ingredient-clean positioning, premium pricing, and global prestige beauty distribution.
- JINsoon (Proprietary, Inc.): JINsoon is a clean (5-free, later 10-free), fashion-editor-beloved nail polish brand with salons and DTC. Comparable on prestige positioning, editorial credibility in Vogue/Elle, non-toxic formulation, and salon-plus-product model.
Emerging players
- Sundays Nail Care: Sundays is a newer clean nail polish and nail care brand offering non-toxic, vegan, cruelty-free press-on and polish systems. Overlaps with Tenoverten on clean formulation, premium DTC channel, and nail care positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
TENOVERTEN social profiles
Digital presenceTENOVERTEN financial estimates
Financial estimateRevenue estimate
Valuation estimate
TENOVERTEN leadership team
Management profileNumber of profiles
TENOVERTEN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TENOVERTEN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TENOVERTEN
What does TENOVERTEN do?
Tenoverten develops, brands, and sells a proprietary line of non-toxic, 8-free, vegan, cruelty-free, and gluten-free nail polish, base and top coats, cuticle care, hand and foot care products, nail polish remover wipes, professional manicure/pedicure tools, curated kits/sets, and gift cards. Offerings are sold direct-to-consumer through the company's tenoverten.com Shopify storefront, through premium wholesale retail partners and physical stockists across 25+ US states and Canada, and via the company's own NYC nail salon offering in-person services.
Is TENOVERTEN a public or private company?
TENOVERTEN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TENOVERTEN founded?
TENOVERTEN was founded in 2010. It employs 1 to 10 people.
Where is TENOVERTEN based?
TENOVERTEN is headquartered in New York, United States, in the North America region.
How does TENOVERTEN make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, salon Services and gift Cards.
Who are TENOVERTEN's main competitors?
Broad incumbents on record are OPI (Wella), Essie (L'Oréal) and Butter London. Direct peers are Smith & Cult, Côte, Zoya (Art of Beauty), Olive & June, Kure Bazaar and JINsoon (Proprietary, Inc.). Sundays Nail Care is listed as an emerging player.
Does TENOVERTEN have an API?
No public API is recorded for TENOVERTEN.
What industry is TENOVERTEN in?
TENOVERTEN's product category is Clean Nail Care & Cosmetics. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRABAKAE, Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools). Its NAICS code is 456120 and its SIC code is 2844.