Glowberry
Glowberry is an Estonia-based direct-to-consumer beauty brand that designs, sells, and ships premium soft-gel press-on nails and pre-bond press-on lashes to individual consumers across the European Union via its Shopify store and Estonian retail resellers.
- Company typePrivate
- Founded2021
- HeadquartersTallinn, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Glowberry does
Glowberry, operating through its legal entity GB Europe OÜ, is an Estonia-based direct-to-consumer beauty brand that designs and sells premium press-on nails and press-on lashes for at-home use. The company's flagship product is a soft-gel press-on nail system — marketed as differentiated from plastic alternatives — that ships with 15 sizes per kit plus application accessories (nail file, glue, cuticle pusher, stickers, cleaning cloth); the line spans multiple shapes (almond, oval, square) and 18+ designs priced around €17-€22. A complementary press-on lash line uses pre-bond technology for glue-free application and is positioned as reusable up to 20+ times, with sets priced €17.91-€19.90.
The business is built on a Shopify-powered DTC storefront (glowberry.eu) supported by Stripe, PayPal, and Montonio for European bank payment rails, and layered with physical retail distribution through Estonian resellers including Macta Beauty (five stores), Tradehouse (multiple locations), and Saaremaa Kaubamaja Ilumaailm. Marketing is product-led and content-driven: an active Instagram presence, a blog covering application tutorials and trend pieces, SEO-optimized category pages, a newsletter funnel, and promotional codes such as SUMMER15 to drive conversion. Free international shipping is offered on orders over €50 and the brand has stated a 40,000+ customer base with a 4.80/5 rating across 478 verified reviews.
Glowberry's revenue mechanics are one-time consumer purchases at low-ticket price points (€3-€22) across nail kits, lash sets, accessories (brush-on glue, sticky tabs, prep kits, tweezers), and digital gift cards (€10-€100). The company was founded in 2021, operates with a 1-10 person team out of Tallinn, has no disclosed external funding, and was recognized with a 2025 Buduaar Beauty Award. Geographic reach is EU-wide via the e-commerce site, with the deepest physical footprint inside Estonia.
Glowberry firmographics
Firmographics- Name
- Glowberry
- Legal name
- GB Europe OÜ
- Website
- https://glowberry.eu
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Glowberry is an Estonia-based direct-to-consumer beauty brand that designs, sells, and ships premium soft-gel press-on nails and pre-bond press-on lashes to individual consumers across the European Union via its Shopify store and Estonian retail resellers.
- Ownership category
- akta.pro rank
Glowberry industry classification
Industry- Product category
- Press-On Nail Cosmetics
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)
Keywords
Where Glowberry is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Glowberry business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Press-on Nails Sales: Primary revenue stream from direct sales of premium press-on nail kits. Products are sold as one-time purchases with prices ranging from €17-€22 for nail sets. The company also sells individual accessories including nail glue, prep kits, and sticky tabs.
- Press-on Lashes Sales: Secondary revenue stream from self-adhesive press-on lash clusters. Lashes use pre-bond technology and are reusable up to 20+ times. Products priced at €17-€20.
- Accessories and Consumables: Revenue from complementary products including brush-on nail glue (€8.90), sticky nail tabs (€6.90), extra nail prep kit (€3.00), and lash cluster tweezers (€11.90).
- Gift Cards: Digital gift cards sold in denominations from €10 to €100, delivered via email with instructions for redemption at checkout. Valid for one year from purchase date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Press-on Nails - Standard Kit |
| One time/ perpetual license | Pay-as-you-go | Press-on Lashes |
| Unit Pricing | Pay-as-you-go | Brush-on Nail Glue |
| Unit Pricing | Pay-as-you-go | Sticky Nail Tabs |
| Unit Pricing | Pay-as-you-go | Extra Nail Prep Kit |
| Unit Pricing | Pay-as-you-go | Lash Cluster Tweezers |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Glowberry product offering
Product offeringCore offering
Glowberry designs, sells and ships direct-to-consumer premium press-on nail kits and press-on lash clusters, complemented by application accessories such as brush-on nail glue, sticky nail tabs, nail prep kits and lash cluster tweezers. The flagship nail product uses a soft gel (vs. plastic) material with a protective building gel finish, offered in 18+ designs across Almond, Oval and Square shapes, and each kit contains 15 different sizes (30 nails) plus application supplies. Press-on lashes use pre-bond technology for mess-free peel-and-press wear, reusable up to 20+ times; kits typically priced €17–€22 with accessories €3–€12.
Product overview
Glowberry is a direct-to-consumer beauty brand offering premium press-on nails and press-on lashes for home use. The core product is the soft gel press-on nail system, which includes reusable nail kits in various designs, shapes (almond, oval, square), colors, and finishes (gloss, metallic, satin). The product line extends to press-on lash clusters with pre-bond technology, plus essential accessories including brush-on nail glue, sticky nail tabs, prep kits, and lash application tweezers. Gift cards are also available. All products are designed for easy at-home application with salon-quality results, emphasizing reusability, non-damaging formulas, and affordability compared to professional salon services.
Differentiator
Problem solved
Functional benefit
Products and services
- Press-On Nails (Soft Gel) Premium reusable soft gel press-on nail kits offering salon-quality results at home. Each kit contains 15 nail sizes (30 nails total), nail file, nail glue, cuticle pusher, nail stickers and cleaning cloth. Nails can last up to ~14 days per wear with proper application and are reusable across 2–3 wears (~21–23 days total) with a protective building gel finish that resists damage from typing, cooking, gardening and exercise. Available in 18+ designs/shapes/colors. Priced at €21.90 per kit.
- Press-On Lashes Self-adhesive press-on lash clusters using pre-bond technology for mess-free peel, press & go application (no separate lash glue required). Each cluster lasts 12–24 hours per wear, and lashes are reusable up to 20+ times. Sets include clusters in different lengths for natural daytime to bold evening looks. Priced at €17.91–€19.90 per set.
- Brush-on Nail Glue 7g brush-on nail glue designed to simplify press-on nail application with a quick-drying, mess-free, non-damaging formula for natural nails. Priced at €8.90 (€8.01 on sale).
- Sticky Nail Tabs Pack of 5 sheet sets (30 inclusively sized individual adhesive tabs) for short-term, glue-free wear of press-on nails. Ideal for temporary style changes and quick looks. Priced at €6.90.
- Extra Nail Prep Kit Additional nail preparation supplies including 2g nail glue, nail tabs, nail file, cuticle stick and a preparation wipe. Recommended for customers ordering three or more nail sets per order. Priced at €3.00 (€2.70 on sale).
- Lash Cluster Tweezers Specialized tweezers designed for press-on lash application and removal, helping lift clusters from the tray, apply along the lash line and clamp at the end. 100% vegan and cruelty-free. Priced at €11.90.
- Glowberry Gift Card Digital gift cards delivered via email with instructions for easy redemption at checkout. Available in denominations of €10, €20, €30, €40, €50, €70 and €100. Valid for one year from purchase date.
Quantifiable outcome
- Nails can last up to 14 days with proper application
- +3 more outcomes
Companies that use Glowberry
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Glowberry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Glowberry partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ShopifycoreShopify powers Glowberry's e-commerce store (glowberry.eu). The store uses Shopify's platform for product management, checkout, customer accounts, and order processing.
- StripecoreStripe processes credit card payments including Visa and Mastercard for Glowberry's online store.
- MontoniocoreMontonio UAB mediates Estonian bank payments (Swedbank, SEB, Luminor, LHV, Coop Pank, Citadele, Pocopay) for Glowberry. Montonio also serves as the authorized processor for personal data related to payments.
- Macta BeautycorePrimary retail reseller in Estonia with 5 store locations. Sells Glowberry products in physical retail stores including shopping centers in Tartu and Tallinn.
- TradehousecoreMajor Estonian beauty retail chain operating multiple store locations. Sells Glowberry products including in their warehouse store, Nautica center, Kvartali center, and Port Artur 1 locations.
- Saaremaa Kaubamaja IlumaailmminorRegional beauty retailer on Saaremaa island, Estonia. Located in Kuressaare with regular business hours.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Glowberry competitors and assessment
Company assessmentDirect peers
- Clutch Nails: Premium reusable press-on nail brand. Comparable to Glowberry in premium positioning, multiple-shape kits, and at-home salon-quality positioning.
- Olive & June: US-based premium DTC press-on nail brand with strong brand-led content strategy. Closely comparable to Glowberry in premium positioning, soft-gel style reusable kits, and social/influencer-led GTM.
- Static Nails: Direct-to-consumer reusable press-on nail brand with reusable gel-polish tech. Comparable to Glowberry in product format (reusable kits, multiple sizes/shapes), DTC model, and beauty-tech-led differentiation.
- Glamnetic: DTC beauty brand specializing in magnetic lashes, press-on nails, and beauty tools. Closely comparable to Glowberry in cross-category lash + nail product strategy and direct-to-consumer e-commerce model.
- Lilac St. DTC press-on nail brand offering reusable kits in various shapes and designs. Comparable to Glowberry in DTC model, premium positioning, and design-led nail product strategy.
- Velour Lashes: Specialist false lash brand with reusable premium lash products. Comparable to Glowberry's press-on lash line in product format, reusability claims, and DTC-led premium positioning.
Broad incumbents
- imPRESS: Mass-market press-on nail brand owned by KISS. Comparable product category (press-on nails) and distribution breadth, though positioned at a lower price point than Glowberry.
- Kiss Products: Category-defining mass-market press-on nail and lash brand with broad retail distribution. Comparable as the volume incumbent Glowberry competes against on price and shelf presence.
Regional players
- Mylee: UK-based at-home gel manicure and nail brand with strong EU distribution. Comparable to Glowberry in at-home nail beauty positioning but more focused on gel kits than press-on nails.
- Nails Inc. UK-based nail care and press-on nail brand with strong European retail presence. Comparable in category and premium nail positioning but primarily serves the UK/EU market versus Glowberry's Estonia-centric base.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Glowberry social profiles
Digital presenceGlowberry financial estimates
Financial estimateRevenue estimate
Valuation estimate
Glowberry leadership team
Management profileNumber of profiles
Glowberry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Glowberry 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 Glowberry
What does Glowberry do?
Glowberry designs, sells and ships direct-to-consumer premium press-on nail kits and press-on lash clusters, complemented by application accessories such as brush-on nail glue, sticky nail tabs, nail prep kits and lash cluster tweezers. The flagship nail product uses a soft gel (vs. plastic) material with a protective building gel finish, offered in 18+ designs across Almond, Oval and Square shapes, and each kit contains 15 different sizes (30 nails) plus application supplies. Press-on lashes use pre-bond technology for mess-free peel-and-press wear, reusable up to 20+ times; kits typically priced €17–€22 with accessories €3–€12.
Is Glowberry a public or private company?
Glowberry is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Glowberry founded?
Glowberry was founded in 2021. It employs 1 to 10 people.
Where is Glowberry based?
Glowberry is headquartered in Tallinn, Estonia, in the Europe region.
How does Glowberry make money?
Four revenue lines are on record. Press-on Nails Sales are the primary driver. The others are press-on Lashes Sales, accessories and Consumables and gift Cards.
Who are Glowberry's main competitors?
Direct peers on record are Clutch Nails, Olive & June, Static Nails, Glamnetic, Lilac St. and Velour Lashes. Broad incumbents are imPRESS and Kiss Products. Regional players are Mylee and Nails Inc..
Does Glowberry have an API?
No public API is recorded for Glowberry.
What industry is Glowberry in?
Glowberry's product category is Press-On Nail Cosmetics. Its primary akta.pro industry code is CRABACAD, Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color). Its SIC code is 2844.