seche.com

What seche.com does

Seche is a privately held nail care brand established in 1991 and headquartered in Los Angeles, California, operating under Seche International, Inc. (also referenced as Seche.com, Inc.). The company develops, manufactures, and sells nail care products to two distinct customer segments: professional nail technicians and home consumers pursuing salon-quality manicures. Its distribution is a hybrid model combining direct-to-consumer e-commerce at seche.com with retail placement in department stores and specialty beauty retailers, currently limited to US shipping.

The product portfolio centers on a patented "Single Procedure Technology" embodied in the flagship Seche Vite Dry Fast Top Coat, which penetrates through nail lacquer to bond with the base coat and form a single durable solid layer. Around this technology, the company has built an expanded line including gel-effect top coats (Vive), UV-activated top coats (Ultra-V), specialty finishes (FX Diamond Effect in Pink/Gold/Blue, Matte Flat Finish), base coats (Ridge-Filling, Clear Crystal), and treatments (Forté Strengthening, Rebuild, Condition Cuticle Oil, Blur Mistake Mender, Restore Thinner). Pricing spans $6.99 to $20.99 per 0.5oz bottle, with free standard US shipping on orders over $39.

The revenue model is unit-level e-commerce and retail sales of branded nail care products. No subscription, B2B enterprise, or contracted-tier revenue streams are evident. The company appears to be self-funded with no disclosed funding rounds, and operates with a small SKU footprint (approximately 16 visible products), consistent with a lean, founder-led CPG operator.

Name

seche.com

Legal name

Seche International, Inc.

Website

https://seche.com

Company type

Private

Founded year

1991

Operating status

Operating

Short description

Seche is a privately held nail care brand established in 1991 that sells patented quick-dry top coats, base coats, and nail treatments via seche.com and US retail, serving both professional nail technicians and home consumers.

Ownership category

akta.pro rank

Product category

Nail Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Nail care products
• Quick dry top coat
• Base coats
• Nail treatments
• Manicure products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Seche generates revenue through direct sales of nail care products including top coats, base coats, nail treatments, and accessories through its e-commerce website and retail distribution channels. Products are sold in standard retail sizes (0.5 oz bottles) with pricing ranging from $6.99 to $20.99.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Seche designs, manufactures, and sells a line of professional and consumer nail care products anchored by its patented Seche Vite Dry Fast Top Coat. The portfolio spans quick-dry and gel-effect top coats, ridge-filling and clear base coats, strengthening treatments, cuticle oil, a manicure mistake corrector, and a proprietary thinner formulated exclusively for Seche Vite, sold via DTC e-commerce and retail partners across the US.

Product overview

Seche is a nail care brand built around its flagship patented Seche Vite quick-dry top coat, established in 1991. The product portfolio centers on three core categories—top coats (Seche Vite, Vive, Ultra-V, FX Diamond Effect, Matte Flat Finish), base coats (Ridge-Filling, Clear Crystal), and nail treatments (Forté, Rebuild, Condition, Blur, Restore Thinner)—complemented by bundled kits. The brand differentiates through patented single-procedure technology that promotes faster drying, and its top coats deliver gel-like effects without UV lamps. Seche positions itself as an advanced nail care pioneer offering professional-grade affordable products for natural nails, enhancements, and pedicures.

Differentiator

Problem solved

Functional benefit

Products and services

• Seche Vite Quick Dry Top Coat Flagship patented quick-dry top coat that penetrates through nail lacquer to the base coat, creating a single durable layer that resists chips, peeling, and everyday wear with a high-gloss non-yellowing finish. Sold at $6.99 per 0.5 oz bottle.
• Seche Vive Instant Gel Effect Top Coat Fast-drying top coat that delivers the plumping effect of a gel with an ultra-glossy high-shine finish, no UV or LED lamp required. Sold at $7.99 per 0.5 oz bottle.
• Seche Ultra-V UV Activated Top Coat UV-curable top coat that delivers a durable high-gloss shine, drying multiple layers of polish in 3 minutes under any UV lamp. Sold at $7.99 per 0.5 oz bottle.
• Seche FX Diamond Effect Top Coat - Pink 2-in-1 shimmer topper and protective top coat that transforms any nail polish into a sparkling salon-quality finish with multidimensional diamond-inspired pink sparkle. Sold at $11.99.
• Seche FX Diamond Effect Top Coat - Gold 2-in-1 shimmer topper and protective top coat that locks in color with a brilliant chip-resistant finish while adding light-catching gold shimmer from every angle. Sold at $11.99.
• Seche FX Diamond Effect Top Coat - Blue 2-in-1 shimmer topper and protective top coat that transforms any nail polish into a dazzling statement look with light-catching blue shimmer and chip-resistant finish. Sold at $11.99.
• Seche Matte Flat Finish Top Coat Mattifying top coat that instantly transforms any polish into a chic flat finish with sophisticated velvety matte look; quick-drying formula helps extend wear. Sold at $10.99.
• Seche Base Ridge-Filling Base Coat Base coat formulated to help conceal nail imperfections while creating a smooth foundation for polish application with superior bonding ability. Sold at $6.99 per 0.5 oz bottle.
• Seche Clear Crystal Clear Base Coat Crystal-clear base coat formula designed to create superior adhesion for long-lasting polish wear; bonds effectively to natural nails and artificial applications including gels and acrylics. Sold at $6.99 per 0.5 oz bottle.
• Seche Forté Strengthening Treatment Advanced nail strengthening treatment that acts as a protective shield helping mend damaged nails from the inside out, containing Bamboo (rich in silica) and Biotin for stronger healthier nails. Sold at $11.99 per 0.5 oz bottle.
• Seche Rebuild Strengthening Treatment Nail treatment designed to strengthen weak, thin, soft, or peeling nails with a protein-rich formula that seals nail layers together for improved integrity and resilience. Sold at $6.99 per 0.5 oz bottle.
• Seche Condition Keratin-Infused Cuticle Oil Nourishing cuticle oil blend of Keratin, Vitamin E, Jojoba Oil, and Almond Oil formulated to moisturize and soften dry, cracked cuticles with a single easy application. Sold at $7.99 per 0.5 oz bottle.
• Seche Blur Instant Mistake Mender Manicure corrector formula that instantly blurs and smooths away imperfections, transforming smudges and nicks back to perfection without redoing the entire manicure. Sold at $12.99.
• Seche Restore Thinner (0.5 oz and 2 oz sizes) Proprietary thinner designed to return Seche Vite to its original consistency without diminishing shine or dulling color; replenishes only naturally evaporated ingredients. Sold at $7.99 (0.5 oz) and $20.99 (2 oz).
• Seche Clear & Vive Duo Kit Bundle containing Seche Vive Top Coat (fast-drying gel-effect formula) and Seche Clear Base Coat (non-yellowing adhesion formula) for a complete manicure system. Sold at $12.99.

Quantifiable outcome

• Seche Vite penetrates through nail lacquer to the base coat, creating a single durable layer that helps resist chips, peeling, and everyday wear.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• OPI Products: OPI is the leading professional nail lacquer brand, selling base coats, top coats, treatments, and color polish to both salons and consumers. It directly competes with Seche in top coats and professional nail care, with comparable price points and salon-channel distribution.
• Essie: Essie (owned by L'Oréal) is a mass-market nail care and color brand selling base coats, top coats, treatments, and a deep color range. It competes with Seche across both professional and consumer channels at similar price points to Seche Vite.
• CND (Creative Nail Design): CND is a professional-focused nail brand offering base coats, top coats, treatments, gel systems (Shellac), and enhancements. It overlaps Seche's pro segment with a deeper gel/acrylic system portfolio and is widely used in the same salons that buy Seche Vite.
• Orly: Orly is a professional nail brand selling base coats, top coats, treatments, and color polish. It serves the same salon professional and at-home consumer segments as Seche, with overlapping product categories in treatment and finishing.
• Sally Hansen: Sally Hansen is a mass-market nail care brand offering base coats, top coats, treatments (Hard as Nails), and a wide color range. It competes with Seche across price points, retail placement, and treatment SKUs.
• Butter London: Butter London is a premium nail and beauty brand selling top coats, treatments, and color polishes through DTC and retail. It competes with Seche in the upper end of nail finishing and shares Seche's DTC + retail GTM motion.
• Zoya: Zoya is a professional and consumer nail lacquer brand known for long-wear polish and a large color range, sold via DTC and salons. It overlaps Seche's at-home and pro customers, particularly in the long-wear and treatment categories.

Emerging players

• Olive & June: Olive & June is a digitally-native nail care brand selling base coats, top coats (similar "Grippy" / quick-dry positioning), color polish, and at-home manicure systems. It competes with Seche primarily in the consumer / at-home channel with stronger digital and creator-led marketing.
• Static Nails: Static Nails is a digitally-native press-on and nail care brand offering reusable press-on nails and complementary top/base products. It overlaps Seche in the consumer at-home manicure segment and competes for the same discretionary nail spend.

Broad incumbents

• Revlon: Revlon is a broad beauty conglomerate selling nail color, treatments, and top/base coats under Revlon and Mitchum brands. It overlaps Seche in mass-market nail finishing and competes for the same retail shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sechenails
• YouTubeyoutube.com/channel/UCXrPxtErtT-bXmn6flm7HHA
• Facebookfacebook.com/SecheNails
• Instagraminstagram.com/sechenails
• Pinterestpinterest.com/sechenails

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 seche.com