Pink Gellac

The success story of the Hilversum-based Pink Gellac brand started in 2013 when the founders introduced a direct-to-consumer and premium gel nail polish. This makes a fortnightly visit to a nail salon a thing of the past. From Sangria Red to Surfing Blue, with a choice of now two hundred colours, people now order the gel nail polish and accompanying manicure set online via the website, app or marketplaces. And thus create the ultimate manicure just from home.

The focus on D2C is key, which is why Pink Gellac recently started building on its online success offline with its very first Dutch brand store. Because what turns out to be the case? Currently, around seven per cent of the female population uses gel nail polish and the forecasts look promising. Digitally, the brand offers a lot of potential and there is no European market leader yet. Data that has not escaped Vendis Capital either. Indeed, since September 2021, Pink Gellac has been part of the private equity fund, working with its founders and a completely new management team to grow the company. In the Netherlands and abroad, as the first steps have already been taken in Germany.

To achieve the desired growth as soon as possible, Pink Gellac has set a number of strategic priorities. These include: building a strong core team to boost marketing and digital skills, refreshing the current platform, driving the marketplaces and scaling up internationally.