Offering consumers the option to create salon quality nails at home
Pink Gellac is a Netherlands-based direct-to-consumer premium cosmetics brand known for its premium gel-based nail polish and on-trend color range. Its products are available online and through a growing network of brand stores and marketplaces. The company serves a loyal community of beauty enthusiasts who actively engage with the brand across digital channels. With its distinctive positioning and premium salon-like quality, Pink Gellac is a category leader in at-home nail care.
"Besides their own expertise in the consumer industry, they actively encourage to share best practices across all portfolio brands; being all consumer brands. Through multiple events held throughout the year, Vendis Capital motivates and facilitates this exchange."
Thera Strietman, CEO
Investment rationale
- Attractive nail polish market: stable growth, high margins, and low cyclicality
- Fastest growing segment: Premium consumer segment is growing at the expense of the professional segment; D2C is gaining share of traditional multi-brand retail channels
- Market leader in the Netherlands with a loyal fan base
- Strong product innovation arm driving new collections, on-trend color ranges, accessories and new products to market
Growth Strategy
- Strengthen international footprint with localized webshops and marketing in Flanders, Germany, and Wallonia, tailored to local language and consumer behavior
- Open new brand stores across the Benelux, building on the Antwerp flagship, with further selective expansion in Germany
- Grow digital sales by investing in performance marketing, and expanding marketplace presence on Amazon and Bol.com
- Broaden product portfolio with complementary gel base and topcoat formulas, and expansion into adjacent nailcare categories, such as nail stickers
- Build a scalable organization with a professional leadership team (CEO, CFOO, CDO, Marketing), new digital teams, and streamlined processes through ERP/CRM systems