How to Launch Your Own Gel Polish Brand: Step-by-Step Guide

Every beauty business has that one idea that keeps coming back.

Maybe it hits you while you’re filing a client’s nails for the hundredth French refill of the week. Maybe it’s when you unpack yet another delivery of bottles from a brand you don’t fully believe in. At some point the thought pops up:

“If this were my gel system, I’d do it differently.”

If that sentence feels familiar, this guide is written for you.

What follows isn’t a fantasy list of “pick a logo, find a factory, get rich”. It’s a practical walk-through of what it really takes to build a gel polish brand that can sit on the same shelf as established names and still hold its own.

Step 1 – Get Honest About Why You Want a Gel Polish Brand

Before you look at bottles, colors, or factories, sit with a notebook and answer a very simple question:

Why do you want this brand to exist at all?

A few examples I hear when I talk to founders:

• “I’m a nail tech and my clients keep reacting to certain products. I want a line I can trust on sensitive nails.”
• “My salon is busy but I’m basically advertising other brands all day. I want our own name on the bottles.”
• “We already have a skincare or makeup line and want a nail system to complete the portfolio.”

Write your own answer in one or two sentences. Be specific. If your reason is just “I love nails”, that’s passion, which is great—but it’s not yet a brand direction.

Now sharpen it:

• Who do you imagine using your products first: professionals, home users, or both?
• Do you want to be known for safety, performance, fashion, price, or a mix of those?
• Which regions matter most at the beginning: North America, Europe, Japan/Korea, or your home country?

This becomes your internal compass. Every decision later—formula, price, packaging—should line up with it.

Step 2 – Study the Market Like a Detective, Not a Fan

Scrolling Instagram for pretty nail photos is not market research. It’s inspiration. Real research is slower and a bit more boring, but it saves you expensive mistakes.

2.1 Map out existing brands

Take an afternoon and make a simple spreadsheet:

• Brand name
• Target audience (pro / consumer / both)
• Price level (budget / mid / premium)
• Key claims (HEMA-free, 21-free, vegan, builder in a bottle, “Russian manicure friendly”, etc.)
• Strongest product types (colors, base systems, builders, art gels)

Very quickly, patterns appear:

• Some brands are color- obsessed but weak on base and builder.
• Some talk non-stop about “clean” ingredients.
• Others position themselves as highly technical, aimed only at certified professionals.

You’re not doing this to copy anyone. You’re looking for gaps:

• Is there room for a line focused on structured manicures rather than just color?
• Is the “safe, low-allergen but still professional” space under-served in your region?
• Do salons complain that they need three different brands to get one good system?

Where there is pain, there is space for a new solution.

2.2 Listen to complaints and wish-lists

Read product reviews, nail tech forums, Reddit threads, and Q&A sites. Pay attention to what keeps coming up:

• “The formula is nice but the brush is awful.”
• “Shade looks great online, but needs four coats in real life.”
• “I like this brand, but almost every sensitive client reacts to their base coat.”

Write these down. Think of them as a free to-do list for your future R&D.

Step 3 – Decide What You Will Actually Sell

“Gel polish brand” can mean many things. You need to define the system you’re offering.

3.1 Build your core system

Most successful lines are built around a clear backbone:

• Base coat(s)
  • Classic base for normal nails
  • Optional rubber or reinforcing base for thin and bendy nails
  • Optional HEMA-free base for sensitive clients
• Color gels
  • A curated first collection (more on that in a moment)
• Top coat(s)
  • High-gloss no-wipe top for everyday wear and nail art
  • Optional matte top for modern finishes
• Strength / structure products
  • Builder gel in a pot, builder in a bottle, or both
  • Maybe a separate “overlay only” gel for natural nail strengthening

Resist the temptation to launch with fifteen different effect gels before your base system is bullet-proof. If the base, color and top don’t perform together, no amount of glitter will save the brand.

3.2 Curate your first color collection

You don’t need eighty shades on day one. You need a smart capsule:

• 4–6 nudes that flatter different skin tones
• 3–4 reds and classic salon colors
• 3–4 “identity shades” that express your brand (for example: a signature black, a specific milky white, or a distinctive shimmer)

Later, you can build seasonal collections around this foundation.

3.3 Put your USP into one clear line

At this point you should be able to say something like:

“We offer a compact gel system designed for salons that want structured, long-wear manicures with low-allergen formulas.”

or

“We create trend-driven gel colors for creative professionals, built on a reliable base/top system.”

If you can’t explain your USP in one line, keep simplifying. Customers rarely remember complicated positioning.

Step 4 – Build a Brand Identity That Feels Human

People don’t fall in love with “generic gel polish #23”. They fall in love with brands that feel like they were created by a real person with a clear taste.

4.1 Name, look, and feel

Take your time with the basics:

• Name – easy to pronounce, not too long, and not already used in the nail space. Say it out loud as if you’re picking up the phone: “Hello, this is …” If it feels awkward, keep searching.
• Visual style – choose 2–3 main colors and a simple font combination. Imagine them on a bottle, on your website, and in an Instagram feed.
• Logo – clear at small sizes, not overloaded with details.

4.2 Voice and story

Decide how you want to sound:

• Technical and precise?
• Friendly and conversational?
• Luxury-minimal with very few words?

Read a few draft product descriptions out loud. If they sound like something you would never say to a real person, rewrite them. The fastest way to stand out is to sound like yourself, not like a textbook.

4.3 Shade naming logic

This seems like a small detail until you have 60 colors. Choose a simple system:

• Cities: “Osaka Nude”, “Milan Red”, “Seoul Night”
• Moods: “Quiet Monday”, “First Coffee”, “After Dark”
• Concepts: “Glass Skin”, “Soft Focus”, “Velvet Black”

A consistent naming style makes your brand feel like a universe, not a random catalog.

Step 5 – Choose a Business Model You Can Actually Run

Now we move from creativity to structure.

5.1 Where will you sell?

You don’t have to do everything at once.

• Direct-to-consumer You sell via your own website or online shop. You keep the margin but carry full responsibility for marketing, customer service, and shipping.
• Professional / B2B focused You target salons, nail artists, training academies, and distributors. Volumes per order can be higher, but performance expectations are also strict.
• Hybrid Many brands end up here: pro-driven image with a consumer shop on the side.

Pick one starting focus. You can always expand later.

5.2 Understand your numbers early

Even a simple back-of-the-envelope plan helps:

• Approximate cost per filled bottle (formula + packaging + filling + transport + import tax).
• Target wholesale and retail prices.
• Minimum order quantities and the cash you’ll tie up in your first production run.
• Fixed monthly costs: website, storage, basic marketing, accounting.

If your dream price point doesn’t survive this basic math, it’s better to know now than after your first pallet ships.

Step 6 – Find and Evaluate an OEM/ODM Manufacturer

Your manufacturer is not just a supplier. They’re the invisible half of your product.

6.1 Shortlist potential partners

Look for factories that:

• Specialize in gel nail products, not just generic cosmetics
• Already supply professional lines or export to regulated markets
• Offer private label / OEM / ODM services with flexible MOQs
• Can show they have quality control processes and documentation

Prepare a one-page brief about your concept so you don’t send vague emails. It should include your target market, price level, core product list, and expected launch timing.

6.2 Ask focused questions

When you speak with them, go beyond “what’s your price?”.

Good questions include:

• Which base and builder formulas do you recommend for my concept and markets?
• Can you provide both classic and HEMA-free options?
• What curing parameters (lamp type, time) are your gels tested with?
• What documents can you supply for regulatory purposes?
• How do you handle color matching and shade exclusivity?

The way a manufacturer answers these tells you a lot about their experience.

Step 7 – Develop, Sample, and Test Your Formulas

This part takes patience, and that’s exactly why many brands rush it. Don’t.

7.1 Start with the system, not just pretty colors

Work with your manufacturer to choose or adapt:

• Base coat options (classic, rubber, HEMA-free)
• Builder gel / builder in a bottle if that’s part of your promise
• Top coats (shiny, matte, no-wipe)

Only when you’re happy with the way these layers behave together should you lock them in.

7.2 Build a test plan

Instead of randomly painting samples, test systematically:

• Different nail types – thin, flexible nails; normal nails; hard nails.
• Different users – at least one or two experienced nail techs who will tell you the truth.
• Different conditions – office work, housework, hairdressing, people who abuse their nails a bit.

Track:

• Ease of application, leveling, and control
• Curing behaviour (no wrinkling, no under-cured spots)
• Wear time and type of failure (tip wear, lifting at sidewalls, cracking, staining)
• Removal time and how the natural nail looks afterwards

A formula that looks great for five days but lifts on week two is not “almost there”; it’s not ready.

Step 8 – Design Packaging That Is Beautiful, Practical, and Legal

Packaging is the part clients actually hold in their hands. It should look like your brand and work like a professional tool.

8.1 Bottles and brushes

Consider:

• Bottle volume and shape – 7 ml, 10 ml, 15 ml; slim or wide; round or square. Check how many fit in a standard salon drawer or retail rack.
• Color – opaque or dark to protect light-sensitive gels.
• Brush – this is huge. Test different brush cuts and lengths. A good brush makes application feel effortless; a bad one will make people blame the gel for streaks.

8.2 Labels and boxes

Plan them with both aesthetics and requirements in mind:

• Where will the logo sit?
• Where will the shade name and number appear?
• How will you mark product type (Base / Color / Top / Builder) so a tired tech can see it quickly?
• Where will the ingredient list, warnings, net content, and company information go?

If you use boxes, decide if each bottle gets its own box or if boxes are reserved for sets and kits. Boxes cost money and create waste, but they also give more room for branding and protection.

Step 9 – Navigate Regulatory and Safety Requirements

This part is less glamorous than choosing glitter, but it’s what keeps your products on shelves and out of trouble.

Different regions have different rules, but in broad strokes you’ll need to:

• Confirm that your formulas do not contain banned ingredients and respect limits on restricted ones.
• Gather documentation from your manufacturer: composition details, safety data, testing reports.
• Prepare the required product information file or similar documentation for your market.
• Ensure your labels contain the legally required information in the correct language(s).

Many founders work with a regulatory consultant for this step, especially when selling in the EU or multiple regions. It’s an extra cost, but far cheaper than a forced recall.

Step 10 – Set Up Operations, Storage, and Shipping

Now we handle the unglamorous side: getting real boxes safely from A to B.

Questions to answer:

• Where will you keep inventory? A spare room, small warehouse, or fulfillment center? Gel doesn’t like extreme heat or direct sun, so conditions matter.
• How will you pack orders? You’ll need sturdy cartons, good void fill, tape, and a way to protect glass bottles from impact.
• Which couriers will you use? Some countries treat certain nail products as restricted or hazardous for air transport. Check this before you promise worldwide shipping.
• What’s your damage and return policy? Decide how you’ll handle broken bottles, leaking parcels, or customers who simply change their minds.

Smooth logistics don’t make customers scream with excitement, but bad logistics are one of the fastest ways to make them angry.

Step 11 – Prepare Your Launch and Marketing Foundations

Now that you have a product, you need an audience.

11.1 Build a simple but solid online home

You don’t need a complex website at the beginning, but you do need:

• Clear product pages with honest photos (swatches, bottle, brush, nails)
• Application instructions and basic troubleshooting tips
• An easy way to order or at least to contact you for B2B orders
• A place to collect email addresses for future launches and education

11.2 Plan how people will hear about you

Instead of trying to be everywhere, start concentrated:

• Pick one or two platforms (for example, Instagram and TikTok, or Instagram and a Facebook group for nail techs).
• Decide on content pillars:
  • Education (how to build structure, how to avoid lifting)
  • Brand story (why you created this system)
  • Visual inspiration (nail art, color combinations)
• Consider sending small PR packages to a handful of nail artists whose work genuinely fits your brand. Ask for honest feedback first, content second.

The early goal is not “go viral”. It’s earn trust from a small circle of professionals and enthusiasts who will tell you the truth and, if they like it, talk about you.

Step 12 – Treat Feedback as Free Consulting and Plan Your Next Moves

Launching is not the finish line. It’s the start of the part where reality talks back.

12.1 Listen closely

Pay attention to:

• Which shades sell out first and which collect dust.
• Which products professionals reorder in bigger quantities (often base and top tell you more than colors).
• Patterns in complaints: if three different techs say the same builder feels too runny, it’s not a coincidence.

Have regular check-ins with your manufacturer to discuss any recurring issues. Sometimes a small adjustment in viscosity or brush style solves what looked like a major problem.

12.2 Grow with intention

Once your base system is stable and people are happy, you can think about:

• Seasonal or regional color collections
• Extra products: rubber bases, reinforcing gels, poly gels, art gels
• Larger bottle sizes or pro-only formulas
• Entering new markets or working with distributors

Grow like a builder gel overlay: layer by layer, curing fully between each one, instead of dumping everything on the nail and hoping it doesn’t collapse.

Final Thoughts: Your Brand as a Long-Term Relationship

A gel polish brand isn’t just “more products” in the world. It’s an agreement between you and anyone who chooses to wear your formula on their hands every day.

If you take the time to:

• Clarify your purpose and target user
• Study what the market is really missing
• Build a coherent system, not just random shades
• Choose manufacturing and regulatory partners carefully
• Respect feedback and adjust instead of defending every decision

then your logo on a bottle won’t just be decoration. It will stand for something specific: a way of doing nails that reflects your standards.

That’s the point where your brand stops being an idea and starts being part of real people’s routines—and that’s the most satisfying part of the whole journey.