Vendis Capital has invested in Pink Gellac, a premium direct-to-consumer nail polish brand, to enhance its growth and international expansion potential.

Target Information

Pink Gellac, based in Hilversum, The Netherlands, is a premium nail polish brand that operates as a digital native and direct-to-consumer entity. Founded in 2013 by Steven Renes and Leontine van der Ploeg, the company has made a name for itself by offering salon-quality gel-based nail polishes to consumers. With significant growth in the Benelux region and international markets, Pink Gellac has successfully established a strong online presence and has recently launched its first brand store in the Netherlands, marking a new phase in its business strategy.

As the leading brand in the Benelux, Pink Gellac is recognized for its trendy color selections and high-quality products, which have fostered a dedicated community of brand advocates on social media. The company's commitment to quality and innovation has been pivotal in creating a loyal customer base.

Industry Overview

The beauty and personal care industry is experiencing a notable shift towards e-commerce and direct-to-consumer models, with brands increasingly leveraging digital strategies to connect with consumers. In the Netherlands, th