Colour your confidence
Thirteen years ago, Pink Gellac disrupted the manicure market as the first brand to make professional-quality gel polish accessible for at-home use. But as the category matured, new competitors and innovations made it increasingly difficult to maintain that leading position. Pink Gellac’s sweet, caring identity no longer stood out in a crowded market. It was time to put the power back into the brand.
Put the power back into the brand
But as the category matured, new competitors and innovations made it increasingly difficult to maintain that leading position. Pink Gellac’s sweet, caring identity no longer stood out in a crowded market. It was time to put the power back into the brand.
Take up space and shine
We found that power by looking beyond the product and focusing on what it does for the people who wear it. Because beautiful nails offer more than colour: they give you the confidence to express yourself, take up space and shine.
The challenge
We evolved Pink Gellac from a caring beauty brand into a bold, motivating confidence brand. Moving beyond the functional promise of beautiful nails, we gave it a more meaningful role in women’s lives.
A shared belief
Pink Gellac believes everyone deserves to be seen and feel confident expressing who they are. That’s why the brand offers the tools, inspiration and confidence to shine in your own way, in your own moment, every day.
Caring became motivating. Sweet became fierce. Soft became loud.
The new brand platform, Colour Your Confidence, invites women to bring out the best in themselves and stand tall, even in a world that isn’t always designed with them in mind.
