British nail care brand The Gel Bottle is ramping up its presence in the United States, relying on a strategy centered on education, community building, and selective distribution, founder Daisy Kalnina told Inside Retail Asia. The company, known for its gel polish products, aims to differentiate itself in a competitive market by prioritizing training for nail technicians over traditional advertising.
Kalnina emphasized that the brand’s US expansion is rooted in fostering a community of professionals through hands-on workshops and online education programs. By equipping nail artists with product knowledge and application techniques, The Gel Bottle builds loyalty and word-of-mouth referrals, which Kalnina believes are more effective than broad marketing campaigns in the niche beauty segment.
On the distribution front, The Gel Bottle is pursuing a curated wholesale approach, partnering with select salons and retailers to maintain brand exclusivity and quality control. The strategy mirrors the company’s success in the UK and reflects a deliberate pace designed to ensure sustainable growth in the US market, where demand for professional-grade nail products continues to rise.