Guide

How to start a nail polish brand.

The real steps from idea to your first shipment, written by a team that manufactures nail polish for brands and retail chains.

Try it in the studio See the 48 shades

What you choose

Know your buyerSalon professionals, retail chains and online shoppers want different formulas, bottle sizes and price points. Decide first who you sell to.

Start with fewer shadesMost brands launch with 3 to 5 hero shades plus a base and top coat, then add colours that sell.

Plan the minimumA typical first order is 30,000 units split across shades, so plan shades and channels together.

Check your market rulesLabels, ingredient lists and product notifications differ by country. Settle them before you print.

The numbers

3 to 5hero shades for a first launch

~10 daysto make samples

30,000units per first order, mixed

Seafreight, as nail polish is a Class 3 liquid

How it works

Positioning. Choose your customer, price point and brand story.
Formula. Lacquer or gel, classic or long-wear, plus requirements such as vegan, cruelty-free or HEMA-free gel.
Shades. Pick hero shades, or match Pantone codes or a sample you love.
Bottle, cap and box. Choose shape, size and finish; your artwork goes on bottle and retail box.
Samples. Approve physical samples before production; change shades or details at this stage, not later.
Production and QC. Check photos of inner cartons, master cartons and barcodes before the goods leave.
Shipping and import. Nail polish ships by sea as a dangerous good; a customs broker clears it and delivers to your door.

What it costs to start

The main costs are the units themselves, your packaging and artwork, freight and import duties in your country, and any product notification your market requires. In the GLOWTRADE studio you see the unit price by volume right away, so you can plan your budget before you talk to anyone.

Rules by market, in short

In the European Union, cosmetics need an EU-based Responsible Person, a product safety report and a notification in the CPNP portal before sale. In the United States, the brand owner is responsible for product listing and safety substantiation under MoCRA. Canada asks for a Cosmetic Notification Form after the first sale, and Brazil regulates cosmetics through ANVISA. These are summaries, not legal advice; check the current rules with your customs broker or a regulatory consultant before you launch.

Questions buyers ask

How much does it cost to start a nail polish brand?

It depends on the number of units, your packaging and your market. Open the GLOWTRADE studio to see the unit price by volume for your own choices.

How many shades should I launch with?

Most brands start with 3 to 5 hero shades plus base and top coat, then expand.

Can I start with my own formula?

Yes. Send your formula or requirements and the lab checks that it can be produced before samples are made.

How long from idea to delivery?

Samples take about 10 days. Production and sea freight follow, and timing depends on quantity and destination.

Ready to see your product?

Design it in the studio, see your price by volume, and send the request. Every request gets its own deal number and Hen replies personally.

Try it in the studio