Elevate & excel with Cuccio

Explore the growth of nail brand, Cuccio: from humble beginnings in Venice Beach to empowering nail pros worldwide with products, education & retail opportunities

Tony Cuccio, the namesake behind nail brand, Cuccio, has been an undeniable force in the industry since 1981. What started on the sun-soaked sands of Venice Beach, California, has grown into a highly recognised name in professional nailcare across the globe: fuelled by passion, innovation and an unwavering commitment to quality.

Tony and Roberta Cuccio on Venice Beach, 1981.

Cuccio headquarters in Valencia, California.

In 1981, Anthony (‘Tony’) and Roberta Cuccio founded Star Nail Products Inc: a small yet visionary venture that would eventually become the Cuccio brand we know today. Tony’s ambition was to establish a global presence, so he travelled to over 130 countries to set up distribution channels, run seminars and support distributors. This hands-on approach allowed him to build a truly international business, with Cuccio products now available worldwide.

Journey to the UK

In 2007, the businessman took a bold step into the UK market, in partnership with Stuart Dickinson (Cuccio Europe), who had been working alongside Tony in various guises since 1992. “The longevity and stability of the company is thanks to the colleagues we have worked with for over 30 years,” shares Stuart. “These include my children and the Cuccio children. The same people have been running the company on both sides of the Atlantic for this time period.”

Tony Cuccio and Stuart Dickinson.

Good business acumen on both sides of the pond means that the brand can pivot when necessary, presenting swift solutions to industry-wide issues. As Stuart states: “Over the last 25 years, the nail industry has undergone major changes, particularly in terms of revenue sources for nail technicians. In the past, the cost of products for artificial nail services could be as low as £2, while the treatment itself was priced between £50 and £100. This pricing structure allowed nail techs to earn an impressive hourly rate. However, increased competition, coupled with a reduction in the skill level required to perform certain services, has enabled more people to offer them, and led to an oversupply of services and decrease in the prices charged. Meanwhile, the cost of goods has risen.

Stuart Dickinson with his sons: Jack (left) and George, representing Cuccio at a trade show.

“As a result of these changes, many nail techs have found their income from services squeezed,” Stuart continues. “This has driven a surge in interest among techs to retail home maintenance products to their clients. The Cuccio Affiliate Programme allows techs to register as retail partners, share their unique codes with customers and receive commission on direct shipments. This is just another way Cuccio is empowering nail techs to take their businesses and earnings to the next level.”

A legacy of excellence

As Cuccio celebrates over 30 years of success in the nailcare industry, the brand’s impact is to be admired. What started as a small operation has grown into a global powerhouse, revered for its luxury professional products that cater to both nail technicians and clients.

Tony Cuccio’s legacy is one of vision, determination and unwavering passion for the nail sector. By recognising the changing dynamics of the market and responding with innovative solutions, Cuccio has remained at the forefront of professional nailcare. From the bustling streets of Venice Beach to salons around the world, Tony Cuccio’s influence continues to shape the future of the industry, ensuring that the brand name remains synonymous with excellence for years to come.

THE SUCCESS STRATEGY

The foundation of Cuccio’s success lies in Tony Cuccio’s foresight and his ability to adapt to an ever-changing market. In the early days of the American nail industry, a wave of nail technicians from Vietnam entered the market, creating fierce competition and driving down the cost of artificial nails. As acrylic and gel nail enhancements became cheaper, the average nail technician found it increasingly difficult to sustain a profitable business, especially in the realm of artificial nail services.

Seeing this shift, Tony knew he had to innovate. He recognised that the solution lay in diversifying the services offered to nail professionals and their customers. It was during this moment that he conceptualised the Cuccio Naturalé range, to cater to the growing demand for high-quality, natural nailcare. By offering a range of manicure and pedicure products that focused on both luxury and affordability, Cuccio enabled nail pros to introduce new services, allowing them to charge more for their expertise.

This also provided nail professionals with the tools needed to increase their income and improve their business practices. The brand’s commitment to quality, innovation and customer service has remained at the heart of its success.

DID YOU KNOW? Over half a million Cuccio Cuticle Oils are sold worldwide every month.

“Cuccio empowers nail pros across the globe with high-quality products, expert education and retail opportunities to boost earnings, grow their businesses and elevate the nailcare industry.”

EDUCATION NAVIGATION

Two key factors were behind the drive to create the Cuccio training programme and make it stand out: the earning potential for its educators and the entrepreneurial spirit that powers the brand. From the very beginning, Tony Cuccio’s passion has been to ensure that everyone involved with the brand can achieve financial success, and its education programme is structured to allow educators to be paid well and rewarded.

“We believe that when you give someone the opportunity to create their own wealth by helping others, it’s both rewarding and transformative,” Stuart Dickinson shares. “This approach has been a key factor in the programme’s success, particularly in Southern and Central America, where the brand has seen tremendous growth. Cuccio’s training programme not only focuses on how to properly use and get the best results from the products, but teaches nail techs how to leverage those skills to generate additional income.

“Through the Cuccio Affiliate Programme, participants can create their own retail websites, without any expensive upfront costs, empowering them to further build their businesses and wealth. By giving technicians the tools to enhance their lifestyles, we’ve helped countless individuals improve their quality of life.”

Stuart continues: “One of our most memorable moments occurred at a seminar in Brazil, where over 2,000 paying nail techs attended Tony’s two-day training session, learning how to maximise their potential using Cuccio products. The keynote to the seminar was: ‘it’s about more than just selling products. It’s about creating an ecosystem that supports nail techs not only as professionals, but as entrepreneurs’. Our shift to a retail model has expanded our customer base from thousands to hundreds of thousands.”