BRAND SPOTLIGHT

Daisy’s decade of success

As The GelBottle Inc celebrates 10 years in business, Scratch quizzes founder, DAISY KALNINA, on the brand’s growth, highlights & vision for the future

What’s your background in nails?

Before launching The GelBottle Inc (TGB), I was a working nail tech and owner of two nail salons. Frustrated by the lack of nail shades available, I reached out to some laboratories to discuss how to create my own range of gel polish. I wanted colours that felt more fashion-forward than the ones I was using, and a formula that delivered better results.

What challenges did you need to navigate when launching the brand?

In a highly competitive industry, there will always be challenges. In the early days, the biggest hurdle was finding manufacturing partners who could bring my vision to life without compromising on quality. I was incredibly particular about formulas, colours and performance, and with that came a lot of trial and error to get everything just right.

As a new brand, we had to prove ourselves, which in any industry can be challenging. We couldn’t just do this with bold claims; we also had to produce products that delivered results. I was lucky to have a strong network of nail techs from my salon background who were willing to try the products and share their feedback. That early community was instrumental in helping TGB grow. Like any founder, I had to wear multiple hats in the beginning, from product development and marketing to customer service. However, that hands-on experience helped shape the brand’s identity and laid the foundation for TGB today.

FACT FILE There are over 1,500 TGB products, which are sold in 34 countries.

What products did you start out with – and what were your goals?

The TGB range began with a small collection of gel polish shades that I couldn’t find anywhere else. Alongside these, I launched base and top coats, and it was TGB’s Extreme Shine Top Coat that led me to develop Builder In A Bottle™ (BIAB™). I had used Extreme Shine on holiday to fix a chipped nail, quickly realising that it had the potential to do more than finish a manicure.

From that, I knew I wanted to create a mess-free product with a brush applicator that could be used to repair and add strength to nails. I also wanted a product that would provide unparallelled strength and durability, so that clients could get more from their manicures.

My goal was always to provide products for nail techs that their customers needed and wanted. BIAB™ did that, offering a solution to a problem by doing something different.

To what do you attribute TGB’s early success?

BIAB™ was a huge disruptor in the nail market and addressed a clear gap for both nail techs and clients. Social media played a big role in the brand’s growth, as techs were proud to showcase their work, and clients loved seeing the results. Once BIAB™ journeys started trending on social media and were seen on hugely influential celebrities like the Kardashians, the brand’s profile escalated.

How has TGB’s headquarters grown?

I launched TGB shortly after I opened my second nail salon, so set up the business from the basement of the premises, which was the original TGB HQ. Now, the company has its own building in Brighton, East Sussex. The ground floor is home to TGB Spa, and above it is a lounge and kitchen, plus the TGB Academy Centre of Excellence. On the higher floors, there are meeting rooms and office spaces. I designed the layout and love spending time there. It’s a perfect hub for creativity and operations.

Beyond that, TGB has a UK warehouse where packing and shipping are handled, and we work with an operations partner in the US. Soon, a site in Scotland will open to expand TGB’s manufacturing and product formulation capabilities. When we started, it was just me. Today, The GelBottle Inc has over 140 employees. It’s been an incredible journey from a basement to a global operation.

To what do you attribute the brand’s growth?

1. Product quality and innovation: Our commitment to high-quality, long-lasting products has built loyalty, leading to strong word-of-mouth growth and repeat customers. Since launching BIABTM , we’ve continuously expanded TGB’s product range with gel polishes and nailcare products, staying ahead of trends and responding to the needs of professional customers.

2. Community and building relationships: We’ve focused on the professional market, while also having an end consumer lens to raise awareness and demand. Building strong relationships with nail technicians and salons worldwide through education, training and customer service has been invaluable. The TGB team also listens! We don’t always get it right, but we love feedback and prioritise showing up in the right way for our community.

3. Strategic expansion: We’ve grown our international presence significantly by entering new markets across Europe, North America and beyond, while building a robust distribution network.

4. Digital growth: TGB’s profile has been raised through social media, as well as passionate brand ambassadors and content creators. We’ve leveraged social media and digital marketing to build brand awareness, showcasing stunning nail art, educational content and connecting with both professionals and consumers. >>

What does your average week look like?

My life is very hectic, but I wouldn’t have it any other way. In addition to TGB, I own a luxury travel business called By DKollection. I try and split my days between the two, so I’ll work for two days on By DKollection projects, and two days with the TGB team at HQ. I also have a husband and three children, so I prioritise winding down and spending time with my family in the evenings.

How would you describe the average TGB tech?

Our average customer is much like me when I started out in the nail sector: someone who has their own business – either a mobile tech or salon/home salon owner. They are extremely hard-working, passionate and want to be their own boss.

How are TGB products created: from concept to reveal?

Following an idea, we ensure the product makes sense, both commercially and for our customers. We look at what they’re telling us through feedback, reviews, social media and sales data, so that we create products they genuinely love or need.

From there, we brief our suppliers and begin developing the product formula. This is followed by lots of tests and trials. These stages are my favourite, as I love nothing more than sitting around a table with my team trying out products or swatching new colours.

After that, the wider business will consider the creative concept, packaging, marketing and PR plans. The operations team works on quantities and delivery times.

Of course, we have faced a number of challenges over the years. The hardest part of product development is when things happen that are out of our control, like delayed shipments or issues arising with a formula. In these instances, we try to be as transparent as possible with our customers and remain agile, which I think is important across all aspects of this industry.

Describe the key qualities of TGB products…

We aim to provide everything nail professionals need. The product portfolio includes over 500 gel polish shades, BIAB™, ProForm™ and extension systems, plus the TGB Spa range. We also offer brushes, tools, chromes, top and base coats, lamps and E-files. It is so important to me that our customers are offered an easy way to access what they need to support their clients. e

BEST-SELLERS

“TGB’s BIAB™ is the brand’s biggest innovation and has been a game changer for so many nail techs’ businesses. Dolly and Teddy are the most popular shades,” shares Daisy. “In gel polish, classic hues: Daisy (white), Jet Black (black), Candy (red) and Marshmallow (pink) are ever-popular, and from the summer Rodeo Club collection, Cowgirl, Cheerleader and Route 66 have been top picks.”

Education is equally as important. Via TGB Academy, we offer technical training and business support: from calculating costs to understanding different types of ‘ insurance. In addition, the Peacci brand is perfect for those who work with nail polish.

TGB has an in-house team of scientists, compliance experts and product developers to ensure the creation of innovative products that meet regulatory standards.

What do you love about owning your own brand?

I love that I built it, with support from an incredible team. I saw a need for something in our market, worked hard to fill that gap and continue to build the brand. I am very proud of what has been created, and excited to continue shaping TGB according to my passion and industry insights.

What have been your highlights from the past 10 years?

There are too many to count! Seeing the first sales come in and hitting 100k followers on Instagram was exciting, as was sending the Infinity gel polish collection into space.

“I am very proud of what has been created, and excited to continue shaping TGB according to my passion and industry insights.”

I really enjoy attending events and speaking to guests to see the impact the brand has made on the nail tech community. These meetings are always inspirational and emotional for me. I’ve loved launching TGB Insiders this year and watching the community grow, as it’s rewarding to see the passion and content from techs in the UK and US.

Now that the brand has grown, I’ve been able to embrace opportunities, such as the launch of the Rodeo Club summer gel polish collection with the Dallas Cowboy Cheerleaders in Texas. That was epic.

Daisy Kalnina & Dallas Cowboy Cheerleaders.

What are your hopes for the next decade?

We have so many exciting plans! We’re working on something in Scotland that will be a game changer for the way TGB develops and produces its formulas and products. TGB Academy will also be a continued focus, as setting techs up for success is a big priority.

What is key to TGB’s success?

Building a successful international brand requires authenticity and consistency. I have always stayed true to my core values, while ensuring TGB maintains great standards across every market it enters. The team listens to its local markets and adapts to cultural nuances, but never compromises on what makes the brand unique. Something I’ve found most challenging is facing hard decisions, but sticking to business objectives helps me to make choices that serve my long-term vision.

It’s important to build genuine relationships with customers through education, support and social media, because this turns customers into brand advocates. A successful brand is built on innovation, following a passion and being creative, as well as employing a trustworthy team that respects and helps deliver your vision.

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