BRAND WATCH
Get to know the names behind companies & brands that are attracting attention across the nail & beauty scenes
• Founded: 2020 in the UK, and rebranded in 2023.
• Team members: Five (plus family support).
• Hero products: Cuticle oils, hand sanitising mists and Pro Gel System.
• Values: Vegan, cruelty-free, UK-sourced ingredients.
Ellie Barnard
The best ideas are often born out of necessity, and in Ellie Barnard’s case, the isolation of lockdown ignited a creative spark. She launched a press-on nail business from her parents’ garage, offering stylish looks by post while nail businesses were closed. However, when she introduced cuticle oils as an upsell, something unexpected happened: the oils started outselling the press-ons.
“Before lockdown, I considered training to become a nail tech,” Ellie explains. “Unfortunately, due to COVID, this wasn’t possible, so I started creating press-on nail designs and selling them on Etsy.” It was when she began researching cuticle oils that Ellie noticed a gap in the market. “I couldn’t find many brands with a wide range of scents,” she explains. By 2023, Ellie had rebranded her business with a priority focus on cuticle care.
Fast forward to 2026 and Cuticleco. is a thriving business, with over 30 cuticle oil scents, a gel polish system and a fiercely loyal community of nail techs and customers. Cuticleco. didn’t start with a grand business plan, but a passion for nailcare and a lot of time at home.
The early days of the brand were a family affair. “I lived at home with my parents and two brothers, and roped them in to help whenever needed,” Ellie smiles. “We spent many Friday nights labelling products together while watching TV.” Though Ellie now manages a team of five from a dedicated warehouse, her family still helps at trade shows and events.
A PERSONAL MISSION
Cuticleco.’s focus on care stems from Ellie’s own experiences. “From a young age, I suffered with dry cuticles and hangnails,” she shares. “It is important to me to create products suitable for all, as well as to educate people on the benefits and importance of nailcare.”
PRODUCT TALK
Cuticleco.’s bestsellers are its oils – which are available in three sizes, and its hand sanitising mists. Ellie launched cuticle oil keyrings that sold out within the first two weeks of launch, and comments: “I believe customers gravitate towards our products as they are convenient, aesthetically pleasing and smell amazing.” Cuticleco. also boasts gel polish range, the Pro Gel System. Popular shades include pink hues, Blossom and Lacey, and bright red, Strawberry.
Ellie is unwavering in her commitment to offering nail techs high-quality, accessible and user-friendly products. She adds: “We are passionate about creating products that nail technicians truly love. We spend hours researching, developing, testing and finding suppliers in order to offer the best products we can.”
www.cuticleco.com
@cuticleco
@cuticleco
• Founded: 2009 in California, USA.
• Availability: In over 104 countries and regions.
• Hero products: E-files, including portable, pen-style models and the rechargeable clip-on series.
• Values: High quality, cost-effective and accessible nail products.
Melody Shi
Susiana Dai
A partnership between passionate entrepreneurs, Melody Shi and Susiana Dai, and the focus of dedicated team members, has resulted in over 10 million loyal customers, and more than 100 million nail tools sold since 2009. Combining their first names to create MelodySusie, the duo was driven by a vision to make high-quality nail tools accessible to all. The first products to launch were LED nail lamps, and 2015 saw the reveal of the brand’s first pen-shaped portable E-file: a best-seller.
Developments in E-files followed, with the introduction of a rechargeable clip-on series that remains a popular choice amongst training schools. Collaborations across social media, and features in beauty and fashion media, further elevated MelodySusie’s profile, as did the development of a portable nail dust collector and gel polish ranges.
It was 2023, however, that marked a significant upgrade in MelodySusie’s development. A spokesperson comments: “We introduced a new brand direction to empower beginners, enthusiasts and professionals with comprehensive, performance-driven products. We strengthened our image as a high-tech nail tool expert and refined our portfolio into three categories: E-files, UV/LED Nail Lamps and Gel Polish Collections.” Each category boasts products to suit all user needs and preferences, from plant-based, TPO and HEMA-free gel polish formulations, to cordless, corded and single-finger lamps. But the offerings didn’t stop there – as last year saw two further launches: an L-shaped nail lamp and the Manicure Table Lamp.
“The ongoing feedback, collaboration and advocacy of MelodySusie’s early supporters and nail tech followers makes them true co-creators of the brand’s growth,” the spokesperson continues. “Their trust and partnership continue to shape the brand today.”
Keys to growth MelodySusie’s teams include product researchers and developers, content creators and the VOC (Voice Of Consumer) personnel, who bridge the brand with its users and professionals worldwide. By listening to customer feedback and professional insights, product upgrades and innovation are accelerated. Melody and Susiana credit the teams of ‘talented and passionate individuals’ for the company’s growth.
A representative comments: “When developing a product, we focus on three core dimensions: efficiency, health & safety and user experience. We do not simply pursue high-performance hardware – such as motor lifespan and torque output, but place equal emphasis on the occupational health of nail technicians who use our tools intensively over long periods.” The brand also offers tutorials, guides and insights free of charge, and collaborates with training centres.
Digital marketing has supported the brand’s success, alongside relationships with nail influencers and enthusiasts online. The brand further elevates its profile by supporting esteemed competitions, such as Nailympia and North America’s Star Nail Artist (NASNA). “These competitions challenge nail technicians to break creative and technical boundaries, elevating aesthetic expression and craftsmanship standards across the industry,” shares Susiana, who is a judge for NASNA – Season 2. “Sponsorship is our way of giving back to the professional community, helping its members to gain visibility, recognition and the opportunity to step onto the international stage.
“By engaging with the world’s top competitors, we gain direct insight into the most demanding tool performance requirements in extreme, high-precision conditions. These observations provide invaluable feedback that directly informs the development of our next-generation products.”
www.melodysusie.com
@melodysusie_official
@Melodysusie
@MelodySusieOffical