E-commerce · Beauty & Makeup
A nail polish is a colour on a bottle cap, and the buyer is really asking how long it will last.
Nail polish is cheap, colourful and bought in twos and threes, so a buyer who has found a brand they like fills a basket. What spoils it is a colour that looks different on the nail from the cap, a polish that chips in two days, or a press-on set that does not fit.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Nail products are nail polish, gel polish, press-on nails, nail art kits, removers and nail care, sold to home users and to salons and nail artists. GullySales works on colour swatches that match the bottle, the gel and press-on questions about lamps and fit, and the different pages that home buyers and professional buyers need.
Gel kits and press-ons have changed who buys. Home users now do their own nails, and nail artists order supplies in bulk for clients, which means two buyers on one site.
Last updated 7 Oct 2026. Product, labelling and advertising rules for beauty & makeup differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
Who it is for
This is written for you if you sell nail products online.
- Brands selling regular polish in a large colour range on marketplaces and their own store
- Sellers of gel polish kits with a lamp and of press-on nail sets
- Suppliers to nail artists and salons who order bases, gels and tools in numbers
- Brands of nail care, such as cuticle oil and strengtheners, looking for repeat buyers
Not for
It is not the right fit if.
- A seller who cannot name what is and is not in the formula when buyers ask
- Anyone who wants to promise a nail product will make nails grow or heal damage
How buyers choose
What decides the sale of nail products.
The shade on the nail, not the cap
Buyers look for a swatch on a nail, on several skin tones, with the number of coats said. A cap colour in a studio photograph is the reason for most disappointment.
Wear time and chipping
How many days before it chips, whether a base and top coat are needed and whether it holds up for someone who washes dishes. The honest answer is a range, not a promise.
Gel needs a lamp
A buyer of gel polish must own a UV or LED lamp, and cures for a set time. The first question is often whether the polish works with their lamp, and whether it is meant to be removed with soak-off.
Press-on size and shape
Sizes by finger, the shape such as almond, coffin or square, whether glue or adhesive tabs are in the box and how many times a set can be reused.
Where sales are lost
What usually goes wrong when you sell nail products online.
In the words sellers use on the first call.
“The shade looks different on my nails than in the picture”
Dark and pastel shades differ most. A buyer who wanted a dusty pink gets a peach, and the listing is where it starts.
“Press-on sets come back for size”
A set that fits a few fingers and not the rest is returned. A buyer is rarely told to measure, and the sizing card is lost in the box.
“Salons and artists find us and have no way to order in bulk”
A nail artist wants twelve bottles of one base coat and a price per bottle. The page sells one at a time at a retail price.
The scope
The work we would propose for nail products.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Swatches on real nailsPhotographs on nails of several skin tones, with the number of coats and the lighting stated, shown on each shade's page.
- Press-on size guideA printable nail sizer and a size chooser by finger, placed before the add-to-cart button, with the result tracked against returns.
- A trade page for salons and artistsA page with a bulk order form, trade prices on request and a contact that is not the consumer helpline.
- Tutorials that sell kitsShort videos of one look from start to finish, such as a gel manicure at home in a fixed number of steps, with each product linked.
- Basket buildersA base coat, a top coat and a remover offered with every polish, and a colour of the season set in the cart.
What we do
What you get for nail products.
Each deliverable and what it is there to change.
A swatch sheet for every shade
Each polish on three nails of different skin tones, with one and two coats shown, in daylight.
A gel starter guide
The lamp needed, the steps, the cure time stated by the maker and how to remove, for the buyer who is trying gel at home.
A press-on sizing sheet
A printable strip to measure each nail and the matching size in your set, in the box and on the page.
A salon and artist price list request
A page and a form that collects a business name, a list of products and quantities, so a trade quotation can be sent.
How the result is measured
- Purchases
- Conversion rate
- Average order value
- Repeat purchase rate
- Return rate
- Trade enquiries from salons and artists
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your shade list and the best-selling colours by season
- Returns and reviews mentioning chipping, shade and fit
- Your formula list and the claims on your bottles
- Any trade or salon orders so far
- The kit contents and any lamp you sell with them
Selling in India and abroad
Selling nail products beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Formula rules and bottle labels
Nail polish contains solvents and counts as a flammable product in transport, and some ingredients are restricted in some countries. Your adviser and your carrier confirm what can be sent and sold.
Press-ons travel better
A press-on set is light and has no liquid, so it ships more easily. Sizes follow the finger, but shapes differ in popularity by market.
FAQ
Questions about selling nail products online.
Not here? More answers, or ask on WhatsApp.
Why do buyers say my polish chips so fast?
Can I sell gel polish without selling lamps?
How do I sell to nail artists as well as home users?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
More in Beauty & Makeup
Sellers of nail products also need
Also selling from a shop, a workshop or a warehouse? See the page for salons and beauty studios and personal care brands.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your nail products sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.