Nailboo

Overview

Nailboo is a direct-to-consumer brand offering at-home manicure kits with products such as dip powders, gel polishes, LED lamps, and press-on nails. It has expanded into wholesale channels including Walmart, Sally Beauty, Amazon, and TikTok Shop, with about 25% of business from wholesale as of recent reports. The brand ranks as the fifth most popular nail brand at Sally Beauty and is increasing its Walmart presence to 2,200 stores.¹²⁴

History

Nailboo was founded in 2020 by Raz Romanescu, who serves as co-founder and CEO, with a vision to provide salon-grade nail products in easy-to-use at-home kits.⁵⁶ The company has grown by branching into wholesale channels like Amazon, Sally Beauty, and TikTok Shop over the past couple of years.¹ In a recent expansion, it tripled its Walmart presence from 900 to 2,200 stores nationwide.¹

Product Lines

Notable Products

• Dip Powder Starter Kits - Kits for at-home dip manicures, now in 2,200 Walmart stores.
• Forever Glaze Gel Polish - Glossy gel-like polish sold at Sally Beauty for $13.99.
• Premium Press On Nails - Press-on nails available at Sally Beauty in various prices.
• LED Lamps - Equipment for gel polish curing included in product assortments.

Reputation

Nailboo is perceived as a growing player in at-home nail care, with strong wholesale expansion into major retailers like Walmart and Sally Beauty, where it ranks fifth in popularity.¹ It lacks BBB accreditation, which may affect trust perceptions among some consumers.² Enthusiasts note its salon-quality kits for home use, though specific professional feedback is limited in available sources.