Pink Gellac is a digital native and direct-to-consumer premium nail polish brand with a distinctive colour offering. It is the leading brand in the Benelux and is known for its distinctive on-trend colour offering and its salon-like quality. Based on this strong product offering, the company has created a loyal fanbase and community which strongly advocates the brand on social media.

The company was founded in 2013 by Steven Renes and Leontine van der Ploeg, who wanted to bring salon quality gel-based nail polish to the consumer. Since then, they have delivered considerable growth both in the Benelux and internationally. Building on their online success, Pink Gellac recently opened its first brand store in the Netherlands.

Vendis Capital, a private equity firm specializing in the consumer goods sector in Europe. teams up with Steven and Leontine to further accelerate the growth and development of the company. To do so a new management team is formed. This team will be led by Thera Strietman (CEO), who brings significant experience from her past roles at Unilever, Colgate-Palmolive and Beiersdorf.

Steven Renes and Leontine van der Ploeg, the founders of Pink Gellac, are proud of the successes they and their team have made in building the Pink Gellac brand and strongly believe that Vendis Capital is the right partner for Pink Gellac to continue this success: “The qualities of Vendis Capital, amongst others their successful track-record with building premium brands, their experience with e-commerce and international roll-out, will add to Pink Gellac’s further growth and development”.

Vincent Braams, Partner at Vendis Capital: “We are very happy to add Pink Gellac to our portfolio of consumer brands. It presents a fast growing, digital native and direct-to-consumer gel nail polish brand that accommodates to the increasing demand for premiumisation and self-care. We thank Steven and Leontine for their trust and look forward to offer salon quality gel nail polish to more and more consumers”.