PinkGellac opens ninth Colour Boutique in the Netherlands, 14th in Europe, with new store in The Hague
THE HAGUE, 20 March 2025 – Pink Gellac, one of Europe’s leading gel nail polish brands, is opening the doors of its latest Colour Boutique in The Hague today. Over the past decade, Pink Gellac has grown from a start-up into an internationally operating cosmetics brand, reinforcing its online strategy with the addition of 14 physical stores.
The Pink Gellac Colour Boutique in The Hague is located in the Nieuwe Passage. Previously home to Marks & Spencer, this complex now connects Marktstraat and Spuistraat and links to the Passage, the oldest shopping arcade in the Netherlands. Thera Strietman, CEO of Pink Gellac, stated: “It’s fantastic to have a boutique in The Hague, especially in such a stunning location. Our customers can visit for inspiration, discover the latest collections, see all 300+ colours in person, and receive expert advice on using gel polish properly. They can also explore our latest innovation: Gel Nail Stickers.”
With the new brand store in The Hague, Pink Gellac now operates nine stores in the Netherlands. There are also four boutiques in Belgium and one in Paris, France. This year, three additional stores are set to open. Strietman explained: “We’ve observed that stores like these are an essential complement to our online presence. Visiting a Pink Gellac store is not only a great experience for our customers but also an exciting way to engage with the brand.”
The grand opening of the new store will be celebrated on Thursday 20 and Friday 21 March. On both days, the first fifty customers will receive a goodie bag, and shoppers who spend over €30 will have the chance to spin a prize wheel.
Complete brand experience
Pink Gellac believes in an omnichannel strategy where physical stores and the online shop reinforce each other. All Pink Gellac stores are located in prime shopping streets across the Netherlands, Belgium, and Paris. At the Colour Boutiques, customers do more than just shop—they experience the brand in full.
In-store demo tables allow visitors to see how to apply gel nail polish effortlessly and precisely. Additionally, the brand is launching fun and inspiring workshops this month. Customers can also find online tutorials to guide them through the gel polish application process.
Comfort of your own home
Strietman added: “We have seen a growing demand for at-home gel nail application for years. We love showing interested customers how it works and supporting them even after purchase. Whether at our boutiques, via our website, or through our customer service, which is available seven days a week, we are always there to help.”
About Pink Gellac
Pink Gellac’s mission is to bring salon-quality gel nail polish to consumers at home. Since its founding in 2013, the company has grown into one of Europe’s leading premium nail care brands, thanks to several strong pillars. Pink Gellac offers a collection of over 300 gel polish colours, launching a new collection of five shades every two months. The brand has also recently introduced a new product category: Pink Gellac Gel Nail Stickers, which provide a salon-quality manicure without the need for painting, making nail art effortless.
The Dutch company follows a digital-first strategy, making its products available in seven European countries. To support its online presence, Pink Gellac has now opened 14 brand stores in key locations, including Amsterdam, Antwerp, Bruges, Paris, The Mall of the Netherlands, Rotterdam, Utrecht, and Maastricht. At these Pink Gellac Colour Boutiques, customers can find inspiration, receive expert advice, and fully immerse themselves in the brand experience.
Despite its rapid growth, Pink Gellac has remained true to its original spirit: the brand stands alongside its users, who are at the heart of everything it does. Pink Gellac thrives on the strength of its community—a community that continues to grow daily and now boasts nearly 800,000 followers.
Since 2021, Pink Gellac has been backed by investment firm Vendis Capital and, as of October 2024, proudly holds a B Corp certification.
For more information:
Faber & Van de Woestijne
E: hans@fabervandewoestijne.nl
T: +31(0)6-55197890
