New positioning marks the next phase of growth for beauty brand Pink Gellac

July 28, 2026

New positioning marks the next phase of growth for beauty brand Pink Gellac

Thirteen years after Pink Gellac disrupted the manicure market by becoming the first brand to make professional-quality gel nail polish accessible for at-home use, the company is entering a new chapter. The category it helped create has matured into a crowded and highly competitive market. In response, Pink Gellac is unveiling a complete brand repositioning: bolder, more energetic and with a clearer role in the lives of its customers.

The new brand platform is built around one powerful belief: everyone deserves to show who they are. Not only on special occasions, but every single day. For Pink Gellac, confidence is not about being in the spotlight; it is about embracing everyday moments. The brand aims to give women the tools, inspiration and confidence to shine in their own way, on their own terms. In doing so, it aligns with a broader movement that celebrates authenticity, self-expression and moving beyond traditional expectations of how women should present themselves.

New brand platform: Colour Your Confidence

The repositioning comes to life through a new visual identity and a completely redesigned website and online store. Over the coming months, this will be followed by a new brand campaign, updated packaging and further brand expressions. Strategic and creative agency Fitzroy, part of United Playgrounds, led the entire process, from brand strategy and platform development to copywriting and visual identity. Ask Phill was responsible for the development of the new website and online store.

“Our category has matured significantly. That is exactly why we felt it was important to redefine what Pink Gellac stands for,” says Willemijn Bouman, Chief Marketing Officer at Pink Gellac. “'ColourYour Confidence' goes far beyond nail polish. We want to empower women to express themselves, in their own way and at their own moment. That starts with a brand that not only creates beautiful products, but also inspires and supports. Fitzroy proved to be the perfect partner throughout this journey: sharp, bold and strategically strong.”

“Many brands in this category tell the same story about beauty, convenience and affordability,” says Mischa Schreuder, Creative Partner at Fitzroy / United Playgrounds. “Together with Pink Gellac, we looked for something much more fundamental: what the brand truly wants to stand for. We set out to create a distinctive identity, a unique brand experience and a clear positioning. The result is an identity that is not only instantly recognisable, but also enables consumers to experience what Pink Gellactruly stands for at every touchpoint.”

Completely redesigned website and online store

The new identity is already reflected in Pink Gellac's website and online store, both of which have been completely redesigned. The transformation goes far beyond aesthetics. “At Pink Gellac, everything revolves around the customer experience, both online and in-store,” says Sander Groenendijk, CFO/COO of Pink Gellac. “The moment customers arrive on our new website, they immediately notice the difference: AI-driven personalisation, improved search functionality, a range of cross-selling opportunities and guidance towards the most suitable delivery option, both before and during the purchase journey, resulting in a smoother checkout experience. We've achieved this together with our new partners Voyado, Ingrid and Rebuy. This is a platform built for the long term and designed to support future growth. Over the coming months we will continue introducing new website features, alongside the launch of the new Pink Gellac app.”

“The new website has been built using the Ask Phill Accelerator on the Shopify platform,” says Martijn Wijsmuller, Co-founder of Ask Phill. ”The focus has been on creating an optimised customer journey, alongside speed, scalability and making the most of the platform's AI capabilities. This goes hand in hand with a complete UI/UX redesign, fully aligned with Pink Gellac's new visual identity.”