Driving Pink Gellac’s European market leadership through local expertise
What do you do when you’ve outgrown the Dutch market? Pink Gellac, the fast-growing D2C brand known for its gel polish and stickers, is on a mission to bring salon-quality nails to everyone. As they expand their reach, they’ve managed to do more than just sell products; they’ve built a massive, loyal community along the way.
The Challenge
Pink Gellac’s goal is simple: to become the European leader in salon-quality nail beauty. To get there, they needed a smart, data-driven roadmap for international expansion. The real challenge lay in pinpointing the right markets and launching digital campaigns that would actually resonate with local consumers.
Our Approach
We started by developing a structured strategy for international growth. We didn’t just guess where to go; we analyzed market potential and the competitive landscape using Google’s International Growth Agency Program. As a Google partner, we have exclusive access to the tools and insights needed to identify and prioritize the best opportunities for growth.
But data only gets you so far. To really succeed in a new country, you need to speak the language—literally and figuratively. That’s why we teamed up with local experts from AdBirds (part of Happy Horizon). Their deep understanding of local culture and consumer behavior ensured that every campaign was relevant. From localized keywords to ad copy that hits the right note, they made sure Pink Gellac felt like a local favorite from day one.
The Results
The partnership with AdBirds and Happy Horizon gave Pink Gellac the perfect mix of scalability and local expertise. The results speak for themselves: Pink Gellac is now a household name in Belgium and Germany, and they have recently made a successful entry into the French market. This expansion has built a strong, sustainable presence across key European regions, culminating in a major milestone with the opening of their very first flagship store in the heart of Paris.
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