Modelones describes itself as a nail-art brand for individuals seeking stylish nail design and self-expression, with gel nail polish serving as the centre of its product identity.3

2015: Establishment

Modelones states that it began in Los Angeles in 2015, initially focusing on home-manicure products. Its broader mission was to enable consumers to achieve a high-quality manicure experience themselves rather than relying exclusively on salons.4 The brand’s narrative has subsequently been built around colour, creativity, experimentation and self-expression.

Growth into a broader nail brand

Modelones developed beyond traditional gel polish into a comprehensive nail-art ecosystem. Its current catalogue includes gel nail polish, Poly Nail Gel, builder gel, acrylic powder, dip powder, nail-care products, nail essentials, press-on nails, nail tips and extension products, nail glue, nail lamps, base and top coats, and nail-art accessories. The current website lists hundreds of products, reflecting the company’s evolution from a gel-polish-focused label into a comprehensive nail-art supplier.5

2025: 10th anniversary

Modelones marked ten years of operation in 2025 with its “10-Year On The Go” campaign. The company described this milestone as a celebration of its development from a Los Angeles startup into a globally recognised nail-beauty brand.6 The anniversary campaign emphasised three themes: Colour, Creativity and Community. The company also highlighted its relationships with nail artists, influencers, professional educators and everyday consumers.

The philosophy of Modelones is fundamentally built around the concept that professional-looking nails should not require a professional salon. Its stated mission is to become a destination for comprehensive nail solutions whilst making it easier for people to enjoy manicures at home. The company describes its philosophy as providing premium, healthy and comprehensive nail-product solutions.7

A significant component of the brand identity is therefore the combination of DIY beauty, professional techniques and creative self-expression. Rather than positioning nail polish solely as a cosmetic, Modelones presents nail art as a creative activity and a form of personal expression.

One of the more distinctive elements of Modelones branding is its bee and Queen Bee symbolism. According to the company, it drew inspiration from bees and their characteristics, particularly their dedication, energy, exploration, cooperation and creativity. The bee has subsequently become integral to the visual and marketing identity of Modelones. During its 10th-anniversary campaign, for example, the company used the Queen Bee as a symbol of bold leadership, confidence and feminine power.8

The bee motif also appears in certain trademark and visual materials. A 2022 U.S. trademark application, for instance, describes a Modelones logo incorporating a flying bee whose head resembles a crown.11

Modelones maintains one of the broader product portfolios among online-focused nail brands.

Gel nail polish

Gel nail polish is arguably the core category associated with Modelones. The brand sells individual gel colours as well as multi-colour collections and kits, with current collections emphasising various finishes and seasonal colour stories. Modelones states that its gel products are designed for both home users and professional nail technicians. Product pages advertise characteristics such as creamy texture, high pigmentation, LED/UV curing, chip-resistant wear, a large colour selection and DIY-friendly application. For certain gel products, the brand advertises curing times of approximately 30 seconds under LED or 60 seconds under UV, depending on the specific product and lamp used.9

Poly Nail Gel

Poly Nail Gel, sometimes referred to as polygel, is another major category. Positioned between traditional acrylic and gel-extension systems, it is intended for creating longer, stronger artificial nails. Modelones markets Poly Nail Gel for nail extensions, sculpting, French manicures, coffin-shaped nails, square nails, glitter and inlay designs, and rhinestone designs. The current catalogue includes numerous Poly Nail Gel colours and extension products.9

Builder gel

The brand also retails builder gels designed for strengthening natural nails and constructing extensions. These products include multi-functional formulations intended to provide structure, thickness and reinforcement. This category is particularly relevant to users seeking an option between ordinary gel polish and full acrylic or extension systems.

Acrylic powder

Modelones offers acrylic powder for traditional acrylic nail enhancement and sculpting. This expands the brand beyond UV/LED-cured gel systems and makes it relevant to more traditional professional nail techniques.

Dip powder

Dip powder represents another significant category. Dip systems allow users to build colour and structure by applying nail products over an adhesive or base layer before using coloured powder. Modelones positions these products as part of its comprehensive nail-art offering.18

Press-on nails

The company has expanded into press-on nails, enabling users to achieve decorated nails without traditional gel or acrylic application. The current site lists press-ons as a distinct product category.19

Nail essentials and accessories

The product ecosystem is completed by items such as nail lamps, base coats, top coats, nail glue, nail tips, nail files, nail-care products, cuticle products, removal products and nail-art accessories. Consequently, a consumer can theoretically purchase almost everything required for a DIY manicure from a single brand.8

Modelones effectively serves three overlapping audiences.

Beginners

The company places significant emphasis on easy-to-use kits and instructional content, making the brand attractive to individuals learning to do their nails at home.

Nail-art enthusiasts

This segment is likely the brand’s most natural consumer audience. These customers typically prioritise large colour selections, new collections, nail trends, DIY nail art, affordable experimentation and social-media-friendly designs.

Professional nail artists

Modelones actively engages professionals through its Global Pro Nail Artist Team, educational materials and professional-grade products.10

A notable aspect of the modern strategy of Modelones is its Global Pro Nail Artist Team. The team comprises professional nail educators, celebrity nail technicians, competition judges and award-winning nail artists. Modelones states that the team contributes to educational content and product development.10

The brand currently highlights professionals including Jenny Bui, Anastasia Milton, Giselle Caballero, Veronica Luviano, Analilia Vilchis, Alvalina Santacruz, Jai, Esmeralda Sanchez Zepeda and Sarah Haidar. This strategy helps Modelones bridge the gap between consumer DIY products and professional nail culture.15

Modelones does not present itself solely as a product company. Its website explicitly promotes a community where users can learn nail techniques and interact with fellow enthusiasts.16 The company utilises nail tutorials, educational content, professional nail artists, influencer collaborations, user-generated content, rewards programmes, social-media campaigns and pop-up events.

This approach is significant because nail art is uniquely suited to visual social media. A successful nail product can generate content showcasing the colour, application process and finished result.

Modelones is strongly oriented towards online direct-to-consumer commerce. Its official site features individual products, collections, bundles, flash sales, rewards, VIP benefits, subscription discounts, wholesale options and educational discounts. The site currently advertises free worldwide shipping on orders above a specified threshold and operates a points-based rewards system.17

This suggests a strategy centred on high product variety, frequent launches, bundles and repeat purchasing. Such a model is particularly logical for nail cosmetics, as customers frequently purchase multiple colours and replenish products regularly.

A key positioning choice of Modelones is its attempt to occupy the space between inexpensive DIY nail products and expensive professional salon products. In simplified terms, the brand promises professional-looking results without requiring a professional salon. The company repeatedly describes its products as suitable for both home users and professionals.17

This affords Modelones a broad market spanning beginners, enthusiasts, advanced DIY artists and professionals.

Modelones frequently emphasises formulation and safety in its product marketing. For example, certain gel products are advertised as containing 11 toxin-free ingredients and being cruelty-free.18 However, these claims should be understood as brand and product assertions rather than a blanket guarantee that every Modelones product is risk-free.

The company’s own product instructions warn users to avoid contact with eyes and mouth, avoid prolonged skin contact, keep products away from children, cease use if redness or allergic reactions occur, follow proper curing instructions, use appropriate lamps, and perform appropriate preparation and removal. These warnings are particularly relevant because gel products can cause skin reactions when applied improperly or when uncured product repeatedly contacts the skin.19

Modelones currently states on its website that it is committed to cruelty-free products.18 This forms part of the brand’s broader attempt to position itself as a modern beauty company rather than simply a low-cost nail-product manufacturer.

The visual identity of Modelones tends to emphasise colourful, playful, feminine, energetic and trendy elements. Instead of presenting nails purely as a functional beauty treatment, the brand connects them with fashion, individuality, confidence, creativity, self-expression and social content. Slogan-like messaging frequently revolves around “the power of colour” and encourages customers to “break free and shine bright”.20

There is a distinction between the brand identity and corporate or distribution information. The current Modelones website lists Benm Inc. as the distributor, with an address in Spokane, Washington.12

Historical U.S. trademark records show Modelones registrations and applications associated with More Joy More Fun Inc.,11 whilst newer 2026 applications identify Benm Inc. as the applicant for Modelones-related marks.13 It would therefore be inaccurate to equate “Modelones” with a single corporate entity without qualification. Modelones is the consumer-facing brand; corporate ownership and distribution information have changed or involved multiple entities over time.

Modelones is best understood as an online-first mass-market and prosumer nail brand. It is not positioned identically to luxury beauty companies such as Chanel or Dior, nor is it exclusively a professional salon-supply company. Its market niche comprises affordable, highly varied nail products that allow consumers to reproduce salon-style nail art at home.

Its extensive catalogue is central to its identity. The official store currently lists hundreds of products spanning gel polish, Poly Nail Gel, dip powder, acrylic, nail care, press-ons and accessories.8

Extensive colour and product variety

Rather than building the brand around only a few hero products, Modelones offers an extensive range of shades, kits and nail systems.

DIY-first philosophy

Products are deliberately marketed towards individuals doing their nails themselves.

Professional crossover

The Global Pro Nail Artist Team provides credibility and connects consumer products with professional nail education.10

Strong online community

Tutorials, creators, rewards and social content render the brand more of a nail-art ecosystem than a simple polish label.

Accessible pricing

The brand frequently uses bundles, promotions and multi-product kits, lowering the cost of experimenting with different nail styles.

Strong visual identity

Bee symbolism and colour-focused branding provide Modelones with a recognisable personality.

The evolution of the company can be summarised as follows: Modelones started as a home-manicure and nail-product brand and developed into a broad digital nail-beauty ecosystem combining gel polish, nail extensions, professional education, creators, community and DIY culture.14

From a branding perspective, Modelones is notable for building its identity around accessibility rather than exclusivity. Its proposition is not that of an elite luxury nail brand, but rather that users can learn, experiment and create professional-looking nails themselves. This positioning explains why the company sells everything from inexpensive gel colours to builder gel, Poly Nail Gel, acrylic and dip systems whilst simultaneously investing in tutorials, professional artists and an online community.

The 10-year anniversary in 2025 indicates that the company has moved beyond its early-stage identity and is now attempting to establish itself as a long-term global nail-beauty brand.14 In summary, Modelones combines DIY nail beauty, professional nail technology, extensive colour variety and an online community. As a business, its primary competitive assets are arguably its product breadth, digital distribution, visual and social-media appeal, professional-artist network and ability to position nail art as a repeat-purchase hobby rather than a one-time beauty purchase.

1. About Us | Modelones – MODELONES
2. 2025 Modelones 10-year On the Go – MODELONES
3. About Modelones – MODELONES
4. Shop Gel Nails, PolyGel and Acrylic Powder Online | Modelones – MODELONES
5. Nail Education Hub | Modelones – MODELONES
6. MODELONES Trademark Application of MORE JOY MORE FUN INC – Serial Number 97425795 :: Justia Trademarks
7. Best Gel Nail Polish, Gel Nail Kit | Modelones – MODELONES
8. Products – MODELONES
9. Modelones Poly Nail Gel – MODELONES
10. Modelones Global Pro Nail Artist Team – MODELONES
11. MODELONES Trademark of MORE JOY MORE FUN INC – Registration Number 5170321 – Serial Number 87130074 :: Justia Trademarks
12. MODELONES Trademark Application of BENM INC – Serial Number 99770134 :: Justia Trademarks
13. MODELONES Trademark Application of BENM INC – Serial Number 99781988 :: Justia Trademarks
14. From LA to the World: How Modelones is Redefining Nail Beauty at 10 Years | Beauty Launchpad
15. Internal competition is useless! Take a look at the export routes of Chinese B2B nail brand Modelones | Tuke Marketing
16. MODELONES Trademark Application of MORE JOY(HONG KONG) TECHNOLOGY CO.,LIMITED – Serial Number 97080667 :: Justia Trademarks
17. Shop Gel Nails, PolyGel and Acrylic Powder Online | Modelones – MODELONES
18. Modelones all products – MODELONES
19. Most Popular & Beloved Items – MODELONES
20. MODELONES | Particl Company Profile — Particl