Modelones is a beauty brand specializing in DIY nail art, gel nail polish, nail extensions, and professional-style manicure products. The brand positions itself around making salon-quality nail experiences accessible at home, while also serving professional nail artists and educators. According to the company, it was established in Los Angeles in 2015 and has since expanded its product range and international presence.1

Note: Some third-party sources describe the origins of Modelones differently, so the 2015 Los Angeles founding date is the safest description when relying on the brand’s own current materials.2

2015 —

Modelones states that it began in Los Angeles in 2015, initially focusing on at-home manicure products. Its broader mission was to make a high-quality manicure experience something consumers could achieve themselves rather than relying exclusively on salons.3

The brand’s story has subsequently been built around color, creativity, experimentation, and self-expression.

Growth into a broader nail brand

Modelones developed beyond traditional gel polish into a much wider nail-art ecosystem. Its current catalog 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
• Nail-art accessories

The current website lists hundreds of products, reflecting the company’s evolution from a gel-polish-focused brand into a comprehensive nail-art supplier.4

2025 – 10th anniversary

Modelones marked 10 years 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 recognized nail-beauty brand.5

The anniversary campaign emphasized three themes:

Color → Creativity → Community

The company also highlighted its relationships with nail artists, influencers, professional educators, and ordinary consumers.

Modelone’s philosophy is essentially built around the idea that professional-looking nails shouldn’t require a professional salon.

Its stated mission is to become a destination for comprehensive nail solutions while making it easier for people to enjoy manicures at home. The company describes its philosophy as providing premium, healthy and comprehensive nail-product solutions.6

A major part of the brand identity is therefore:

DIY beauty + professional techniques + creative self-expression

Rather than positioning nail polish simply as a cosmetic, Modelones presents nail art as a creative activity and form of personal expression.

One of the more distinctive elements of Modelones’ branding is its bee/Queen Bee symbolism.

According to Modelones, the company became inspired by bees and their characteristics, particularly their:

• Dedication
• Energy
• Exploration
• Cooperation
• Creativity

The bee has subsequently become part of Modelones’ visual and marketing identity. During its 10th-anniversary campaign, for example, the company used the Queen Bee as a symbol of bold leadership, confidence and feminine power.7

The bee motif also appears in some of the brand’s trademark/visual material. A 2022 U.S. trademark application, for example, describes a Modelones logo incorporating a flying bee whose head resembles a crown.8

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

Gel nail polish

This is arguably the core category associated with Modelones.

The brand sells individual gel colors as well as multi-color collections and kits. Its current collections emphasize different finishes and seasonal color stories.

Modelones says its gel products are designed for both home users and professional nail technicians. The company’s product pages advertise features such as:

• Creamy texture
• High pigmentation
• LED/UV curing
• Chip-resistant wear
• Large color selection
• DIY-friendly application

For some of its gel products, Modelones advertises curing times of approximately 30 seconds under LED or 60 seconds under UV, depending on the specific product and lamp.9

Poly Nail Gel

Another major category is Poly Nail Gel, sometimes called polygel.

It sits between traditional acrylic and gel-extension systems and 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/inlay designs
• Rhinestone designs

The company’s current catalog includes numerous Poly Nail Gel colors and extension products.10

Builder gel

Modelones also sells builder gels designed to strengthen natural nails and construct extensions.

Its builder-gel products include multi-functional formulations intended to provide structure, thickness and reinforcement.

This category is particularly relevant to users who want something between ordinary gel polish and full acrylic/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 is another major category.

Dip systems allow users to build color and structure by applying nail products over an adhesive/base layer and then using colored powder.

Modelones positions these products as part of its comprehensive nail-art offering.11

Press-on nails

The company has also expanding into press-on nails, making it possible to achieve decorated nails without a traditional gel or acrylic application. Its current site lists press-ons as a separate product category.12

Nail essentials and accessories

The ecosystem is rounded out by products such as:

• Nail lamps
• Base coats
• Top coats
• Nail glue
• Nail tips
• Nail files
• Nail-care products
• Cuticle products
• Removal products
• Nail-art accessories

The result is that a consumer can theoretically purchase almost everything needed for a DIY manicure from one brand.

Modelones effectively serves three overlapping audiences.

1. Beginners

The company heavily emphasizes easy-to-use kits and instructional content, making it attractive to people learning to do their nails at home.

2. Nail-art enthusiasts

This is probably the brand’s most natural consumer audience.

These customers tend to care about:

• Large color selections
• New collections
• Nail trends
• DIY nail art
• Affordable experimentation
• Social-media-friendly designs

3. Professional nail artists

Modelones also actively courts professionals through its Global Pro Nail Artist Team, educational materials and and professional products.13

A notable part of Modelones’ modern strategy is its Global Pro Nail Artist Team.

The team includes professional nail educators, celebrity nail technicians, competition judges and award-winning nail artists. Modelones says the team contributes to educational content and product development.14

The brand currently highlights professionals including:

• Jenny Bui
• Anastasia Milton
• Giselle Caballero
• Veronica Luviano
• Analilia Vilchis
• Alvalina Santacruz
• Jai
• Esmeralda Sanchez Zepeda
• Sarah Haidar

This strategy helps Modelones bridge the gap between consumer DIY products and professional nail culture.15

Modelones doesn’t present itself solely as a product company.

Its website explicitly promotes a community where users can learn nail techniques and interact with other nail enthusiasts.16

The company uses:

• Nail tutorials
• Educational content
• Professional nail artists
• Influencer collaborations
• User-generated content
• Rewards programs
• Social-media campaigns
• Pop-up events

This is important because nail art is unusually well suited to visual social media. A successful nail product can generate content showing the color, application process and finished result.

Modelones is strongly oriented toward online direct-to-consumer commerce.

Its official site features:

• Individual products
• Collections
• Bundles
• Flash sales
• Rewards
• VIP benefits
• Subscription discounts
• Wholesale options
• Educational discounts

The site currently advertises free worldwide shipping on orders above a specified threshold and operates a points-based rewards system.

This suggests a strategy centered around high product variety + frequent launches + bundles + repeat purchasing.

That model makes particular sense for nail cosmetics because customers can buy many different colors and repeatedly replenish products.

One of Modelones’ strongest positioning choices is its attempt to occupy the space between:

cheap DIY nail products
and
expensive professional salon products

In simplified terms:

Professional-looking results without requiring a professional salon.

The company repeatedly describes its products as suitable for both home users and professionals.17

This gives Modelones a broad market:

Beginner → enthusiast → advanced DIY artist → professional

Modelones frequently emphasizes formulation and safety in its product marketing.

For example, some of its gel products are advertised as containing 11 toxin-free ingredients and as being cruelty-free.18

However, these claims should be understood as brand/product claims 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
• Stop use if redness or allergic reactions occur
• Follow proper curing instructions
• Use appropriate lamps
• Perform appropriate preparation and removal

Those warnings are particularly relevant because gel products can cause skin reactions when improperly applied or when uncured product repeatedly contacts the skin.19

Modelones currently states that it is committed to cruelty-free products on its website.

This is part of the brand’s broader attempt to position itself as a modern beauty company rather than simply a low-cost nail-product manufacturer.

Modelones’ visual identity tends to emphasize:

Colorful + playful + feminine + energetic + trendy

Instead of presenting nails purely as a functional beauty treatment, the brand connects them with:

• Fashion
• Individuality
• Confidence
• Creativity
• Self-expression
• Social content

The company’s slogan-like messaging frequently revolves around “the power of color” and encouraging customers to “break free and shine bright.”20

There is an interesting distinction between brand identity and corporate/distribution information.

Modelones’ current website lists Benm Inc. as the distributor, with an address in Spokane, Washington.

Historical U.S. trademark records also show Modelones registrations/applications associated with More Joy More Fun Inc., while newer 2026 applications identify Benm Inc. as the applicant for Modelones-related marks.

So it would be inaccurate to simply equate “Modelones” with a single corporate entity without qualification. Modelones is the consumer-facing brand; corporate ownership/distribution information has changed or involved multiple entities over time.

Modelones is best understood as an online-first mass-market/prosumer nail brand.

It is not positioned in exactly the same way as luxury beauty companies such as Chanel or Dior, nor is it exclusively a professional salon-supply company.

Its sweet spot is:

Affordable, highly varied nail products that allow consumers to reproduce salon-style nail art at home.

Its extensive catalog is particularly important 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.

① Huge color/product variety

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

② DIY-first philosophy

Its products are deliberately marketed toward people doing their nails themselves.

③ Professional crossover

The Global Pro Nail Artist Team gives the brand credibility and connects its consumer products with professional nail education.

④ Strong online community

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

⑤ Accessible pricing

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

⑥ Strong visual identity

The bee symbolism and color-focused branding provide Modelones with a recognizable personality.

The easiest way to summarize the company’s evolution is:

Modelones started as a home-manicure/nail-product brand and developed into a broad digital nail-beauty ecosystem combining gel polish, nail extensions, professional education, creators, community and DIY culture.

From a branding perspective, Modelones is particularly interesting because it has built its identity around accessibility rather than exclusivity.

Its proposition isn’t:

“We are an elite luxury nail brand.”

Instead, it is closer to:

“You can learn, experiment and create professional-looking nails yourself.”

That positioning explains why the company sells everything from inexpensive gel colors to builder gel, Poly Nail Gel, acrylic and dip systems while simultaneously investing in tutorials, professional artists and an online community.

Its 10-year anniversary in 2025 also indicates that the company has moved well beyond its early-stage identity and is now attempting to establish itself as a long-term global nail-beauty brand.

In short:

Modelones = DIY nail beauty + professional nail technology + huge color variety + online community.

If you’re researching Modelones as a brand/business, its most important competitive assets are arguably its product breadth, digital distribution, visual/social-media-media appeal, professional,– – professional nail-artist network and ability to turn nail art into a repeat-purchase hobby.

1. About Us | Modelones – MODELONES
2. 2025 Modelones 10-year On the Go – MODELONES
3. Shop Gel Nails, PolyGel and Acrylic Powder Online | Modelones – MODELONES
4. Nail Education Hub | Modelones – MODELONES
5. MODELONES Trademark Application of MORE JOY MORE FUN INC – Serial Number 97425795 :: Justia Trademarks
6. Best Gel Nail Polish, Gel Nail Kit | Modelones – MODELONES
7. Products – MODELONES
8. Modelones Poly Nail Gel – MODELONES
9. Modelones Global Pro Nail Artist Team – MODELONES
10. MODELONES Trademark of MORE JOY MORE FUN INC – Registration Number 5170321 – Serial Number 87130074 :: Justia Trademarks
11. MODELONES Trademark Application of BENM INC – Serial Number 99770134 :: Justia Trademarks
12. MODELONES Trademark Application of BENM INC – Serial Number 99781988 :: Justia Trademarks
13. From LA to the World: How Modelones is Redefining Nail Beauty at 10 Years | Beauty Launchpad
14. Modelones Review: The Future of Professional Nails is in Your Hands – History Tools
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