How Cuticleco. went from garage startup to popular nail brand
By Jess Watts | 23 February 2026 | Business & Education
Sometimes the best ideas are born out of necessity – and a little bit of lockdown creativity. Ellie Barnard’s creative spark ignited in 2020, when she launched a press-on nail business from her parents’ garage.
But when she added cuticle oils as an upsell, something unexpected happened: the oils started outselling the press-on nails. Fast forward to 2026 and Ellie’s nail brand, Cuticleco., is a thriving full-time business with a team of five, over 30 cuticle oil scents, its own gel polish system and a fiercely loyal community of customers.
From garage to growth
Cuticleco. didn’t start with a grand business plan, but rather a love of nails and a lot of time at home. “I have always loved nails, and before lockdown I looked at training to become a nail tech,” Ellie explains. “Unfortunately, due to the pandemic, this wasn’t possible, so I started creating press-on nails and selling them on Etsy.”
When she began researching cuticle oils, Ellie noticed a gap in the market. “I couldn’t find many brands with a wide range of scents,” she says. Within months of launching, the oils were outselling the press-ons entirely, and by 2023 the business had rebranded with a focus on cuticle care.
The early days of Cuticleco. were a family affair. “I still lived at home with my parents and two brothers, and roped them in to help whenever needed,” Ellie laughs. “We spent many Friday nights labelling products together while watching TV.”
Though Ellie now manages a team of five from a dedicated warehouse, her family still pitches in from time to time. “My parents and partner attend trade shows and help if we are busy. They love it,” Ellie says with a smile.
A personal mission
Cuticleco.’s focus on nail health stems from Ellie’s own experiences. “From a young age, I suffered with dry cuticles and hangnails. I also had a bad habit of picking around my fingers, making them very sore,” she shares. “I have very sensitive skin, so highly fragranced products would make my skin worse.”
She set out to create solutions that would help people like her. “It was really important to me to create products suitable for everyone, as well as educating people on the benefits and importance of nailcare,” Ellie explains.
Brand specifics
When asked to describe Cuticleco. in three words, Ellie states: “Organic, creative and fresh.” These three principles are applied across the company, with manufacturing, ingredients and packaging all playing a part in the popularity of the products.
“Bestsellers are our cuticle oils and hand sanitising mists,” Ellie notes. The brand offers three different sizes of cuticle oil and over 30 scents. “We were also the first UK brand to create cuticle oil keyrings, which sold out within the first two weeks of launch,” Ellie adds. “I believe customers gravitate towards our products as they are convenient, aesthetically pleasing and smell amazing.”
Cuticleco.’s oils are handmade by the five-strong team, ‘using only high-quality ingredients sourced from the UK that are vegan and cruelty-free’. “Our cuticle oils are made of five different carrier oils which we receive separately and hand-mix to create our formula,” Ellie reveals. “This allows us to quality check every product, so we know exactly what is going into each one.”
Retail recommendations
“Cuticle oil is a daily must for people that regularly get their nails done,” Ellie states. “Nail techs can upsell by stocking our cuticle oil pens and keyrings for their clients to purchase post-appointment.”
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Cuticleco. offers a trade discount online, allowing professionals to purchase bundles of up to 100 pens at a discounted rate.
Professional products
Alongside bestselling hand and nailcare, Cuticleco. also boasts gel polish range, the Pro Gel System.
“Finding a manufacturer in Europe for our gel polishes was a no-brainer for us,” comments Ellie. “We also felt that it was important to physically meet them before starting the process, so we flew to Bologna in 2025 and met them at the Cosmoprof event.”
Ellie believes the brand’s approach to quality and consistency sets it apart. “We receive our gel polishes in 1kg bottles and hand-pour them into 15ml bottles in our warehouse,” she says. “This allows us to test the colour, consistency and curing for every batch we receive.”
While current gel polish favourites include pink hues, Blossom and Lacey, and bright red, Strawberry, Cuticleco. has plans to expand. Ellie reveals: “Without giving too much away, we are partnering with a well-loved nail brand this year to develop our Pro Gel System. You’ll have to keep an eye on our social media for that one!”
The Cuticleco. community
“Community is huge for us, and we believe everyone is equal in this industry,” Ellie says. “Whether someone has been doing nails for over 10 years or is just starting out, we support them in every way we can.”
Social media has played a huge part in Cuticleco.’s growth. “We have connected with so many customers and nail techs across the country, many of whom we now work with monthly,” Ellie reveals.
As well as outreach, the brand utilises its social media platforms to showcase product launches and behind-the-scenes content. “It allows us to show a more personal side to the brand, as well as the process of creating products,” Ellie shares. “We once posted a very simple video of us filling a hand sanitiser bottle that reached over 10 million people.”
By nail lovers, for nail lovers
As a nail enthusiast, Ellie is unwavering in her commitment to offering high-quality, accessible and user-friendly products that serve to enhance nail pros’ artistry, simplify their workflow and delight clients.
“We have a real passion for creating products that nail technicians truly love and recommend,” Ellie says. “We spend hours researching, developing new products, testing and finding suppliers to bring them the best products we can.”
Follow Cuticleco. on Instagram & TikTok.
