Pink Gellac, a fast-growing Dutch nail polish brand, has opened its first French brand store in Paris. The shop on Rue de Rivoli, between the Champs-Elysées and Le Marais, is meant to showcase the brand’s European ambitions.
Birthplace of beauty brands
The Pink Gellac Colour Boutique is located opposite Paris City Hall, on a street with an average of 36,000 passers-by every day. “We are particularly proud to spread our wings to the French market, the birthplace of a number of iconic beauty brands”, CEO Thera Strietman explained. “We will do this with a webshop tailored specifically to the wishes, preferences and colours of French consumers, but also with an inspiring brand store in one of the most beautiful shopping locations in Paris.”
The new Colour Boutique in Paris is already the eleventh brand store for Pink Gellac: the first one opened in 2021 in the Netherlands, while the first opening in Belgium came just a year later. Apart from the expansion to France, Pink Gellac has also opened a store on Rotterdam’s Lijnbaan earlier this year, with Maastricht to follow before the end of the month.
Pink Gellac already reaches consumers in seven European countries and the United States with its webshop, but social media also play an important role. The label relies heavily on user generated content: the brand has 800,000 followers across all online channels who exchange experiences, share their creations and gain inspiration. The company receives 800,000 orders annually and has reported a 60 % sales growth for 2023.
