426The beauty industry has always been fiercely competitive, like a contest between masters. In recent years, the nail industry has developed at a rapid pace, showing explosive growth, while European and American brands have continued to dominate. International giants such as OPI and Essie hold a leading position in the market, with domestic brands occupying only a very small share.
However, Modelones, as an emerging brand, has stood out among many established forces, with annual revenue exceeding $2 million, tens of millions of fans in overseas markets, and its products going viral on TikTok.
How exactly did Modelones manage to break through? What is unique about its products?
Source: Modelones Official Website
Seizing the Opportunity, Precisely Positioning the Market
Modelones’ success first lies in its choice of product market. The brand keenly sensed the huge potential of the nail market and decisively launched the brand to capture market share, laying the foundation for its development.
According to the latest market analysis report, the global nail care industry is expected to exceed $23.1 billion in value by the end of 2031, with an average annual growth rate of 8%.
With the rising trend of DIY nail art, the market demand for nail polish and nail tools continues to climb. On TikTok, the #nailart tag has accumulated 7.7 billion views, showing that the nail track is in a stage of rapid development and expansion in overseas markets.
Modelones seized the DIY nail art trend and quickly entered the market, laying a solid foundation for the brand’s development.
TikTok #nailart tag data Source: Echotik Official Website
Dual Channel Development, Traffic Accumulation
From its inception, Modelones leveraged Amazon’s massive user base and mature logistics system to quickly boost its own brand awareness and sales.
However, Modelones did not stop there, but further expanded its online business by establishing an independent brand website, thus building an exclusive “private traffic pool.” This strategy not only deepened the direct connection between the brand and consumers, but also increased the brand’s autonomy and market control, achieving traffic accumulation for the brand.
Source: Modelones Official Website
Winning with Cost Performance
The reason Modelones can stand out among many international nail brands is mainly due to its high cost-performance product strategy. For example, a single nail polish from the big brand OPI is estimated to cost about $13.99, but Modelones’ six-color set is only $18.99, averaging just over $3 per bottle.
This pricing strategy is highly attractive to consumers, especially those with limited budgets but who pursue diverse nail art styles.
Holo Rainbow - 6 Color Gel Nail Polish Set Source: Modelones Official Website
Innovation and Trend-Driven, Creating Diverse Products
Modelones has always been committed to continuous product innovation. In terms of categories, it not only covers traditional nail polish and gel nail polish, but also boldly tries new products such as press-on nails and transparent nail tips, closely meeting consumers’ desire for fashionable and convenient nail art.
Especially on TikTok, Modelones’ products have sparked a DIY nail art craze, with the #Modelones tag accumulating over 200 million views, showing its wide influence among young consumers.
Partial playback of #Modelones tag on TikTok Source: Echotik Official Website
Social Media Marketing and Placement Analysis
In the field of marketing, Modelones has demonstrated superb skills by precisely grasping user needs and choosing suitable channels to deliver information.
The main audience for DIY nail art is concentrated among young, fashionable women who are accustomed to using social media platforms such as TikTok, Instagram, and Facebook to find the products they need. Modelones has captured the preferences of this group and started to lay out its presence on social media.
TikTok Layout
Modelones’ official TikTok account @modelonesofficial has 677,300 followers and 3.7 million likes.
Account @modelonesofficial Source: TikTok
It is worth mentioning that Modelones’ marketing strategy on TikTok is very shrewd. They closely follow trending topics, cleverly integrating popular hashtags into video content, successfully attracting a large number of users’ attention.
For example, by using popular tags such as Kpop star #jennie, Modelones’ videos are more likely to be recommended to relevant user groups, increasing video exposure and views.
This up-to-date content creation not only stimulates user interest but also promotes interaction between users and the brand, such as comments and shares, further expanding the brand’s influence and user base.
Account @modelonesofficial video release Source: TikTok
Modelones is very active on Instagram, operating two main accounts: @modeloneshues and @modelonessale, with 183,000 and 7,000 followers respectively. These accounts regularly post a variety of attractive content, including nail tutorials, product showcases, and user feedback, to attract and increase fan interaction.
Source: Instagram
Influencer Marketing and Membership Program
Modelones has shown great sensitivity in its marketing strategy, especially in leveraging social media influencers.
The brand has established collaborations with several influential nail artists on social media, such as ilysmnails, kaylieleass, mooyahyah, etc. These partnerships not only enhance the brand’s visibility but also increase product credibility. In addition, Modelones has received recommendations from well-known fashion and beauty media such as ELLE and PANTONE Color Institute, further strengthening the brand’s authority and appeal.
Source: Modelones Official Website
To further expand its influence and encourage more social media influencers to participate in brand promotion, Modelones has launched a membership program. Through this program, by becoming a Modelones member and joining its affiliate network marketing, influencers can use their social media influence to promote Modelones nail products and earn commission from referral sales.
Source: Modelones Official Website
Looking at Modelones’ overall layout, the brand’s success primarily depends on its grasp of the target market, being able to continuously expand market share in a favorable market environment. Through social media marketing, it has crossed cultural and geographical boundaries, winning the favor of overseas markets.
In the future, we look forward to seeing more Chinese brands successfully go global and shine on the international stage.
