About us & our mission with Doonails

As a beauty start-up, we offer the best manicure solutions for perfect nails from home. Our mission is to develop a personalised manicure routine, because we don't have a ‘one size fits all’ product.

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ELISA EXPLAINS IT TO YOU

Our Mission & History to date

2020, born out of passion and the aim to offer professional manicure results at home. Our mission: high-quality, stylish and user-friendly products that suit your personality and we are now represented in several countries, drugstores and online with our product range of 3 manicure methods and a nutritious nail care line.

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Our History

Where it all began
The idea is born

In the midst of her stressful working day, Elisa realised how difficult it is to find the perfect nail solution that works best for her individually. When Elisa came across the dipping powder known in the USA, she knew: I want to perfect this system and make it accessible to everyone who wants perfect nails at home.

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founder team
Teamwork makes the dream work

Elisa has specialised in product development, while the rest of the founding team covers other areas. Lukas scores with marketing skills, Roman brings technical experience and David complements the team with his creative mind. The perfect all-rounder team was ready to go.

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Our journey to date
Revolution in the manicure market

After six months of intensive optimisation, the dipping powder system was perfected. Doonails, a play on words from ‘do your nails’, was ready for the launch. The first set was finalised in December 2020 and the shop went online two months later. Today, Doonails is a complete success with over 300,000 customers, more than 45 employees worldwide and three manicure methods.

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Our journey so far

24 July 2020

After a long search comes the idea - Doonails is born

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10 December 2020

After hundreds of tests - the first sample set is finally here!

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08 february 2021

The first order will be dispatched - thanks to Heidi ;)

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24 April 2021

Our first appearance on TV - Taff Trend tests our products

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05 January 2022

Our videos go viral and our products are sold out

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21 June 2022

Doonails expands into the Netherlands for the first time

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21 March 2023

Our re-branding goes online and marks a new chapter

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05 June 2023

We are expanding into another EU country: France!

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28 November 2023

We are launching a second
Manicure method: Soft Gel Press Ons

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06 May 2024

Our products are also available in stores for the first time. A major milestone!

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18 May 2024

Our Gel Strips go live & expand our method portfolio

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31 August 2024

The Nail Care Line goes live with the first four products.

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24 July 2024

Unbelievable, but we are celebrating our 4th birthday and have our 1st influencer event

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Doonails US
Doonails US

Together with our community

Together with our community, we want to redefine the manicure. All feedback is very important to us - we quickly implement requests and criticism in order to create products with real added value.

Our work culture

The four-member founding team from South Tyrol and Austria moved to Cyprus in 2021 to open the first headquarters for Doonails and concentrate fully on building the company. In order to be able to work with talent from all over the world, Doonails works remotely - even if the doors to the office in Larnaca are always open, for example for workations.

Our values

01 Care

We always want the best for our customers. This drives us to create exceptional products. We also take care of our team: if someone has difficulties, we help and step in, even if it is not our direct responsibility. We care!

02 Community

We believe that great products are not enough. To offer our customers the best experience, we want to create a community where they can exchange ideas, share tips and inspire each other. This is the only way we can ensure that every single, unique customer has the best experience.

03 Growth

To be the best, we constantly strive for growth. This means developing ourselves as individuals, continuously improving our products and developing our team. Since day one, we have been driven by constant learning and improvement. There is always something to do and we do everything we can to get it done.

04 Simplicity

In order to give everyone the opportunity to live their individual beauty, we do not put the products at the centre. We want our customers to focus on the results, not on how to get there. That's why we make everything simple and user-friendly. However, ‘simple’ does not mean that we work less thoughtfully. We invest a lot of time in making every product as simple and effective as possible.

05 Uniqueness

Our vision and mission is that every person can live their beauty in a limitless way. We recognise that beauty is unique and that ideas of perfect beauty and needs vary. That is why we want to offer everyone the opportunity to realise their individual beauty path without having to worry about products and their application.

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Frequently Asked Questions

What is Doonails?

Doonails is a nail beauty brand for at-home manicures, founded in 2020 in Austria and South Tyrol. The name stands for „do your nails" and reflects the brand's mission: getting professional-looking nails easily at home.

Who founded Doonails?

Doonails was founded by Elisa and her team of four co-founders. Elisa led product development, while her co-founders Lukas, Roman and David covered marketing, tech and design.

Where can I buy Doonails in the US?

Doonails products are available online at us.doonails.com.

Are Doonails products vegan and HEMA-free?

Yes. All Doonails products are vegan, PETA-certified and HEMA-free – making them especially suitable for sensitive nails and those prone to allergies.

What does Doonails offer in the US?

In the US, Doonails focuses on its Soft Gel Press Ons – a complete at-home manicure solution available in a wide range of shapes, lengths and designs, with up to 14 days of hold and full reusability.

Doonails – Who We Are and What We Stand For

Doonails is a nail beauty brand built for at-home manicures, founded in 2020 in Austria and South Tyrol. The name says it all: it comes from „do your nails" – taking salon-quality results into your own hands. The mission has always been clear: create high-quality, easy-to-use nail products that deliver real results – no salon appointment needed. Today, Doonails has made over one million customers happy and is available in multiple countries around the world.

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The Story Behind the Brand

Doonails was born out of a very personal search: founder Elisa was looking for a nail solution that worked in the middle of a busy life – no waiting, no salon prices. Once she discovered the concept of press-on nails rooted in premium gel material, she knew exactly what she wanted to build. After months of intensive product development and testing, the first order shipped in early 2021. What started small grew fast: by early 2022, the products went viral and sold out. Where to buy Doonails in the US: shop directly at us.doonails.com.

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What Makes Doonails Different

Doonails is built on ingredients you can trust. All products are HEMA-free, vegan and PETA-certified – designed for anyone who wants a gentle, skin-friendly formula without giving up quality or wear time. In the US, Doonails focuses on what it does best: the Soft Gel Press Ons – a perfect manicure in under 7 minutes, with up to 14 days of hold, reusable and easy to remove. Available in a wide range of shapes, lengths and designs, they're the smart alternative to expensive gel or acrylic nails. With thousands of five-star reviews, Doonails reviews consistently speak for themselves.

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Start Your Doonails Journey

Not sure where to begin? The Doonails Academy is packed with free step-by-step video tutorials to help you nail your application from day one. Find the style that fits your life – and start your new nail routine today.

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Free Shipping

We offer free shipping from $59