The story of Glitterbels: the Staffordshire-born nail brand supporting techs worldwide

Professional nail brand, Glitterbels, has made waves in the industry since being founded seven years ago.

The brainchild of Newcastle-under-Lyme nail artist, Annabel Maginnis, and her husband, Elliott, Glitterbels was established with a focus on providing high-quality, trendy acrylic powders to the UK nail sector. Since then, the brand’s offering has quickly expanded to include gel polishes and paints, builder gels, tools, salon essentials, furniture and apparel, and its number of monthly customers reaches over 10,000.

Online and in-person training is also available via the brand, and its education team scooped Nail Team of the Year at the Scratch Stars Awards 2024.

“Our mission is to ensure high-performance products are accessible to all,” says a spokesperson for Glitterbels.

But it’s not just its products that have expanded – the brand boasts a US HQ, as well as its Staffordshire base in the UK, and is stocked in hundreds of beauty supply stores across the globe, from the Netherlands to Australia. With brand ambassadors worldwide, Glitterbels is dedicated to providing guidance to pros internationally. “Nail technicians who shop and follow Glitterbels feel more like a community, rather than a group of customers,” continues its spokesperson.

“With open support groups and a dedicated customer service team, Glitterbels provides ongoing guidance to nail techs. The team shares tutorials, blogs and live videos, with knowledge on how best to use products. The education team can also be found in the comments of social media posts, offering top tips and advice on any problems customers may be facing.”

Fun fact: One of Glitterbels’ most popular products is Brush On Builder Gel in Dolly.

A passion for community is also clear via events, designed to excite pros and immerse them in the signature pink and magical aesthetic of Glitterbels. In June, the DreamFest event in Manchester welcomed around 400 attendees to shop the brand, network, learn and immerse in fun social media activities, including celebrity fans of Glitterbels.

The brand is sponsoring renowned competition, Nailympia London 2024, as it marks its 20th anniversary at the Salon Beauty trade show (13-14 October) – where Glitterbels is exhibiting. Its dedication to encouraging creativity and supporting global talent perfectly aligns with Nailympia’s values, as the spokesperson concludes: “At the heart of Glitterbels is a passion for creativity. This is something we try and showcase within all aspects of our business, so we love seeing the talent involved in the nail industry and take pride in supporting nail technicians during their journeys.”

Explore the Glitterbels brand via www.glitterbels.com