The UK’s number one professional nail brand, The GelBottle Inc., has landed stateside through a landmark distribution partnership with Beauty Systems Group.
Founded in 2015 by CEO Daisy Kalnina, The GelBottle Inc. (TGB) is an award-winning British nail brand behind the viral BIAB™ (Builder in a Bottle) system that has marked one of the most significant expansions in the professional nail category – and its cruelty-free and vegan free formulas loved by nail pros worldwide are now available at 487 CosmoProf locations across the US.
The Big Bet on the Nail Category
For CosmoProf – already the nation’s leading wholesale distributor of professional beauty products – the partnership is a deliberate investment in a growing segment of its customer base. Beauty Systems Group serves licensed beauty professionals including stylists, estheticians, nail technicians, and salon owners. The addition of TGB showcases the company’s intent to be an all-inclusive destination for multi-disciplinary professionals.
“Bringing The GelBottle Inc. into our CosmoProf stores is a meaningful investment in the nail category and in the nail technicians, estheticians, and multi-disciplinary professionals who are building their businesses every day,” said Angela Swanner, Group Vice President of Merchandising at Beauty Systems Group. “We want CosmoProf to be the place professionals turn to, not just for hair, but for everything they need to elevate their craft and serve their clients.”
“Partnering with CosmoProf is a defining moment for GelBottle Inc.,” said Kalnina. “Taking the mission into 487 stores across the U.S. brings us one giant step closer to becoming a true one-stop shop for nail professionals everywhere.”
Education at the Center
True to the brand’s roots – TGB built its UK reputation largely through professional education – the CosmoProf partnership puts training front and center. Sales staff across all 487 locations received dedicated TGB education packs ahead of its May 15th, 2026 launch. Ongoing tips, techniques, and product content from the brand will be available through CosmoProf Institute, with regular online masterclasses led by Sarah Crespo, TGB’s Head of Education in North America.
“Education is the foundation of everything we do at The GelBottle Inc.,” Crespo shares. “Finding a partner in CosmoProf who shares that belief wholeheartedly makes this such an exciting moment.
The sessions are formulated to go beyond technique by covering nail business skills to help professionals grow and run their own operations.
On the Road
The in-store assortment will vary by location with 96 flagship stores carrying a large TGB fixture stocked with a 108-SKU curated assortment including, BIAB™, gel colours, extensions, the Illuminate cordless lamp, and the brand’s bestselling essentials. The remaining 391 stores will offer a focused 29-SKU selection of TGB essentials such as BIAB™ bestsellers, top and base coats, the Illuminate lamp, and high-demand gel colors.
The launch kicked off with a flagship event at CosmoProf’s newest Los Angeles location in Westwood, featuring live demos from the TGB educators, product giveaways, and meet-and-greets with prominent figures from the U.S. nail tech community. The event is the first stop on a multi-city roadshow running throughout 2026, with dates planned in San Mateo, Salt Lake City, Paramus, Portland, New York City, and more!
The GelBottle Inc. products are now available in-store at CosmoProf locations nationwide and by visiting CosmoProfBeauty.com. Nail pros, are you adding to cart?
