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.
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.
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.
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.
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 30 employees worldwide and three manicure methods.
Our journey so far
24 July 2020
After a long search comes the idea - Doonails is born
10 December 2020
After hundreds of tests - the first sample set is finally here!
08 february 2021
The first order will be dispatched - thanks to Heidi ;)
24 April 2021
Our first appearance on TV - Taff Trend tests our products
05 January 2022
Our videos go viral and our products are sold out
21 June 2022
Doonails expands into the Netherlands for the first time
21 March 2023
Our re-branding goes online and marks a new chapter
05 June 2023
We are expanding into another EU country: France!
28 November 2023
We are launching a second
Manicure method: Soft Gel Press Ons
06 May 2024
Our products are also available in stores for the first time. A major milestone!
18 May 2024
Our Gel Strips go live & expand our method portfolio
31 August 2024
The Nail Care Line goes live with the first four products.
24 July 2024
Unbelievable, but we are celebrating our 4th birthday and have our 1st influencer event
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.
