Switch-nails
New generation eco-friendly press-on nails, created by a nail expert.
| SEK | 2023 |
|---|---|
| Revenues | 0000 |
| EBITDA | 0000 |
| Profit | 0000 |
| % profit margin | 5 % |
| EV | 0000 |
| EV / revenue | 00.0x |
| EV / EBITDA | 00.0x |
| R&D budget | 0000 |
Source: Company filings or news article
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Switch Nails, founded in 2022 and headquartered in Uppsala, Sweden, operates within the direct-to-consumer personal products market, specializing in reusable press-on nails. The company was co-founded by Celina Rydén, a professional nail technician and educator with over 19 years of experience, and Hakar Mayi, who serves as CEO. Rydén's extensive industry background revealed a market need for a convenient, cost-effective, and sustainable alternative to traditional salon manicures for busy individuals, those in professions prohibiting nail enhancements, or consumers seeking style versatility without long-term commitment.
The company's business model is centered on e-commerce, selling directly to a global customer base through its website. It has demonstrated significant revenue growth, reporting SEK 13 million in 2023 and increasing to SEK 56 million in 2024, maintaining profitability in both years. This growth is supported by a high customer retention rate, with approximately half of its monthly revenue originating from repeat buyers. In July 2025, the company secured a significant investment from Spiltan Invest, which acquired a 31.2% stake for SEK 49.9 million to support strategic goals, particularly international expansion into markets like the Nordics and Germany.
Switch Nails' core product is a range of press-on nails designed to provide a salon-quality look in minutes. The nails are made from recycled materials, are reusable, and all company products are vegan and cruelty-free. Instead of traditional nail glue, the products utilize adhesive glue tabs, which are designed for easy application and removal without damaging the natural nail. The product line features a wide variety of in-house designs, shapes (such as Square, Almond, Oval), and lengths, which are released in limited quantities to minimize waste, with further production based on customer demand. Each kit includes 24 to 30 nails to ensure a good fit, along with application tools.
Keywords: press-on nails, reusable nails, direct-to-consumer, e-commerce, beauty tech, sustainable cosmetics, vegan beauty, nail care, at-home manicure, Celina Rydén, Hakar Mayi, Spiltan Invest, Swedish startup, beauty market, non-toxic nails, recycled material beauty, cosmetic products, European beauty market, online retail, style accessories