Overview
This is a highly automated, profitable D2C brand operating in the at-home nail care sector. Its flagship product addresses a clear consumer need for fast, safe, and damage-free nail polish removal. Launched in early 2025, the business has achieved rapid traction through a combination of paid social advertising (Meta and TikTok), organic social engagement, and a strong brand identity.
The business is fully automated, with fulfillment and inventory handled by suppliers. Daily operational requirements for the owner are minimal, averaging 30–60 minutes for ad monitoring and customer communications. External customer service support is already in place, making the business a turnkey operation with low operational overhead.
Reported T12 revenue is USD $115,763 with a profit of USD $35,463, representing a 31% net margin. The business demonstrates scalable infrastructure, strong repeatable sales, and high customer satisfaction, making it an attractive acquisition for operators seeking a high-margin, scalable e-commerce brand.
Key Insights - Website Performance & Metrics
Website Speed: Built on Shopify, the site benefits from solid baseline performance with fast load times and mobile optimization, critical for social-driven impulse purchases.
Product Variation & Number of SKUs: Product offerings are currently limited to the flagship device, accessory kits, and bundles. While this simplifies fulfillment, there is opportunity to expand into complementary products such as nail polishes, care kits, and subscription packages.
Average Order Value & Customer Lifetime Value: AOV is USD $72. CLTV is not publicly disclosed but shows growth potential via repeat purchases from accessory kits, bundles, and potential subscription programs.
Repeat Customer Rate: Exact figures are not provided; 1,699 orders from 3,934 customers suggest a moderate repeat rate, which could be optimized with retention strategies.
Website Conversion Rate: Not disclosed publicly. Given high-performing paid social traffic and strong branding, conversion likely aligns with industry averages for beauty D2C brands.
Website Design & Presentation: Minimalist, modern, and visually appealing design that emphasizes trust signals, product efficacy, and user experience. Mobile-first UX supports the social media-driven acquisition strategy.
Brand Positioning & Customer Sentiment: Exceptional Trustpilot rating (4.7/5) and 12,000+ reviews indicate strong customer satisfaction. The brand is positioned as a premium, efficient, and convenient at-home nail care solution.
Marketing & Efficiency: Paid marketing via Meta and TikTok drives the majority of traffic, supported by organic social content. ROAS is currently 2.5–3x, indicating effective ad spend. The email list of 3,726 subscribers remains underutilized for retention and upselling opportunities.
Customer Acquisition Cost & Potential for Scalability: CAC is not disclosed but appears profitable based on current ad spend and margins. Significant upside exists through expanding TikTok Shop integration, influencer campaigns, and international ad targeting.
Product Offering & Marketing Angle / Repositioning Potential: The product solves a strong consumer pain point, positioning the brand as both premium and innovative. Upside opportunities include subscription kits, complementary nail care products, gift sets, and international expansion with localized campaigns.
Financials
The e-commerce business has generated USD $115,763 in total revenue and USD $35,463 in profit over its first nine months, reflecting a 31% profit margin. Month-to-month performance shows notable variability. March 2025 was strong, with revenue of $20,182 and profit of $6,257. April dipped to $9,823 revenue and $2,554 profit, likely due to ramping marketing campaigns or seasonal fluctuations. May and June showed steady recovery, with profits of $3,893 and $4,247, respectively. July marked the highest revenue and profit month ($27,253 revenue, $9,267 profit), demonstrating the brand’s ability to scale and capitalize on high-performing campaigns. August delivered $19,381 revenue with $5,427 profit, while September saw $12,318 revenue and $3,819 profit.
Overall, despite monthly fluctuations, the business maintains consistent profitability and demonstrates strong operational efficiency. Current profit multiples (1.4×) and revenue multiples (0.4×) are conservative relative to typical D2C beauty brands, suggesting meaningful upside potential for an operator who can scale marketing and expand the product catalog.
Marketing (Paid & Organic)
Paid social campaigns on Meta and TikTok drive primary traffic, supported by organic social engagement and user-generated content. ROAS of 2.5–3x shows effective advertising, while the email list of 3,726 subscribers represents an under-monetized retention channel.
Opportunities include scaling TikTok Shop integration, launching subscription kits, introducing gift bundles, engaging influencer partnerships, expanding into new geographies (North America and Europe), and activating automated email flows. Risk factors include reliance on paid social channels and small email list engagement.
Operational Efficiency
The store operates on a near-passive model: daily management is minimal, and fulfillment, inventory, and customer service are outsourced or automated. Shopify and integrated ad analytics allow seamless campaign tracking and operational oversight. Post-sale transition risk is low, with full operational documentation and training included.
Customer Data & Relationships
Key assets include a 3,934-customer base, 1,699 orders, email list of 3,726 subscribers, and 12,000+ Trustpilot reviews. Customer sentiment is exceptionally positive. Due diligence should verify repeat purchase rate, cohort LTV, and email engagement metrics, and ensure GDPR compliance for international marketing.
Legal & Compliance Due Diligence
Verification is needed for intellectual property ownership, supplier contracts, fulfillment SLAs, ad account ownership, Swiss tax filings, product safety compliance, and any pending disputes or chargebacks.
Challenges Identified
Revenue and profit fluctuations month-to-month
Heavy dependence on paid social channels for customer acquisition
Underutilized email marketing and retention opportunities
Limited product catalog increases reliance on flagship product
Expansion to new geographies requires local marketing adaptation and fulfillment considerations
Need to verify financial records, CAC, and true repeat purchase behavior
Recommendation
This is a strong, turnkey D2C nail care brand with minimal operational requirements and proven profitability. Post-acquisition opportunities include expanding product SKUs, launching subscriptions, scaling paid campaigns internationally, leveraging email marketing, and developing seasonal bundles or gift sets. Conditional offers with escrow or earn-out structures are recommended to mitigate verification risks and align incentives.
Conclusion
Overall, the e-commerce store presents a unique opportunity to acquire a high-margin, automated, and scalable D2C beauty brand. Strong branding, exceptional social proof, and turnkey operations create a solid foundation for growth. Verified financials, product expansion, and optimized marketing will allow a new owner to capitalize on significant upside, particularly in international markets. This business is suited for operators seeking a low-overhead, high-potential e-commerce acquisition.
