Helping Glosselle Nail Its Launch
Building a Beautiful Brand from the Ground Up
Having built a loyal client base over several years, local nail technician Danielle knew the industry inside out. When the ban of certain chemical formulations was announced in May 2025, she spotted an opportunity. She had a product idea and the ambition to launch her own HEMA-free, TPO-free range. Of course, Danielle wasn't the only person paying attention. Established brands were adapting, and new competitors would soon follow. She needed to move quickly. That's where Dock came in. Here’s how we helped Danielle turn her idea into a polished new brand.
Brand workshops were our first port of call.
We worked with Danielle to explore the proposition, competitors and target market.
In this instance, Glosselle had a clear point of difference. Danielle wasn’t switching ingredients or reformulating an existing product; Glosselle's range would be HEMA-free and TPO-free from the get-go.
Danielle’s vision was clear. But her idea needed an identity.
After several brainstorming sessions, trademark checks and domain searches, we landed on the name Glosselle.
Blending Danielle’s name with the word gloss, we created a short, memorable name with a distinctly feminine touch. We guided Glosselle through the trademark process to shield it from industry copycats.
Next came the visuals. Jack turned Danielle’s ideas into reality, incorporating subtle touches like a nail-inspired ‘G’ in the Glosselle logo.
The resulting visual identity extended across Glosselle’s products, packaging and marketing materials, supported by original photography, custom graphics and a signature colour palette.
We also handled the practicalities, from packaging dimensions to supplier specifications, making sure the designs were ready for production.
With the brand nailed, it was time to get Glosselle online.
Shopify was the perfect platform. It suited the brand’s needs without unnecessary complexity. But there was still plenty to think about before going live.
What's the collection? What do the products look like? How should they be organised?
Organised by colour, Glosselle’s collections feature eye-catching landing pages and product photography showing how the gels look both in the bottle and on people’s nails.
Although branding might get people interested, it takes more than pretty pictures to build a successful business.
Detailed product descriptions, ingredient highlights and FAQs showcase the science behind Glosselle’s formulas. Since these products are for professional nail techs, we added a certification-upload feature to keep sales in expert hands.
With multiple payment options, including Apple Pay, Google Pay and PayPal, customers can complete their purchases quickly and easily. We also tied in DPD fulfilment, offering next-day delivery on orders placed before 3pm.
Add in essentials such as compliance and privacy pages, and Glosselle has a slick ecommerce platform primed for growth.
With Glosselle entering a crowded market, we knew we couldn’t wait for launch day to start building buzz.
We encouraged email sign-ups with an introductory discount, while Glosselle’s social channels teased sneak peeks and a name reveal to generate followers and subscribers.
By launch day, Glosselle had already attracted a healthy mailing list of genuinely interested customers, ready for targeted email and social media campaigns.
Our policy is quality over quantity. We'd rather reach 100 qualified nail technicians than 10,000 people with a passing interest in getting their nails done.
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From Zero to the Moon
After meeting nail technicians from across the North West at a face-to-face event, Danielle’s brand officially launched in October 2026.
But Dock’s role doesn’t end there. Our ambition is to take Glosselle from zero to the moon.
The next priority is targeted marketing to build brand recognition and drive initial sales. By learning from early customer behaviour and adapting campaigns around seasonal opportunities like Black Friday and Christmas, we can support the business as demand develops.
Danielle recognised an opportunity in an industry she understood. Working closely together, we brought the creative, technical and commercial elements together to launch a distinctive new brand built for growth.
A great idea got Glosselle started. Momentum will keep it growing.
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