The GelBottle Inc., a UK-based nail brand known for inventing Builder in a Bottle (BIAB), and Beauty Systems Group (BSG), announce a landmark retail partnership through their CosmoProf stores. The partnership will bring the UK's number one professional nail brand to 487 CosmoProf locations, launching May 15, 2026, to provide access to nail technicians nationwide.
This partnership signifies a positive change as one of the most significant investments in the professional nail category in the US market in recent years. The partnership combines an extensive product rollout with a bold, education-led strategy designed to engage and grow CosmoProf's professional nail tech customer base, while growing The GelBottle’s accessibility and presence in the States.
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US nail professionals can now, easier than ever, gan access to the BIAB system that started it all at their local CosmoProf.
"Partnering with CosmoProf is a defining moment for The GelBottle Inc. We have always believed that the best way to serve nail technicians is to be where they are, with the products they need, the education to back it up, and a community that supports them. Taking that mission into 487 stores across the US brings us one giant step closer to becoming a true one-stop shop for nail professionals everywhere." Daisy Kalnina, CEO and Founder, The GelBottle Inc.
Based on local sales dataCourtesy of The Gel Bottle
The Rollout
From launch, The GelBottle Inc. will be available on CosmoProf's online store and across 487 CosmoProf locations in two formats. Ninety-six stores will carry a large TGB fixture and a 108-SKU curated assortment in a comprehensive edit featuring the BIAB, gel colours, extensions, devices, including the illuminate cordless lamp and the brand's everyday essentials and bestsellers. The other 391 stores will carry TGB essentials, creating the perfect entry point into the brand.
"At Beauty Systems Group, we have always seen ourselves as partners to the professional community, and that goes well beyond the salon chair. The beauty professionals of today are increasingly full-service, and nails are a critical and growing part of that conversation. 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. 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." Angela Swanner, Group Vice President of Merchandising, Beauty Systems Group.
Courtesy of The Gel Bottle
Education as the Engine
The GelBottle Inc. has built its reputation in the UK on a commitment to professional education, and that philosophy is central to the brand’s partnership with CosmoProf. Prior to release, CosmoProf sales staff received dedicated education packs ensuring informed, confident point of sale from day one.
"Education is the foundation of everything we do at The GelBottle Inc. It is how you build real, lasting relationships with the professional nail community. Finding a partner in CosmoProf who shares that belief wholeheartedly makes this such an exciting moment. Together we have a genuine opportunity to empower nail technicians across the US, and I cannot wait to get started." Sarah Crespo, Head of Education, North America, The GelBottle Inc.
Courtesy of The Gel Bottle
The GelBottle Inc. and CosmoProf are also commited to delivering regular online masterclasses through CosmoProf's digital platform, led by Crespo. Covering technique, product application and nail business skills, the sessions are designed to give CosmoProf's professional customers meaningful, practical education that goes beyond technical skills to support nail professionals in the running of their own businesses.
Additionally, regularly refreshed tips, techniques and product content from The GelBottle Inc. will be available on CosmoProf Institute, giving nail technicians an ongoing resource to build their skills and knowledge.
Taking It on the Road
The launch will open with a flagship event at CosmoProf's newest Los Angeles location in the vibrant Westwood neighborhood. A high-energy activation featuring live demonstrations from TGB lead educators, product giveaways, meet and greets with leading figures from the US nail tech community and experiences built for the nail professional.
This marks the start of a multi-city roadshow running throughout 2026, bringing The GelBottle Inc. directly to nail technicians in cities including San Mateo, Salt Lake City , Paramus, Portland, New York City and more.
Based on local sales dataCourtesy of The Gel Bottle
Each event will combine hands-on education with the kind of community energy that has made The GelBottle Inc. a phenomenon in the UK - demonstrations, prizes, photo moments and genuine connection between the brand and the professionals it exists to serve. To say the least, the tour will be the perfect opportunity to celebrate and elevate the work of nail technicians across the country from a premier brand invested in that growth.
