After 13 years in the nail lamp business, it broke into overseas markets with AI, and now it has entered 110 countries!

When it comes to AI hardware, most people's first reaction is still smart glasses, AI rings, or various robots that look full of futuristic tech. But who would have thought that a brand making nail equipment would also start putting AI into nail lamps and nail drills.

This brand is ONAIL.

Image source: ONAIL

At present, its products have successfully entered more than 110 countries and regions worldwide, covering more than 40 core overseas major markets, and have cumulatively served more than 10 million nail technicians and consumers. After being listed on TikTok for more than half a year, total revenue reached US$1.3859 million, and estimated sales in the past 30 days reached US$642,400.

A company that makes nail equipment achieving this result on a platform that started with entertainment content is itself worth a closer look.

Image source: TikTok Shop

Starting with nail lamps, betting on AI after 13 years

ONAIL's development path is actually relatively clear.

After its founding in 2012, the brand focused for a long time on UV/LED nail lamps, mainly serving nail technicians, nail salons, and professional users. Compared with products familiar to ordinary consumers, such as gel polish and press-on nails, equipment such as nail lamps, nail drills, and dust collectors is more of a 'tool-type product,' and purchase decisions often place more emphasis on efficiency, stability, and user experience.

At present, ONAIL's official website shows that the brand already has operations in China, the United States, and Europe, and has further upgraded its positioning from a traditional nail tool brand to an AI nail equipment brand.

Image source: ONAIL

This change is especially evident in 2025.

In July 2025, ONAIL officially released the AI Nail Drill. According to the official introduction, this product dynamically adjusts power and speed through algorithms, and emphasizes reducing vibration, noise, and the hand burden caused by long-term operation.

On TikTok Shop US, the Pro Max Nail Drill currently also directly uses automatic stop, AI silent control, and other features as core selling points. The product page shows that this product has sold more than 1,400 units and accumulated 146 reviews.

Image source: TikTok Shop

At the same time, ONAIL continues to push AI into nail lamps.

Its AI Nail Lamp product page introduces features such as AI recognition of the nail area and 109 LEDs, and further packages the product from a mere tool for 'curing gel polish' into a smart device for professional nail scenarios.

In other words, ONAIL is undergoing a fairly obvious product upgrade: from nail lamps, to professional nail equipment, and then to AI-driven smart nail workstations.

Image source: ONAIL

Turning professional parameters into content that consumers can understand

After ONAIL entered TikTok, it did not turn its content into simple product ads.

For example, 50000 RPM is actually a very abstract parameter for ordinary consumers.

But if it is placed into specific scenarios such as 'quick nail removal,' 'gel grinding process,' 'comparison of different devices,' and 'noise testing,' consumers can directly see the difference.

This exactly fits the content characteristics of TikTok.

Image source: kalodata

For example, the TikTok video below does not start by introducing product specs; instead, it immediately grabs attention with actual operation.

The video first shows the nail drill's operation interface and accessories, then switches to actual use during a manicure. The camera keeps giving close-ups of the machine, drill bits, and nails, allowing viewers to intuitively see how the device works. In between, details such as the storage case and handheld device are also shown, turning the product from 'a professional tool' into a concrete usage scenario.

Image source: TikTok

This video currently has 135,400 views. For brands making this type of professional tool, the content actually does not need to be too complex; the key is to combine teaching and product demonstration. Users may originally just come across a nail tutorial, but as the operation progresses, they naturally notice the tool the creator is using.

For this type of professional tool, this approach of 'first providing useful content, then letting the product enter the usage scenario' makes it easier to lower users' cognitive barrier to unfamiliar products and also leaves room for subsequent clicks on the product link and purchase behavior.

Image source: Kalodata

Finding the right creator, rather than simply seekingtop-tiermatters more

Another notable point is that the type of creators ONAIL is suitable for collaborating with is actually very clear.

It is not a product that must rely on general beauty influencers for promotion.

For a professional-grade nail drill priced at two to three hundred US dollars, the truly persuasive people are often Nail Tech, Nail Artist, and nail education creators.

Image source: echotik

Because these people's content naturally carries professional usage scenarios.

For example, when a nail technician shows how they remove gel, file, and shape nails for clients, and then places the ONAIL device into the entire operation process, consumers see not just 'this machine is easy to use,' but how it actually enters a real workflow.

At present, similar professional nail technicians have already appeared in the TikTok ecosystem. For example, creator @ciannas.creations positions the account as 'Nail Tech' and also lists ONAIL AI products and an exclusive discount code on the profile page.

Image source: TikTok

One of her ONAIL dust collector videos has over 350,000 views. The content does not spend much time introducing the product; instead, it directly places it into a real manicure operation: while filing nails, it films the process of dust being sucked away, uses close-up shots to present the suction effect, and uses relatively lighthearted subtitles to reinforce the feeling of 'finally found a good dust collector.'

The professional creator logic mentioned earlier also follows here—the creator is not simply 'recommending a product' for the brand, but placing the product into their own daily workflow, naturally connecting viewing, product seeding, and purchasing.

Image source: Kalodata

Therefore, for this type of professional tool, choosing the right creator is more important than simply pursuing follower count.

Finding creators who truly understand nail art and have long been making related content can let the product enter real usage scenarios, and it is also easier to build trust and purchase interest among target users.

Conclusion

Looking beyond the ONAIL case, when domestic companies enter overseas markets, they do not necessarily have to crowd into popular categories. Overseas consumers' needs are sufficiently fragmented, which also means many niche markets still present opportunities.

What is truly worth paying attention to may not be “which category is hottest,” but whether a product can find a clear audience and, in the local market, explain the demand clearly and build the business.

For domestic companies still looking for a direction to go overseas, this may also be a direction worth rethinking: chase trends less, dig into demand more.