Brand profile · Germany
Doonails Revenue, search volume and competitors 2026
South Tyrolean nail care DTC brand: from 0 to €30 million in four years.
Fact sheet
- Founded
- 2020
- Founders
- Elisa Walder, Lukas Windegger, David Windegger, Roman Schiefer
- Headquarters
- Larnaka (Zypern); deutsche Gesellschaft in Hamburg
- Company
- DOONAILS GmbH (Hamburg), DOONAILS LTD (Zypern)
- Employees
- über 45 (laut Website)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Bootstrapped (no venture capital)
Background and milestones
The idea for Doonails was born in 2020 at the Stafell Alm above Schenna in South Tyrol. Founder Elisa Walder developed a durable at-home manicure alternative together with her co-founders.
- 2020
Founded in July; first set finished in December.
- 2021
First shipment in February; relocation to Cyprus.
- 2022
Products go viral; expansion to the Netherlands in June.
- 2024
Retail launch at dm, Müller, Rossmann, BIPA and Budni; nail care line in August.
SWOT analysis of Doonails
Editorial assessment based on the sources listed and the radar data.
Strengths
- Self-funded growth to over 1 million customers according to company information.
- Brand search volume of about 165,000 per month in Germany.
Weaknesses
- Strong focus on a narrow product segment (press-on nails and gel strips).
Opportunities
- The 2024 retail launch at dm, Müller and Rossmann extends reach beyond the own shop.
Threats
- Many similar providers in the growing home manicure market.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
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Sources
- SWZ.it
- ECOM SECRETS Podcast
- Doonails Über uns
- SWZ Ein neuer CEO für Doonails
- Handelsregister DOONAILS GmbH
Frequently asked questions about Doonails
How much revenue does Doonails make?
Doonails generated around 30 million € in revenue in 2025 (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded Doonails?
Doonails was founded in 2020 by Elisa Walder, Lukas Windegger, David Windegger and Roman Schiefer. The company is based in Larnaka (Zypern); deutsche Gesellschaft in Hamburg.
Was Doonails on Die Höhle der Löwen?
No, Doonails did not appear on the German TV show Die Höhle der Löwen.
Is Doonails backed by venture capital?
No, according to available information Doonails has grown without venture capital (bootstrapped).
How much does Doonails spend on marketing?
Doonails does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less Doonails has to pay for each visit.
How much revenue does Doonails make through Google?
The model estimate combines brand searches and organic traffic of Doonails with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know Doonails) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of Doonails be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of Doonails after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for Doonails.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.