Gurugram, 9th December: Kult E-Commerce, a fast-growing beauty-tech platform, has announced the launch of its at-home nail art service in Gurugram, marking the brand’s debut in a segment that has long remained salon-dependent despite rising demand for convenient, hygienic, and design-led nail services.
Targeted at women aged 18 to 45 in urban markets, the service aims to deliver professional nail art at home, offering a balance between salon-grade quality and accessible pricing. The company believes this model responds to a widening gap; premium nail studios often carry prohibitive price tags for frequent visits, while low-cost alternatives may compromise hygiene and design proficiency.
Speaking on the launch, Karishma Singh, Founder and CEO, Kult E-Commerce, said, “We kept seeing the same story, women walking into salons with a Pinterest screenshot and walking out with nails that looked nothing like what they’d imagined, plus a bill that made zero sense. We launched at-home nail art at Kult so you can pick a design you love, get it recreated exactly as you envisioned, at home, and at a price that actually feels fair.”
The company has rolled out a curated 30-design lookbook, crafted for Indian skin tones and reflecting evolving aesthetic trends. This guided selection approach aims to address consumer decision fatigue and build confidence in choosing designs suited to personal style.
Central to the service is Kult E-Commerce’s hygiene-first protocol. Each appointment mandates pre-sanitized tools, disposable consumables, protective masks and safety shields, and medical-grade cleaning agents. In a post-pandemic era where hygiene remains a priority, the company expects this to be a decisive differentiator.
Artists onboarded by Kult undergo certification that includes technical skill-building and consultation training, enabling them to advise clients on nail shapes, colors, and styles. The service uses imported long-lasting polishes to deliver improved finish quality compared to standard salon products. Pricing is positioned below typical salon rates, with custom nail art offerings planned after consumer insights from initial bookings.
The launch comes at a time when at-home beauty services continue to grow across Indian metros. While hair and makeup at home have seen rapid adoption, nail art remains largely tied to in-salon visits—an opportunity Kult E-Commerce is looking to unlock. The company believes consumers now seek predictable outcomes, convenience, and hygiene without the “salon premium,” opening doors to a new market category.
Kult’s Gurugram debut will serve as a two-month learning phase, allowing the company to refine logistics, scheduling, and quality control standards as it prepares for multi-city rollout. Expansion will prioritize Tier 1 markets where the team sees similar consumer frustrations and a strong inclination toward premium yet practical beauty services.
With this launch, consumers in Gurugram gain access to a new format of professional nail art, while the broader beauty industry gains an early indicator of whether at-home nail services can shift from niche trial to mainstream demand.
