2025 Modelones 10-year On the Go

By Modelones

2025 Anniversary Celebration: A Cross-Country Journey

This year's celebration featured four spectacular events that traced the brand's iconic journey across America:

  • Event 1: Los Angeles – Where It All Began
    Returning to Modelones' roots in the City of Angels, this nostalgic celebration kicked off with a bang. Highlights included a special appearance by Modelones Brand Ambassador and renowned nail artist Sarah Haidar (@heluviee), who joined fans to celebrate the decade milestone. The event also saw the Gel Mini Salon kit and the launch of the iconic Salon Bus parade, allowing guests to experience the signature long-lasting, vibrant gel polish application that first established the brand's reputation.
  • Event 2: Los Angeles – Customer Appreciation Celebration
    Continuing the West Coast festivities, Modelones hosted an exclusive gathering honoring the loyal patrons who have supported the brand throughout the decade. The highlight of this event was the "Model Squad," a glamorous team of models who interacted with the crowd, distributing exclusive Brand Blind Boxes. This surprise element showcased Modelones' extensive color palette and innovative formulas, creating personalized beauty experiences for the community.
  • Event 3: Times Square – The Crossroads of the World
    The journey reached its pinnacle in the heart of New York City. Modelones brought its signature holiday magic to the crossroads of the world by partnering with a popular local coffee shop to create a unique fusion of lifestyle and beauty. Against the dazzling backdrop of Broadway lights, attendees enjoyed a brand-new nail service experience that blended the comfort of a coffee break with professional artistry, showcasing how the brand has grown from a West Coast vision to a national phenomenon.
  • Event 4: Christmas Grand Finale – A Holiday Wonderland
    The 10th-anniversary celebration concluded with a magical Christmas extravaganza. This enchanting holiday spectacular captured the true spirit of the season with a
    heartwarming twist: a surprise sampling event featuring adorable dogs and Santa Claus. This unique interaction brought smiles to faces of all ages. With seasonal music and winter wonderland décor, this event embodied the campaign's mission—bringing people together through beauty, joy, and the magic of the holidays.

"Ten years ago, we started in Los Angeles with a dream to revolutionize beauty services through superior gel polish technology," said Justin Tse. "Today, from the Pacific to the Atlantic, our 'On the Go Christmas' campaign has touched lives in every corner of this great nation. This coast-to-coast journey represents not just miles traveled, but relationships built, communities served, and our unwavering commitment to delivering excellence. The holiday season is about connection, and that's what we've celebrated for ten wonderful years."

From LA to the World: How Modelones is Redefining Nail Beauty at 10 Years

As Modelones marked its 10th anniversary, the brand reflected on a decade of fearless innovation, growth, and global recognition. From its roots in Los Angeles to becoming a beloved name in nail beauty worldwide, Modelones stayed true to its mission: empowering self-expression through color, creativity, and care.
Kicking off a year-long tour across the U.S., the "10-Year On The Go" campaign proved to be more than a celebration of a milestone — it honored the people behind the journey: loyal customers, visionary nail artists, passionate influencers, and creative communities who shaped the brand’s story.

Rooted in the theme of “glam your nail journey,” the LA stop embraced the spirit of the Queen Bee — a symbol of bold leadership, feminine power, and self-confidence. Modelones celebrated women who lead with vision, define beauty on their own terms, and boldly explore trends and creativity. This empowering energy lay at the heart of the event — honoring independent women who not only shape style but set the standard for what it means to shine.

As a brand known for its diverse and innovative product line, Modelones is especially celebrated for its signature Modelones Gel Polish — renowned for exceptional quality, cutting-edge technology, and trend-defining color innovation. At the flagship LA event, guests enjoyed hands-on demonstrations with two of the brand’s most iconic collections:

  • The Gel Mini Salon Collection, an all-in-one portable kit that brought the salon experience anywhere, designed for beauty lovers always on the move.
  • The Inspire Gel Nail Polish Collection, a signature collection celebrated for its endless color possibilities and salon-quality performance that inspired bold, personalized nail art.

Attendees enjoyed immersive creative experiences with Modelones gel polish, including Nail Salon Bus with free express manicure service and DIY-Mani Station (with more than 50 shades), content-friendly photo spaces, and a vibrant atmosphere fostering connection and self-expression.

Ambassador Highlight: @heluviee on Empowerment and Color

Modelones brand ambassador @heluviee — a renowned nail artist with over 1.78 million social media followers and widely recognized as the iconic “Pinterest Hand Girl” featured by top media outlets — brought her signature charm and vibrant energy to the LA event. Known for her empowering content and trendsetting nail looks, she has become a beloved voice in the beauty community.

A long-time fan of Modelones gel polish, @heluviee frequently showcases its rich pigmentation, smooth application, and long-lasting wear in her work. Her artistry highlights the versatility of the product — whether for minimalist everyday elegance or bold editorial designs.

Reflecting on the event, @heluviee shared:

“Being part of Modelones' 10th anniversary was truly special. The energy, the people, the artistry—it was all about celebrating confidence and creativity. I’ve always loved how Modelones champions individuality and gives us the tools to express who we are through color. It’s more than beauty; it’s a mindset.”

Modelones has solidified its reputation as more than a nail brand — it’s a movement. A space where trends are born, confidence flourishes, and every voice finds resonance. This 10-year milestone not only celebrated the brand’s achievements but also reaffirmed its promise for the future: to champion artistic freedom, transcend beauty boundaries, and unite a global community through the power of color.

The Spirit of the Queen Bee: Glam Origins Reimagined

More than a celebration, the LA pop-up embodied the essence of “Glam Origins,” a celebration to the Queen Bee spirit—symbolizing bold leadership, feminine strength, and the fearless pursuit of beauty. The Queen Bee isn’t just a motif; she represents every woman who dares to lead, innovate, and create with courage.

Modelones paid homage to these modern muses through curated nail looks, sticker designs, and interactive stations that captured the energy of trendsetters everywhere. “Girls’ Power” came alive—celebrating women who confidently explore style, push creative limits, and inspire others to do the same.

Guests were greeted with complimentary refreshments and welcome kits featuring limited-edition Modelones products, including mini gel polish trios and exclusive anniversary nail decals. Attendees also had the opportunity to book free manicures from on-site nail artists, who demonstrated the brand's best-selling lines and newest collections.

Modelones’ Global Pro Team Elevates the Experience

To complete the immersive experience, Modelones’ Global Pro Nail Artists were on-site to offer expert tips, hands-on demos, and personalized recommendations. With their deep industry knowledge and creative flair, they empowered guests to discover new techniques and elevate their at-home routines—bringing a touch of salon-level mastery to every manicure moment.

Visitors also engaged in a live Q&A session with Modelones’ brand Ambassador and guest nail artists, who shared insights into the brand’s design philosophy, product innovation, and the creative process behind their viral collections.

Celebrating the Community That Built the Brand

At its core, the day celebrated the stylish, diverse community that brought Modelones to where it is today—from glam moms and fashion-forward creators to beauty pros and nail art beginners. Everyone had a story, a favorite shade, and a look that made them feel seen.

Social Buzz and Digital Highlights

The pop-up was also a digital hit. Branded hashtags such as #modelones10yearonthego, #modelonesgelpolish and #glamyournailsjourney trended throughout the day, with hundreds of attendees posting reels, photos, and “Get Ready With Me” content from the event. Modelones encouraged content sharing with a photo booth and branded backdrop, where guests could snap professional shots with their fresh nails.

Modelones’ marketing team also conducted on-site interviews for an upcoming anniversary documentary series, allowing visitors to share their personal Modelones memories and how the brand has shaped their beauty routines.

Fashion Creators Take the Stage

Some of LA’s most influential fashion voices were in the crowd, including @hey_missteacher, @aerincreer, and @arika, each sharing their own spin on the Modelones experience—from outfit coordination to flower arranging. The event flooded Instagram with stories and reels under #modelones10yearonthego and #glamyournailsjourney, sparkling a ripple of style inspiration that extended far beyond West Hollywood.

@hey_missteacher

Style Meets Self-Expression
This wasn’t your average beauty event—it was a full-on fashion moment. From streetwear to spring florals, attendees came dressed to match their manicures. 

Content Creator @aerincreer paired her cute summer blossom nails—done using shades from the Modelones Gel Polish Demure Bloom collection, saying:

“I’ve always believed nails complete the outfit, not just the look. Modelones gel nail polish takes it to another level—it’s a lifestyle. The shine, the durability, the color range—it all speaks to confidence.”

Fashion tastemaker @valerie.loo shared in a quick interview:

“I don’t usually do nail content, but trying the Modelones Gel Polish kit at the pop-up changed that. It was fresh, playful, and the creamy pastels! So chic. I left with three new favorite shades I can’t wait to wear.”

@iamestheroh added:

“It’s rare to find a beauty brand that feels this welcoming. The pop-up wasn’t just pretty—it made me want to create and share. I loved getting a custom manicure using the Modelones Gel Polish —so smooth, so vibrant. I’m officially obsessed.”

Looking Back, Dreaming Forward

From its early days as a startup focused on quality gel nail polish to becoming a global beauty force, Modelones’ 10th anniversary marks a turning point. The team took time to thank its loyal fan base and outline what’s next: new product innovations, sustainability initiatives, and deeper engagement with nail art communities around the world.

A Day of Color, Connection & Creativity

By sunset, guests left with more than manicures and gift bags—they carried new ideas and the kind of creative energy that only comes from doing beauty your own way. The Modelones pop-up proved that when fashion and fearless nail art meet, the result isn’t just pretty—it’s powerful.

Where and when to experience the Modelones Glam & Go pop-up event

To mark its 10th anniversary, Modelones launched the Salon Bus — a mobile nail salon that brings professional-quality manicures to the heart of the city. More than just a beauty experience, the Salon Bus embodies the brand’s Queen Bee spirit — empowering women to lead with confidence, explore trends, and express their style fearlessly.

The pop-up wasn’t just glam—it was guided. Modelones’ Global Pro Nail Artists were on-site, offering expert tips, personalized nail advice, and hands-on demos throughout the day. From shaping techniques to color layering secrets, guests left feeling inspired, empowered, and ready to take their at-home manicure game to the next level.

After a sparkling kickoff in Los Angeles, the Salon Bus is cruising to New York and beyond — celebrating 10 years of bold beauty and spreading Modelones’ glam spirit across the States.

BEYOND A POP-UP: HOW MODELONES TRANSFORMED A SOHO CAFÉ INTO A COMMUNITY HEARTBEAT

The activation was built on the core pillars of engagement:

  • Building Trust Through Tangible Experience: The complimentary professional manicure station acted as a live product experience lab. By removing all barriers, it allowed guests to appreciate the ease of application, professional-grade finish, and durability firsthand. This direct interaction converted casual interest into deep product confidence and authentic advocacy.
  • Creating an Immersive Brand World: The space was curated as a sensory playground that reflected the brand’s spirit. The thematic claw machine and prize wheel were not mere games but interactive touchpoints that communicated playfulness and generosity. The partnership with Haraz Cafe to offer specialty coffee crafted a complete “coffee & nails” lifestyle moment, positioning Modelones within cherished daily rituals of self-care and indulgence.
  • Empowering Community Co-Creation: The aesthetically designed photobooth served as a powerful engine for user-generated content. It empowered guests to become co-storytellers, generating authentic social proof that extended the event’s reach far beyond its physical location through genuine, peer-to-peer sharing.
  • Forging Authentic Emotional Connections: At its heart, the event facilitated direct, joyful dialogue between the brand team and the community in a relaxed setting. This face-to-face interaction fostered a powerful sense of belonging, effectively transforming customers into a true brand community.

Photo Courtesy: _Modelones_

Modelones Brings Santa & ‘Paw-some’ Reindeer Pups to NYC Streets for Free Holiday Glam

From Café Takeover to Citywide Celebration: How a Nail Brand is Redefining Connection in the Age of Experience

This initiative is a direct evolution of a winning formula. Last month at Haraz Cafe, Modelones moved beyond transactional marketing, creating a multidimensional space where complimentary manicures, playful games, and curated coffee converged. The result wasn't just an event; it was a case study in building brand affinity. The overwhelming turnout and organic social buzz validated a core brand thesis: meaningful, hands-on experiences forge deeper loyalty than traditional advertising.

Photo Courtesy: _Modelones_

A Decade of Innovation and Connection

The "On the Go Christmas" campaign served as a testament to the Modelones spirit of accessibility, quality, and community connection. The campaign traveled from Los Angeles to New York, serving thousands of customers across America with the signature gel polish excellence tha has established Modelones as an industry leader.

Impact and Community Recognition

The 10th-anniversary tour sparked a viral sensation, generating significant buzz across social media platforms with millions of impressions. The events garnered enthusiastic endorsements from hundreds of content creators and professional nail artists who joined the celebration on-site, validating the brand's influence in the beauty community.
"I've never seen a brand connect with its users so intimately," shared one long-time customer at the Los Angeles event. "It’s not just about the polish; it’s about being part of a creative family."

Looking Ahead: Warm Up for 2026

As Modelones celebrates this significant milestone with a magical Christmas finale, the brand is already gearing up for an exciting 2026. Building on a decade of success, Modelones plans to expand its offerings and create more opportunities to meet consumers offline, fostering deeper real-world connections.
The warmth and success of the 2025 cross-country campaign set the stage for another year of growth. From Los Angeles to Times Square, Modelones invites both longtime supporters and new customers to join them as they embark on their second decade.

Photo Courtesy: _Modelones_