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In this case study, we’ll explore how Pink Gellac implemented Flowbox to turn authentic customer stories into measurable revenue growth, proving that social proof is a revenue driver in the eCommerce industry.
Prior to their partnership with Flowbox, the brand was facing three significant challenges: they didn’t have that much user-generated content (UGC) to leverage, it was difficult for them to get it because of all the manual and time-consuming tasks, and they needed a better showing of their products on the eCommerce site.
After months of using Flowbox UGC platform, the results are clear: Pink Gellac has achieved a CTA Engagement per Engagement of 13.13%, which shows the percentage of visitors who have clicked on the ‘Shop’ buttons on the UGC flow to visit the product pages; and an Average Size Value Uplift of 9.40%, which shows how much the quantity of items ordered increases from users that interact with the UGC gallery compared to those who don’t.
CTA Engagement per Engagement
13.13%
Average Size Value Uplift
9.40%
Pink Gellac’s mission is to bring salon-quality gel polish to customers at home. Since its founding in 2013, the brand has become one of Europe’s leading premium nail care names.
The collection includes over 300 gel polish shades, with a new collection of five colours launched every other month. Most recently, Pink Gellac introduced a new category: Pink Gellac Gel Nail Stickers, offering a salon-quality manicure without the need to paint.
With a strong digital-first approach, Pink Gellac is now available in seven European countries. To support its online presence, the brand has opened 16 Colour Boutiques in cities including Amsterdam, Antwerp, Bruges, and Paris.
Community lies at the heart of Pink Gellac’s success. Customers share their nail art online, swapping tips and inspiring each other with creative looks. Whether someone’s doing a first-time at-home manicure or experimenting with bold designs, the brand’s colourful community celebrates every shape, style, and shade, bringing people together through the art of gel nails.
From the beginning, sharing customer photos has been part of the brand. Fans post their finished nails online, showing off creative looks and real-life results. These genuine snapshots became more than just pretty pictures—they told the story of what Pink Gellac users could achieve.
As more people joined in and shared their nail art, Pink Gellac needed a better way to collect and show these images and videos, since it was a time-consuming manual task.
“Our biggest challenge was that we had some UGC, but it was just a very difficult process to get everything in.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Another challenge Pink Gellac faced was helping customers better understand how gel polish shades look in real life.
“We got feedback from customers that certain colours or products wouldn’t always completely align with what they thought it would be.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac needed a better way to showcase their products to increase post-purchase customer satisfaction, reduce the return rate, and, in the meantime, boost the website’s conversion rate.
That’s why they chose Flowbox UGC platform: to easily collect, approve, and display users’ photos and videos, turning happy customers into powerful social proof.
“We came to Flowbox because my manager already worked with it at her previous company. We had our first meeting with them, and it just felt right. We had a good overview of what the possibilities would be and how we could implement it.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac has connected TikTok, Instagram and Facebook as sources of content collection to automatically collect user-generated content based on hashtags, mentions, and tags. They have leveraged this content by curating and sharing on their own social channels, but also turning this collected UGC into shoppable galleries that enhance the users’ shopping experience on their eCommerce.
Homepage: Shows new visitors the real-world results of Pink Gellac kits—what “gel nails from home” can look like—so they immediately understand the end benefit beyond just seeing the raw products.
“On the website, we integrated it in three different ways. First is on the homepage. We really want to better show what exactly is that we sell them. We have starter sets and different items, but that is not really the end result. So it’s a nice way to show what you can achieve by doing your own nails from home.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Inspiration Page: Puts the spotlight on the community’s most creative looks, both to motivate first-time DIYers to try new styles and to spark ideas (and additional purchases) in existing customers as an excellent upselling driver.
“The other way we integrated it is by an Inspiration page. We noticed that we get so much UGC coming in, and what better way to show potential customers all the possibilities you can do? So, for one way it’s to inspire people to start doing their own nails. And it also helps for more like an upsell possibility with current customers, to really show all the different looks.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Product Pages: Displays genuine customer photos and videos alongside each shade to reassure hesitant shoppers, clarify true colour and finish, and drive conversion by proving “this is exactly what you’ll get”.
“And the last one is the integration on the product pages. The main focus here was conversion, really show what exactly the product looks like in real life, view it on different people, different new art looks, different lighting. To really show all the ways you can use the product.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac’s social feeds are a mix of brand-created posts and real customer-curated content, and that balance has shifted dramatically. At first, only about 10% of content came from users, with the rest being branded content.
Now, thanks to a streamlined collection and distribution process enhanced by Flowbox’s tools, 40% of posts are UGC content.
“One reason we have 60% branded and 40% UGC at the moment is because it’s way easier to work with the platform. It’s more organised. But another one is that we have way more UGC.”
Jelmer Leek, eCommerce Manager at Pink Gellac
This shift makes the brand feel more relatable and keeps feeds fresh with genuine nail looks, while allowing Pink Gellac’s team to focus on more strategic tasks.
“Before, it was all manual. Right now, everything is combined in one place (platform), and one person can handle it and make sure everything is organised, which makes it very easy for all other teams that want to use UGC.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Under the new workflow, the eCommerce team scans the Inbox of collected content (by using @pinkgellac, #pinkgellac, or campaign-specific hashtags), requests the media rights from users, and approves the best images and videos, all within one dashboard. The Social Media and other teams also benefit from the approved content.
“Social media managers can go through Flowbox, select the images they want to share, and then schedule everything for when they want to showcase it, which makes it way easier instead of going through all the different DMs that we get where our product is being tagged.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Instead of juggling DMs and spreadsheets, they simply filter, click to approve, and choose a publish date. This automation frees up time for creativity and planning, rather than manual data entry.
“UGC gives us the opportunity to showcase social proof on our website and really get the trends that are happening on social media to keep it going on our website.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac takes a strategic approach to user-generated content by combining both paid and organic contributions.
At the start of a product launch, paid UGC from micro-influencers is used to quickly build up social proof and ensure product pages don’t feel empty. These early posts help boost credibility and give shoppers the confidence to make a purchase.
As customers begin to receive their orders, organic UGC naturally takes over, creating a steady stream of real-life content that showcases the product in everyday settings.
“We use a combination of organic and paid UGC. Paid UGC is mostly shown at the beginning to make sure that there is some social proof and that the product pages aren’t empty. It really helps boost customers in making a purchase. And then later on, the organic UGC takes over because people start receiving their products, start posting about the product.”
Jelmer Leek, eCommerce Manager at Pink Gellac
While paid UGC tends to have slightly higher production quality, Pink Gellac has invested in improving organic submissions by educating their community.
Through ongoing social media campaigns, the brand shares simple tips on how to take great photos, like using natural lighting, focusing on clean compositions, and clearly showing the product. These efforts have led to a noticeable improvement in the quality of organic UGC, making it just as compelling as paid content.
“The quality of paid UGC is slightly better, but we have started an organic socials campaign where we share tips and tricks on making the best UGC. We noticed that this really helped because the customer is better aware of how to hold the product, how to showcase it, and what lighting to use.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac’s marketing team encourages their customers to share user-generated content through monthly themed contests, where customers are invited to submit nail looks that match a specific theme.
Winners receive free products, and the campaign aligns with seasonal trends, helping fill the site and social feeds with timely, inspiring content that resonates with shoppers.
Nail Inspiration page on the Pink Gellac website
CTA Engagement per Engagement
13.13%
Average Size Value Uplift
9.40%
Flowbox has made it much easier for Pink Gellac to manage user-generated content across their channels. Before, gathering, organising, and sharing UGC was a slow, manual process spread across emails, DMs, folders, and tools.
Now, everything happens in one place. The team can easily collect customer content, send rights requests, tag products, and publish UGC to their site or social media—all from a single platform.
“It’s very nice to have everything combined into one place. It makes it very easy to keep everything organised and to make sure that all the beautiful UGC you receive as a brand is actually used in the best way possible.”
Jelmer Leek, eCommerce Manager at Pink Gellac
One of Pink Gellac’s favourite features in Flowbox is the rights request tool. In the past, asking customers for permission to use their content was a time-consuming task that involved manually sending messages one by one across different platforms.
With Flowbox, the process is now fast and simple—requests are sent with just a few clicks, and everything is tracked in one place. This not only saves time but also ensures that the brand can confidently and legally use high-quality customer photos across their website and marketing channels.
“The feature that we like the most is Rights Requests, mainly because in the past, it was always a very tough job to do. Flowbox, for sure, saved us a lot of time. We do spend more time now on UGC, but that’s only because we just keep getting more and more in. But the way we work is way more efficient.”
Jelmer Leek, eCommerce Manager at Pink Gellac
Pink Gellac also values the support they receive from their dedicated Customer Success Manager, Soufiane. He meets with the team regularly to review performance, suggest improvements, and highlight new Flowbox features they can try. His advice helps Pink Gellac continue to grow their UGC strategy and get the most out of the platform.
“We’re very happy with the support we get from Soufiane, our Customer Success Manager. He’s always there to help. He’s very quick with his replies. He really helped us to get the most out of Flowbox.”
Jelmer Leek, eCommerce Manager at Pink Gellac
For Pink Gellac, UGC isn’t just a branding tool—it’s a revenue driver. By bringing trending content from social media directly onto their website using Flowbox tools, the brand turns customer excitement into measurable results.
Seeing real people use and love the products builds instant trust, helping shoppers feel more confident in their purchase decisions. This seamless blend of inspiration and validation keeps the shopping experience fresh, credible, and ultimately more profitable.