As a company that grew with the nail industry while helping professionals push their creative boundaries, Mia Secret celebrates 20 years of innovation, artistry and the people who made it possible.
A lot can change in 20 years. Trends come and go (and come back again), techniques evolve and new technologies transform the way we work. In the nail industry, the past two decades have brought extraordinary change, from the inception of gel polish and increasingly sophisticated enhancement systems to nail art becoming an essential part of fashion and beauty. Through it all, Mia Secret has been there, growing, innovating and evolving alongside the professionals who inspire us.
As we celebrate our 20th anniversary in the professional nail industry, we're reflecting on where we've been, the milestones that shaped our journey and the possibilities that lie ahead.
Want to celebrate with us? Enjoy 20% our 20th Anniversary Collection with code 20YEARS until Nov. 23!
Where It All Began
The Mia Secret story actually begins before nails. Founded in Los Angeles in 2000, the company initially focused on professional cosmetics. But after six years in the beauty industry, a new focus emerged. The world of nail art was expanding, and with it came an opportunity to bring something different to the professional nail market.
In 2006, the Mia Secret you know today was born. Under the leadership of founder and CEO Roberto Mejia and CFO Lynda Sanchez (Mejia’s wife), the company began developing professional nail products with a clear purpose: Deliver quality products at an accessible price point. What began as a new direction for a small beauty company soon became something much bigger.
CEO Roberto Mejia and CFO Lynda Sanchez with their daughter Amarilis Mejia SanchezFrom Los Angeles to the World
From the beginning, Mia Secret's ambitions extended beyond its Los Angeles roots. Early expansion into Mexico and Central America helped establish the foundation for an international distribution network. As demand grew, so did the company's presence, connecting nail professionals across the world through products, education and a shared passion for nails. By its 10th anniversary, Mia Secret had grown from a single nail product to a portfolio of nearly 1,000 items distributed in more than 50 countries. Today, the brand continues to serve a global community of nail professionals, educators and distributors in more than 120 countries who have played an essential role in its success.
Along the way, industry trade shows, international events, nail competitions and distributor partnerships became opportunities to do more than introduce new products. They were places to exchange ideas, celebrate artistry and build lasting relationships—and it's those relationships have become an important part of what makes Mia Secret, Mia Secret.
Two Decades of Nail Innovation
If there's one thing the past 20 years have taught us, it's that the nail industry never stands still. As techniques evolve and nail professionals push the boundaries of what's possible, Mia Secret continues to expand its product offerings to meet their changing needs. From the best-selling acrylic powders and liquid monomers that helped establish our professional reputation to Gelux gel polish, advanced builder systems and innovative nail art products, each new addition has contributed to a growing portfolio designed around performance, versatility and creative freedom.
Our early expansion into colored acrylic powders opened new possibilities for dimensional nail artistry. Later innovations in gel technology, specialty finishes and overall nail health brought even more ways for professionals to customize their services.
For example, products such as BioBuilder, Rubber Gel and Keratin & Fiber Base Gel reflect the industry's increasing demand for specialized formulations that address not only different nail types, but also focus on the care of the natural nail. While, magnetic cat eye gels, textured finishes and seasonal color collections appeal both to the creative professional and the trend-driven consumer.
And, of course, there’s the expansion into full-body beauty that includes hair-removal wax and accessories, spa manicures and pedicure systems, and lash extensions, both strip and individual—making Mia Secret a one-stop-shop for beauty connoisseurs.
But innovation has never been simply about introducing something new. It's about understanding how nail professionals work, anticipating what they need and developing products that help them work with greater confidence, efficiency and creativity.
A New Chapter in Beauty
The beauty industry looks very different today than it did 20 years ago. Nails have become a defining part of personal style, from fashion runways and celebrity red carpets, to social media, coveted salon appointments and DIY design. Professional nail artists are no longer working quietly in the back corner of the salon; they’ve become trendsetters, entrepreneurs, educators and influential voices in the larger beauty conversation.
As the industry continues to evolve, so does Mia Secret. Recent collections such as Daydream and Porcelain Atelier reflect a more editorial approach to color and nail artistry, drawing inspiration from fashion, beauty and the world around us. At the same time, the daughter of Mejia and Sanchez has joined the family business: Amarilis Mejia Sanchez has taken a lead role in refreshing the visual and brand identity.
Our growing presence in consumer beauty represents another exciting step forward. With select Mia Secret products now available through Ulta Beauty's online marketplace, we're introducing our high-quality products to a broader audience of beauty enthusiasts, with more partnerships to come.
As Mia Secret celebrates 20 years, it gives us an opportunity to reflect how far we've come. But it's also a chance to look ahead. As we enter our next chapter, our focus remains on the things that brought us here: developing quality professional nail products, supporting education, embracing innovation and highlighting the creativity of nail artists around the world.
You can share in the celebrations by shopping our 20th Anniversary Collection filled with our most-loved and best-selling products that will no doubt become some your favorites, too.
We're proud of the products we've created and the milestones we've reached. But even more meaningful are the relationships we've built along the way. To our employees, educators, distributors, nail professionals and everyone who has been part of our story: thank you for growing with us, believing in us and inspiring us to keep moving forward.