Our Brand Story From Nail Artists, For Nail Artists.
Mix colors. Build textures. Finish a design. Nails become play — and play becomes art.
DIAMI was born in Korea from nail artists who couldn't find products that matched their creativity. So we made our own.
Play. Create. Shine. That's what this tiny canvas is for.
Our Mission
Innovative
We invented PINCURE — nobody used it before us, now everyone does— and we've developed over 2,000 gels since 2011. 97% are TPO-free, HEMA-free, and 25-allergen-free. (And we're not stopping until it's 100%.)
Creative
We made Canoe Tips — the easiest nail extensions ever. Natural-looking, adjustable in length, easy to pinch for a perfect C-curve, clean soak-off in minutes. No drama. Just create.
Empower
From first-time DIYers to competition-level artists — we believe nails can be a craft, a career, a form of self-expression. We're here to make all of that more accessible.
Every DIAMI product is backed by our in-house R&D team
SHINEWITH R&D team obsessed with better formulas, safer ingredients, and smarter tools.
- 4 patents. 40+ IP rights. We don't follow trends — we engineer them.
- Korea's first nail company with a certified R&D center (2016). Rated T-4 — the highest technology innovation tier — in 2020 and 2023.
- 97% TPO-free. 25-allergen-free. All gels verified free from 13 major toxic substances.
- All skincare dermatologically tested. Safe isn't a feature. It's the starting point.
Brand History
2025-2026
2025-2026
2026 - New Magnetic gel 25 Color, Nudy Bebe, syrup gradation
2025 - Boomer Gel 40 Color & Baby Mushroom Sponge. All color gels turned to TPO-free & HEMA-free gels (97% of all DIAMI gels)
2023 - 2024
2023 - 2024
2024 — Fresh Color Gels 140 Colors, Magnetic Gel Shine Your Light - STAR series, Ink Liquid Gel Silver Drop & Mermaid Pearl, Boomer Gel launched
2023 — Color Gels 3 series, Rough Gel, SHINEasy 2 series, Oh!ver GEL, New BB POPs
2019 - 2022
2019 - 2022
2021–2022 — Canoe Gra Tips, Canoe Square Slim Tips, Hey Switch System, Ponygello Universe 110 Colors, BB POP seasonal editions
2020 — Canoe Corn Tips, Easy Full Tips, DIAMI GEL 96 Colors, Personal Nail Color System
2019 - Canoe Tips, Feel So Good Base & Clear Gel, BEAUHAN hand & foot care brand launched
2017 - 2018
2017 - 2018
2017–2018 — PINCURE launched, Ponygello 200 Colors, SHINEasy, Nail Grandma YouTube channel (60K)
2011-2016
2011-2016
2016 — SHINEWITH, Inc. established with in-house R&D center. Nail Together educational platform launched. Export expanded to Southeast Asia.
2013–2015 — DIAMI, Inc. established as a manufacturing company. GEL COCO, CREAM GEL, acrylic systems launched. Export to Hong Kong, Singapore, Russia, China.
2011 — DIAMI brand founded.