Beginning this month, British-born nail brand Nails Inc. London will be available stateside. The fashion-driven line, which is to launch exclusive to Sephora, is entering 50 Sephora doors, while some of the brand’s newer collections will roll out to an additional 200 doors in October.
According to Thea Green, founder and managing director of the brand, Nails Inc. — which has been in existence since 1999 — offered the first nail bar in the U.K. and has a regular presence at London Fashion Week, working backstage on shows like Issa and David Koma. Nails Inc. has also collaborated with brands like Diet Coke and Cadbury on promotional shades and launched three shades in celebration of Mad Men’s fourth season, she said.
“We offer a differentiated range of products that is catered towards busy, modern woman,” said Green. “We take inspiration from the catwalks and high fashion key trend colors.”
Green says customers can expect new nail formulation technologies, including ones that offer “3-D glitter,” holographic, crackle and even magnetic special effects.
For Green, nail polish offers a “feel-good factor” and the option to experiment.
“Buying a new nail color or finish can update your wardrobe without breaking the bank. It’s much more than makeup — it’s a fashion accessory.”
Each nail polish is professionally formulated to have a “long-lasting finish” and is named after an iconic U.K. locale. Each retails for $9.50.