Nails Inc to launch professional line and develop skincare
Nails Inc is to launch a professional-only range, which founder Thea Green said will meet growing demand for salon-exclusive products.
Green also told Professional Beauty that the brand is working on new product categories including skincare for hands and feet, such as hand serums and sanitisers. The Nails Inc Pro range will launch with 24 colour polishes, a base coat with optical brighteners and a gel-effect top coat. There will also be two treatment products – Ridge Filler and Nail Strengthener. The range, which Green described as a “supercharged” version of the brand’s best-selling consumer line, Gel Effect Polish, will launch into Sally’s stores in September.
New ingredients in the pro line include volcanic glass to help extend wear and a new polymer complex for flexibility. Bottles will feature a new brush, which is a tapered version of Nails Inc’s flat wide brush with a higher bristle count, to give professionals better control. The polishes have been designed to give the longevity and shine of gel without the need for curing, meaning they can be used for express 15-minute manicures. “There are a lot of consumers who enjoy the gel service experience but there are things they don’t like about it – the removal process and the time spent in salon,” said Green. “This is great for someone who wants something fast.”
Green added, “The lines between professional and retail products have become increasingly blurred and the professionals are frustrated. They want exclusive products to give the customer a reason to come in to their salon.” She said the professional range would grow to include new lines, and added, “The next six months will be an exciting time for NPD. We’ve had a huge amount of success with our kale range so we’re extending that and also developing other superfood-related products. We’re also looking at going into skincare but skincare related to nails, so hand creams, hand washes, hand serums and sanitisers.”
This story first appeared in the August issue of Professional Beauty. To make sure you're always the first to read the news, subscribe online for just £4.99 a year for 12 digital issues or £37 for an annual 12-issue subscription.