LONDON — Andrea Fulerton knows that creating the perfect manicure can be a nail-biting experience for a nonprofessional. That’s why the nail guru has developed Andrea Fulerton Nail Boutique, a 78-unit line of polishes and manicure tools meant to be fun and functional.
“I noticed wherever I went that there were no one-stop nail boutiques,” said Fulerton, who is a regular on editorial shoots and backstage at fashion shows. “I wanted professional nail [products] that I use in my everyday world — prepping nails for celebs and magazines — to be readily available for the girl out there that loves a bit of nail art.”
The brand comprises a plethora of quirky products meant to make decorating digits a snap. The line’s color stockkeeping units, for instance, include Trios, dual-ended items comprising two bottles of nail polish that can be worn alone or layered to create a third color. Fulerton said she was inspired by plaid patterns, a recurring theme for the brand, when designing the product as well as the “wow” factor she believes customers will feel when they transform their nails.
There are also 24 5.5-ml. bottles of polish, many of which sport the first names of celebrities Fulerton has either worked with or is inspired by. In addition, the line features four Flip Flop French sets, which comprise two colors meant to be worn in the style of a French manicure. Rather than traditional hues of white and pale pink, however, the duos come in poppy red and sheer iridescent pink. French manicure sets and “Peel Off Varnish” are also part of the line, as are a number of nail art items, including nail tattoos, gems and glitter dust. Seasonal items will be added at regular intervals, too.
There are also 10 nail preparation units — including nail files, nail polish remover and an undercoat, plus finishing items, such as a cuticle oil and three types of topcoat.
Instructions are displayed on product packaging, which was designed to make nail grooming simple. Polish bottles are long and narrow, for instance, which makes them easier to hold, according to Fulerton.
Prices will range from 1.99 pounds, or $3.08 at current exchange, for a Miracle Nail Buffer, to 7.99 pounds, or $12.36, for a Trio. Individual bottles of color will retail at 4.99 pounds, or $7.72.
Andrea Fulerton Nail Boutique products will be merchandised together on freestanding display units when they launch in Superdrug stores in the U.K. in September.
“[Within major high street retail stores, nail] color was within makeup and treatment was within the beauty category,” she said. “I wanted to create a unit that would fuse them together as they should be in one place.”
The line will also be carried in some department stores in the U.K. International launch plans have yet to be confirmed. Industry sources estimate the brand will generate first-year retail sales upward of 2 million pounds, or $3.1 million.
Millie Kendall, one half of the duo behind the Ruby & Millie and Scarlett & Crimson beauty brands, acts as Andrea Fulerton Nail Boutique’s brand development manager.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.