For Thea Green, founder and managing director of Nails Inc., her line of polish and treatment is as much of a fashion brand as it is a beauty collection.
Nails Inc. is celebrating its 15th anniversary with new packaging and a number of other brand enhancements.
With sales increasing more than double digits in the U.S., Green told WWD she is looking to open a stand-alone New York nail bar called the Paint Worxshop late this fall.
“We want to come and do manis in the U.S., how we do it [in the U.K.],” said Green, who brought the brand to the U.S. in 2011. “We want the nail bar to anchor the brand and bring it alive. It’s hard to do that on a shelf. ”
The Nails Inc. business in the U.K. is 50 percent service. Green is also looking at launching another nail bar location in Hong Kong.
According to industry sources, international sales, which mostly come from the U.K., account for 71 percent, or $25 million, of Nails Inc.’s global turnover of $35 million. U.S. sales are $6 million and other areas, like Mexico and Southeast Asia, account for $4 million. Business in Southeast Asia is up by 46 percent from last year and collections are starting to roll out into other Asian territories. Sales in Mexico are up by 76 percent.
While Green declined to comment on sales figures, industry sources estimated that the Manhattan nail bar could do $2 million at retail.
Nails Inc. has also signed Alexa Chung as its global ambassador. She will team with the U.K.-based brand on a six-piece collection of fabric-inspired polishes ranging in textures from cashmere to lace.
Chung will continue to roll out collaborations with Nails Inc. and will launch a holiday gift set in October.
Meanwhile, Nails Inc. will embark on a technology that utilizes the power of kale. When Green visited Manhattan on holiday, she was enamored by a young girl who sent back her kale salad. That sighting inspired NailKale, a collection of nine shades infused with the leafy green.
“I always look to the health and food trend in America,” said Green. “Kale lends itself well to our ingredients and it contains vitamins A, C and K.”
Launching in August at Sephora and Sephora inside J.C. Penney, NailKale, $14, also includes the NailKale Superfood Base Coat, which contains aloe vera, lemon, ginseng, pomegranate and grape, and an illuminator called Bright Street that includes ingredients like vitamin E, seaweed extract and a patented complex of minerals. The formulation is said to boost the production of keratin for harder, stronger and healthier nails.
In June, Nails Inc. entered Ulta and in July, will add Nordstrom to its list of distributors.
“From the Leather Effect Nail Polish to the Gel Effect Plumping Top Coat, the brand’s range of polishes and treatments offer the latest trends,” said Janet Taake, chief merchandising officer at Ulta, adding, “We believe the line will be of great interest to our customer and have high expectations for the brand’s growth.”
With more than 200 stockkeeping units, the full Nails Inc. lineup includes nail lacquer, priced between $9.50 and $25 for nail kits, as well as treatment and accessories, priced between $10 and $18.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews