Launching this month in 800 Target doors across 49 states is Tenoverten’s brand of nail polish and care, including 24 polish shades and five items from the Conscious Nail Care line. Tenoverten’s products are eight-free, vegan and cruelty-free. Target is Tenoverten’s first mass market retail partner — until now, the brand has been sold only in luxury outlets such as Net-a-porter and Violet Grey.
“I think we were slightly on their radar,” said Nadine Abramcyk, cofounder of Tenoverten. “[Target] had a couple of nail brands in the cleaner, better for you category and they were starting to see sales improve, so they wanted to increase the category.”
Tenoverten’s entry into Target marks the retailer’s biggest move into nontoxic nail care to date. The polishes have been priced exclusively for the mass market at $12, down from $18 in the luxury channel. Abramcyk said the brand was able to lower costs by removing outer packaging. Prices on nail-care items — such as the acetone-free Rose Polish Remover, $14 — will remain the same. Other care items going into Target include The Foundation nail strengthening base coat, $18; The Shield quick dry, high shine protective top coat, $18; The Rose Oil all natural nourishing cuticle oil, $26, and Non Toxic Nail Dryer nail polish quick-drying drops, $18.
Tenoverten was founded in 2010 in TriBeCa by Abramcyk and cofounders Jaclyn Ferber and Adair Ilyinsky to overhaul the standard Manhattan nail salon experience. Conceptualized as an upscale environment with highly trained staff and hygienic services, and most importantly, sans noxious chemical fumes, Tenoverten now counts six locations in New York, Los Angeles and Austin, Tex. Products were born in 2011 out of customer demand for a chic line of polish formulated with clean ingredients.
“[Nail care] has dramatically shifted in the last eight years,” Abramcyk said. “People used to come into Tenoverten because they thought it was more aesthetically pleasing. Today it’s very different — people are seeking out a nontoxic environment.”