Eve Snow will break into the U.S. market this year with a triumvirate of deals that will see it sold online through sephora.com and Net-a-Porter.com, and at Space NK’s Greene Street flagship in Manhattan.
The British indie brand that specializes in nail polish and treatments and aims to promote nail health with toxin-free formulas, will launch with Net-a-Porter globally in February, and with sephora.com and Space NK in April in the UK and the U.S.
Eve Snow’s new nail detox products, including a honey nail mask, will also roll out to Sephora brick-and-mortar stores later this year, although details about the number of stores are still being finalized. Detox products will also be used at the Sephora in-store nail treatment bars.
“This is a really exciting time for us. We want to be the nail treatment brand, we want to own that space,” said Yvette Snowden, who launched the brand in 2013.
Over the past few months, Snowden has changed the packaging, with taller and skinnier ridged bottles, and introduced new colors. She has also unveiled a CC Base Coat, a color corrective formula meant to hide stains, ridges and white marks.
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The CC coat also gives the nail bed a glossy shine, so it can also be worn alone. Like her color formulations, it contains Vitamin-C rich marula oil, which protects against sun damage; Vitamin B-12; and a horsehair based extract that helps prevent dry, brittle nails caused by sun damage.
The nail lacquers cost $16 while the BB and CC treatments cost $18.
As with her first generation of lacquers and treatments, all of the formulas include ginkgo biloba, argan oil and vitamin E.