Although nail polish sales aren’t what they were at their peak in 2013 — the total prestige nail market was down 5 percent in the 12 months ending February, driven by a decline in nail color enamel, according to The NPD Group — Guatemalan women’s wear brand Guishem is launching its debut assortment of nail lacquer on Aug. 26 on guishem.com.
“Nail lacquer is just the beginning category for us in beauty,” said Guillermo Jop, creative director of Guishem. “We like the category because it complements our apparel collections and is versatile and playful. This is our gateway into a bigger beauty collection for Guishem in becoming a full lifestyle brand.”
The collection, which is priced from $14 to $15 depending on the finish, includes 15 high gloss shades plus one topcoat. The polish is inspired by signature colors throughout past and present Guishem collections.
“We noticed nail art has become quite fashionable in the last decade. A woman’s manicure has more and more become an extension of her style and become the perfect accessory,” Jop said. “Because of this, we liked the idea of creating colors that would accent our ready-to-wear collections. The Guishem color palette is always vibrant and we wanted to the nail polish to be a reflection of the brand’s spirit.”
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Also, the range was designed to be five-free — sans formaldehyde, dibutyl phthalate, camphor, toluene or formaldehyde resin.
The glass bottle’s design is meant to give it an ultra-modern look indicative of Guishem’s apparel collections. Also, the brush is custom-made to be round and flat, which is said to deliver a streak free application.
“Coming from a family that has been producing cosmetics for the last 70 years we had the know-how and could take on the challenge of creating nail lacquer,” noted Jop.
And Jop isn’t stopping at nails.
He added, “We have already begun work on other beauty products such as eye shadows, lipsticks and powders.”