Minx is spotlighting celebrity manicurists by collaborating with them.
The Oceanside, Calif.-based company behind fashionable nail coverings introduced a collection last month with manicurist Lisa Logan, whose clients include Beyoncé, Mary J. Blige and Queen Latifah, and will this week unveil a collection with Marian Newman, whose manicures have graced the runway shows of Givenchy, Vivienne Westwood, Valentino and more. Collections with Kimmie Kyees, a manicurist of choice for Katy Perry and Rihanna, and Naja Rickette, who did Lady Gaga’s nails in the “Love Game” and “Paparazzi” videos, are set to launch in the spring.
“We work a lot with the celebrity manicurists, and it is kind of our way to give something back,” said Minx co-owner Dawn Lynch-Goodwin. “It is allowing the artist in them to come out. We wanted to showcase them and give them an opportunity to take their designs to other manicurists.”
There are around eight styles in each of the first two collaborations to hit the market, which are expected to cost $5 to $10 above customary Minx manicures that are regularly $35 to $55 at nail salons. Lynch-Goodwin described Newman’s assortment as ranging from classic to highly design-oriented, with styles featuring chrome, nude, graduated color and various shape illusions. She said Logan’s collection is more colorful and playful, with geometric imagery a prominent theme.
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Lynch-Goodwin and Janice Jordan, who founded Minx together in 2007, projected the celebrity manicurist collections would generate between 2 percent and 5 percent of Minx’s annual sales. The company has registered less than $10 million in yearly annual wholesale sales. “This is a first trial. We are hoping they do well,” said Lynch-Goodwin.
The early reads on the Lisa Logan collection are strong, according to Jordan. At the International Salon and Spa Expo that ran in Long Beach, Calif., from Jan. 29 to 31, Minx premiered the Lisa Logan collection, and Jordan declared manicurists flipped for it. “We sold out of some of her [products,]” she said.
Logan reported she gets calls daily from people wanting to emulate her past Minx manicures — and she hopes the collaboration will help the masses be able to do that. “It brought nails back to life,” she said of Minx. “Now, I feel that nails are starting to climb that fashion ladder and get up there with makeup and hair.”