Kendra Scott is entering the beauty category with the introduction of a nail polish line, Kendra Scott Lacquer.
A collection of 23 shades including a top coat and base coat, Kendra Scott Nail Lacquer is available beginning Friday at kendrascott.com and in all 46 Kendra Scott boutiques. The polishes were created to mimic the hues and finishes used in the brand’s colorful, stone-based jewelry designs.
Beauty is a natural extension for the Kendra Scott brand, said chief executive officer Kendra Scott. Nail polish, she told WWD, is a “key accessory” itself. “I see our nail lacquer as that finishing touch…that pulls a look together.” The polish shades are inspired by gems the brand uses in its designs. “Signature shades” are priced at $16 and “druzy shades,” which offer a glittering effect meant to evoke the look of druzy crystals, are $18. Two Transformative Coats that give nails a holographic shimmer effect are also priced at $18. Shade names are also stone-based — Onyx is black, Lapis is a deep royal blue and Chalcedony is a minty turquoise.
Scott executives declined to discuss financials in regard to the polish line, but the brand told WWD last year that its revenue projections for 2015 were $110 million.
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Kendra Scott has developed a cultlike following, and enthusiastic customers amass its trend-driven baubles like collectors items. The brand is focused on growing its brick-and-mortar retail doors. It opened 22 new stores across the country within the last 12 months and seven more are planned by year end.
Scott fans are also highly active on social media — posts with the #kendrascott hashtag total more than 150,000. The brand is utilizing social media for the Nail Lacquer launch, harnessing the hashtag #ksnailedit, and banking on its loyal fan base to spread buzz about the line before eventually expanding distribution. Scott is hoping to garner attention from retailers the Kendra Scott Designs brand is already in, such as Nordstrom.
The nail polish line is not a one-off, said Scott, and the brand will continue to produce new colors and expand the range seasonally — new colors will be based off new jewelry items. Further expansion in the beauty category is also in the works, though Scott stayed mum on specifics, saying only, “I have always believed jewelry was just the beginning for Kendra Scott…we will continue to expand into new categories.”