Style lovers will be in raptures as Nails Inc London, the UK’s leading fashion forward nail brand, launches in South Africa in March with true exclusivity to Edgars and Red Square. This is a brand that promises to bring innovative trends straight from the international catwalk to local shores, at the same time as they launch worldwide. The salon grade products, always named after famous London destinations and favoured by celebrities and fashion icons, will allow South African women to experiment with fashion and style in an affordable way.
Currently making headlines around the globe are the Nails Inc Bling It On Leather & Skulls (R250) collections in black and tan, packaged with silver and gold skulls respectively. According to Nails Inc founder Thea Green MBE (for services to the beauty industry) this collection interprets the key nails trend at the moment: texture and embellishment.
Leading with leather
Thea Thea remarks, “Alexa Chung sported the Nails Inc black Noho leather effect polish at the British Fashion Awards, catapulting the trend inspired by Spring Summer leather seen at shows such as Balenciaga and Balmain. To bling up the trend add a 3D crystal skull embellishment. The Leather Effect polishes (R120) come in black (Noho), tan (Soho Mews) and mulberry (Shoreditch Lane), which look glossy on application but dry down into a chic leather look, as seen on the cap.”
Nails Inc will give local customers the opportunity to channel either their inner rebel rock star or romantic heroine with the soon-to-be-launched Bling It On Rebel & Romance ranges (R325), the ultimate kits for DIY nails. Bling It On Rebel includes the mulberry leather effect polish, silver skull embellishments and a selection of studs and SWAROVSKI ELEMENTS. Inspired by the SS13 chic nude trend, Bling It On Romance includes a mini version of their best-selling ‘hero’ shade, Porchester Square, as well as a mini Electric Avenue full coverage silver glitter polish with white crystal 3D bows and a selection of SWAROVSKI ELEMENTS.
“Staying with the texture trend, we have developed Concrete polish (R120) for an edgy, fashion forward nail look. Concrete is perfect for fast fashion as there is no need for a top coat and comes in four poster paint colours,” says Thea.
Local love for nails
The Leather & Skulls collection sold out overseas in record time after its Christmas launch, inspiring a social media flurry and waiting list of more than 3000 women at the Nails Inc London nail bars. It is expected to be as popular with local fashionistas when it goes on shelves. Thea comments, “South African women have had a long relationship with nails and were one of the first countries to pick up on manicures and nail trends.” She also notes that in terms of fashion and innovation, traits “key to the South African woman”, Nails Inc is a fantastic fit for our local ladies with its high quality, innovative polishes..
“It is a great pleasure to introduce Nails Inc exclusively through Edgars and Red Square to the South African market,” says Angela Eaton-Corder, Executive Buying Manager for nails inc at Edcon. “As a nail brand we believe Nails Inc is going to excite and inspire women to be more daring with their nail looks. All I can say is, be prepared to have a lot of fun!”
Fashion at your fingertips
Fashion is at the heart of Nails Inc as Thea and her team draw inspiration from their favourite fashion houses and regularly translate runway trends in colour and texture into polish, delivering them into the hands of customers within eight to 10 weeks.
This is demonstrated in the six shades seen in the Nails Inc Autumn/Winter Trend Collection (R225). Colours include forest green, as seen at Victoria Beckham and Marc Jacobs as well as navy, seen at Christopher Kane and Mulberry and finally, the chic and classic nude, which was inspired by Stella McCartney and Richard Nicholl.
Nails Inc also has a targeted luxury treatment line to ensure customer nails are in tip-top condition and the nail colours have a longer-lasting finish.
Fulfill your ‘caviar dreams’ with the luxury of the award winning Kensington Caviar Base and Top Coats (R125). The ultra nourishing base coat ‘feeds’ the nail and prevents staining, all the while ensuring a smooth surface for colour and prolonging the duration of your manicure. The products are enriched with caviar extracts and are fast drying, with a guaranteed 45-second touch-dry drying time for the top coat. The top coat is super-glossy and both products have received overwhelmingly positive reviews from customers. Besides the nourishing result, the wet look finish looks salon grade because it is!
A Vitamin E Oil Pen (R125), Corrector Pen (R110) and Express Nail Polish Remover Pot (R120) round off the list of must-have treatments.
Nails Nails Inc pride themselves in always being first to market with revolutionary product innovation, including special effects such as magnetic, 3D glitter, crackle, nail jewellery and leather effect polish. Customers are afforded the opportunity to have fun with the latest trends in texture as well as colour.
Thea Green, the woman responsible for raising the bar in nail innovation, was once fashion editor for Tatler, before becoming a visionary entrepreneur who collaborates with London Fashion Week designers such as Matthew Williamson, Issa, Alice & Olivia, Osman and Richard Nicoll. She launched Nails Inc at the tender age of 24 when she saw a gap in the market after a visit to New York’s 15-minute nail bars. Fourteen years on, Thea's vision can be credited for establishing new trends and making nail fashion what it is today.
“There are no boundaries to what you can do with nails. We have moved from core nail polish colour to special effects polishes, nail embellishments, stickers and also press on nails. Watch this space for what Nails Inc has in store,” concludes Thea.
For more information visit www.nailsinc.com , or find them on Twitter (@nailsincsa).
About Nails Inc
Founded in 1999 by young entrepreneur Thea Green MBE (for services to the Beauty Industry), Nails Inc is the UK’s leading fashion forward nail brand with a bestselling, highly sought after product range. nails inc provides the ultimate in affordable luxury and is famous for its innovative, catwalk inspired, professional products.
The idea for Nails Inc came about in 1999 when Thea was just 24 years old and working as a Fashion Editor in London. Thea spotted a gap in the market for professional high quality manicures and a more fashion forward range of products for women with little time to spare and she set about launching Nails Inc. She began developing the nails inc product range and opening the first Nails Inc salon on South Molton Street near London’s Bond Street. The store opened to queues down the street, eager to try the now famous 15 minute manicure and the professional, fashion inspired product range.
Thea’s fashion background played a huge role in the creation of the product range, ensuring that customers could always find the perfect shade to match the latest trends. Staying true to its London heritage, Thea named all of the products after famous London destinations such as Notting Hill Gate, Portobello, St James, Piccadilly Circus and The Thames.
Nails Inc has established itself as the UK’s most successful and popular nail bar chain, seeing on average 10,000 customers per week. Nails Inc has two luxurious stand alone stores in London and 59 nail bars in department stores. The extensive product range is now available internationally.
Nails Inc products are formulated with the latest professional technologies and are created for women who demand uncompromising quality and instant results. Fashion is at the heart of nails inc and as a result has become one of the leading colour brands in the UK, with a unique ability to switch on the latest shades. Nails Inc are always first to market with the hottest trends and product innovation, including special effects such as magnetic, 3D glitter, crackle and nail jewellery. These revolutionary products are perfect for giving customers the opportunity to experiment with the latest fashions and effects.
Nails Inc regularly work with fashion designers and are always spotted behind the scenes at Fashion Week, collaborating with designers such as Matthew Williamson, Issa, Alice & Olivia, Osman and Richard Nicoll. Thea says “Having regular exposure to fashion designers and how they work, combined with the ability to manufacture new colours in an instant, has given us quite a unique edge within the nail industry. Nail polishes have become the ideal non-committal, affordable fashion accessory,” explains Thea.
“We regularly launch new nail colours from chic taupe to pastel yellow. It keeps our fashion conscious customers very happy, as they know they can expect the unexpected when it comes to new nail shades.”
Nails Inc works behind the scenes at fashion week and Thea creates a fashion week blog as the shows take place. Trend shades are matched there and then so the latest shades are available just a few weeks later.
Thea Green has won a number of business awards including Entrepreneur of the Year 2010 at the Woman of the Future Awards and the Retail and Consumer Award at the 2011 First Women Awards. In 2011, Thea was awarded an MBE for her services to the beauty industry, which was presented to Thea by the Queen at Buckingham Palace.
Nails Inc is now available in 300 Sephora stores in the US and Canada and also in fashion boutique Kitson, Fred Segal and Saks. Nails Inc is also available in Sephora stores in France, Luxembourg, Monaco, Italy, Spain, Denmark, Greece, Turkey, Romania, Serbia, Bulgaria, Poland, Czech Republic and The Netherlands. Furthermore, Nails Inc is available in Australia and will be available in the Middle East and South East Asia later this year.