The Launch is HERE!

The impetus for a new company starts with a question that needs an answer. For Lauren B, a young beauty industry veteran, the question was, Can a home manicure that rivals a high-end salon result even possible? Could it be as glossy? Could it be as smooth? Could it last as long or even longer? And could you do it yourself in under 30 minutes?

“I wasn’t sure myself till I went to the experts,” says Lauren. “It wouldn’t be easy for a startup, but I was lucky to have an inside track through my uncle, Philip B., who’s been my mentor through the process. I started with a checklist of the things that bugged me about doing my own nails. I asked expert manicurists – at high-end salons from L.A. to Shanghai – for their advice. Then I worked with some of the world’s top chemists. Because after all, there wasn’t much point in just creating another color line. I wanted to offer something revolutionary.”

The result: a color and treatment collection that’s right-now chic, good for your nails, mood-lifting and fast-working — because who has hours to wait around for polish to dry? Inspired by the beauty of L.A. home turf, our products are proudly made in the U.S.A. and never tested on animals. Everything we create is vegan-friendly and free of harsh chemicals like formaldehyde, DBP, toluene, formaldehyde resin and camphor. And our nail polishes contain only the finest pigments, for luxurious, long-lasting, fade-resistant color that’s wonderfully easy to apply. Because we’re in a golden age for nails, and we want you to enjoy every fabulous and creative second of it!