Nails.Inc Launches ‘It’s Topless,’ a Multitasking Polish for People on the Go
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LONDON — Thea Green, the founder of Nails.Inc, has achieved a dream and created a nail polish she says that’s as effortless to apply as lip gloss, and meant to live alongside all the other quick fixes in a person’s makeup bag. Called Topless, it’s a four-in-one formulation — base coat, treatment, polish and top coat. It takes just under a minute to apply, the same amount of time to dry and is meant to last for a minimum of six days. The formulation, which contains bio-peptides to nourish the nails, and glass particles for a glossy, chip-resistant finish, was two years in the making. It was developed by the small, in-house team at Nails.Inc, and manufactured at factories in Europe. Related Articles Fashion Scoops Golden Goose Turns Selfridges Corner Shop Into a Hearty Italian Antique Store Fashion Scoops Reduce, Reuse, ReBurberry: Burberry Opens a Selfridges Pop-up “It’s meant to take the chore out of nail polish, and the process is as quick as applying press-on nails,” said Green, who sold Nails.Inc last year to the U.S. company Pacific World Corp., in a deal valued at 30 million pounds. It’s Topless is a multitasking polish from Nails.Inc. “It’s also the first nail polish that you can carry around, put it in your makeup bag, and use like you would lip gloss, bronzer, mascara and other day-to-day basics,” she added. Nails.Inc has been an innovator, developing different polish textures; formulations meant to mimic gel manicures, and scents to match the various colors. Even by those standards, It’s Topless is next-level for the brand, and the first product launch under the new owners. It’s Topless began rolling out in the U.S. and the U.K. in mid-February and sales are set to hit $21 million in the next few years. That’s nearly the size of Nails.Inc, which had revenue of 25 million pounds in 2024. The product launched with 22 colors, and there are plans to add a further 25 later this year. Green said she wants to keep the total number of stock keeping units to around 50. It costs the same as the other Nails.Inc polishes, $9 in the U.S. or 9 pounds in the U.K. It’s Topless is a multi-tasking polish from Nails.Inc. Green believes the new formulation will solve problems for busy women everywhere. “We’re all living our lives in 1,000 layers, we have too much to do and are expected to look groomed and polished all the time,” Green said. “Until now, when your nail polish chipped, or wasn’t looking the best, and you were at work or busy, you didn’t have many options. You either lived with those nails,” or somehow squeezed in time to touch them up, she added. Asked whether the new product might cannibalize the sales of base, polish, top coats and treatments at Nails.Inc, Green admitted there was a risk — but it was one worth taking. “I’ve always come at things from a customer-first perspective. With It’s Topless, the consumer now has a better product, one that suits their lifestyle,” said Green, adding that she plans to use It’s Topless regularly, and then treat herself to a full, multilayer manicure when she finds the time. Green said the new multitasking polishes will encourage people to experiment, have fun, and rotate colors for less than the cost of a manicure. “Makeup has become more toned-down — color-wise — as people focus on skin care. So nails are probably the one area where you can have a little bit of fun. One day you can wear matcha green, the next day change to slate gray, and then move to a great cherry red,” she said. Green, who founded the indie brand 25 years ago, said it’s a very different experience launching a product with the backing of a private investor. Nails.Inc’s parent, Pacific World Corp., is owned by the U.S. investor Prospect Capital. “The access to capital is quite transformational, but at the same time, I still treat this like it’s my own business. It’s natural for me to pick up the phone to suppliers and want to negotiate prices,” Green said. It’s Topless from Nails.Inc is rolling out in the U.K. and the U.S. The new products will be sold through Sephora and U.S. retailers such as Target and Walmart, where Pacific World Corp. has longstanding partnerships. It will also be distributed through Amazon and direct-to-consumer. The marketing budget is the brand’s largest ever. “The launch is an amazing moment to put Nails.Inc on the map, particularly in the U.S.,” Green said. In the U.K., stockists include Boots, Superdrug and Selfridges, where there is also a Nails.Inc nail bar. Other outlets include online retailers Cult Beauty, Lookfantastic and Feelunique, and stores such as Urban Outfitters and Anthropology.
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