Alex|Tay has created the first Custom Nail Polish app that allows consumers to digitally design their own nail colour.
The app allows customers to choose from millions of colours and create their own personalised colour and name.
Paul Wolff, founder and CEO of Alex|Tay, said: “It's as easy as snapping a picture, tapping a colour, and creating your own custom, high-quality nail polish named to reflect your sense of humour, fashion or mood.”
Wolff continued: "With our custom nail colour system, you can match your world in just seconds — it's really easy and fun to use."
The nail polishes are 7-Free and carry a Silver level Material Health Certificate from the Cradle to Cradle Products Innovation Institute.
This means that the nail polishes do not contain any substances that are known or suspected to cause cancer, birth defects, generic damage or reproductive harm.
The app is available on iPhone and Android phones.
The US-based brand was founded in 2016 by a team of experts in consumer technology, colour development and chemical formulation.