Nails Inc's guide to branching into niche markets

Brand launches pro and wash-off ranges

Alexa Chung wearing St James

Nails Inc’s soon-to-launch Pro range and new Wash Off Polish were designed to meet specific needs, as Founder Thea Green tells Cosmetics Business

Nails Inc Pro

Can you tell us a bit about the new Nails Inc Pro range?
The line launches [in mid-September] with 24 shades, 13 of which are bestsellers from other lines and 11 are new shades. We aim to give a great choice of classics along with some quirkier tones – there is something for every customer. Alongside the colours there is a fantastic top and base coat plus two nail treatment products, Ridge Filler and Nail Strengthener. All shades can be removed with regular nail polish remover – there is no specialist technique to remove it. The range is exclusive to Sally and Salon Services stores, and the website in the UK.

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