SB Exclusive: Nail Inc.'s Thea Green On Making It In The Beauty Industry

SB Exclusive: Nail Inc.’s Thea Green On Making It In The Beauty Industry

Thea - 500 pixelsPhoto: Nails Inc.

Whether it’s adding cucumber to your water, or chia seeds to your salad, these days we are looking for any opportunity to infuse a little something healthy into everything. So why should nails be any different?

If there are green tea facial moisturizers, then why shouldn’t there be nail polish infused with activated charcoal? From the company that brought you Paint Can, the first spray on nail polish, comes the All Fired Up line from Nails Inc. These polishes are intended to protect and detoxify your nails, but it doesn’t stop there.

Nails Inc. also has a Superfood nail range that includes polishes in amazing colors that are fortified with an array of superfoods like kale, coconut water, matcha, and almond oil. There are also nail treatment options like the SOS and Cuticle Oil Pen duo, and the Overnight Detox Mask with green tea, acai, and spirulina. Our absolute fave though, is that you can personalize your favorite polish or treatment. This is an adorable gifting option for the nail lover in your life.

This once small British brand was founded 15 years ago by former Tatler Fashion Editor, Thea Green. Since its creation, Nail Inc. has collaborated with Alice & Olivia, Victoria Beckham, Alexa Chung, and Poppy Delevingne. You’ll also spy Nails Inc. during London and New York Fashion Weeks. Nail Inc. can be purchased online at Nails Inc. and Sephora, but visit their site for a full list of stockists near you. Thea gave us the rundown on this magnificent marriage between fashion and innovation from Nail Inc.’s creator.


Neon press imagePhoto: Nails Inc.

What prompted your transition from editorial into the world of entrepreneurship, and nail care?: “I really see nails as the closest element of beauty to fashion. Women can be so much more experimental with their nails in a way they might not be able to with make-up. I spotted a gap in the industry for a high-quality, high-fashion, trend-lead nail brand and the rest is history.”

How do you go about finding the latest healthy ingredients to include in the nail formulas?: “We test so many ingredients and only the best make the cut. We panel test and then rely heavily on customer feedback and feedback from out nail stars.”


NAILS INC LOTTIE18706-ExposPhoto: Nails Inc.

Who would you like to collaborate with in the future?: “We are lucky to have worked with some fantastic designers and celebrities. We are currently working with Lottie Tomlinson who I admire so much. At such a young age she has incredible trend and customer insight and has been a dream to work with.”

What is your favorite self-care activity?: “I love to exercise. Anything that’s high energy and cardio so I spin, box and run. I love to cook. Problems fade away when I am at home in my kitchen with my family.”

What can we expect from Nails Inc. moving forward?: “We will continue to stay ahead of the trends and be an industry trail blazer. We are bold and take risks. That’s our DNA.”

On advice for young women who want to pursue entrepreneurship in the world of beauty?:
“1. Make sure you find a unique gap in the market.
2. Never stand still always evolve.
3. Employ talent.
4. A little bit of compassion and kindness goes along way
5. There is no room for an ego.”

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