Nails.INC

Nails.INC is a British nail-care and beauty brand founded in London by Thea Green. Its business combines consumer nail products with physical manicure services and retail distribution. Green developed the idea after observing the accessibility and popularity of nail bars while travelling in New York City. She prepared a business plan with business partner MT Carney and raised £200,000 from investors before opening the first Nails.INC store on South Molton Street in London's West End in 1999. The early business was built around making professional-looking manicures more accessible through dedicated nail bars in prominent retail locations. After the first three London stores opened, Carney left the business to move to the United States with her family. Nails.INC continued to expand, opening department-store concessions in 2000. This retail model became an important part of the brand's identity, placing its products and services in established department stores and other high-traffic beauty channels rather than relying only on standalone stores. The company broadened its professional-services offering in 2003 by launching a training academy for beauty therapists in London. In 2005 it introduced a luxury champagne nail bar, extending the nail-bar concept into an experience associated with premium hospitality and special occasions. Later physical expansion included stores and concessions in the United Kingdom, United States, Australia, and Japan. In November 2012, the brand opened a nail bar at the Harvey Nichols Beauty Bazaar concept store in Liverpool One. Nails.INC's product activity has included traditional nail lacquers, treatment-oriented products, multi-use formulas, and unusual application formats. In 2015, it launched what it described as the world's first spray-on nail polish, an attempt to make polish application faster and more distinctive. In March 2025, the brand introduced It's Topless, a four-in-one product designed to combine base coat, colour, top coat, and treatment in a 22-shade launch range. The brand has also used fashion, food, fragrance, and entertainment-adjacent partnerships to create limited-edition collections. Victoria Beckham collaborated with Nails.INC on two limited-edition nail polishes in 2014. In 2022, the company worked with Magnum on chocolate-scented nail polishes inspired by the ice-cream brand's Duet Bars, with sets corresponding to Almond, Chocolate, and Cookie flavours. Later that year it collaborated with Marks & Spencer on a Percy Pig collection. A December 2025 collaboration with Jo Loves was described as a limited-edition set containing a fragrance pen and red nail polish. Nails.INC distributes through a mixture of department stores, specialist beauty retailers, television shopping, online marketplaces, and international retailers. Named channels include Selfridges, John Lewis, Waitrose, QVC, Amazon, Lookfantastic, Sephora, Target, and Sally Beauty in the United States. The brand has positioned itself as a homegrown British nail brand while using product innovation, retail visibility, collaborations, and salon-style services to reach consumers. Thea Green was appointed an MBE in 2011 for services to the beauty industry and received several entrepreneurship and beauty-industry recognitions.

Nails.INC was established in London in 1999 by Thea Green, who had a background in public relations, journalism, fashion media, and magazine editing. Green became interested in the commercial potential of nail bars after seeing how readily available they were during travel in New York City. She developed a business plan with MT Carney and raised £200,000 from investors. The first Nails.INC store opened on South Molton Street in London's West End. The company initially expanded through a small network of London stores. After the first three locations opened, Carney left the business to move to the United States with her family. Nails.INC then extended its reach through department-store concessions, beginning in 2000. This helped establish a hybrid model in which the brand could operate both as a provider of manicure experiences and as a seller of packaged nail products. In 2003, Nails.INC opened a training academy for beauty therapists in London. The academy reflected the company's connection to professional nail services and supported the service expertise associated with its nail bars. In 2005, the company added a luxury champagne nail bar, using a hospitality-oriented format to give manicures a more premium and experiential character. The brand continued to develop its retail presence in the United Kingdom and internationally. It has been associated with concessions and distribution through retailers including Selfridges, John Lewis, Waitrose, QVC, Amazon, Lookfantastic, Sephora, Target, and Sally Beauty. Its stated store presence has included the United Kingdom, United States, Australia, and Japan. In November 2012, it opened a nail bar within the Harvey Nichols Beauty Bazaar concept store at Liverpool One. Product innovation became another recurring part of the brand's development. In 2015, Nails.INC launched a spray-on nail polish, which it described as the world's first spray-on nail polish. The format differentiated the company from conventional brush-applied lacquers and reinforced its emphasis on accessible, attention-generating beauty innovation. In March 2025, the company launched It's Topless, a 22-shade four-in-one nail polish intended to serve as base coat, colour, top coat, and treatment in a single product. Nails.INC has frequently used collaborations to connect nail colour with fashion, food, retail, and fragrance culture. In December 2014, it worked with Victoria Beckham on two limited-edition nail polishes. In May 2022, its partnership with Magnum produced chocolate-scented nail polishes based on three Duet Bar flavours: Almond, Chocolate, and Cookie. In December 2022, a Percy Pig collection was launched with Marks & Spencer. In December 2025, the brand was reported to have collaborated with Jo Loves on a limited-edition set pairing a fragrance pen with red nail polish. The company has also participated in public-facing social initiatives. In June 2020, Nails.INC stated through Instagram that it would contribute proceeds for the entire month to Black Lives Matter and voiced opposition to systemic racism. Founder Thea Green received an MBE in the 2011 Birthday Honours for services to the beauty industry. She also received the 2002 CEW Achiever Award, the 2011 Ernst & Young Entrepreneur of the Year award, and the 2011 First Women Awards Retail & Consumer recognition. Nails.INC received an Allure Best of Beauty award in 2019 and another in 2025 for It's Topless.

• 2025

  It's Topless launches

  [1]Nails Inc.en.wikipedia.org

  The brand introduced its four-in-one It's Topless polish in 22 shades.

• 2022

  Magnum and Percy Pig collaborations

  [1]Nails Inc.en.wikipedia.org

  Nails.INC released a Magnum-inspired scented collection and later a Percy Pig collection with Marks & Spencer.

• 2020

  Black Lives Matter proceeds commitment

  [1]Nails Inc.en.wikipedia.org

  The brand announced that proceeds for June would support Black Lives Matter.

• 2019

  Allure Best of Beauty recognition

  [1]Nails Inc.en.wikipedia.org

  Nails.INC received an Allure Best of Beauty award.

• 2015

  Spray-on nail polish launches

  [1]Nails Inc.en.wikipedia.org

  The company introduced a spray-on nail-polish format that it promoted as a global first.

• 2014

  Victoria Beckham collaboration

  [1]Nails Inc.en.wikipedia.org

  Nails.INC launched two limited-edition polishes with Victoria Beckham.

• 2012

  Harvey Nichols Beauty Bazaar nail bar opens

  [1]Nails Inc.en.wikipedia.org

  The company opened a nail bar at Harvey Nichols Beauty Bazaar in Liverpool One.

• 2011

  Thea Green receives MBE and entrepreneurship awards

  [1]Nails Inc.en.wikipedia.org

  Green was appointed an MBE for services to the beauty industry and received Ernst & Young Entrepreneur of the Year and First Women Awards recognition.

• 2005

  Champagne nail bar launches

  [1]Nails Inc.en.wikipedia.org

  Nails.INC introduced a luxury champagne nail-bar concept.

• 2003

  Beauty-therapist training academy launches

  [1]Nails Inc.en.wikipedia.org

  The company launched a London training academy for beauty therapists.

• 2002

  CEW Achiever Award

  [1]Nails Inc.en.wikipedia.org

  The brand's founder, Thea Green, received the CEW Achiever Award.

• 2000

  Department-store concessions begin

  [1]Nails Inc.en.wikipedia.org

  Nails.INC expanded beyond its initial London stores by opening concessions in department stores.

• 1999

  First Nails.INC store opens in London

  [1]Nails Inc.en.wikipedia.org

  Thea Green and MT Carney launched Nails.INC after raising £200,000 from investors; the first store opened on South Molton Street in London's West End.

A fashion-conscious British nail-care brand combining accessible salon-style services, colour cosmetics, product innovation, and high-visibility retail and cultural collaborations.

• Nail colour · 1999

  Nail polish collections

  Nails.INC's core product activity is the development and sale of colour cosmetics for fingernails and toenails. Its collections span conventional lacquer formats and limited-edition products shaped by fashion, food, retail, and fragrance collaborations. The brand uses shade concepts, packaging, and sensory or cultural themes to distinguish seasonal and partnership-led releases.

• Nail colour innovation · 2015

  Spray-on nail polish

  Launched in 2015, Nails.INC's spray-on nail polish was designed as an alternative to conventional brush application. The company presented it as the world's first spray-on nail polish, making the product a notable example of the brand's focus on novel application formats and convenience-oriented beauty innovation.

• Multi-function nail treatment and colour · 2025

  It's Topless

  It's Topless is a four-in-one nail product launched in March 2025. It is intended to combine a base coat, coloured polish, top coat, and treatment in a single formula. The launch comprised 22 shades and presented an all-in-one approach to simplifying the manicure routine.

• Beauty services · 1999

  Nails.INC nail bars

  The brand's nail bars provide manicure-focused beauty services and form an important part of its original retail concept. Nails.INC opened its first store in 1999, later developed a training academy for beauty therapists, introduced a champagne nail bar, and operated nail-bar locations or concessions in selected retail environments.

• Limited-edition nail polish · 2022

  Magnum collaboration collection

  The 2022 Magnum collaboration used chocolate scent and ice-cream flavour references to create three paired nail-polish sets. The sets were inspired by Almond, Chocolate, and Cookie versions of Magnum Duet Bars, linking nail colour with food-led sensory branding.

• 2025Jo Loves x Nails.INC

  International

  Nails.INC collaborated with Jo Loves on a limited-edition set pairing a fragrance pen with red nail polish.

  Outcome. The limited-edition set was reported as launching in December 2025.

  Source
• 2022Magnum x Nails.INC

  International

  Nails.INC collaborated with Magnum on chocolate-scented nail polishes inspired by Almond, Chocolate, and Cookie Duet Bar flavours.

  Outcome. The partnership produced three flavour-themed paired sets.

  Source
• 2022Percy Pig x Marks & Spencer

  United Kingdom

  Nails.INC worked with Marks & Spencer on a Percy Pig-themed nail collection, connecting the beauty brand with a well-known retail character property.

  Outcome. A Percy Pig collection launched in December 2022.

  Source
• 2020Black Lives Matter proceeds commitment

  International

  In June 2020, Nails.INC used its Instagram platform to announce that proceeds for the month would be contributed to Black Lives Matter and expressed support for combating systemic racism.

  Outcome. The announced activity covered the month of June; the source does not specify the amount raised.

  Source
• 2014Victoria Beckham x Nails.INC

  International

  Nails.INC partnered with Victoria Beckham to create two limited-edition nail polishes, using a fashion-led collaboration to broaden the brand's cultural and style positioning.

  Outcome. The collaboration resulted in a limited-edition product release.

  Source

• 2025

  Launch It's Topless four-in-one polishProduct launch

  Background

  Nails.INC sought to simplify the manicure routine by combining several preparation, colour, finishing, and treatment functions.

  Action taken

  The company launched It's Topless in 22 shades as a product combining base coat, colour, top coat, and treatment.

  Aftermath

  The product received an Allure Best of Beauty award in 2025.

  Source

• 2015

  Introduce spray-on nail polishProduct launch

  Background

  The brand pursued a differentiated, convenience-oriented approach to nail-colour application.

  Action taken

  Nails.INC launched a spray-on nail polish and described it as the world's first product of its type.

  Aftermath

  The launch reinforced Nails.INC's reputation for unusual nail-product formats; later commercial performance is not specified.

  Source

• 2000

  Expand through department-store concessionsStrategy

  Background

  Following the opening of its first London stores, the company sought wider retail reach.

  Action taken

  Nails.INC began opening concessions in department stores.

  Aftermath

  The concession model became part of the brand's distribution footprint across major retail and beauty channels.

  Source

• 1999

  Launch through London nail barsStrategy

  Background

  Thea Green identified the accessibility of New York nail bars as an opportunity for a comparable service-led concept in the United Kingdom.

  Action taken

  Nails.INC opened its first store on South Molton Street in London after raising £200,000 from investors.

  Aftermath

  The company opened three London stores before extending into department-store concessions.

  Initial investment raised. £200,000 (1999 launch)

  Source

1. 1Nails Inc.en.wikipedia.org