OPI Products

OPI Products, marketed as OPI or O·P·I, is an American nail-care brand serving professional salons, nail technicians, and consumers. The business began in 1981 when George Schaeffer acquired Odontorium Products Inc., a small dental-supply company. Schaeffer was joined by Suzi Weiss-Fischmann, who became a prominent creative and commercial leader for the brand, and by biochemist R. Eric Montgomery. Together they developed an acrylic nail system and sold it directly to local salons. The company subsequently discontinued its dental activities, concentrated on professional nail products, and adopted the OPI Products name. OPI expanded beyond acrylic systems during the 1980s. In 1989 it entered the nail-lacquer category, establishing the product area for which it would become best known. Its lacquer business grew through a large and frequently refreshed shade portfolio, salon distribution, seasonal collections, treatment products, and highly recognizable shade names. This combination of technical salon positioning and consumer-friendly color storytelling helped OPI operate across both professional and retail channels. The brand became particularly associated with entertainment, fashion, travel, automotive, and consumer-brand collaborations. Collections connected with Legally Blonde 2, Alice in Wonderland, Ford Mustang, and Dell helped OPI present nail color as a form of popular-culture and lifestyle expression. In 2003, it also introduced Pawlish, a nail-polish product for dogs; the launch attracted mixed reviews and was not representative of the core professional business. OPI later continued to develop systems for different salon and home-use needs, including traditional Nail Lacquer, longer-wear Infinite Shine, and professional GelColor. Ingredient regulation and safety expectations became an important part of the brand's history. In 2007, following pressure from the United States Environmental Protection Agency and the Campaign for Safe Cosmetics, OPI reformulated its nail lacquers to remove dibutyl phthalate, formaldehyde, and toluene. The change reflected broader movement in the beauty industry toward so-called three-free formulations and greater ingredient scrutiny. Coty acquired OPI in 2010, bringing the nail brand into a large international beauty portfolio. Coty appointed Mary van Praag as OPI's general manager in 2014, succeeding John Heffner. In 2020, Coty completed the sale of a controlling interest in the Wella, Clairol, OPI, and ghd group to KKR, while retaining a minority stake. Further transactions in 2021 reduced Coty's ownership interest. OPI is now part of Wella Company, the standalone beauty company formed around those brands, and continues to market professional and consumer nail products internationally from its California headquarters.

OPI's roots are in Odontorium Products Inc., a dental-supply business acquired by George Schaeffer in 1981. After the acquisition, Schaeffer recruited Suzi Weiss-Fischmann and worked with biochemist R. Eric Montgomery to create an acrylic nail system. The product was initially sold directly to nearby nail salons. OPI abandoned the dental-supply activity, focused on nail products, and changed its name to OPI Products Inc. The company entered nail lacquer in 1989. This expansion transformed OPI from a specialist acrylic-systems supplier into a broader professional nail-care brand. Its lacquer business was built around a large shade selection, salon credibility, frequent themed collections, and names designed to make individual colors memorable. OPI subsequently broadened its portfolio with treatments, base and top coats, longer-wear color, and professional gel products. Brand partnerships became a recurring part of OPI's marketing and product-development history. A collection linked to Legally Blonde 2 appeared in 2003 and was also featured in the film. Other collaborations included Dell in 2009, Alice in Wonderland in 2010, and Ford Mustang. These partnerships connected the brand to entertainment, technology, and automotive culture while maintaining nail color as the central product category. OPI also experimented with Pawlish, a nail-polish line for dogs launched in 2003; contemporary reception was mixed. Ingredient scrutiny shaped another important period. In 2007, pressure from the U.S. Environmental Protection Agency and the Campaign for Safe Cosmetics led OPI to reformulate its nail lacquers without dibutyl phthalate, formaldehyde, and toluene. The reformulation placed the brand within the beauty industry's wider movement toward reduced use of controversial ingredients and more transparent safety positioning. Coty acquired OPI in 2010. The acquisition gave OPI access to the resources and international infrastructure of a major beauty company while preserving its identity as a specialist nail brand. In 2014, Coty appointed Mary van Praag as OPI's general manager, replacing John Heffner. Ownership changed again as Coty reorganized its professional and consumer beauty assets. On December 1, 2020, Coty completed the sale of a controlling interest in Wella, Clairol, OPI, and ghd to KKR for $2.5 billion in cash, retaining 40% of the standalone company. In October 2021, Coty announced a further sale of approximately 9% of its shares to KKR for $426.5 million, reducing its stake to about 30.6%. In November 2021, Coty agreed to sell an additional approximately 4.7% interest in Wella in exchange for the redemption of part of KKR's convertible preferred shares, reducing Coty's total holding to approximately 25.9%. OPI is now operated within Wella Company and remains an active international nail-care brand.

• 2021

  Further reduction of Coty's ownership

  [1]OPI Productsen.wikipedia.org

  Two announced transactions reduced Coty's interest in the Wella-related group to approximately 25.9%.

• 2020

  KKR acquires controlling interest in OPI's parent group

  [1]OPI Productsen.wikipedia.org

  Coty completed the sale of a controlling interest in the Wella, Clairol, OPI, and ghd group to KKR while retaining a minority position.

• 2010

  Acquisition by Coty

  [1]OPI Productsen.wikipedia.org

  Coty acquired OPI and added it to its international beauty portfolio.

• 2007

  Three-ingredient reformulation

  [1]OPI Productsen.wikipedia.org

  OPI reformulated its nail lacquers to remove dibutyl phthalate, formaldehyde, and toluene after pressure from regulators and an advocacy organization.

• 2003

  Legally Blonde 2 collection and Pawlish launch

  [1]OPI Productsen.wikipedia.org

  OPI created a collection associated with Legally Blonde 2 and introduced Pawlish, a nail-polish line for dogs that received mixed reviews.

• 1989

  Entry into nail lacquer

  [1]OPI Productsen.wikipedia.org

  OPI expanded from acrylic systems into nail lacquers, later adding treatments and other nail-care products.

• 1981

  George Schaeffer acquires Odontorium Products Inc.

  [1]OPI Productsen.wikipedia.org

  George Schaeffer purchased the small dental-supply company that became the foundation for OPI.

• 1981

  OPI shifts from dental supplies to nail products

  [1]OPI Productsen.wikipedia.org

  Schaeffer, Suzi Weiss-Fischmann, and R. Eric Montgomery developed an acrylic system, after which the company discontinued dental sales and adopted the OPI Products name.

Professional salon-quality nail care combined with a broad, fashion-oriented color assortment and accessible consumer retail presence.

• Traditional nail polish · 1989

  OPI Nail Lacquer

  OPI's traditional lacquer line is the brand's foundational consumer and professional color offering. It is associated with a large shade range, seasonal collections, themed collaborations, and salon-oriented application. The line helped establish OPI as a globally recognized nail-color brand after its entry into lacquer in 1989.

• Long-wear nail polish

  OPI Infinite Shine

  Infinite Shine is OPI's longer-wear lacquer system, positioned between conventional polish and professional gel services. It combines color products with coordinating base and top coats and is intended to provide extended wear while retaining a polish-style removal process.

• Professional gel nail color

  OPI GelColor

  GelColor is OPI's professional gel-polish system for salon use. It extends the brand's color assortment into cured gel services and is designed for professional application, wear, and removal procedures.

• Nail care

  OPI Nail Treatments

  OPI's treatment category includes products intended to support the condition, preparation, protection, and finishing of natural or enhanced nails. These products complement color lines and help maintain the brand's professional nail-care positioning.

• Pet nail polish · 2003

  Pawlish

  Pawlish was an experimental OPI product line for dogs introduced in 2003. It attracted mixed reviews and is not part of the brand's central current product architecture.

• 2010Alice in Wonderland collection

  International

  OPI developed a collection connected with the 2010 film Alice in Wonderland.

  Outcome. Used a major entertainment property to support themed nail-color merchandising.

  Source
• 2009Dell collaboration

  United States · International

  OPI collaborated with Dell, extending its partnership activity beyond conventional beauty and into consumer technology.

  Outcome. Reinforced OPI's lifestyle and cross-category collaboration strategy.

  Source
• 2003Legally Blonde 2 collection

  United States

  OPI created a nail-color collection associated with the film Legally Blonde 2, with the products also appearing in the movie.

  Outcome. Expanded OPI's connection with entertainment marketing and popular-culture licensing.

  Source
• Ford Mustang collaboration

  United States · International

  OPI collaborated with Ford Mustang, linking nail color with automotive design and enthusiast culture.

  Outcome. Broadened the brand's collaboration portfolio beyond film and beauty.

  Source

• 2021

  Further reduction of Coty's ownership in Wella CompanyM&A

  Background

  Coty continued to monetize its minority position in the Wella-related business after the 2020 transaction.

  Action taken

  Coty announced transactions involving the sale of approximately 9% of its shares and a further approximately 4.7% interest in Wella to KKR.

  Aftermath

  Coty's total shareholding in the Wella, Clairol, OPI, and ghd group declined to approximately 25.9%.

  Share-sale proceeds. $426.5 million for the approximately 9% share sale (October 2021)

  Source

• 2020

  Sale of controlling interest to KKRM&A

  Background

  Coty reorganized its portfolio and separated the Wella-related professional and consumer brands from its core business.

  Action taken

  Coty sold a controlling interest in Wella, Clairol, OPI, and ghd to KKR for $2.5 billion in cash while retaining 40% of the standalone company.

  Aftermath

  OPI became part of the Wella Company structure, with KKR as the controlling shareholder and Coty retaining a minority position.

  Transaction value. $2.5 billion cash (2020)

  Source

• 2010

  Coty acquisitionM&A

  Background

  OPI had developed a substantial professional and consumer nail-care presence.

  Action taken

  Coty acquired OPI.

  Aftermath

  OPI became part of Coty's international beauty portfolio and later part of the Wella Company group.

  Source

• 2007

  Reformulation to remove DBP, formaldehyde, and tolueneStrategy

  Background

  OPI faced pressure from the U.S. Environmental Protection Agency and the Campaign for Safe Cosmetics over ingredients used in nail lacquer.

  Action taken

  The company reformulated its nail lacquers to eliminate dibutyl phthalate, formaldehyde, and toluene.

  Aftermath

  The change aligned OPI with the beauty industry's movement toward reduced use of controversial nail-polish ingredients.

  Source

• 1989

  Launch of nail-lacquer businessProduct launch

  Background

  OPI had initially built its business around professional acrylic systems.

  Action taken

  The company entered nail lacquer and subsequently broadened its portfolio with additional nail-care products.

  Aftermath

  Lacquer became the brand's best-known product category and supported its expansion into consumer retail.

  Source

• 1981

  Exit from dental supplies and focus on professional nail careStrategy

  Background

  The business had originated as a dental-supply company, but the founders developed a commercially promising acrylic nail system for salons.

  Action taken

  OPI stopped dental sales, concentrated on nail products, and changed its name to OPI Products Inc.

  Aftermath

  The strategic shift created the specialist nail-care brand that later expanded into lacquer, gel, treatment, and retail categories.

  Source

1. 1OPI Productsen.wikipedia.org
2. 2OPI official websiteopi.com