Tech Talk: Invite the Wolf right up to your salon door
By Alex Fox | 05 September 2022 | Feature, Tech Talk
The first Nailympia global champion back in 2017, Sweden’s Madelene Wolf, has jumped into the slipstream of her success and launched a new nail system with education, known as Wolf.
“For a long time, I dreamt of having all the best materials gathered in one place instead of having to look for products I like from different suppliers,” reveals Madelene. “I also wanted to help others work with the best products in as simple a way as possible.”
Working alongside chemists since 2019, the Wolf nail system began its development journey with a vision of producing high quality products with fine pigments. Durability on the nail was another important factor for Madelene throughout the manufacturing process. “When I started my brand, it was not only to offer high-quality products that create beautiful and personalised nails, but also to help other nail therapists become the best in the world at their craft,” enthuses Madelene. “This is why I offer professional nail products and diploma courses in nail design at my Wolf Nail Academy, resulting in world class nails. People don’t really buy the products, they buy the purpose of them and the results they get.”
With an already saturated market, Madelene affirms she was guided by needing, “The best products for sale, salons and students. When I couldn’t find the level of quality on the market I required, I decided to produce my own.”
Training in nails back in 1996, this world class nail stylist from Gothenburg, has been working with nails ever since. “After being hired at various salons, I’ve had my own salon and school since 2008,” cites Madelene. “I train future nail therapists at the Madelene Wolf Nail Academy, however, no matter how much I think I know, I will never be fully trained and, as I love learning new techniques and shapes, I also make sure I regularly take courses myself.”
Reflecting on her journey into nails, Madelene fondly recalls, “I’ve been interested in nails since childhood when I would glue pieces of tape together, then cut them out to put on my nails. I then borrowed my mum’s red nail polish and thought the finished product looked great.”
Getting hooked on the idea of nails as a career was born from Madelene’s regular nail appointment leading her into a beginners’ nail course. “I thought nails looked like so much fun, so I went on a course and found it a great way to channel my creativity. I then decided to get further education.”
Climbing to the top of an industry ladder means taking education seriously, and as such, Madelene made it her mission to train with the best. Citing Najet Hamila Strand, Tom Holcomb and David Fowler, among a long list of industry greats, Madelene highlights, “If I have to pinpoint one industry professional I currently admire, it would be Olena Oezman, for her great passion for perfection. I can’t stop looking at her nails! But I also admire those who dare to follow their dreams and never give up, those who enter competitions and continue to take courses to keep improving.”
Proving that competing in nails can have a profound and positive effect on a nail career, Madelene notes her competition career (2001-2017), has afforded industry recognition, world travel, networking and further training and now the advent of her own nail brand.
“My biggest career highlight was when I became Nailympia Winner of Winners (Div 3) in London 2014, and then Nailympia Global Champion 2017. That is hard to forget! My heart was pounding so hard, and for a second I thought I would pass out before the results were announced. Another highlight is all the nail courses I’ve had the opportunity to arrange around the world, and now I’ve finally followed my dream of starting a nail brand.”
Living by the doctrine of never giving up on her dreams and living in a state of self-belief, Madelene’s eye for perfection and precision, alongside her persistence and determination, have led to the birth of an elegant and stylish product line, which delivers, in her own words, “Durability on the nails, ease of use and smooth application, high colour pigmentation, with brushes carefully developed by my colleague, Sandra Bergstrand, who’s been extremely picky regarding their quality throughout the production process.”
The Wolf nail system currently presents UV/LED hard gel, UV/LED gel polish, L&P acrylic, nail art products, brushes and accessories. Team Wolf is now delving deep into the R&D for an acrygel product to join the Wolf nail pack.
“I want to reach the whole world with my products, work with those who are passionate about the same things as me and train even more nail therapists worldwide,” smiles Madelene. And offering her expert advice to aspiring nail professionals, she notes in closing, “You have to believe in yourself and never give up. Follow your dreams and goals!”