Nail Order enters gel polish market with 100 ‘hypoallergenic’ shades

Nail Order, provider of apparel, salon essentials and courses for nail professionals, has added 100 gel polish shades to its impressive portfolio.

The brand was founded by former salon owners, Rebekka and Chris Costello, during lockdown, with the goal of providing high quality retail items to pros. As popularity grew, the duo created cuticle oils and a full cover tip range, arming them with manufacturing knowledge for affordable, innovative products.

Their first discussion about a gel polish range was prior to Nail Order’s launch, in 2019, when they believed there was a gap in the market for a high quality, highly pigmented gel polish range that was both hypoallergenic and made in the EU or UK. “At that point we were still focused on running our salon, and didn’t revisit the idea until early 2022, when Nail Order was more established,” Rebekka comments.

“Creation of the gel polish range took 18 months. We spent four months finding a factory and formula that met our standards, and from there we created the colours, designed the packaging and tested lamps to ensure compliance. There have been delays along the way but the journey has been worth it, as we are so proud of the product we have created.”

Nail Order gel polish is available in 100 shades, with an additional 18 launching before 2024 and around three colour collections launching each year.

“The gel polish is hypoallergenic, and while we believe that there is a place for chemicals such as HEMA in low quantities in the nail industry, we wanted to ensure that our gel polish could be suitable for as many people as possible,” shares Rebekka. “This is why it is free of IBOA, HEMA, HPMA and DI-HEMA.

“The formula is highly pigmented and easy to use, adhering well to the nail plate with no pulling from the free edge. It is also made in the EU and cures in 30 seconds in the Nail Order LED Lumi Lamp.”

Each of the 100 shades feature a quirky name and are housed in a chic, striking black bottle with drip detail. “We wanted to create something show-shopping, that would help nail techs easily identify thee shade in each bottle,” Rebekka continues. “The drips are part of our brand identity and we incorporated them to make a really unique looking bottle.

“We commissioned a mould and registered the cap design, and the brush allows pros to paint neatly yet get close to the cuticle.

“As experienced nail techs, we know exactly what we do and do not want in a gel polish, and have thought of every little detail – including a shelving system – so that nail techs can use the products with confidence.”

Nail Order Gel Polish is available via www.nailorder.co.uk