UK-made gel polish storms market with commitment to sustainability
By Scratch Staff | 09 November 2023 | Brands, Feature, Movers & Shakers, News
Introducing This Is Gel – a gel polish brand born out of one nail pro’s desire to offer a luxury range at a competitive price – and support the UK economy.
The brand, which launched in October 2023 with a capsule collection of eight shades, is the brainchild of Becci Abbott, a music executive turned nail technician.
Becci trained in nail services at the beginning of the pandemic, following a life-long passion for the craft. However, she soon discovered she was allergic to products containing HEMA, so began to seek alternative gel polishes to use. “I couldn’t find what I wanted on the market,” she reveals. “So, with the hours of time that the pandemic offered, I decided to create my own range.”
Becci’s aim was to create a brand that was made in the UK, vegan, cruelty-free, HEMA-free and Di-HEMA free, with suppliers and packaging sourced locally and as sustainably as possible. “I wanted This Is Gel to have a calming, reliable, luxurious and inclusive identity that offers nail techs the best service possible, and am working closely on a project with Zero Waste Scotland to identify and implement sustainable practices where possible.
“Ultimately, I want the brand to be one that its customers are proud to represent.”
The eight launch shades, which include hot red Control, lilac Zero Dawn and white Ranni, were hand-selected for their quality, viscosity and pigmentation, and named after video game titles, characters and settings: Becci’s other passion. “I’ve tested hundreds of samples of gel polishes and am extremely selective about the shades I launch,” she continues. “I plan to launch a new range every six months, and have some exciting products in the pipeline – including builder gels.”
“I pledge to make the most sustainable choices possible with This Is Gel, while ensuring that the formula remains 100% vegan and cruelty-free,” says Becci. “The business is committed to net zero by 2040, so the entire range is made in the UK. I am open and honest about all areas of the brand and strive to never stop improving. I don’t believe in sacrificing quality and am so proud of the brand and what’s to come.”