Our Why

“Isn’t nail polish inclusive? Every shade looks great on brown skin tones to me.” We know. But that’s not the point. 

Our mission is pretty straightforward but more importantly inclusive, we provide imagery of underrepresented skin tones paired with imagery of colors many women feel like they could never wear. Providing natural everyday imagery, to help our customers explore beauty that is more realistic and relatable. 

For me, it was a race between trying to find the your perfect shade in what seems timed test after the words "Pick your color" are said, and getting disappointing outcomes almost every single time with the shades I had to quickly select. So in 2016, I decided to hand-make my own. I actually only set out to make a few nude shades based on my skin tone, but once I started mixing and pouring, I fell in love with creating unique colors that radiate on every skin tone. ‘Diversifying Beauty In Nail Care’ on every bottle means, I specifically created a space for you and I want you to know that, and anyone who celebrates inclusivity and loves quality nail polish. We embrace every skin tone.

This isn't to create a divide or deep discussions on how you may not feel this way about your nails it’s about inclusivity. This article below provides detailed insight on the importance of representation in the beauty industry, specifically hand swatches and diversity.
(Click image-5 min read)

Seeing a variety of colors that you would otherwise not select on a skin tone similar to yours eases the stress when buying or using beauty products and allows you the opportunity to explore and expand your own beauty. It matters.
When browsing our site, you will notice 98% of our photos will not be edited or simulated colors. We love the effects that editing and Photoshop can bring, but many times, they don't match what you end up getting physically. We embrace every nail shape, skin tone and skin type, so send over those swatches! What you’ll find here is relatable everyday swatches that fuel our mission of diversity.
It’s not about just buying our nail polish, but it’s also about being able to confidently pick out your next shade or one of our swatches inspiring you to step out your comfort zone. No matter how many times someone says “it would look good on you.”, sometimes you need a little inspiration. That’s why we’re here. 
Photo: @CurltureUK
We are able to focus on and fuel our mission because of our inclusive retail store partners, online retailers from Canada to the US Virgin Islands, our supportive nail artists, brand ambassadors from all around the world, and our amazing customers who continue to support our brand and our mission!
Thank you for helping us fuel our mission: #nailpolishonbrownskintones