Nailberry is the first premium nail polish brand to launch a breathable, healthy formula. Having recently worked with Emilia Wickstead and Erdem, and won a Beauty Shortlist 2016 award, it’s no wonder the cruelty-free cult-favourite products have garnered praise from industry insiders. We caught up with Founder Sonia Hully who shares with us her inspirations and why she is proud of the brand’s firm British roots
Nailberry first began as a nail salon in Chelsea 2012 – Tell us a bit about Nailberry and what has been the evolution of the brand since your launch?
Nailberry was an instant success. With the increased popularity of the semi-permanent gel nail polish, many of our salon clients were getting weak and dry nails. This led me to the development of my own line of nail polish that was as healthy as possible.
I launched our first 4 free collection in 2014, however I wanted to create an even healthier polish. With our laboratory in France we found the best solution — an oxygen and moisture permeable formula which wouldn’t dry out yours nails. We launched the L’Oxygéné range at the start of 2015 and we’re now stocked in stores including Selfridges, Harvey Nichols and Anthropologie.
Our 5-chemicals free oxygen technology is far better for your nails, and the polishes are made without the “nasties” Formaldehyde, Toluene, DBP, Camphor, and Formaldehyde resin.
Where do you get your inspiration?
I used to be an interior designer so have always had a creative flair and a passion for colours. Before I launched Nailberry, I found the nail polish bottle designs available on the market were not particularly attractive; I was inspired by beautiful perfume bottle designs.
I wanted all of our colours to be wearable, like strong reds and pretty nudes. I get colour inspiration from my own lifestyle, for instance my focus on heath and wellbeing led to the creation of our most recent Green Therapy collection.
We’re also involved with a lot of fashion shows, and backstage is a great place to find inspiration for exciting trend driven colours. We recently worked with Emilia Wickstead and Erdem at London Fashion Week 2016.
What makes you unique and what is it about Nailberry that appeals?
We’re the first premium nail polish brand to launch a breathable nail polish formula. Our collections are carefully curated with a range of timeless and wearable colours, a chic brand aesthetic and a healthy formula. We’re very proud of our firm British roots with international twists from Paris to LA.
Can you tell us why being natural and cruelty-free is so important?
These days our customers are paying more attention to what’s going into their beauty products. Why create a product full of nasty chemicals when we have the ability to create non-toxic high quality beauty products? Also, as I’m a strong supporter of animal rights and welfare, it was a no-brainer for me that my product ranges had to be cruelty-free.
Who is the Nailberry customer?
Someone who cares about healthy beauty without comprising on product quality — a feminine stylish woman in the know.
Do you have a favourite collection?
My current favourite is our new Green Therapy range. The khaki greens are beautiful, wearable shades — Glamazon is the ultimate must-have, perfect for your summer holidays!
Have you won any prestigious awards?
We’re the nail polish category winners of the Natural Health International Beauty Awards 2016, as well as a best nail product and range Beauty Shortlist 2016 Awards winner. We were also shortlisted for the Sunday Times Stylist Magazine Beauty Awards 2016 in the ‘best nail brand’ category.
What’s next for Nailberry in 2016?
We’re launching an exciting nail treatment range later this year as well as a line of nail polish removers that are effective at removal whilst being gentle on the nails.
What’s your everyday luxury?
My everyday beauty luxury would be a spritz of my favorite perfume. It’s also important to take some time every day for myself, whether that is through exercise, good food or spending time with friends. At the end of the day, these are essential to a healthy and happy life.
For more information, visit Nailberry
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