Meet The Founder


Meet The Founder

Meet The Founder

Let’s take it back to the beginning…

Thea Green MBE founded Nails.INC in 1999. Her brand has shaken the nail market up with her creative, innovative products, creating cult status beauty faves worldwide. In the 20 years since launching Nails.INC, Thea has expanded her portfolio to include INC.redible Cosmetics in November 2017, My Mood in May 2018 and Holler & Glow in December 2019. Thea has won an Entrepreneurial Woman of the Future award, become a Member of The British Empire in 2011 for services to the beauty industry, and remains the driving force behind all four of her brands known for game-changing innovation.

Meet The Founder

All brands are vegan, cruelty free and making big steps to be as planet-friendly as possible.

Now, our founder shares an insight into her world…

Tell us about your background and what inspired you to start Nails.INC? Being an Editor for Tatler magazine, I was traveling back and forth from the USA and was so impressed by the speedy efficient nail bars over there which just didn’t exist in the UK. But even in The States, nobody was doing it complete with a fashionable high-quality nail product, there was no brand leader. I was inspired to launch both a nail product and a service. I think of Nails.INC as much of a fashion brand as I do a beauty company. Where do you find inspiration? Everywhere. Fashion, lifestyle, street style, something a friend is wearing to the colour of linen in a restaurant! Inspiration is everywhere you just need to look for it! What does self-care mean to you? Selfcare is not just for now it is a ritual we all need to enjoy. It is the way we learn to be present and re-focus our intensions towards mindfulness and find joy in the small things. The best advice on how to keep our nails and hands in tip-top shape Nails and hands have a busy time, especially during the colder months. So you must take care of them as you would your skin. For your hands use an intensely hydrating hand cream or try one of our Hand Masks for an extra boost of skin nutrition. For nails, always wear a Base Coat, this will improve wear time of colour but also protect your nails. Remember to give your nails a breather between gel manicures. Also a couple of nights a week I love to use our superhero Overnight Detox Mask, because by the morning my nails look brighter, and feel stronger, ready to take on the day. What are the must-haves in your makeup bag and what’s your go-to nail polish colour? I don’t have a go-to nail colour as I am constantly trying and wearing new shades, but at the moment I just love our classic navy blue Prince Arthur Road. The must have in my makeup bag is probably my By Terry - Terrybly Densiliss Sun Glow. I am obsessed with glowy, dewy skin all year round, and this does the job perfectly. What nail trend in 2020 do you love? What nail trend do you hope doesn’t come back? The Skinny French manicure. Such a modern take on an old classic. The 90s French manicure! What is the best piece of advice you can give women? Always be true and honest with yourself and those around you. What can we expect from Nails.INC In the near future? The nail market is moving at a rapid pace by which we continue to expand our innovation and storytelling. From our Cannabis Sativa Seed Oil collection Just Kinda Bliss to our mindful manicure crystal collection Crystals Made Me Do It, we push every trend barrier and work to pack as much fun into each collection as possible. Look out for our latest in innovation Are You Hot or Not? a heat reactive nail polish duo which magically changes colour. It really brings the fun back into polish. We have also created our cleanest nail polish range yet Plant Power which is 100% vegan, cruelty free, 21 free and halal friendly. We have switched up our iconic plastic cap for a recyclable and sustainable eco-friendly 100% FSC* beech wooden cap worn on top of the Nails.INC staple Venetian glass bottle.

We can’t wait to share all things new with you!
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