OUR STORY
It's bloody fabulous
Inspired by the cheeky streets of LONDON, butter LONDONTM was born in 2005 out of a rebellious spirit defined by a passionate objective: to offer toxin-free nail laquer without compromising on colour, quality, wit or performance. Every great idea begins with a genuine problem and ours was simple: nail colors were limited, hues were boring and many formulas were toxic.

After the astounding success of our high-performance 3-Free nail laquers that were free of the 3 most commonly toxic ingredients - we then went on to become 10-Free. Our luxe beauty line now also includes clean colour cosmetics for the face, lips and eyes. Today, we uphold our heritage promise to deliver fun, imaginative products every bloody time. Feel Good Beauty® you can trust.

butter LONDON

Jin Soon Choi is known for her elegant simplicity and is one of the most influential nail artists in the industry. Born in Korea, Jin moved to New York City in 1991 and quickly built a reputation as a rising freelance nail artist. Her early experiences manicuring at salons - where the pace was fast and there was little time spent with each client - inspired her to go out on her own and offer more personalized, one-on-one services. She earned the nickname "Bicycle Jin" as she biked to and from her clients' apartments on her trusty 10-speed. Jin soon earned a loyal following as the go-to manicurist of top editors, photographers, designers and celebrities. Crowned the "Nail Guru" by The New York Times Magazine, Jin is best known for her ability to pinpoint current and emerging trends and translate them into the art of nail design.

In 1999, she opened her first Jin Soon Hand and Foot Spa in the East Village specializing in nail treatments along with waxing and brow shaping. The success of the 300 square-foot spa led to two more locations: one in the West Village, where neighborhood regular Sarah Jessica Parker was the first client, and another on the Upper East Side, which features an intricate walnut wood wall running the entire length of the salon.

After much anticipation, Jin debuted her eponymous nail collection in 2012. The range of shades includes those named by models she regularly works with, and is 9/10-free (of harsh chemicals) and formulated with high-tech polymers and resins that ensure long wear and a shiny finish. Though celebrated for her creative genius, flawless technique and signature touch, Jin is also respected and adored among industry peers for her dedication, passion and warm, easygoing manner.

 

The JINsoon Nail Lacquer line embodies everything that Jin believes a great nail polish should be. Drawing on her many years working on photo shoots, editorials and owning four JINsoon Spas, Jin has been able to create polish that is the answer to countless suggestions she has heard from clients and influencers about what they were looking for in a nail polish line.  Jin believes that the nail polish should be as healthful and eco-friendly yet enduring as possible, therefore all of the shades in the collection are formulated with high-tech polymers and resins that ensure long wear and a shiny finish.  Nearly all the shades in the ever- growing collection employ a quick dry formula made specifically with busy women in mind.

 JINsoon is 10-free and formulated without harsh chemicals such as  Formaldehyde, Toluene, DBP, Formaldehyde resin, Camphor, Xylene, Ethyl Tosylamide, Triphenyl phosphate, Parabens, Lead

• Long lasting formula with a chip-proof finish

• Rich, lustrous color payout in 2 coats with striking brilliance and intense shine

• Double patented quick dry formula delivers a super smooth application while creating a lasting manicure with bold, brilliant color, smooth application and the ultimate high gloss chip free finish.

• UV Filter protects against fading or yellowing of color

• 9/10-Free formula means there are no toxic chemicals like formaldehyde, toluene, DPB, camphor, and formaldehyde resin

• High-tech polymers and resin for longer wear and extended shelf life 

• Vegan friendly 

• No animal testing

JINsoon

HOW IT ALL BEGAN
It’s very possible that no one loves nail polish more than Lauren B. As a little girl, she often set up a nail salon in her garage, where she performed manicures for her grandmother, and any other family member willing to play along. She would set up her station at an old ironing board, with a white poster-board sign offering manicures for $5; while dressed in overalls, snap bracelets, jellies and rocking out to her favorite Spice Girls cassette. She begged her parents for rocks & minerals, art supplies, and most importantly new nail polish shades, which she organized in color groups. By the age of 15,  she yearned for the hottest polish colors and was obsessing over the newest nail trends that kept her in Cape Cod convenience stores all summer while everyone else was at the beach.

As time went on, well-meaning grownups advised Lauren to bag manicuring and try a career in something like law or medicine. After graduating college and a year into perusing her career in medicine, she realized there was something missing. Lauren moved from the east coast to Los Angeles and began working for a luxury hair care brand. Through this experience she  learned the ins and outs of the beauty industry. Lauren seized this opportunity, and as she moved into the high-end beauty world, her knowledge for luxury brands, and interest in nail care evolved.

“I was traveling a lot and always on the go, so I got to try polishes and ingredients from around the world,” she remembers. “If we were in a salon that had a manicurist, I was right there picking her brain and getting insider tips and tricks”. Lauren got tired of getting manicures, that did not last nor live up to her lengthy demands. Lauren was disgusted with the alternatives, and the damaging effects they had on nails. There had to be a better way for women like her to have nail polish last-without having to compromise health for a simple luxury like nail polish. The first thing she realized was that there was no perfect brand: Some lines had great colors but they didn’t last long enough. Others stayed put but contained harsh ingredients or gradually lost their shine. None of them offered the right balance of luxury and ease. That’s when the light bulb went off: I can make what’s missing.

Along with the support from her husband, parents, close family and loved ones all whom inspired Lauren to make her dream a reality.  Lauren then carted her demanding wish list to the world’s top chemists and set about creating the perfect brand. The result, she says, is “the perfect, two-week, do-it-yourself manicure for busy women. The polishes swipe on expertly, easily. They dry fast, stay delightfully glossy and chip-free for at least 14 days, and don’t cost a fortune. Every color is one that I’d wear; every treatment is one that I swear by. There is even a collection of perfect nudes for every skin tone – though actually, I wear them all.”

They’re all a joy to use, even on the go and they are all inspired by the beauty of L.A. the place Lauren now calls her home turf. Our products are proudly made in the U.S.A. and never tested on animals. Everything we create is vegan-friendly and free of harsh chemicals like formaldehyde, DBP, toluene, formaldehyde resin and camphor.

“For me, everything’s come full circle,” Lauren adds. “As someone who truly believes that nails are the best accessory—and is fanatical on the subject—these are my personal bests, inspired by all things beautiful. I hope they’ll be yours, too!”

Lauren B. Beauty

Lights Lacquer is a cruelty-free, vegan & 7-free lacquer company, founded by beauty youtuber Kathleenlights in November of 2019. Lights Lacquer brings nostalgia, timelessness and unique, luxury colour curation to create quality nail polish that is long-lasting and easy to apply.
Based in Miami, FL Kathleen and the rest of our eclectic team draws inspiration from reminiscent elements around them, the latest nail trends and nostalgic references -- making each collection more special than the one before. Our goal is helping lacquer ladies & lads to express their life through colour.

Lights Lacquer

ABOUT US
Londontown pays homage to our origins, a breakthrough in innovation, and a celebration of clean beauty that goes beyond a “free-of” list. We’re proud to redefine clean and lead the way in doing beauty better, thoughtfully.

WE ARE
a women-owned, family-run business based in the U.S.—even though our story started across the pond.

WE CREATE
products that are free of all the things you don’t want, and full of the things you do and formulas that leave nails and skin looking lustrous, healthy, and better than before.

WE PROMISE
to deliver forward thinking formulas with unparalleled results using carefully curated clean ingredients that you never have to question.

LONDONTOWN

NCLA Beauty debuted in 2010 with a small collection of products that developed into an award-winning, cult favorite beauty line of lip care, nail care, body care, and more.

Sisters Elin and Anh-Thu Dannerstedt founded NCLA Beauty to create a destination of products that is truly clean and innovative while staying colorful and cheeky.
With originality and sensoriality at the core, NCLA Beauty’s products combine effectiveness with amazing scents and textures. The cruelty-free line is always made in the USA with clean, vegan ingredients. If you are looking for feel-good beauty products you can’t live without, made by female founders, you’ve come to the right place.

NCLA Beauty

Sally Hansen, America’s #1 selling brand of nail color and care, provides innovative solutions all suitable from the comfort of your own home for every nail care problem and fashionable colors for every manicure and pedicure need. Sally Hansen offers on-trend nail color and nail art essentials; efficacious care products for healthy nails; effective and easy-to-use beauty tools; and the widest range of flattering leg makeup and hair removal solutions.

Sally Hansen

WE AT SMITH & CULT BELIEVE WE ARE THE ANTIDOTE TO BEAUTY SAMENESS
Because we represent duality­­ — from triumph to tears, elegance to absurdity, bliss to heartbreak & everything in between.

We believe the pursuit of perfection leads to sameness and we find sameness pretty f*g boring.

We find beauty in the real because there’s nothing made up about being real. So we’re a little rough around the edges & we think that’s a beautiful thing.

WE’RE NOT HERE TO APOLOGIZE BECAUSE WE LOVE WHO YOU ARE & WHO YOU’RE BECOMING.

Smith & Cult

Tella Nails was founded by two driven and passionate sisters who discovered the true value of press-on manicures during the pandemic. With the lack of quality press-on nails in the market, Paulina and Sabrina were on a mission to create salon-quality nails that are reusable and the fraction of the cost of a salon-visit. With the goal of creating a press-on manicure that was accessible, high-quality, affordable as well as size-inclusive, Tella Nails was born.

Our first collection, The Bouquet Collection, was inspired by flowers from our Mother's garden, where we spent the first half of our quarantine. The Bouquet Collection focuses on solid shades that are both classic and contemporary. 

Sabrina's favorite color in the collection is Iris while Paulina's favorite color in the collection is Primrose, which truly shows their different styles. 

Fun fact: The name "Tella" derives from their mother's first name "Donnatella". 

Made With Love, 
Paulina & Sabrina 

Tella Nails

CONSCIOUS BEAUTY:
It’s not about “clean” or even “non-toxic.” It’s about better. The art of making informed choices today about what is better for your body, your family, your life, and your world, and then seeking to improve upon those choices tomorrow. Staying curious, learning constantly, and taking the small steps that add up to giant leaps. We call it conscious beauty, and it’s at the heart of everything we do.

OUR STORY:
The power of the perfect ten.
Just over ten years ago in New York City, we opened the first nail salon where less is more. A thoughtfully designed space devoted not only to nail care but also to caring for yourself—and the world around you—with formulas that cleanse, nourish, color, and gloss, all without harmful ingredients. A place that’s meticulously clean yet feels warm and inviting, not clinical. An experience to savor and share.

It worked—beautifully. New spaces followed, each one unique, along with a curated product range that makes it possible to bring the Tenoverten experience home. We’ve come a long way, but what we’re most proud of is our community: the thoughtful, discerning, joyful, and inspirational women (and plenty of men, too) who know the power of the perfect ten. It’s a much-needed boost or a moment of pure calm, a fresh foundation or a finishing touch. The perfect ten is personal, and we’re here to help you make it your own.

XX
Nadine Abramcyk, Adair Ilyinsky, and Jaclyn Ferber
Founders

OUR PRINCIPLES:
The ten commitments.
01 – Less is more.
02 – People and the planet come first.
03 – Nail care is hand care and foot care and skincare.
04 – Healthy and effective aren’t mutually exclusive.
05 – Delight in the details.
06 – Without losing sight of the big picture.
07 – Cruelty is never acceptable.
08 – Stay curious.
09 – Believe in better.
10 – There is power in the perfect ten.

OUR PROMISE:
HAND AND FOOT CARE ESSENTIALS MADE BETTER. WE CALL IT CONSCIOUS BEAUTY, AND IT’S AT THE HEART OF EVERYTHING WE DO.

OUR PRODUCTS:
Naturally nourishing formulas at your fingertips. In a world brimming with nail products, we set our standards sky-high: safe ingredients, naturally nourishing formulas, and salon-quality results. Our products are not only “eight-free” (no dibutyl phthalate, toluene, formaldehyde, formaldehyde resin, camphor, ethyl tosylamide, xylene, or triphenyl phosphate) but also cruelty free and vegan. From sourcing to shipping, we make sustainability a priority, and we work with Chemwise to recycle past-their-prime products, from leftover polish to every component of packaging, including caps and brushes.

#Nail Growth

#Nail Growth

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