butter LONDON

Dear Sunday

Dermelect

Habit Cosmetics

J.Hannah

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!”

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