Nails Inc celebrates sales jump by launching new gen Z lifestyle arm


Nails Inc’s founder Thea Green on Tuesday revealed plans to dip her perfectly pedicured toes into a new venture aimed at youngsters.

Green has inked an “ambitious” deal with retailer Boots to create a new arm called My Mood, combining accessories, tech and beauty.

It will sell products including bath bombs, mobile phone covers and room mist sprays.

The beauty guru said: “Our new brand is aimed at the Gen Z Instagram audience, whose impressive purchase power can’t be ignored.” 

The collection will be sold in the UK from May, and hit US shelves in 2019. 

Mayfair-headquartered Nails Inc looks set to reach £16 million sales for the year to June 2018, up from £13.8 million. Profits are forecast at £500,000, up from £149,000.

Former Tatler journalist Green launched Nails Inc in 1999. Its manicure bars can be found in stores such as Harvey Nichols and Selfridges, and the polishes are stocked across Britain.

The company also has a make-up division, INC.redible, which it launched in 2017.



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