NOA was born from a desire to address a gap in the nail care market, focusing on a problem that could be readily solved and made accessible to a wide audience. Inspired by her lifelong passion for DIY, encompassing everything from hair and beauty to furniture and clothing revamps, the founder sought to create a brand thatwould resonate with her younger self and fellow DIY enthusiasts. A particular focus was placed on nails, specifically innovative techniques like Gel-X and traditional gel manicures.

While numerous gel polish brands exist in Europe, they often fell short of expectations, lacking the quality and variety found in both small and large American brands. The market was saturated with BIAB and rubber base products, creating a need for versatile gel polishes, especially in natural base colors,that didn't always require significant thickness. The confusing product namingconventions employed by many brands further compounded the issue.

A significant concern arose from the lack of transparency and readily available information provided to consumers, particularly DIY users. Many large brands were selling gel polishes without adequate guidance on usage or clear ingredient lists. While self-education is crucial for both DIYers and professionals in any field, NOA believes brands have a vital role to play in providing clear information, raising awareness, and actively working to improve industry standards, especially when addressing existing stigmas surrounding nail products. This commitment to transparency and education is what she and the team at NOA aim to bring to the market.